Career
I think at the level of systems. I build at the level of implementation.
Fourteen years leading growth for consumer apps, education platforms, social impact organisations and e-commerce brands, with consulting work for ministries, national banks and international firms.
By the numbers
Fourteen years. Documented results.
350M+SAR cumulative revenue across engagements
35M+SAR media budgets managed with documented return
35+Campaigns across consumer, institutional and public-sector contexts
10+Marketing systems built from zero: CRM, retention, acquisition, loyalty
How I think
Two modes most people keep separate.
Strategic thinkers who cannot execute produce elegant plans that do not survive contact with reality. Executors who cannot think strategically build efficient systems pointed in the wrong direction. Moving between the two, and knowing which one the moment is asking for, is my primary professional advantage.
01 — Strategic
See the right problem before solving the wrong one at scale.
I read situations for patterns. Not just what is happening in a funnel or a market, but why it is structured that way, what the constraint actually is beneath the surface, and what the landscape looks like two moves ahead.
02 — Executional
The strategy doesn't live in a document. It lives in the thing that gets built.
I have an unusually high drive to finish things. Not to hand them off, not to advise from a distance, but to build them until they work. CRM configured. Automation stacks deployed. Campaigns launched, data pulled, creative rebuilt, inside the same week.
LearnerIdeationIndividualizationFuturisticStrategic
Pull × Push
Brand creates demand. Performance captures intent.
The growth I build relies on the compound effect of both.
PULL · BRAND
Brand
Demand created over time.
It compounds, and it reduces long-term dependence on paid spend. Built through positioning, narrative, and the kind of trust that never shows up inside a single campaign.
PUSH · PERFORMANCE
Performance
Intent captured in the moment.
It scales with budget and signal. CRM, retargeting, lifecycle automation and paid acquisition tuned around CAC and ROAS, so that today’s spend produces today’s revenue.
The record
Brands, platforms and institutions. One discipline.
Each one had a specific constraint, a specific system built, and a specific number on the board.
Growth & Performance · 2024 — Present Independent AdvisoryDigital Growth Consultant · Multiple Brands+
- The constraint
- Multiple brands at different maturities, each with distinct unit economics, acquisition constraints and retention gaps.
- What I built
- Applied a consistent diagnostic framework per brand: map the funnel, identify the real constraint, build the system, instrument for measurement, optimise iteratively. No intermediary between strategy and implementation.
Growth & Performance · 2023 — 2024 National Donation PlatformGrowth Consultant · Phase Two+
1% → 20%Retention in 12 months30K+Users on the platform
- The constraint
- Retention sitting at 1% of total orders. Donors disengaged from the platform, not the cause. No engineering resources available to build a solution.
- What I built
- Designed a loyalty system from the donor's emotional reality outward: personalised impact reporting, milestone recognition, behavioural re-engagement. Built end to end on Softr and Airtable.
Growth & Performance · 2022 — 2023 National Donation PlatformPerformance Marketing Lead · Phase One+
150K → 2.5MMonthly revenue (SAR)200%+Active donor base growth
- The constraint
- Acquisition was working but had no infrastructure underneath it. No lifecycle, no retention logic, no CRM built for a donation context.
- What I built
- Built a donor-specific CRM with custom lifecycle stages and tone. Structured paid acquisition around peak giving windows. Connected acquisition to lifecycle from day one, as a single system.
Growth & Performance · 2021 — 2022 Social Good PlatformHead of Marketing+
100%Revenue growth on a flat budget−50%CAC and CPL reduction
- The constraint
- Revenue growing, but spend growing with it. The mandate was to double revenue without increasing the marketing budget. Three funnel leaks identified.
- What I built
- Rebuilt segmentation with behavioural and lookalike models. Deployed full-funnel retargeting with creative sequencing. Redesigned mid-funnel content around the real hesitations.
Growth & Performance · 2020 — 2021 Private Education GroupMarketing Director+
65 → 665Students in 3 months · 923%SAR 50MFunding secured
- The constraint
- Only 65 students enrolled. Two decision-makers per conversion, the student and the parent. A SAR 50M funding round running in parallel.
- What I built
- Two parallel tracks, enrolment and funding, engineered so each reinforced the other. Parents treated as co-customers. Performance data packaged as investor evidence.
Growth & Performance · 2018 — 2019 Consumer Health AppMarketing Manager+
0 → 10KPaying subscribers in under 9 monthsSAR 30M+Annual revenue reached
- The constraint
- Zero marketing infrastructure. No team, no funnel, no CRM. Cheap downloads that needed converting into paying, retained subscribers.
- What I built
- Built the department before spending a dollar on ads. Phased an influencer and celebrity launch into paid acquisition on Meta and Google. CRM connected to retargeting from day one.
Growth & Performance E-commerce Retail BrandPerformance Marketing & Media Buying+
SAR 17M+Sales scaled
- The constraint
- Revenue plateaued below the brand's commercial potential. It needed reliable scale without degrading unit economics.
- What I built
- Built an acquisition engine on high-converting audience models. Optimised for revenue per campaign rather than CPC. Scaled spend in line with ROAS to protect margins.
Growth & Performance Sleep Products RetailerFull-Stack Launch · Store, Bot and Marketing+
SAR 2M+Sales generated9.5×ROAS achieved
- The constraint
- A full build required from zero. No store, no marketing system, no automation, no sales baseline.
