Case study: Nana.sa.

Mandate

Lead all digital media and performance marketing across Google, Meta, TikTok, Snapchat, Pinterest, Amazon, Programmatic DSPs, and Affiliates. Move acquisition and retention simultaneously. Run measurement and attribution rigorously enough to defend every spend decision.

What I changed

Channel mix. Rebuilt the paid-media portfolio around incrementality rather than last-click attribution, which re-allocated budget toward under-credited upper-funnel channels and removed wasted spend in over-credited retargeting.

Retention as acquisition’s partner. Put retention instrumentation (Braze, CleverTap) on the same cadence as acquisition reviews. Six-week retention became a primary KPI alongside CPI, which pulled creative and lifecycle decisions into alignment.

AI-assisted operations. Introduced agent-based workflows (Cursor, Antigravity, Opus-class models) into media planning, creative iteration, and reporting, compressing cycle times on campaign changes.

Cross-functional cadence.Operated as the single point of coordination across external media agencies, internal creative, product analytics, and commercial planning — a role MENA growth teams frequently under-staff.

Outcome (2025, against 2024 baseline)

• Mobile installs: 819,000 → 2,040,879
• New customers: 150,000 → 266,947
• Six-week retention: 6.5% → 11%
• All-time company highs in both acquisition and retention.

Stack

Google Ads · Meta Ads · TikTok Ads · Snapchat Ads · Pinterest · Amazon Ads · Programmatic DSPs · Affiliates · Adjust · Kochava · Segment · Braze · CleverTap · Firebase · Google Analytics · Cursor · Antigravity