About Thomas
I help eCommerce and DTC brands get more out of their paid media and conversion funnels — without the agency overhead.
Over 8+ years across the MENA/GCC region, I've managed budgets up to $2M with a 25.8 ROAS, driven $4.8M in incremental annual revenue, and delivered 30%+ YoY booking growth for regional and international brands. My background spans both agency (account management, paid media strategy) and client-side eCommerce trading, so I don't just run campaigns — I understand the full commerce funnel behind them: acquisition, conversion, retention.
What I typically help with:
- Paid media management and audits (Meta, Google, TikTok)
- Conversion rate optimization for Shopify and DTC storefronts
- GCC market entry strategy for brands expanding into the region
- Performance reporting and reconciliation systems
If you're a brand looking to improve ad efficiency, fix a leaky conversion funnel, or need someone who actually understands how to operate in the Arabic-language GCC market, I'd be glad to talk.
Arabic
Native or bilingual
English
Native or bilingual
Can work on-site
Dubai City (up to 50km)
Experience
- Indicia WorldwideAccount Director – eCommerce & Digital GrowthDecember 2024 - Today (1 year and 8 months)Dubai - United Arab Emirates• ▪ Lead digital marketing and brand strategy for a premium consumer brand across UAE, Jordan, and KSA, owning integrated campaign planning, brand positioning, and go-to-market execution across digital touchpoints.• ▪ Plan and manage full-funnel paid media across Meta, Google, paid search, programmatic, and social, improving ROAS, CAC, and customer acquisition while protecting brand consistency.• ▪ Build and run CRM and lifecycle / eCRM programmes across acquisition, onboarding, loyalty, and retention to grow customer engagement and lifetime value.• ▪ Develop brand and social media guidelines, creative briefs, and campaign assets, directing creative, media, CRM, social, and development partners to deliver on-brand, bilingual (EN/AR) experiences.• ▪ Own website and digital touchpoint performance (Shopify / AEM), including UX, CMS governance, landing pages, content, and on-site optimisation to lift traffic, conversion, and engagement.• ▪ Manage budgets and agency relationships and build executive dashboards across revenue, conversion, CAC, LTV, and campaign KPIs, turning analytics into clear commercial decisions.
- DilitrusteCommerce & Digital Marketing ManagerApril 2023 - September 2024 (1 year and 5 months)Dubai - United Arab Emirates• ▪ Built and ran a performance-driven digital marketing strategy across MENA/MEA to drive brand awareness, lead generation, and customer acquisition and retention.• ▪ Planned and executed integrated demand generation and account-based marketing campaigns across paid search, display, social, email, and content, working closely with Sales to convert engagement into qualified pipeline.• ▪ Led a MENA product go-to-market launch, delivering 20% user growth in Q1 through a coordinated full-funnel campaign.• ▪ Owned website conversion optimisation, campaign analytics, and reporting, using Salesforce and HubSpot to improve funnel quality and acquisition efficiency.
- Cenomi (Al Hokair) Fashion RetailSenior eCommerce LeadDecember 2021 - April 2023 (1 year and 4 months)Riyadh Saudi Arabia• ▪ Led digital marketing and omnichannel campaign execution for leading retail and fashion brands (including an Apple Premium Reseller and LC Waikiki), driving brand visibility and revenue across owned and retailer channels.• ▪ Planned and optimised paid media campaigns (paid search and display) with agency partners, delivering 400% ROI through disciplined budget and performance management.• ▪ Managed brand presence and content across digital and marketplace channels (Amazon, Noon), including PDP/content optimisation, merchandising, and promotional activation.• ▪ Mapped the end-to-end customer journey with commercial and CX teams, introducing improvements (including a gift card rollout) that lifted satisfaction and retention.
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Education
- Bachelor of Business AdministrationAmerican University of Beirut2017Bachelor of Business Administration
- Google Analytics 360 CertificationGoogle Analytics 360 Certification