Cairo, Egypt
Marketing strategist and consultant with 15 years of experience across the MEA and Levant regions, driving brand growth and engagement through innovative, integrated solutions. After a successful tenure at TikTok, where I developed and executed 360° marketing campaigns across digital, traditional, and emerging channels, I now focus on helping brands transform their market presence and achieve measurable results. My expertise spans consumer insights, creative strategy, and market research, allowing me to craft tailored strategies that resonate with diverse audiences and fuel business growth. I'm passionate about leveraging my extensive experience to drive impactful change and deliver strategic value for brands ready to reach new heights.
Led B2B marketing strategy execution in MENAT, aligning with TikTok's goals. Designed and implemented B2B campaigns to generate leads and boost growth. Oversaw GTM strategies, in-app campaigns, and event leadership for partners. Managed a sales team, developed creative assets, and optimized ROI with media plans. Collaborated with stakeholders to align strategies with business objectives.
Lead comprehensive brand marketing initiatives across the Africa region and Egypt, overseeing both product and brand strategies. Specialize in developing and executing digital marketing campaigns and omni-channel activations to drive brand growth and market penetration. Expanded Responsibilities: Spearheaded the inaugural trust campaign in Somalia to foster a strong user relationship with the Somali government and our government relations team. Initiated collaboration with Safaricom in Kenya, leveraging their extensive reach to bolster TikTok's presence.
As the METAP Live Marketing Lead, I led numerous local, regional, and global campaigns, establishing innovative standards and surpassing previous records within the app. Overseeing the launch of 17 LIVE campaigns in the last two years, resulting in a total of 74 LIVE sessions, I attained exceptional engagement metrics. Notably, our Hero LIVE campaigns garnered a Tier SSS rating, surpassing industry benchmarks with a high DAU penetration rate.
As Marketing Director at Sawalef Perfumes, I led impactful marketing initiatives, achieving notable cost savings and securing media coverage on prestigious platforms. I spearheaded the successful launch of Sawalef.com, generating substantial revenue and fostering the organic growth of social media channels. Additionally, I orchestrated successful events and strategic partnerships, while initiating profitable affiliate marketing ventures. Responsibilities included monitoring KPIs, evaluating market trends, managing budgets, and supporting product launches to enhance brand visibility and drive sales.
As Senior Brand Marketing & PR Manager at Lootah Perfumes, I drove impactful marketing strategies, optimized budgets, and led teams for brand growth. Notably, I managed budgets, executed multi-channel campaigns, and monitored market trends, fostering team excellence and strategic insights. Responsibilities included overseeing branding efforts, consumer acquisition strategies, and promotional integration across platforms.