Selected Work
Campaigns, strategy, and digital programs across 13 years in MENA.
Aldar Estates
CRM & Marketing Automation
Salesforce Marketing Cloud Implementation
Built SFMC infrastructure across Aldar Experiences, Asteco, and Colliers. Enabled customer segmentation, lifecycle journeys, first-party data activation, and cross-business performance reporting.
Performance Marketing
Brokerage CPL Reduction — $120 to $55
Restructured audience architecture across Meta, Google, and programmatic. Reduced brokerage CPL by 54% in under 6 months. Built CPL benchmarking model from 70+ campaigns — first of its kind in the business.
OOH & Commercialization
OOH RFP and Monetization Strategy
Owned OOH advertising RFP and commercialization strategy across managed property portfolios. Led vendor evaluation, commercial model design, and monetization framework across multiple assets.
BMW Group
Performance & Analytics
Marketing Attribution and Lead Performance
Built attribution model linking media investment to retail outcomes across 13 markets. Restructured conversion architecture — form submissions up 30%.
Strategy & Planning
Marketing Investment Optimization
Built a multi-market investment optimization model advising 12 importers on budget allocation. Delivered consistent YoY gains: CTR +8%, CPA -12%, VTR +9%.
Digital Transformation
Digital Transformation
Led four customer-facing digital transformation initiatives across BMW Middle East, from concept and business case through to regional rollout, including a finance calculator, recall lookup tool, keyless test drive platform, and an AI support concept.
Partnerships & Sponsorship
BMW x Team Nigma Esports Partnership
Secured and activated BMW's esports partnership with Team Nigma, reaching a younger demographic outside BMW's traditional media mix. Generated 12.5x ROI in media value.
Product & Digital
BMW Digital M Card and Owner Ecosystem
Led go-to-market strategy and digital integration for the BMW M Card owner loyalty ecosystem across the Middle East. Aligned media, CRM, and digital touchpoints to drive adoption and engagement.
Product Launch
BMW XM Launch Strategy
Led go-to-market and campaign execution for the BMW XM launch across Middle East markets, integrating media, PR, and experiential to support retail sales and brand visibility.
Performance & Analytics
Creative Performance Intelligence Framework
Built a regional framework for evaluating creative performance across 12 markets. Standardized KPI architecture linking creative variables to confirmed retail outcomes including test drives and sales conversion.
Product & Digital
My BMW App and ConnectedDrive Adoption
Drove adoption strategy for the My BMW App and ConnectedDrive platform across the ME owner base. Integrated digital touchpoints, CRM triggers, and in-dealer activation to grow active users.
Internal Communications
Employee Engagement and Employer Branding
Developed and executed an employee engagement marketing program across BMW regional operations, aligning internal brand communications with product launches and corporate milestones.
Hardee's
Brand & Campaign
Hardee's 40th Anniversary Repositioning
Led national brand campaign and influencer strategy for Hardee's 40th Anniversary. Partnered with gaming, music, and sports creators to expand Gen Z reach across paid and organic channels.
CRM & Retention
CRM and Customer Retention Strategy
Built CRM-led retention program using Power BI, Google Analytics, and Adjust. Optimized lifecycle marketing and drove app adoption across UAE, Qatar, and Oman.
Partnerships & Campaign
Arcane x Hardee's — Riot Games Campaign
Executed the Arcane x Hardee's campaign with Riot Games. Combined influencer marketing, social activation, paid media, and CRM to deliver one of the brand's strongest non-discount engagement performances.
Agency Experience
Client portfolio across Starcom and Mindshare — 2013 to 2021
2018 – 2021
2013 – 2018
