Commercial leader with 15+ years across Pfizer, Nestlé and Novartis, then building brands from zero. I lead the strategy, the team and the P&L, and I build the AI systems the team runs on.
Results from the last three roles.
One story per brand: the situation, the moves, and what changed. Starting with the one I run today.
Co-Founder · Head of Marketing & Growth · 2024 – Present
A crowded, price-driven market. A cloud kitchen, delivery only, and the app as the one place to buy.
One idea across identity, packaging and voice: “We live it together” · بنعيشها سوا.
Every pre-purchase question became a feature: a goal-based plan finder, calorie view, 400+ weekly-refreshed dishes, and swaps five days ahead.
Meta and TikTok bring people in, Adjust decides where the next riyal goes, and owned links carry them to checkout.
Freeze, plan switching and delivery control remove reasons to cancel. CleverTap journeys and a 1 point = SAR 1 loyalty program reward staying.
Growth at this pace needed systems, without hiring engineers. I designed and shipped them with AI tools. Real screens from live use, with customer data and business numbers blurred. Click any screen to enlarge.
Stack: Meta Ads · TikTok Ads · Adjust · UXCam · CleverTap · WebEngage · Firebase · Mailchimp · Resend · Supabase · SQL · Supermetrics · Claude
Numbers lived in Excel exports and took days to assemble.
A live analytics platform reading straight from the database: daily pulse, sales, subscriptions, mix, cohorts, CAC and LTV.
Leadership reads the same numbers every morning. No BI tool and no analyst needed.
Pricing, plan mix and ad spend were decided by gut feel.
Sales analysis by new vs returning customers, subscription mix by plan, meals, duration and gender, and CAC, LTV and payback tracking.
Pricing, menu and ad-spend decisions are tied to unit economics and checked every month.
Every customer got the same message.
Automatic daily segmentation: loyalty tiers, activity status, value bands, behaviour and churn-risk scoring, plus a full customer 360 card.
Every campaign targets a defined segment with its own offer and timing.
Win-back was guesswork and leaned on discounts.
Cohort retention, win-back windows, returner patterns and plan-change tracking, connected to CleverTap journeys.
Renewal and win-back messages are timed by behaviour, not blanket discounts.
Complaints were scattered across WhatsApp and calls.
A ticketing system with complaint categories, priorities, 12-hour SLAs, team routing and the customer’s full context on every ticket.
Every complaint is tracked to closure, and customers with an open issue are kept out of marketing until it is resolved.
Marketing & Strategy Lead (shareholder role) · 2021 – 2024
Plastic food storage in Egypt is a crowded, price-led category, mostly bought without a brand in mind. Banana started from zero: no name customers knew and no distribution to put the products in front of them.
I built Banana around the family table: products children love to use and mothers trust with their food. Bright colours, playful kids' ranges like Jungle, and a clear food-safe promise turned a commodity into something people ask for by name.
Lunch boxes in every size with dividers, lock-lid storage, cups, bottles, plates and serving trays. A full range gives retailers a reason to give the brand a proper shelf, and gives families a reason to buy the next piece.
I built the channels the brand lacked, with modern trade as the priority. Banana entered 25+ key accounts, including Carrefour and HyperOne, and the shelf presence fed the brand. Sales grew from EGP 4M to EGP 40M.
The commercial foundation: tenders, key accounts and trade marketing in multinationals.