Selected Projects​

MTOR

Building a Digital Growth Strategy for a New Automotive Marketplace

  • The Challenge
    MTOR was building a technology-driven marketplace designed to solve fragmentation within the automotive aftermarket and connect workshops and mechanics with spare-parts suppliers.
  • The challenge was not only acquiring users, but communicating a relatively complex proposition in a way that different audiences could understand and adopt.
  • What I Led
    My work focused heavily on brand positioning and digital growth across the major platforms.
    I worked on advertising strategy and campaign execution while collaborating closely with the technology, marketing, and data teams.
    A major part of the work involved looking beyond acquisition and into the user experience, identifying opportunities to improve how users interacted with the application and how the marketing proposition translated into the actual product experience.
  • Impact
    The project brought together branding, performance marketing, product experience, and cross-functional collaboration to support the growth of a technology platform operating in a fragmented automotive market.

InstaParts

Building a B2C Automotive E-commerce Business From the Ground Up

  • The Challenge
    InstaParts was a startup built around a mobile application for purchasing automotive spare parts directly by consumers.

    The challenge was creating the digital ecosystem around the application and establishing a reliable customer acquisition model in a highly competitive automotive market.

  • What I Led
    I worked on the complete digital setup, including brand development, social platforms, website development, campaign strategy, audience targeting, and market and competitor analysis.

    The advertising strategy covered different stages of the customer journey:

    Awareness → App Downloads → Website Visits → Purchase

    I also supervised the creative production process and worked closely with the design and content sides while maintaining focus on the commercial objectives of the campaigns.

    Campaign performance was continuously analyzed to understand what was driving traffic, acquisition, and sales.

  • Impact
    InstaParts developed from a mobile-app concept into a structured B2C digital commerce operation with multiple acquisition channels and a clear customer journey.

Cleopatra Hospital

Unifying a Fragmented Digital Healthcare Presence

  • The Challenge
    Each Cleopatra Hospital branch operated with separate digital platforms, creating a fragmented brand experience and making it difficult to manage the organization as one unified healthcare entity.
  • What I Led
    I worked on consolidating the digital presence so that the different branches were represented under a unified brand structure.
    The project also included developing the hotline structure and IVR system, improving the hospital website to facilitate direct appointment booking, and implementing chatbot functionality across digital platforms.
    A customer database and more organized communication structure were also established to improve how patient interactions were managed.
  • Impact
    The project transformed a fragmented digital presence into a more unified patient-facing ecosystem, connecting social media, website booking, hotline, IVR, chatbot, and customer data under one coordinated structure.

Men's Club

Moving From Traditional Product Marketing to a Structured Digital Commerce Strategy

  • The Challenge
    Men’s Club was heavily focused on traditional marketing activities, particularly presenting new collections, without a fully structured digital marketing and e-commerce strategy.
  • What I Led
    I worked on reorganizing the marketing operation across the different digital platforms and shifting the focus from simply showcasing products toward building a complete customer journey.
    This included rebranding, developing a refreshed brand direction, improving the website experience, and restructuring the e-commerce operation around making the purchase journey easier and more effective.
  • Impact
    The brand moved toward a more structured digital marketing model, with the website, social platforms, branding, and e-commerce operation working together around the objective of increasing customer engagement and online sales.

Elle Scarf

Building an Integrated E-commerce & Wholesale Growth Operation

  • The Challenge
    Elle Scarf had an established manufacturing operation and product range, but its digital channels needed to be transformed into a structured sales operation.

    The challenge was larger than marketing: the entire journey from product preparation to customer delivery needed to work as one connected system.

  • What I Led
    I took responsibility for developing the direct-to-consumer e-commerce operation, including the website, digital platforms, product launch workflow, marketing campaigns, customer acquisition, order management, and coordination between the different operational teams.

    The workflow was structured around:

    Production → Product Preparation → Content → Website → Marketing → Orders → Confirmation → Fulfillment → Shipping → Collection / Returns

    I also worked on the wholesale side, establishing dedicated digital channels and campaigns targeting wholesalers, generating leads, and supporting the sales team with a more structured approach to handling wholesale customers.

    A separate growth direction was also developed around expanding the brand beyond the Egyptian market, with a focus on Arab markets and future export opportunities toward European markets.

  • Impact
    The project evolved from managing digital channels into building an integrated e-commerce operation connecting marketing, sales, inventory, fulfillment, shipping, and customer management.

E-Planet

Turning an Educational Service Into a Structured Digital Acquisition System

  • The Challenge
    E-Planet offered educational programs for children based on international curricula, but its digital presence did not clearly communicate the value or differentiation of its educational offering.

    There was also a gap between generating inquiries and managing those potential customers through the sales process.

  • What I Led
    I worked on repositioning the digital presence and building a clearer brand identity around the educational offering.

    Content was developed around the actual experience of the students, parents, instructors, and the educational environment, giving potential customers a much clearer understanding of the service.

