Performance Marketing
Paid media strategy, campaign planning, budgets, testing, optimisation, creative planning and briefing, and scaling across major digital platforms.
My career has been primarily focused on performance marketing and digital acquisition, building and optimising multi-channel campaigns across paid media, e-commerce and app ecosystems. I use data, attribution and experimentation to improve acquisition, conversion and marketing efficiency across GCC markets. More recently, my experience expanded into omnichannel growth, retail marketing, P&L responsibility and broader business management.
Core Expertise
Digital Acquisition
Customer acquisition across web and app, focusing on traffic quality, conversion, CAC and marketing efficiency.
Analytics & Measurement
GA4, attribution, mobile measurement, reporting and performance analysis to guide optimisation and investment decisions.
E-commerce & CRO
Customer journey, conversion optimisation, merchandising, onsite performance and e-commerce growth.
Omnichannel Marketing
Connecting digital, e-commerce, retail, promotions and offline activation into integrated marketing plans.
Cross-functional Marketing
Working closely with CRM, influencer, social, creative, retail and agency teams to coordinate integrated campaigns and growth initiatives.
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Performance & Growth Marketing ManagerJun 2025 — Aug 2026EYEWEAR
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Performance & Growth Marketing Manager
Jun 2025 — Aug 2026
EYEWEAR
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- Led performance marketing and digital acquisition across KSA & Qatar, owning paid media strategy, campaign planning, budgets, optimisation, measurement and creative direction across e-commerce and retail, while coordinating wider marketing activity across CRM, influencer, social and offline channels.
- Developed and executed performance marketing strategies across markets, aligning channel mix, budgets, targeting, creative testing and campaign objectives with acquisition, conversion and revenue goals.
- Optimised campaigns against ROAS, CAC, CPA, conversion rate and revenue, using performance data, attribution and testing insights to guide budget allocation and scaling decisions.
- Analysed campaign and customer performance using analytics and measurement tools to improve targeting, creative performance, conversion and marketing efficiency.
- Managed acquisition activity across Google, Meta, Snapchat and TikTok, adapting channel mix and investment by market, objective and performance.
- Worked closely with creative, CRM, e-commerce, retail, analytics and agency teams to align paid media with promotions, launches and broader marketing priorities.
- Supported retail growth across the 22-store network through digital campaigns, localised promotions and offline activations designed to drive store traffic and sales; later stepped into the Interim Managing Director role, adding responsibility for P&L, forecasting, profitability and broader business operations.
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Performance & Growth Marketing SpecialistJan 2023 — Jun 2025RETAIL
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Performance & Growth Marketing Specialist
Jan 2023 — Jun 2025
RETAIL
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- Developed and executed multi-channel marketing strategies across paid media (Google, Meta, TikTok, Snapchat) for leading retail brands including ACE, Toys“R”Us, Sandro, Maje, Ted Baker, and Eggo.
- Leveraged GA4 for performance insights, integrated Bloomreach as a CDP for personalization, and used Tableau for real-time campaign monitoring.
- Collaborated with internal teams and brand managers to align on marketing campaigns, promotional activities, and product launches.
- Managed partnerships with external vendors, suppliers, and agencies to support marketing initiatives, ensuring alignment with brand guidelines and objectives.
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Performance Marketing LeadDec 2019 — Dec 2022EYEWEAR
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Performance Marketing Lead
Dec 2019 — Dec 2022
EYEWEAR
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- Led performance marketing across GCC markets, managing campaign planning, media budgets, channel allocation, optimisation and reporting across paid digital channels.
- Built and managed app acquisition and retention campaigns, continuously optimising audiences, creatives, bids, budgets and conversion performance to improve growth and marketing efficiency.
- Used analytics and mobile measurement tools to assess channel performance, identify opportunities, guide investment decisions and scale campaigns based on results.
- Worked closely with creative, e-commerce, CRM, product and agency teams to align performance marketing with promotions, launches and wider business priorities.
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Marketing ExecutiveApr 2017 — Dec 2019MEDIA & ENTERTAINMENT
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Marketing Executive
Apr 2017 — Dec 2019
MEDIA & ENTERTAINMENT
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- Drove traffic to website and mobile app through digital and traditional media.
- Planned PPC, social, TV and radio campaigns, plus events, media partnerships and promotional collaborations.
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Account ManagerJan 2016 — Dec 2016TECHNOLOGY
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Account Manager
Jan 2016 — Dec 2016
TECHNOLOGY
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Managed key client accounts, strategic sales plans, negotiations and internal coordination.
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Sales ExecutiveJun 2012 — Dec 2015TECHNOLOGY
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Sales Executive
Jun 2012 — Dec 2015
TECHNOLOGY
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Earlier commercial experience across Dubai and Abu Dhabi.
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Marketing & Relationships OfficerJun 2011 — May 2012TRAINING & CONSULTING
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Marketing & Relationships Officer
Jun 2011 — May 2012
TRAINING & CONSULTING
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Early-career marketing and relationship management experience in Amman.
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Education & Certifications
BA Degree
BA in MarketingUniversity of Jordan · 2006 — 2011
Certifications
Data Science OrientationCoursera · 2025
Data Science UnveiledIBM · 2025
Google Ads CertifiedSearch, Display, Shopping & Fundamentals · Google
Amazon Sponsored AdsAmazon · 2020
Digital Marketing Certified AssociateSimplilearn · 2016
Facebook BlueprintFacebook
Strategy & Execution
Growth & Commercial
Marketing
Data & Platforms
Business Operations & Management
Languages
What I bring
Marketing & Commercial Strategy
Connecting acquisition, revenue, profitability and P&L management with growth planning to drive measurable business growth.
Performance & Analytics
Paid media, measurement, BI and optimization across major advertising channels, including Google, Meta, TikTok and Snapchat, supported by GA4, Tableau and other analytics and reporting platforms.
Omnichannel Strategy & Growth
Experience across e-commerce and retail stores, connecting digital and in-store touchpoints to create connected customer journeys, strengthen engagement and drive growth across all channels.
Cross-functional Execution
Working across brands, agencies, vendors, finance, product and internal teams to turn strategy into measurable growth.
AI-Enabled Marketing Operations
Leveraging AI tools to automate reporting, accelerate analysis and streamline marketing workflows.
Integrated Marketing Execution
Working across influencer, CRM, creative and SEO teams to align priorities, coordinate execution and deliver against shared growth objectives.