-61%
CPA / CPI
UGC-led acquisition creative reduced CPA/CPI by 61% and increased CTR by 23% compared with branded assets.
From my CV / campaign resultsRiyadh, Saudi Arabia · Head of Digital
Digital marketing, with the numbers attached.
I’ve spent the last 13+ years working on acquisition, retention, CRM, eCommerce and digital products across telecom, paints, travel, healthcare and FMCG. I’m most useful when the target is clear, the funnel can be measured, and there’s room to improve the actual customer experience.
Performance MarketingCRM & LifecycleeCommerceSEO / ASOProduct & UX collaborationVibe coding
Omar MohsenMarketing leader, builder, creator — and still hands-on.
Current focusDigital growth at Al Jazeera Paints
I still get into the detailstracking, funnels, landing pages, CRM & tools
Meta AdsGoogle AdsTikTokSnapchatApple Search AdsDV360AdjustGA4CleverTapSEO / ASOCRMUXMeta AdsGoogle AdsTikTokSnapchatApple Search AdsDV360AdjustGA4CleverTapSEO / ASOCRMUX
A few things I can point to
Not just campaign screenshots.
I’d rather show work with a result, an external case study, or an award behind it. These are a few examples from Jazeera Paints and Yaqoot.
+136%
Orders
Adjust’s published case study also reports +28% ROAS and +86% in-app transactions after improving measurement and campaign optimization.
Read the Adjust case study ↗47.5%
offline sales uplift
The Color Trends AR campaign reached 1.1M Snapchatters and increased new visitors by 44% versus the previous month.
View the case study ↗SAR 146M
annualized revenue contribution
Retention and funnel journeys at Yaqoot contributed to annualized revenue through personalized lifecycle and conversion campaigns.
From my CV / retention reportingRecognition
Nice to win. Better when the work was measurable.
The awards matter to me because the entries were built around real business results, not only creative presentation.
MENA Digital Awards 2025
Two Silver recognitions
Yaqoot CPS Analysis was awarded Silver in Performance Marketing and Silver in Best Use of Digital by Sector — Technology & Telecommunications.
Official winners list ↗MMA Smarties KSA 2025
Silver + Bronze
Silver in Performance Marketing for “Driving a 51% Surge in In-App Purchases” and Bronze in Customer Journey Marketing / CRM.
MMA winners gallery ↗TikTok Ad Awards 2025
MENA Gold recognition
Yaqoot received Gold under “Best of TikTok-First Thinking, Native from Day One” in the GCC special recognition categories.
Campaign Middle East ↗What I actually work on
The job is broader than media buying.
My background covers performance, retention, eCommerce and the parts around them that decide whether the media works or not.
Acquisition & performance
- Paid acquisition across Meta, Google, TikTok, Snapchat, X, Apple Search Ads and programmatic.
- CPS / CPA / CPI / ROAS optimization, creative testing and audience strategy.
- Attribution and measurement using tools such as Adjust and GA4.
- SEO, SEM and ASO where paid media should not be carrying the whole job.
CRM, retention & customer journeys
- Lifecycle strategy, segmentation, onboarding, re-engagement and conversion journeys.
- CleverTap / WebEngage-style engagement planning and campaign automation.
- Working from customer behavior rather than blasting the same message to everyone.
- Connecting retention work to revenue, not only opens and clicks.
eCommerce & digital experience
- Funnel and landing-page improvement, app / web journey reviews and conversion optimization.
- Working closely with product, UX/UI and development teams.
- Analytics, market research and competitor review to make better product and marketing decisions.
- Affiliate partnerships, content and digital launch planning when they make sense for the business.
Martech, tools & vibe coding
- I started closer to IT, multimedia and web production, so I’m comfortable getting technical when needed.
- Tracking plans, domains, feeds, dashboards, analytics, CMS and marketing tools are normal parts of my work.
- Lately I’ve been vibe coding small tools, prototypes and internal products instead of waiting for every idea to become a full development project.
- I use AI as a working tool, not as a replacement for judgment.
I’m not interested in being “strategy only”.
I still want to see the funnel, the dashboard, the page, the creative and the customer journey in the same conversation.
I didn’t start as a “marketing person”. I came through IT, multimedia, web work and production first.
That mix is still useful. It makes it easier for me to work with developers, designers, product teams and agencies without treating technology as a black box.
I’ve also spent years making Arabic tech content.
Content creation taught me a lot about attention, clarity, audience behavior and what people actually care enough to watch.
Experience
Different industries, same obsession with the funnel.
Telecom, paints and eCommerce are the biggest chapters. Earlier roles in travel, healthcare, FMCG, production and IT gave me a wider operating range.
Head of Digital · Al Jazeera Paints
Digital growth, eCommerce, performance, CRM, customer journeys, platforms and cross-functional digital work in Saudi Arabia.
Media & Activation Senior Manager · Yaqoot / Zain KSA
Acquisition, media, creative testing, performance and CRM-led growth for a digital telecom business.
eCommerce & Digital Marketing Manager · Al Jazeera Paints
eCommerce, app growth, performance marketing, SEO / ASO, digital experience and integrated campaigns.
ProEye · Sindibad · Andalusia · Madar Holding · SAIF Group
Digital production, travel marketing, healthcare, FMCG, IT and freelance work — plus a Creative Multimedia Diploma and a Commerce degree.
Industry & learning
I like rooms where people compare notes.
I’ve always learned faster from real practitioners, product teams and industry events than from collecting certificates for the sake of it.
EngageMint Enterprise Edition · Riyadh
Panel discussion on building and using a 360° customer view, as part of WebEngage’s enterprise retention conference.
About EngageMint ↗28+ hours of service design workshops
Mart Design Labs workshop covering service design methodology, user personas, journey mapping and service optimization.
Pantone, Adobe and platform workshops
Hands-on learning and participation across color trends, Adobe Experience Cloud, Google, TikTok, Snapchat, X, YouTube and other industry programs in KSA and the UAE.
Still curious about new interfaces.
AR, VR, AI and new interaction models are useful when they solve a real problem. I’m interested in the practical side, not the buzzword.
I’ve started building small tools and prototypes myself again.
It feels familiar: a mix of product thinking, web work and curiosity. The difference now is that AI makes it possible to test an idea much faster before asking a development team to invest real time in it.
Contact
If there’s a real reason to talk, send me a note.
I keep my email off the page on purpose. Use the form for work, speaking, partnerships, or to request my CV. It goes directly to me.