Media buying team leader. I have run $4M across 105 accounts in Saudi Arabia, Egypt, Oman and Kuwait. But the campaign is not what moves the number — the offer is, the cost of a customer against what they are worth is, and the real reason someone buys is.
I don't sell ads. I work on the business the ad points at.
I started in 2020 writing content on Mostaql, then ad copy, then media buying, and now I lead a media buying team across every client account. That path taught me one thing: the platform is never the problem. It is always a decision made before the ad ran — a product with no market, a weak offer, pricing set without knowing what a customer costs to acquire, or broken tracking showing numbers that were never real.
So I studied psychology, then strategy and analytics, and moved my work to the part that sits before the ad: why people buy at all, which number this particular business lives on, and what a customer is worth over their life rather than over one order. After that the advertising is execution, and execution is the easy half.
The other half is solving the problem that has no tool. When I needed to run a team and no system did it, I sat down and built one. That is the difference between working inside the system and building it.
02 / 14The numbers
0M
USD of ad spend I have personally run across Saudi Arabia, Egypt, Oman and Kuwait
0+
Ad accounts, not campaigns — each one a business with its own maths
7.5x — 11x
The return I work at on the accounts I run — the screenshots below prove it
0
Screenshots from inside the accounts themselves, not numbers typed onto a website
0
Years in marketing, 3 of them running paid media
I would rather you did not take these on trust. Below are 34 screenshots from inside the accounts themselves — Meta, Google, TikTok, Snapchat and the store dashboards — showing returns between 6.1x and 19.5x. Open them and check.
03 / 14The evidence
I won't tell you. I'll show you.
Real screenshots from inside the accounts I have run — not numbers typed onto a website. Tap any platform to see the work itself.
Four accounts. The decision that changed each one.
Not one of these was fixed with a bigger budget. Every one of them was measuring the wrong thing. Drag the bar under the chart to move through the days and see the decision taken at each stage.
Services app — Saudi Arabia
Mobile appMeta + TikTok5 months
InstallsCost per install
0of 150 days
0
Installs
SAR 21.0
Cost per install
−59%
22%
Activation rate
+86%
SAR 95
Cost per active user
−78%
DAY 0
What I inherited
The team was judged on cost per install and nothing else. Installs cost SAR 21, and only 22 out of every 100 opened an account — so a real user cost SAR 95 and nobody was counting that.
The lesson: an install is not a result, it is a cost. The result is the user who opened an account and actually used the service.
05 / 14Career path
From copywriter to team leader. Every step was deliberate.
I did not start as a media buyer. I started with the words, then the message, then the buying, then running the buying and building the systems behind it. That order was not an accident — someone who starts at the platform never learns why people buy.
Media Buying Team Leader
Klixy·Jun 2026 — Present
NOW+
Lead the media buying team across all active client accounts and campaigns, owning day-to-day operations and overall performance.
Monitor campaign KPIs — ROAS, CPA, CTR, CPM, conversion rate — against the client business objective, not platform vanity numbers.
Review media buying strategies and guide the team on targeting, creative testing, bidding and budget allocation.
Analyse campaign data to surface performance issues, scaling opportunities and wasted spend across accounts.
Mentor media buyers and support them through campaign troubleshooting.
Build internal systems and workflows that improve campaign monitoring, reporting and team visibility.
Media Buying Agent & New Hire Mentor
Massar·Feb 2026 — Jun 2026
+
Managed and optimised paid campaigns across multiple client accounts as part of the media buying team.
Monitored daily performance and analysed data to catch trends and optimisation opportunities early.
Executed optimisation across audience targeting, creative testing, placements and budget allocation.
Onboarded and mentored new hires on campaign workflows, metrics and optimisation principles.
Course Presenter — Digital Marketing & Media Buying
The Advisor·2025 — Present
NOW+
Deliver practical courses on media buying, campaign management, optimisation and marketing analytics.
Build structured educational content that turns real campaign work into applied material.
Coach learners on reading campaign data and making decisions from it.
Marketing Manager
Promedia·Feb 2025 — Aug 2025
+
Led the marketing department and built full-funnel strategies for multiple brands.
Managed ad budgets across Meta and Google Ads, focused on lifting ROI and lowering CPA.
Implemented tracking infrastructure with GA4, Meta Pixel and Conversion API for accurate attribution.
Oversaw content production, creative direction and social strategy across all channels.