    Beyond marketing, I worked on establishing a lead-management workflow connecting:

    Lead Generation → Customer Service → Sales → Follow-up → Enrollment

    This created a more structured process for handling leads instead of treating every inquiry as an isolated message.

  • Impact
    The project moved beyond simply generating social media engagement and toward building a measurable customer acquisition and enrollment process, connecting marketing activity directly with the sales operation.

Al Shemoukh Real Estate

Building a Digital Acquisition Engine for a UAE Real Estate Business

  • The Challenge
    Al Shemoukh operates in property management and real estate in Sharjah, UAE, with the need to strengthen its digital presence and reach potential buyers and tenants.
  • What I Led
    I worked on developing the company’s digital platforms and website while improving the overall user experience.
    The marketing operation was then focused on reaching relevant audiences through paid campaigns designed to generate interest from potential buyers and tenants.
  • Impact
    The company developed a stronger digital foundation and a structured acquisition channel connecting its online presence with potential property buyers and tenants.

Nutriti

Building a Digital Growth System for a Health & Wellness Business

  • The Challenge
    Nutriti operated across obesity treatment, physiotherapy, nutrition, and related products and needed to establish a stronger and more consistent digital presence.
  • What I Led
    I worked on the company’s branding and digital positioning, developed its online presence, promoted its products and services, and established a website as part of the customer journey.
    The marketing operation was built around audience acquisition, customer communication, and developing a more structured workflow between marketing and the business.
  • Impact
    Nutriti developed a more organized digital presence and customer acquisition structure capable of supporting both its services and product offering.

Performance Elite

Building Digital Demand for a Real Estate Business

  • The Challenge
    Performance Elite needed to establish a professional digital presence and use digital marketing to reach potential buyers and tenants.

  • What I Led
    I worked on establishing the company’s digital platforms and website while developing paid acquisition campaigns focused primarily on awareness and lead generation.

    The strategy centered around reaching relevant audiences, generating qualified interest, and creating a digital journey from initial awareness to property inquiry.

  • Impact
    The business developed a structured digital acquisition channel designed to continuously generate awareness and potential buyers or tenants rather than relying solely on traditional real estate marketing.

Diet Key

Building the Digital Infrastructure for a Healthcare Startup

  • The Challenge
    Diet Key was a startup operating in the medical/pharmaceutical space and needed to establish its digital presence while introducing its products to the market.

  • What I Led
    I established the core digital platforms, including Facebook, Instagram, and WhatsApp API infrastructure.

    The marketing approach focused on communicating product information in an accessible way, building awareness around the category, understanding the target audience, researching the competitive landscape, and developing paid campaigns designed to acquire potential customers.

    The work also involved structuring the communication journey between advertising, customer inquiries, and the brand’s digital channels.

  • Impact
    Diet Key moved from a startup with limited digital infrastructure to a structured digital presence with established communication channels and an acquisition-focused marketing system.

Abu Mazen Al-Soury

Building a Scalable Marketing Infrastructure for a Growing Restaurant Brand

  • The Challenge
    Abu Mazen Al-Soury was an established restaurant brand with ambitions for continued expansion. The challenge was creating a more structured marketing operation capable of supporting a growing multi-branch business.
  • What I Led
    I worked on developing the brand’s digital platforms and branding while overseeing both external marketing agencies and the internal marketing team.
    The project also included developing a website to facilitate ordering, restructuring the hotline operation, and supporting the marketing infrastructure required as the restaurant expanded its physical presence.
  • Impact
    Marketing evolved from individual promotional activities into a more structured operation capable of supporting a growing restaurant network and a larger customer base.

OFFGRID

Building a Fashion Startup From the Ground Up

  • The Challenge
    OFFGRID started as a new Egyptian fashion startup with no established digital identity or existing customer base. 

  • What I Led
    I worked on building the brand’s digital presence from the foundation: brand positioning, visual direction, social media platforms, website development, audience definition, market and competitor analysis, and the initial performance marketing strategy.

    The focus was to establish a recognizable identity while creating the infrastructure required for the brand to acquire customers digitally.

  • Impact
    The project transformed OFFGRID from a startup concept into a structured consumer brand with a complete digital ecosystem covering branding, website, social presence, customer acquisition, and performance marketing.

F16

Building an E-commerce Business Inside an Established Retail Brand

  • The Challenge
    Elle Scarf had an established manufacturing operation and product range, but its digital channels needed to be transformed into a structured sales operation.

    The challenge was larger than marketing: the entire journey from product preparation to customer delivery needed to work as one connected system.

  • What I Led
    I took responsibility for developing the direct-to-consumer e-commerce operation, including the website, digital platforms, product launch workflow, marketing campaigns, customer acquisition, order management, and coordination between the different operational teams.

