Paid Media Strategist & Creative Director — Cairo, Egypt
I build full-funnel paid media strategies for brands that need more than traffic — they need a system. Audit → Audience Research → Angle Development → Media Buying → Scale. B2C fashion. B2B tech. Both sides of the funnel.
Who I am
Self-taught media buyer and strategist — analytical from nursing school,
creative from years of studying what actually moves people.
Every strategy I build starts with an audit.
Targets get set after testing, not before.
Every creative decision has a strategic reason behind it.
Bilingual. Cairo-based. Egypt and the Middle East.
What I actually do
Performance
in practice.
Women's Fashion — B2C — Egypt
Paid Media Strategist + Creative Director
120+ branches. 777K followers. 20 active ads — all BOFU, all price messaging. Engagement rate: 0.006%. Smaller competitors were taking Gen Z with a fraction of the budget. The spend wasn't the problem. The strategy was.
"Second Skin" — lived, not advertised.
IT & Cybersecurity — B2B — Egypt
Paid Media Strategist + Creative Director
Pre-revenue startup. Zero digital presence. The two biggest objections from SMB owners: "We don't need this" and "It's too expensive." Both are marketing failures — not sales ones.
"We don't need this" is a marketing failure, not a sales one.
Modest Fashion — B2C — Egypt
Organic Audit + Content Strategy
A mood-board brand with beautiful content and zero daily-life context for the customer. No self-visualization means no purchase justification. The fix: 70/30 own content vs UGC, rebuilt around one clear persona.
Pretty content nobody buys from is a museum, not a store.
How I work
Strategy first. Every time.
Before anything, I look at what's already there — brand, competitors, market gap. I find the real problem, not just the symptom.
4C framework, SMART goals, audience segmentation. Every recommendation has a reason behind it — I don't just say what, I explain why.
Ad copy, hooks, creative angles — built around funnel stage. TOFU earns attention. MOFU builds trust. BOFU closes. Different jobs, different creative.
KPIs tied to business goals, not vanity metrics. Targets set after testing — not before. I don't promise numbers I can't back up with data.
let's build something that actually works
