The brief
I took over social media, media buying and digital marketing in December 2024, then became responsible for marketing as a whole in June 2025. The job: run marketing, digital, e-commerce, retail branch oversight and customer service for the Saudi market as one commercial function, with each channel answering to sales.
How I run it
Decisions run through one model, so promotions follow the data instead of the calendar:
Sales+Stock+Customer+Competition+Creative+Media=Growth
What I did
- Paid media across Meta, Google, TikTok and Snapchat Ads: planning, audience targeting, launch and optimization.
- Own the online store on Magento 2: online promotions and commercial planning.
- Expanded online distribution onto the Trendyol and Hungerstation marketplaces.
- Social and content strategy, with campaign video and design produced in-house, including AI-assisted production.
- CRM and customer service, plus partnerships with charities, universities, government entities and clubs.
Impact
13.7M+ViewsFacebook 12.4M + Instagram 1.3M · 2025, first year in the role
58K+Link clicksFacebook 47.3K + Instagram 11.3K · 2025
+267%Instagram reachGrew to 1.1M+ accounts · 2025
8.5M+TikTok ad impressionsPaid TikTok campaigns · Jan–Nov 2025
+2.33%E-commerce salesFirst two months after taking ownership of the online store, vs. the two months before
Views, link clicks and reach are separate metrics and are reported separately. Figures from Meta Business Suite and TikTok Ads Manager. Impressions are a separate metric and are not added to views. Spend and revenue are not published.
Gallery
My role: Concept, script, direction
My role: Concept, script, direction