Growth · Case study · Dec 2024 – Feb 2026
From 819K to 2M mobile installs in one year.
Senior Marketing Manager, Digital Media & Performance at Nana.sa. All-time company highs in both acquisition and retention.
- 819K → 2,040,879mobile installs
- 150K → 266,947new customers
- 6.5% → 11%six-week retention
- 8+paid channels coordinated
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.
Leadership.
Founder–CEO and head of product (LinkedIn).
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
Numbers reported above are internal KPIs from the Nana.sa growth reporting stack, cross-checked against attribution platform data. Figures are publicly shareable; specifics of spend and unit economics are not.