Operator · Performance · CRM · Growth
9+ years leading paid media, CRM and full-funnel growth for L'Oréal, Dior, Chanel, Sephora, VOX Cinemas, and Samsung. Eight MENA markets. Every channel. Multi-million budgets. The marketer who reads the data first.
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01 — About
The marketer who reads the data first.
I'm a senior performance and growth leader, born and based in the GCC, fluent in Arabic and English, and obsessed with the boring stuff that makes the exciting stuff work — clean data, sharp segments, journeys that actually convert.
I started in master data at Chalhoub, learned that one bad SKU row can sink a campaign, and built every job since on that lesson. Today I run paid, CRM and growth at the same desk — and ship the tools my team needs when the market doesn't sell them.
Off the clock: long walks around Dubai Marina, prototyping side projects, and an unreasonable amount of matcha.
02 — The story
Five chapters — beauty, luxury, consumer tech, entertainment, and now my own platform. Same person, same instinct, getting sharper.
Chapter 01
2016 — 2017
Chalhoub Group · Master Data Analyst
Started in luxury retail master data — Dior, Chanel, Sephora. Living inside SKU governance taught me the lesson every marketer eventually learns the hard way: the dashboard is only as good as the row underneath it.
Chapter 02
2017 — 2019
Samsung Gulf · CRM Manager
Handed an empty stack and a major device launch. Stood up Adobe Omniture and SAP Hybris, wired in segmentation and lifecycle journeys, and turned email plus SMS into a real revenue channel during one of Samsung's busiest GCC cycles.
Chapter 03
2019 — 2022
L'Oréal Middle East · RGM Analyst
Moved from CRM into pricing, promo and assortment analytics. Consolidated 25 fragmented commercial data sources into a single Power BI platform — the unfair advantage that drove +5% market share in hair care across GCC.
Chapter 04
2022 — 2025
Majid Al Futtaim Entertainment · Digital Marketing Manager
Took everything — data foundations, CRM craft, analytics fluency — and ran the digital growth engine for VOX Cinemas, Magic Planet, Ski Dubai and Dreamscape. Eight markets, multi-million budgets, a 1,931% ROAS season, and a Braze case study to show for it.
Chapter 05
2025 — Now
AM Media · afre.today · Pulse Agency
Took the playbook independent. AM Media serves real-estate groups, wellness brands and SMEs. Pulse Agency packages the model for MENA brands that want all three layers of digital under one roof. The work continues.
03 — Selected work
VOX Cinemas · Majid Al Futtaim · 2023–2025
Re-architected the paid-media engine across 8 MENA markets — Google PMAX, ATP-based bidding, CRM-powered lookalikes and 1P data activation. Layered Braze lifecycle journeys across the booking funnel, with Power BI surfacing daily revenue back to the C-suite.
Samsung Gulf · CRM Build · 2017–2019
Stood up the regional CRM stack — Adobe Omniture and SAP Hybris — and ran a launch-cycle program of segmentation, automated email and SMS journeys, and personalisation. Built a single customer view across email, SMS, push and paid social.
L'Oréal Middle East · RGM · 2019–2022
Consolidated 25 fragmented commercial data sources into a single Power BI platform across the ME portfolio. Drove +5% market share in hair care across GCC through pricing, promo and assortment analytics anchored on a single source of truth.
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