Growth.

I run performance marketing and full-funnel growth for consumer products in MENA. The work is usually the same shape: a consumer app or marketplace that needs to move acquisition, activation, and retention at the same time — not one at a time — under a measurement discipline that holds up to scrutiny.

The AI-native operator thesis

Most growth teams still run campaigns the way they did five years ago: manual bid adjustments, spreadsheet-based reporting, and creative reviews on a weekly cadence. I introduce agent-based workflowsinto the operating stack — deploying AI agents (Cursor, Antigravity, Opus-class models) to compress media planning cycles, automate creative iteration, and produce attribution reports in minutes rather than days.

The result isn’t marginal optimisation. It’s a fundamental change in what a growth team of three can ship compared to a team of twelve working manually. Same statistical discipline my PhD lab applies to clinical predictions — different population.

My most recent seat was Senior Marketing Manager — Digital Media & Performance at Nana.sa, where across 2024–2025 we moved mobile installs from 819K to 2,040,879, new customers from 150K to 266,947, and six-week retention from 6.5% to 11%. Earlier I led growth at Rasseed ($10M+ B2C gift-card revenue, 40% B2B lead lift, team of ten) and at Haseelapp.com, where I secured a $1M+ seed round on the strength of the growth story.