Make every marketing dollar, ↳accountable.

I'm a performance marketing consultant based in Doha, Qatar, currently serving as Associate Director – Digital Media at Ooredoo Group. Over the past 15 years I've planned, bought and measured digital media for brands including DAMAC Properties, Meraas and Dubai World Trade Centre — managing budgets of $15M+ a year. In 2026 I received a Gold Stevie® Award for innovation in media planning and management, adding to three MENA Search Awards wins.

The 3E Framework is my operating model for making marketing pay for itself. Effectiveness: put the right message in front of the right audience, so every impression has a chance to earn. Efficiency: run the buying operation so tightly that wasted spend flows back into what works. Experimentation: test relentlessly, so each campaign starts smarter than the last. Any one of the three helps; run together, they compound — that's the recipe.

AI is a multiplier, not a strategy. I prioritise it where it compounds fastest: automated bidding and budget pacing first (pure efficiency — machines react to auction signals in milliseconds), predictive audience modelling second (effectiveness — finding high-intent customers before competitors), and accelerated creative testing third (experimentation — variants generated and read in hours). The business return is measurable: Google's own data shows AI-powered campaigns deliver roughly 18–19% more conversions at the same cost. But AI only multiplies what's underneath it — if the strategy, tracking and measurement are broken, AI just gets you to the wrong answer faster. Foundations first, then let AI multiply them.

A performance marketing consultant makes your ad spend answer for itself. In practice that means planning where your budget goes (channels, audiences, markets), running the campaigns (search, programmatic, social), and measuring what each dollar returned — then reallocating until the numbers improve. The difference from a typical agency: I'm accountable to your P&L, not to a media volume target.

A 2026 Gold Stevie® Award for innovation in media planning and management; MENA Search Awards wins in 2019 for Ooredoo and Meraas (The ROXY Cinemas) and in 2020 for best use of search in real estate (DAMAC); and Google Marketing Platform certification covering DV360, Google Analytics and Google Tag Manager.

I'm based in Doha, Qatar, and work with clients across the GCC and internationally. Most engagements run remotely over WhatsApp and video calls with transparent, dashboard-based reporting — campaigns I've managed have spanned the UAE, Qatar, Canada, the US and the UK.

I combine deep analytical insight with creative execution, optimising every touchpoint from awareness to conversion. Having managed $15M+ budgets, I make sure every dollar contributes to a measurable business outcome — not a vanity metric.

Real estate (DAMAC), telecom (Ooredoo), entertainment & leisure (Meraas, Dubai Parks), travel (Travelwings, flydubai) and B2B tech. Different customer behaviours, same discipline: follow the data.

ROI, conversion rate, acquisition cost and lifetime value — tracked with attribution modelling across every touchpoint, reported transparently, and optimised continuously.

Data-driven allocation based on performance, attribution and customer lifetime value. I monitor channel performance continuously and reallocate spend to maximise ROI while protecting reach and frequency across the funnel.

Yes — I've delivered conversion improvements of up to 300% through landing page optimisation, A/B testing, funnel analysis and proper tracking to find and fix the barriers.

Absolutely. I've run campaigns across the UAE, GCC, Canada, US and UK, including international tourism audiences — WhatsApp works in every timezone.