Numbers that
compound, not
vanity metrics.
Paid media, SEO, CRO and analytics — built around margin contribution, not impressions. Every campaign owns a P&L line.
Six channels.
One P&L.
Every channel reports to the same dashboard, with the same definitions, against the same revenue target. Channel mix optimised weekly.
Paid search
Google, Bing, MENA-specific keyword strategy. Keyword-level CAC tracking, negative-list discipline, brand-protection bidding.
Paid social
Meta, TikTok, Snap. Creative testing matrices, bilingual ad localization, UAE/GCC audience structures.
Programmatic & display
DV360, retargeting, prospecting at scale. Brand-safety guardrails, MENA inventory selection, transparent fee structure.
SEO & content
Technical audits, content briefs, EN/AR keyword research. Schema, internal linking, page-speed remediation.
Email & CRM
Lifecycle flows, segmentation, win-back. Klaviyo / HubSpot setups, deliverability monitoring, A/B at the subject line.
CRO & analytics
GA4, server-side tracking, Hotjar session review. Test backlogs, prioritisation by uplift potential, monthly readouts.
We optimise the
whole funnel, not just the top.
Four rules
we don't break.
One source of truth.
One dashboard, one set of definitions, one weekly review. No reconciliation calls about whose number is right.
Hypothesis > opinion.
Every test has a written hypothesis, a sample-size estimate, and a kill-switch threshold. Opinions get logged, not actioned.
Margin, not revenue.
We optimise contribution margin and CAC payback, not topline revenue. Healthy growth beats vanity growth.
Transparent fees.
Flat retainers or open-book percentage. No hidden mark-up on media buys, ever.
How a 312% ROAS lift looks when the finance team signs off on it.
Restructured channel mix, killed three legacy campaigns, rebuilt measurement, and reallocated 41% of spend within ten weeks. CAC payback dropped from 14 to 5 months.