Communications for Higher Education for Innovation and Growth, a U.S. Department of State sponsored activity with IREX.

• Founded and built the marketing department from the ground up for a fast-scaling SaaS e-commerce enablement platform, covering performance, automation, content and partner activation.
• Set up team structures, workflows and KPI dashboards tracking CAC, retention and marketing-attributable pipeline.
• Designed and ran multi-market campaigns across the MENA region focused on merchant acquisition and lead generation, with localized messaging for SMEs and enterprise clients in each GCC market.
• Managed end-to-end go-to-market launches, including regional payment gateway integrations and marketplace rollouts with Product and Tech.
• Introduced AI-driven automation and CRM flows (HubSpot, Klaviyo) that cut response times by 40%.
• Used data analytics and real-time optimization to report on ROI, campaign efficiency and partner activation to executive leadership.
• Worked with regional agencies and vendors on localized content, paid media and co-marketing under performance-based contracts.

Impact: a scalable, data-driven marketing system that accelerated partner acquisition and positioned Mnasati as a leading e-commerce enabler in the GCC.

Marketing Manager at Cartley, Jun 2025 – Jun 2026.

• Led national outreach for PRESTIJ, a U.S. Department of State sponsored activity, to elevate the teaching profession and increase enrollment in teacher training programs.
• Worked with the Ministry of Education to co-develop and launch a nationwide media campaign: 15.3M impressions on social media and 2.3M through traditional channels.
• Planned and delivered 70+ community events, including career fairs, university open days and stakeholder roundtables.
• Recruited, trained and managed community engagement teams across governorates.
• Built partnerships with private sector leaders and acted as a bridge between government, academia and business.
• Worked with finance, logistics and procurement on cost projections and vendor contracts to keep every activation on budget.
• Oversaw media vendors against branding, compliance and performance KPIs: 10M+ video views and 29M+ total impressions.
• Contributed to donor proposals, authored learning briefs and post-activation reports, and trained communications teams at partner universities.

• Led global digital marketing strategy for a B2B SaaS logistics company operating in 50+ countries.
• Created and managed full-funnel Google Ads and LinkedIn campaigns that increased B2B lead generation and brand visibility.
• Integrated Slack and Zapier with the CRM to fully automate lead generation and align marketing and sales.
• Managed advertising budgets and used analytics to improve ROI and customer acquisition across international markets.
• Gave Product and Sales timely performance reporting to support product positioning and sales enablement.

• Reported directly to the CEO of a conglomerate of 20+ companies across logistics, agriculture, software and travel.
• Ran quarterly expos, corporate events and B2B stakeholder gatherings that generated high-value leads in logistics, freight forwarding and tourism.
• Designed marketing plans across logistics, supply chain and travel, including B2B destination promotions and B2C tourism campaigns.
• Grew engagement and revenue with SEO, paid media, social and email automation campaigns.
• Led the PR division, authoring and distributing 60+ press releases.
• Oversaw the development, redesign and launch of three corporate websites.
• Negotiated media contracts across digital, print and broadcast, built long-term media and supplier partnerships, and launched joint marketing with Fly Dubai, Oman Air, Pegasus Airlines and Evergreen Shipping.

Also Senior Marketing & PR at Naouri Group, Feb 2016 – Apr 2018 (6 years 1 month at the group in total).

• Led marketing for international beverage brands including Amstel, Vita and Flyy RTD.
• Developed data-driven marketing strategies that met or exceeded business targets and improved customer retention.
• Planned large-scale brand launches, consumer events and trade expos across GCC markets.
• Ran market research, social media strategy and content, worked with sales and accounting on product rollouts, and supported product testing, packaging design and integrated campaigns.