    The workflow was structured around:

    Production → Product Preparation → Content → Website → Marketing → Orders → Confirmation → Fulfillment → Shipping → Collection / Returns

    I also worked on the wholesale side, establishing dedicated digital channels and campaigns targeting wholesalers, generating leads, and supporting the sales team with a more structured approach to handling wholesale customers.

    A separate growth direction was also developed around expanding the brand beyond the Egyptian market, with a focus on Arab markets and future export opportunities toward European markets.

  • Impact
    The project evolved from managing digital channels into building an integrated e-commerce operation connecting marketing, sales, inventory, fulfillment, shipping, and customer management.

Normandy

Bringing a Heritage Footwear Brand Into E-commerce

  • The Challenge
    Normandy was an established Egyptian leather footwear brand with a long-standing physical retail business. The challenge was introducing direct online sales without disconnecting the digital operation from the existing retail business.
  • What I Led
    I worked on establishing the e-commerce operation, website, digital sales infrastructure, marketing campaigns, product presentation, and the operational workflows required to process online orders.
    The model covered the complete journey from product preparation and content through marketing, sales confirmation, fulfillment, and delivery.
  • Impact
    Normandy expanded from a primarily retail-led business into an integrated retail and e-commerce model, creating an additional direct sales channel for the brand.

Shoes Club

Scaling a Local Retail Brand Into a National Retail Network

  • The Challenge
    Shoes Club was an Egyptian fashion and footwear brand operating through a relatively limited retail network. The challenge was supporting the brand’s growth as it expanded across the Egyptian market.
  • What I Led
    My role covered the broader marketing operation rather than a single marketing channel.
    I worked on developing the brand’s digital platforms, supporting branch-level marketing, coordinating campaigns, and building the marketing infrastructure required to support the expansion of the physical retail network.
    The work evolved alongside the business as Shoes Club expanded from approximately 7 branches to more than 35 branches and franchises across Egypt.
  • Impact
    Marketing became a supporting growth engine for a rapidly expanding retail operation, helping the brand maintain a consistent presence while scaling its physical footprint across the Egyptian market.

Mermaid Boat

Turning Yacht Operations Into a Digital Booking Channel

  • The Challenge
    Mermaid Boat needed to generate demand for yacht rentals across different seasons, with different use cases throughout the year.
  • What I Led
    I developed and managed paid campaigns designed around yacht bookings and rentals, adapting the marketing message to seasonal demand.
    During summer, campaigns focused on leisure and vacation experiences, while the winter strategy targeted alternative use cases such as overnight stays and fishing.
  • Impact
    The marketing operation was structured around seasonal demand generation rather than running the same communication throughout the year, allowing the business to market different yacht experiences according to customer needs and seasonality.

Cheetah

Taking a Manufacturing Brand Into Digital Commerce

  • The Challenge
    Cheetah was an Egyptian footwear manufacturer with an opportunity to expand beyond manufacturing and traditional sales into structured digital commerce for both retail and wholesale customers.

  • What I Led
    I worked on developing the e-commerce operation across both B2C and B2B, establishing the digital infrastructure, sales and confirmation processes, inventory coordination, marketing workflows, and customer acquisition activities.

    The operation followed a model similar to the one developed for F16, adapted to Cheetah’s manufacturing and wholesale structure.

  • Impact
    Cheetah gained a structured digital commerce operation capable of supporting both direct consumers and wholesale customers while connecting marketing, sales, inventory, and fulfillment.

Muscle Gain

Building a Digital Commerce Operation for a Fitness Retail Brand

  • The Challenge
    Muscle Gain operated in the competitive market of sports supplements and gym equipment and needed to establish its digital commerce infrastructure.
  • What I Led
    I worked on establishing the brand’s digital platforms and website and developing the marketing and acquisition operation around its product portfolio.
    The strategy included audience targeting, market and competitor analysis, paid advertising, product communication, and connecting marketing activity with the online purchasing journey.
  • Impact
    Muscle Gain developed a structured digital sales ecosystem designed to turn its product portfolio into an organized online acquisition and e-commerce operation.

ORACO Sports

From Product Introduction to a Complete Direct-to-Consumer Brand

  • The Challenge
    ORACO Sports was entering a relatively unfamiliar category in the Egyptian market: multifunctional home-gym equipment designed to replace multiple gym machines in a single setup. The challenge was not simply selling the product, but building enough understanding and trust around the category to move customers toward purchase.
  • What I Led
    I worked on establishing the brand’s digital foundation from the ground up, including brand positioning, social platforms, market and competitor research, audience segmentation, and the development of a direct-response landing page.
  • The marketing strategy was built around educating the audience about the product, communicating its value compared with traditional gym setups, building trust, and gradually moving potential customers toward conversion.
  • I also led the performance marketing activity, monitoring campaigns, analyzing results, and continuously refining targeting and messaging based on market response.
  • Impact
    ORACO moved from having a product to having a structured digital brand presence and a complete customer acquisition system designed to educate, build demand, and convert interest into sales.