- What I built
- Treated as a full-stack launch rather than a marketing engagement. Set up the store infrastructure, deployed a customer chatbot, and built paid acquisition and the marketing system end to end.
Growth & Performance Consumer Products BrandAcquisition System Rebuild+
30 → 600Monthly orders · 20× growth
- The constraint
- Monthly order volume stuck at 30, too low to justify scaling spend. What was needed was a structured acquisition system, not more ad campaigns.
- What I built
- Restructured paid campaigns with audience segmentation built around purchase-intent signals. Optimised creative and offer strategy for repeat purchase. Rebuilt the funnel before increasing the budget.
Growth & Performance Consumer E-commerce BrandHigh-Intensity Burst Campaign+
500 ordersIn 3 days
- The constraint
- Drive a concentrated burst of order volume inside a 3-day window. A standard campaign structure would not produce the spike intensity required.
- What I built
- Designed for short-window intensity: different targeting logic, creative cadence and budget pacing. Front-loaded reach during peak intent, with real-time spend reallocation toward the highest-converting segments.
Growth & Performance Direct-to-Consumer BrandPerformance Campaign · Order Volume+
1,000+Orders generated
- The constraint
- Order volume needed to break through to commercial scale. Acquisition was ad hoc rather than systematic.
- What I built
- Designed and executed a focused performance campaign with order volume as the north-star metric. Optimised targeting and creative toward purchase conversion in real time.
Growth & Performance Two Consumer BrandsVisual Content & Brand Strategy+
2 brandsIdentity and strategy delivered
- The constraint
- Both brands needed a visual content strategy to drive sustained organic growth and build brand identity, not content produced for its own sake.
- What I built
- Built the strategy from brand positioning outward. Defined content pillars, visual identity guidelines, format mix, publishing cadence, and the strategic foundation for ongoing production.
Public & Institutional National Sustainability EntitySustainable Ihram Campaign · with a Global Consultancy+
50,000+Ihram units sold and distributed
- The constraint
- A product sitting at the intersection of religious practice, environmental responsibility and cultural tradition. Misposition it in any direction and the campaign fails.
- What I built
- Translated the consultancy's strategic parameters into messaging that held religious authenticity and the sustainability narrative in balance. Built the distribution architecture alongside the campaign rather than after it.
Public & Institutional National Development BankNational Vocational Training Program+
17,000Registrants across 60 cities
- The constraint
- Deploy a registration campaign across 60 cities: 60 distinct local contexts with different media habits, awareness levels and dynamics.
- What I built
- Built a localisation layer over the national framework, with regional creative for all 60 cities. Configured automated cohort routing. CRM managing the full post-registration lifecycle.
Public & Institutional Civil Aviation RegulatorAviation Hackathon+
3,500+Qualified participants
- The constraint
- Recruit engineers, developers and aviation professionals with both technical capability and domain knowledge. This audience does not respond to broad social reach.
- What I built
- Prioritised LinkedIn, specialist communities and precision remarketing over high-volume placements. Configured registration to capture professional background at intake.
Public & Institutional Government MinistrySocial Entrepreneurship Accelerator Summit+
2,500+Registrants in 3 days60%Show-up rate
- The constraint
- A 3-day summit on a compressed timeline, with show-up rate as a success metric alongside registration volume. High registration with low show-up is an operational failure.
- What I built
- Targeted qualified enthusiasm using prior engagement signals. Engineered the pre-event sequence to maintain commitment rather than merely remind. Treated registrants as committed from day one.
Public & Institutional Government MinistryStartup Recruitment Campaign+
500+Qualifying projects recruited
- The constraint
- Recruit qualifying startups of a specific profile. Volume without quality would generate review burden without usable candidates.
- What I built
- Precision over reach: built the applicant profile first, then the targeting around it. Intake logic identified strong candidates early and reduced the manual review load.
Capabilities
Strategy at the level of the system. Built, not advised.
The ability to build what others would outsource, without an engineering dependency.
Growth & Digital Performance
- Full-funnel acquisition strategy
- Meta Ads
- Google Ads
- TikTok Ads
- Snapchat Ads
- ROAS optimisation
- CAC efficiency
- A/B experimentation
- Performance analytics
- Custom dashboards
- Go-to-market architecture
- Influencer and celebrity campaigns
Retention & Lifecycle Systems
- Retention system design
- Loyalty and incentive programs
- CRM configuration
- Lifecycle mapping
- Customer segmentation
- LTV modelling
- Retargeting infrastructure
- Behavioural triggers
- Re-engagement sequences
- User feedback ops
Strategy & Leadership
- Business-level growth strategy
- Marketing team building
- Investor-facing growth narrative
- Budget planning
- Large-scale allocation
- Stakeholder alignment
- Brand positioning
- Long-term equity building
Technical Execution
- Softr
- Airtable
- Zapier
- Make
- HubSpot
- Custom CRM builds
- Google Analytics 4
- Looker Studio
- Hotjar
- No-code system deployment
Education
Foundation.
2016 · Saudi Arabia
Bachelor's Degree in Marketing
Taibah University
Specialisation
Digital Marketing
University of Illinois
Why this person, for this problem?
I am useful where the problem has not been fully defined yet. Where growth is stalling for reasons that are not obvious, or where a system needs to be built and one does not exist.