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habiba shams

@habibashams

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Growth and Performance Media Manager at Alfan, optimizing the creator acquisition funnel from first ad to active store.

Egypt

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At Alfan, I own the creator acquisition funnel, from awareness of monetization features like Stores and Brand Deals to a creator launching a first digital shop. I run paid campaigns, test creator-led ads, and optimize the path to the active-store milestone.

Previously, at Waffarha, I built campaign strategies for Egypt and KSA, managed performance budgets, and partnered with growth and product teams on tests. Across my roles, I’ve worked on paid media, attribution, SEO, and funnel optimization, and I hold Google Analytics and Google Ads certifications.

Experience

Work history, roles, and key accomplishments

Current

Growth and Performance Media Manager

Current

Alfan

Feb 2026 - Present (8 months)

Owns the full creator acquisition funnel and executes end-to-end paid campaigns across social and search to scale creator sign-ups and tool adoption. Manages ad spend in real time, runs A/B tests, and optimizes retargeting and attribution.

Paid Media Strategy Budget Management A B Testing Conversion Rate Optimization Retargeting Tracking And Attribution Audience Segmentation Localization Competitive Analysis

Senior Performance Media Buyer

Waffarha

Oct 2024 - Feb 2026 (1 year 4 months)

Built and executed end-to-end campaign strategy to support reach targets and channel performance goals in Egypt and KSA. Managed a significant marketing budget, optimized for profitability, and owned weekly budgeting and cost reporting.

Campaign Strategy Budget Management performance reporting Channel Testing Marketing mix Collaboration Growth Strategy

Senior Performance Media Buyer

Extend

Mar 2023 - Sep 2024 (1 year 6 months)

Partnered with account managers and publishers on end-to-end campaign planning, implementation, and go-live. Conducted QA for ad trafficking, creation, and reporting, and oversaw tagging strategy and floodlight audits.

Campaign Planning Ad Trafficking QA Social Media Campaigns Tagging Strategy Floodlight Audits Best Practices

Campaigns Manager

Tagaddod

Mar 2022 - Mar 2023 (1 year)

Led growth marketing strategy and execution across digital platforms. Managed campaign performance through ongoing optimization and data-driven insights, including A/B testing, budget allocation, and keyword strategy.

Growth Marketing Campaign Management A B Testing Budget allocation Keyword Strategy SEO Data Analysis

Digital Marketing Team Leader

U-Turn Menswear

May 2021 - Mar 2022 (10 months)

Built the digital marketing strategy aligned with the business plan and season, and managed roles within the team. Created, launched, and optimized digital campaigns across all advertising platforms, managing ad budgets and creative A/B tests.

Digital Strategy Team Leadership Campaign Management Budget Management A B Testing Keyword Research SEO Reporting

Senior Digital Marketing Specialist

Variiance

Feb 2020 - Nov 2021 (1 year 9 months)

Created full-funnel digital strategies and PPC campaigns (Google Ads, Meta, LinkedIn). Ran platform testing and audience segmentation, and designed conversion-focused content guidelines.

Full funnel strategy PPC Google Ads Meta Ads LinkedIn Ads Platform Testing Audience Segmentation content guidelines

Digital Marketing Team Leader

Master’s

Sep 2020 - Apr 2021 (7 months)

Developed and executed multi-channel campaigns (web, SEO/SEM, email, social media) and tailored targeting using growth models. Delivered performance reports, client presentations, and proposals, and guided teams on tracking tools.

Multi channel Campaigns SEO SEM Email Marketing Social Media Targeting performance reporting Client Presentations Tracking Tools

Digital Marketing Specialist

KeyGate

Dec 2019 - Jan 2020 (1 month)

Conducted market research, defined campaign strategies, measured KPIs and ROI, and managed content creation and monthly media planning.

Market Research Campaign Strategy KPI Measurement ROI Analysis Content Creation Media Planning

Digital Marketing Analyst

MAVINZ Agency

Sep 2018 - Sep 2019 (1 year)

Planned and executed social media and search campaigns, handled client accounts, and analyzed campaign effectiveness.

Social Media Campaigns Search Campaigns Client Management Campaign Analysis

Sales Lead Generation Specialist & Administrative Assistant

SAP Partner Company

Jan 2017 - Jun 2018 (1 year 5 months)

Prospected leads, scheduled client appointments, and managed CRM to grow the sales pipeline. Handled document preparation, scheduling, and correspondence, supporting executive leadership with daily operations.

Lead Generation CRM Sales Pipeline Administrative Support Scheduling Correspondence