Dubai, United Arab Emirates
I run growth and paid media for DTC ecommerce brands. Google Ads, YouTube Ads, Performance Max. As COO at Ad-Lab, a Google Partner agency, I lead the team managing $150M+ in ad spend across 100+ brands, at about 8.78x return (roughly $8.78 back for every $1). Recognized as a LinkedIn Top Voice for Marketing. What I'm known for: → Scaling brands past the plateau while keeping it profitable. The $80k to $400k-a-month jump, without the growth eating the margin. → Turning Google and YouTube into a brand's biggest sales channel, across Search, Shopping, Performance Max, and YouTube. → Running everything AI-first: custom tools audit accounts, catch problems, and handle reporting, saving about 40 hours of manual work per account every month. → Building and leading the team, a specialist on each channel and a cap of six accounts per person, so every client gets real attention. A few real numbers: → Ad-Lab: $150M+ managed, about 8.78x return, 100+ brands, one scaled past $10M a month. → Hotdesk: turned $335k of ad spend into $2.1M in sales, across 115 cities. → Calyptus: grew users 82% to 19,000 and revenue over 50% in five months. → Grubtech: built marketing from zero to 40% of the whole sales pipeline. Thirteen years in, across Dubai, London, and South Africa, the throughline is the same: take an account that's spending more without making more, and fix it. Always happy to connect with other operators and founders scaling Ecom, Tech, AI & SaaS Startups. My inbox is open.
I run Ad-Lab, a Google and YouTube Ads agency for DTC ecommerce brands and a Google Partner. We're AI-first in how we work. The team manages $150M+ in ad spend across 100+ brands. I own the team, how we operate, and the results clients get. → $150M+ in Google and YouTube Ads spend managed across 100+ DTC ecommerce brands, at about 8.78x return on ad spend (roughly $8.78 back for every $1). We scale brands from six figures a month into seven, including one past $10M a month. → Made the agency AI-first. Custom tools handle reporting, account audits, creative testing, and feed monitoring, saving about 40 hours of manual work per account every month, so a small team runs more accounts without dropping quality. → Built and lead the team, with a specialist on each channel (Search, Shopping, Performance Max, YouTube, Creative, Landing Pages, Marketing, AI) and a cap of six accounts per person, so every client gets real attention. Set the hiring bar and the standards. → Focus every account on profit, not just return on ad spend, so growth actually makes money as budgets scale.
Orchestrated a comprehensive market entry strategy that not only propelled revenue growth by 50.63% but also significantly expanded user engagement and community interaction. Key Achievements: 1. Market Research and Segmentation: • Conducted in-depth market analysis to identify and understand key customer segments, tailoring marketing messages that resonated with diverse audiences. • Utilized data-driven insights to refine product positioning, ensuring alignment with market demands and user expectations. 2. Innovative Marketing and Branding Strategies: • Developed and executed a multi-faceted marketing strategy that included digital advertising, content marketing, and personalized outreach, which increased user base by 82% to 19,000. • Enhanced job placement metrics by 56% through targeted campaigns, optimizing conversion funnels and user experience. 3. Social Media and Community Management: • Scaled social media operations to extend market reach and improve engagement metrics, achieving a 132.73% increase in LinkedIn followers, a 12.17% rise in Twitter followers, and a 70% growth in the Discord community.
Led the go-to-market strategy for TourScanner's 2.0 platform and App, focusing on robust marketing campaigns and digital strategy to maximize market penetration and user acquisition. Led the development and implementation of a comprehensive marketing plan that included SEO, content marketing, and digital advertising, significantly increasing platform visibility and user engagement. Additionally, I built and trained a high-performance marketing team, established key operational frameworks, and introduced scalable processes that ensured the platform's long-term growth and efficiency.
I spearheaded the launch of AI IXX, an innovative AI educational platform, and SCMDOJO, a comprehensive supply chain education hub, establishing strong foundational growth for both ventures. Key Achievements: 1. Team Leadership and Development: • Built full marketing teams tailored to each venture, ensuring a robust mix of skills for initial growth and scalability. • Rolled out targeted training programs to quickly ramp up productivity and foster a culture of innovation. 2. Strategic Framework Implementation: • Designed and implemented robust marketing strategies tailored to engage and expand initial user bases effectively. • Developed operational frameworks that prioritized business continuity, ensuring each venture could sustain and adapt to market changes seamlessly. 3. Process Establishment and Market Entry: • Established critical processes and systems from the ground up to support scalable growth and efficient daily operations. • Launched targeted multi-channel marketing campaigns to establish a market presence and build foundational brand recognition.
Established and led the marketing department, orchestrating a comprehensive transformation of digital marketing strategies and spearheading robust team development to drive unprecedented growth and market penetration. Key Achievements: • Established Grubtech's unique market position through comprehensive market analyses and strategic leadership. • Recruited and led a high-performing marketing team, achieving a 15% lead qualification rate and a 30% proposal-to-deal conversion rate. • Contributed to generating 40% from Performance Marketing activities. • Directed the launch of strategic marketing campaigns and a new website, aligning with the Ideal Customer Profile (ICP) to modernize customer engagement and increase brand awareness. • Advanced Grubtech’s tech stack with AI and machine learning, enhancing lead generation and conversion rates while integrating analytics for better campaign optimization. • Innovatively leveraged AI and machine learning in marketing strategies, boosting lead generation and conversion rates. • Integrated cutting-edge analytics and dashboards, providing actionable insights for campaign optimization. • Led key PR and branding initiatives, positioning Grubtech as a thought leader through impactful product launches and strategic partnerships. • Fostered cross-functional collaboration to align marketing strategies with business objectives, ensuring a unified and impactful market presence. • Developed and implemented a content strategy that enhanced brand narrative and audience engagement, fostering cross-functional team collaboration to align marketing efforts with business goals.