I don't just run ads — I build performance engines.

01

The Beginning

My journey into performance marketing started with a simple obsession: why do some ads work while most don't? That question led me deep into the mechanics of paid advertising — audience psychology, creative strategy, bidding algorithms, and the feedback loops that separate profitable campaigns from money-wasting ones.

02

Building the Framework

Early in my career, I learned that the biggest gains rarely come from new targeting tricks. They come from fixing the inputs — the feed, the creative pipeline, the funnel structure, the tracking. I built a systematic approach to auditing and rebuilding accounts from the ground up, which became the foundation of everything I do.

03

Going Global

What started as work with Egyptian brands quickly expanded across the region and beyond. Today I run campaigns across 14 countries — from KSA and UAE to the Netherlands, USA, and sub-Saharan Africa. Each market taught me something new about how culture, purchasing behavior, and platform dynamics interact.

04

Across 22+ Industries

I've worked with fashion labels, food delivery apps, healthcare providers, automotive platforms, real estate developers, charities, and everything in between. The platforms and budgets vary — but the principles of profitable growth are consistent: right audience, right message, right funnel, right moment.

05

Teaching at GUC

I teach Media Buying at the German University in Cairo (GUC) — because I believe the next generation of marketers deserves a curriculum built on what actually works in 2024 and beyond, not textbook theory. Teaching forces me to systematize my thinking in ways that make me a better practitioner.

06

Philosophy

Data-first. Creative-obsessed. Structurally rigorous. I don't chase vanity metrics — I build systems that compound. Every decision is traceable back to a business outcome: revenue, profit, customer acquisition cost, lifetime value. That's the only scorecard that matters.

07

What's Next

I'm focused on helping 20-30 high-growth brands build truly scalable paid acquisition systems over the next 12 months — the kind that don't break when you 3x the budget. If that's what you're building, let's talk.