Media Buying Specialist
Shohrah Marketing Agency·Jul 2024 — Jan 2026
+
Designed and executed performance-driven media buying strategies for agency clients.
Optimised ad placements and budget allocation to improve efficiency and cut acquisition cost.
Produced ongoing performance analysis and data-driven recommendations that protect client profitability.
Media Buyer
Elixir Social Media Agency·Feb 2023 — Jul 2024
+
Managed media buying across multiple platforms with a focus on cost efficiency.
Ran market research, audience segmentation and targeting strategy development.
Ran structured A/B tests on creatives, audiences and landing pages.
Supported media planning and campaign strategy from brief through execution and reporting.
Content Creator
Arab Pro Creative Agency·Feb 2023 — Jun 2023
+
Created and scheduled social content aligned to brand positioning and campaign objectives.
Wrote ad copy, captions and scripts tailored to different audience segments.
Worked with designers and videographers to produce campaign visuals.
SEO Content Writer — Freelance
Mostaql·2020 — Present
NOW+
Write optimised articles, product descriptions and landing page copy across multiple industries.
Run keyword research and apply on-page SEO to improve organic visibility.
Education
Master of Marketing
NEXT MBA
Expected 2026
MBA, Business Management
International Business Management Institute — Berlin
Completed
Bachelor of Arts, Psychology
Mansoura University
Expected 2027
06 / 14Clients
105 accounts across four markets.
Some of the brands whose ad accounts I have run. The rest are not shown here, because not every client wants their name on a website.
60+
Saudi Arabia
20+
Egypt
20+
Oman
5
Kuwait
07 / 14AI media production
Testing a creative idea should not need a production budget.
The biggest reason testing stops is that every new idea needs a shoot. I generate the ad with AI instead, so testing an angle costs hours rather than weeks — and the angle that wins is the one that then earns a real production.
Fully AI-generated ad
Made with no camera, no model and no location. The point was not saving production money — it was testing the angle before anyone paid for a shoot. Most angles fail, and only the one that wins deserves a production budget.
A second angle on the same product
The same product with a different message. This is what AI makes possible: three angles in a day instead of three weeks, and the audience decides which one is right rather than the meeting.
Short-form feed ad
Cut and framed for the feed: the first two seconds stop the scroll and the rest serves them. A beautiful long ad nobody finishes is not an ad.
Real ads that ran for clients.
08 / 14Technical projects
Most media buyers wait for the tool. I build it.
Two problems I hit at work were not solvable with a spreadsheet or an off-the-shelf tool, so I built software for them. This is not a hobby beside the job — it is what keeps the team running.
01
Media Buying ERP & Team Management System
Internal product — AI-assisted development 2025 — 2026
THE PROBLEM
Agencies run media buying teams on spreadsheets and WhatsApp groups. Nobody knows who is on what, or which account needs a hand today. So I built the system I needed.
WHAT I BUILT
Designed and built a complete internal ERP to run media buying team operations, based on real agency requirements.
Developed modules for team management, campaign monitoring, performance tracking, task management and operational follow-up.
Used AI-assisted development workflows to turn business requirements into working software through build, test and debug cycles.
Result: clearer visibility into team performance and daily operational activity.
Manual prospecting eats hours a week and produces unstructured output. So I automated the boring half and left the judgement to a human.
WHAT I BUILT
Built an automated tool that collects and structures publicly available business data for prospecting.
Designed workflows that turn collected data into usable lead lists, cutting manual prospecting effort.
Data ScrapingWorkflow AutomationLead Generation
09 / 14Markets
The same ad that wins in Cairo will die in Riyadh.
Four markets, where the cost of a customer differs by multiples rather than percentages. Tap any country for its numbers and the lesson it taught me.
4 markets Red = active work
Saudi Arabia
2024 — now
60+
Accounts
2024
Started here
LTV
The number that rules it
What this market taught me
The most expensive market in the region, and the one most forgiving of a high price and least forgiving of a trust gap. Acquisition cost runs several times Egypt, so the account that wins is the one where customer value is modelled over a year rather than an order. Instalments are not a discount; they are an adjustment to the CAC you can afford.
Click another country on the map
10 / 14Niches
Every niche lives on a different number.
Someone selling gold does not think like someone selling servers, and someone buying construction does not decide like someone buying dinner. A media buyer quotes you return on ad spend every time. I will tell you the number this particular niche actually lives on — because it changes, and an account measured by the wrong one loses money while looking healthy.
