Career Journey & Key Roles
10+ years of progressive marketing leadership across Dubai's fastest-growing sectors.
Visual showcase of campaigns, dashboards, events and marketing systems built at Naif Energy.
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Redesigned the entire B2B acquisition engine — repositioning offers, restructuring funnels, and implementing lead-routing automation across 5 international markets.
- Multi-channel acquisition funnels targeting enterprise & SME segments internationally
- Offer positioning strategy tailored per region and buyer persona
- Automated lead-routing workflows connecting marketing to sales CRM
- Conversion-optimised landing pages per region, language & offer type
- Sales enablement assets: pitch decks, one-pagers, case studies
Deployed AI-enabled automation systems that eliminated 60% of repetitive manual tasks — lead processing, CRM data entry, follow-up sequences, and automated reporting.
- n8n & Zapier: lead capture → CRM entry → notification → follow-up
- Integrated ChatGPT into content production & reporting pipelines
- Automated weekly performance reports delivered to leadership
- Intelligent lead scoring reducing sales noise by 40%
- AI-assisted ad copy generation and A/B testing cycles
Designed full CRM architecture aligning marketing pipeline with sales — complete source tracking, lead-stage visibility, and conversion intelligence.
- HubSpot CRM: custom pipelines, deal stages, contact properties & lifecycle stages
- Lead scoring models based on behaviour, engagement & firmographic data
- Automated nurture sequences per lead segment and sales stage
- Marketing-to-sales handoff SLAs with shared KPI dashboards
- UTM tracking & multi-touch attribution models
Managed multi-platform paid advertising for international B2B and regional B2C campaigns — optimising creative, targeting, and landing pages to maximise ROAS.
- LinkedIn Ads targeting decision-makers in 5 international markets
- Google Search & Display campaigns for inbound B2B lead generation
- Meta campaigns for brand awareness & retargeting
- Structured A/B testing on creatives, copy, and landing pages
- GA4 + Tag Manager full conversion attribution setup
Led social media strategy and content ecosystem — overseeing teams, brand voice guidelines, and performance content systems generating massive organic reach.
- Full content calendar across LinkedIn, Instagram, Facebook, YouTube
- Brand voice guide and content pillars aligned with B2B positioning
- Video production team oversight (300+ videos with performance briefs)
- Content-to-CRM tracking: social media leads traced to pipeline
Designed full email lifecycle systems — nurture sequences to re-engagement campaigns — with intelligent segmentation delivering the right message at every stage.
- Automated drip sequences: welcome, nurture, decision-stage, re-engagement
- Segmentation by industry, source, engagement level, and funnel stage
- A/B tested subject lines, CTAs, and formats to optimise open & click rates
- CRM-integrated sequences triggering stage-based communications
End-to-end trade show management for Naif Energy in Dubai and Germany — pre-event strategy, on-site lead capture technology, post-event automation, and full sales alignment.
- Event objectives, KPIs, and lead volume targets per exhibition
- Booth marketing materials and branded collateral design
- On-site digital lead capture: tablets, QR forms, CRM sync
- Pre-event outreach campaigns to book meetings at the show
- Post-event automated email sequences within 24 hours
- CRM tagging to track event-sourced leads through pipeline
- Event ROI reports: CPL, pipeline generated, meetings-to-close
- Retargeting campaigns to re-engage event visitors post-show
Led organic search strategy ensuring consistent inbound traffic from high-intent B2B audiences across all target markets.
- Technical SEO audits and site health optimisation
- Keyword strategy targeting B2B clean energy decision-makers
- Content briefs aligned to funnel stages: awareness → decision
- Internal linking and landing page SEO architecture
Built a 12-person marketing department from zero — hiring, onboarding, KPIs, SOPs, and a data-first culture across all sub-teams.
- Hired & coached: Content, Paid Ads, CRM, Social Media, Video & Email teams
- Department-wide KPI framework and monthly performance reviews
- SOPs for every marketing function — quality and consistency
- Cross-functional collaboration process with Sales and BD teams
Developed comprehensive go-to-market strategies and market research frameworks for Naif Energy's international expansion into 5 new markets.
Market Entry Research
Competitive analysis and market sizing across 5 regions — buyer personas, regulatory environments, local competition, and channel preferences per market.
ICP & Buyer Persona Development
Detailed Ideal Customer Profiles segmented by industry, company size, buying authority, and pain points — guiding ad targeting, content, and sales outreach.
Multi-Channel Acquisition Strategy
Integrated strategy combining LinkedIn outbound, Google inbound, trade shows, email nurturing and partner channels — mapped to unified CRM pipeline.
Executive Performance Reporting
Built executive-level dashboards in GA4 and HubSpot — ROAS, CAC, CPL, pipeline, and revenue attribution per channel and region delivered monthly.
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- Technical SEO: site speed, schema, crawlability, Core Web Vitals
- Content strategy ranking 40+ keywords on Google page 1
- On-page optimisation across all product & category pages
- UX improvements via heatmap analysis and session recordings
- Reduced bounce rate by 35% through page structure & speed
- Shopify checkout flow and product presentation optimisation
- Comprehensive GTM strategy for UAE retail market
- Brand positioning and customer acquisition across retail channels
- Revenue growth playbooks: SEO + paid + email marketing
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- 600+ content assets aligned with campaign funnels
- 300+ property videos generating 5M+ total views
- Content distribution strategy across organic and paid channels
- Brand visibility improved by 300% through systematic content approach
- Landing page CVR increased 45% via content restructuring & CTA optimisation
- Funnel-based messaging framework across all campaign touchpoints
- CPL reduced 20% through content-ad message alignment
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- ROAS improved via creative testing, audience restructuring & LP alignment
- Systematic A/B testing across ad creatives, audiences and landing pages
- Add-to-cart rate improved 55% through UX and heatmap-driven fixes
- Lifecycle automation: abandoned cart, post-purchase, win-back flows
- RFM-based customer segmentation model
- Klaviyo + Shopify real-time behavioural triggers
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- Restructured content pillars and publishing calendar — 180% engagement growth
- Daily inbound leads grew from 8 to 25 through targeted campaigns
- Appointment bookings improved 40% via campaign & lead handling alignment
- Healthcare-compliant social media strategy across Facebook and Instagram