At Bayut.com, I work across paid media strategy and performance marketing, with budget ownership across SEM, programmatic, social, and app channels. I've managed budgets of up to $1M, focusing on the systems behind performance, from platform setup to experimentation and cross-team workflows.
I audited and rebuilt DV360 account structures, tested optimization methods, and rolled the winning setup out across multiple brands and markets. I also led evaluation and migration to a new dynamic creative automation platform.
I owned strategy end-to-end for a gamified AR lens campaign, taking it from concept through launch and directing users into the conversion funnel. I also ran a Demand Gen pilot and built incrementality analysis into regular reporting to inform budget and strategy decisions.
Before Bayut.com, I progressed from programmatic intern to Senior Executive at Omnicom Media Group (MENA), leading end-to-end programmatic campaigns for a government tourism account. I also redesigned creative intake, implemented paid media and tracking SOPs, and partnered with marketing, design, and development teams to align campaign OKRs.