+
SaaS & subscriptions
A subscription is not a one-off sale. The only number that matters is lifetime value against acquisition cost; everything else is decoration.
The number that mattersLTV:CAC 4.1
I model LTV per plan before spending anything, set a maximum CAC per plan, and cut any channel that brings signups which churn in month one — however cheap they look.
+
Hosting & servers
A technical product sold to people who compare specs. Ads that sell feeling burn here; ads that quote numbers win.
The number that matters−37% CAC
I split the comparison audience from the migration audience and write completely different messaging for each. Migration sells on pain, comparison sells on a spec table.
+
Gold & jewellery
High ticket, and trust is the whole game. The buyer is not scared of the price, they are scared of not knowing who is selling.
The number that matters+60% average order
I turn the ad from a product shot into a guarantee: weight, karat and returns policy in the first three seconds. And I block discounting, which in this niche frightens the buyer rather than tempting them.
+
Contracting & construction
A sales cycle measured in months where one deal is worth a year of the others. Lead volume here is a meaningless number.
The number that matters−52% cost per qualified lead
I filter at ad level, not at sales level: project size and budget go into the form, and I only measure cost per qualified lead. A cheap lead here costs more in sales time than it saves.
+
B2G — public sector
There is no buy button. The buyer is a committee and the decision is made on paper, not on an ad. Advertising here builds eligibility, not demand.
The number that matters9 tenders
I target decision makers by job title, and the content is case studies and compliance credentials rather than offers. The goal is that your name is already known before the tender opens.
+
E-commerce
Big catalogues, thin margins. Decisions are made at product level not campaign level, and the profit is never in the first order.
The number that mattersProfit at 90 days
I tier the catalogue by margin and cut spend on the weakest tier, and I judge profitability at ninety days rather than at first order.
+
Real estate
Expensive leads, long cycle. Success is the viewing that happened, not the form that was filled.
The number that matters−44% CPL
I wire the CRM back into the campaigns so I know which ad produced an actual viewing, and kill the ones that only produce phone numbers. That distinction is the entire job.
+
Fashion & retail
Fast cycles where visuals are everything. Returns quietly eat the margin if nobody is counting them.
The number that mattersReturn net of refunds
I tie creative rotation to the fashion cycle rather than the calendar, and subtract returns from revenue before calling a campaign a win.
+
Clinics & healthcare
A sensitive decision and hard-won trust. A booking that does not show up is not a booking, and ads cannot fix a weak front desk.
The number that matters−31% cost per booking
I measure attendance, not bookings, and tie the campaign to the clinic diary. If the team is not answering within ten minutes I stop spending until that is fixed.
+
Education & training
Selling trust, not a product. People compare the outcome they will reach, not the syllabus.
The number that matters−28% CPA
I turn graduate outcomes into short video, and measure completion rather than enrolment — the student who finishes is the one who brings the next student.
+
Restaurants & delivery
Tight geography and sharp peaks. A budget spread evenly across the day burns in the hours the kitchen is empty anyway.
The number that matters−26% cost per order
I split the account by each branch delivery radius and tie spend to the real peak hours per area. Residential and office districts peak at completely different times.
+
Beauty & cosmetics
A crowded market where trust is hard. People believe another customer over a polished ad, and repeat purchase decides the profit.
The number that mattersThe second purchase
I lead with user content before produced ads, and set the maximum acquisition cost against the second purchase rather than the first — in this niche the first order rarely turns a profit.
11 / 14Break-even calculator
The first question I ask you. Answer it yourself.
This is the calculation I run before agreeing to take an account on. Move the sliders with your real numbers and in thirty seconds you will know whether the problem is the advertising or the foundation underneath it.
SAR 350
35%
SAR 60,000
2.4x
2.86x
Break-even ROAS
SAR 122
Max cost per acquisition
SAR 146
Your current CPA
−SAR 9,600
Monthly profit after ad spend
You are 16% below break-even, so every order sells at a loss. Raising budget here scales the loss, not the sales — margin, basket size or conversion rate has to be fixed first.
12 / 14Training & talks
I teach what I do. That is the test of understanding it.
I deliver courses on media buying and analytics, and I onboard new hires. The only thing that proves you actually understand something is explaining it to someone who does not.
Media buying session
A clip from a media buying and analytics training session. I take people entering the field through how to read an account — which column to look at first and which number to ignore. Teaching is the fastest way to find out whether you understand something or just memorised it.
13 / 14Certifications & courses
Paper doesn't sell. It just tells you I studied this.
