Paid media that is judged on profit, not on platform screenshots.
I am an independent performance marketer based in Cairo. I plan, buy and manage paid social and paid search for e-commerce brands across Egypt and the wider MENA region, and I report on what actually landed in the bank rather than on what the ad platform chose to claim.
What I do
Paid social
Meta and TikTok campaign strategy, build and daily management. Account structure, audience and creative testing, budget allocation and scaling.
Paid search and shopping
Google Ads across search, shopping and performance campaigns, including feed hygiene and conversion tracking setup.
Measurement and reporting
Pixel and conversion API setup, attribution sanity checks, and reporting that reconciles platform numbers against the store's own order data.
Media planning
Budget and revenue forecasting, channel mix, and quarterly plans with stated assumptions, target returns and the risks that would break them.
How I work
Most accounts I take over are not underperforming because of the ads. They are underperforming because the reported numbers are wrong, the tracking is double counting, cancelled orders are never deducted, or the site leaks the traffic that the ads paid for. So the first thing I do on any account is reconcile what the platform reports against what the store actually shipped and collected. Everything after that is built on the corrected number.
I work with a small number of brands at a time, directly with the owner or the marketing lead, and I run the accounts myself rather than handing them to a junior buyer.
Background
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Independent media buyer
2025 to presentPaid social and search for a portfolio of e-commerce brands across Egypt and MENA, covering strategy, build, daily optimisation, measurement and client reporting.
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Project Manager, Danone Egypt
2025 to presentBuilt the project management practice from the ground up and leads cross-functional delivery on a hybrid waterfall and agile model.
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Transformation Project Lead, Cilantro
2023 to 2025Led commercial transformation work across the retail estate, alongside business analysis and reporting build-out.
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Co-founder, Strategia
2021 to 2023Co-founded and ran an events planning agency, covering client acquisition, delivery and commercial management.
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Education
2021 to 2025MBA in E-Business, Arab Academy for Science, Technology and Maritime Transport. BSc Civil Engineering, Construction Management, Ain Shams University.
Contact
If you are running an e-commerce brand and want a second opinion on an account before you commit to anything, send me the basics and I will tell you honestly whether I think I can move it.
Based in Cairo, working with brands across Egypt and the wider MENA region.