Ran, measured, and refined
Ran, measured, and refined
Ran, measured, and refined
Over 750 social media ads across the UAE and UK
Over 750 social media ads across the UAE and UK
Over 750 social media ads across the UAE and UK
UAE Online sales
UAE Online sales
UAE Online sales
AED 2M
AED 2M
AED 2M
UK Online sales
UK Online sales
UK Online sales
£ 1M
£ 1M
£ 1M
Managed All Markets Paid Campaigns
Managed All Markets Paid Campaigns
Managed All Markets Paid Campaigns
Local Campaigns UAE
Local Campaigns UAE
Local Campaigns UAE
In a world where attention is the most valuable currency, every campaign had to earn its place.
When I stepped in, our paid presence in the UAE was fragmented: The tone shifted from market to market, scattered objectives, and little visibility on what worked.
The goal was simple: turn paid media into a repeatable system that we could trust, repeat and scale.
What I did
Designed "an always on" testing program across formats, hooks, and audiences
Standardised creative and copy frameworks so every new ad followed clear rules on message, visual style, and CTA
Shifted creative towards real customer moments, using UGC as the core content pillar
Set up a shared naming and tracking convention so performance could be read in minutes
Impact
465 social media ads
17,538 online orders
AED 1,64 M revenue
In a world where attention is the most valuable currency, every campaign had to earn its place.
When I stepped in, our paid presence in the UAE was fragmented: The tone shifted from market to market, scattered objectives, and little visibility on what worked.
The goal was simple: turn paid media into a repeatable system that we could trust, repeat and scale.
What I did
Designed "an always on" testing program across formats, hooks, and audiences
Standardised creative and copy frameworks so every new ad followed clear rules on message, visual style, and CTA
Shifted creative towards real customer moments, using UGC as the core content pillar
Set up a shared naming and tracking convention so performance could be read in minutes
Impact
465 social media ads
17,538 online orders
AED 1,64 M revenue
In a world where attention is the most valuable currency, every campaign had to earn its place.
When I stepped in, our paid presence in the UAE was fragmented: The tone shifted from market to market, scattered objectives, and little visibility on what worked.
The goal was simple: turn paid media into a repeatable system that we could trust, repeat and scale.
What I did
Designed "an always on" testing program across formats, hooks, and audiences
Standardised creative and copy frameworks so every new ad followed clear rules on message, visual style, and CTA
Shifted creative towards real customer moments, using UGC as the core content pillar
Set up a shared naming and tracking convention so performance could be read in minutes
Impact
465 social media ads
17,538 online orders
AED 1,64 M revenue
International Campaigns UK
International Campaigns UK
International Campaigns UK
In the UK, the challenge was different. A mature audience with high expectations and many options.
We built a content system mixing lifestyle scenes, behind the scenes bakery moments, and structured promotions.
Once again, UGC proved to be the most efficient driver of both revenue and trust.
What I did
Built a content system and ran ongoing creative and audience tests to find the highest converting combinations
Coordinated campaigns with peak seasonal moments to maximise intent
Impact
284 social media ads
42,796 online orders
£ 888,675 online sales
In the UK, the challenge was different. A mature audience with high expectations and many options.
We built a content system mixing lifestyle scenes, behind the scenes bakery moments, and structured promotions.
Once again, UGC proved to be the most efficient driver of both revenue and trust.
What I did
Built a content system and ran ongoing creative and audience tests to find the highest converting combinations
Coordinated campaigns with peak seasonal moments to maximise intent
Impact
284 social media ads
42,796 online orders
£ 888,675 online sales
In the UK, the challenge was different. A mature audience with high expectations and many options.
We built a content system mixing lifestyle scenes, behind the scenes bakery moments, and structured promotions.
Once again, UGC proved to be the most efficient driver of both revenue and trust.
What I did
Built a content system and ran ongoing creative and audience tests to find the highest converting combinations
Coordinated campaigns with peak seasonal moments to maximise intent
Impact
284 social media ads
42,796 online orders
£ 888,675 online sales
Signature Campaigns
Signature Campaigns
Signature Campaigns
Valentine’s Campaign . A Love Letter to Our Customers
We treated Valentine’s as a chance to write love letters to our audience, not just ads. Content felt personal: tables at sunset, flowers everywhere, tins in real homes.
We built a campaign of real moments and one line held it all together "Some like their cookies with milk, I like my cookies with you" turning customers own own moments into the centre of the campaign.
Key metrics.
Engagement +597 %
Follower growth +1,116 %
Reel views 141,190
Valentine’s tins sold out 1,500 in two weeks
Influencer reposts from creators between 30 K - 2.6 M followers
40th Anniversary Campaign . Honouring Our Journey
For the 40th anniversary we mixed nostalgia with a new visual identity.
We told the brand’s origin story, spotlighted the Oxford store, and wrapped everything in limited edition packaging that made every box feel collectible.
Key metrics.
Engagement +647 %
Anniversary packages sold out 3,983
New CGI tribute video for the Oxford store
Giveaway that hinted at new market entries in France and Singapore
Valentine’s Campaign . A Love Letter to Our Customers
We treated Valentine’s as a chance to write love letters to our audience, not just ads. Content felt personal: tables at sunset, flowers everywhere, tins in real homes.
We built a campaign of real moments and one line held it all together "Some like their cookies with milk, I like my cookies with you" turning customers own own moments into the centre of the campaign.
Key metrics.
Engagement +597 %
Follower growth +1,116 %
Reel views 141,190
Valentine’s tins sold out 1,500 in two weeks
Influencer reposts from creators between 30 K - 2.6 M followers
40th Anniversary Campaign . Honouring Our Journey
For the 40th anniversary we mixed nostalgia with a new visual identity.
We told the brand’s origin story, spotlighted the Oxford store, and wrapped everything in limited edition packaging that made every box feel collectible.
Key metrics.
Engagement +647 %
Anniversary packages sold out 3,983
New CGI tribute video for the Oxford store
Giveaway that hinted at new market entries in France and Singapore
Valentine’s Campaign . A Love Letter to Our Customers
We treated Valentine’s as a chance to write love letters to our audience, not just ads. Content felt personal: tables at sunset, flowers everywhere, tins in real homes.
We built a campaign of real moments and one line held it all together "Some like their cookies with milk, I like my cookies with you" turning customers own own moments into the centre of the campaign.
Key metrics.
Engagement +597 %
Follower growth +1,116 %
Reel views 141,190
Valentine’s tins sold out 1,500 in two weeks
Influencer reposts from creators between 30 K - 2.6 M followers
40th Anniversary Campaign . Honouring Our Journey
For the 40th anniversary we mixed nostalgia with a new visual identity.
We told the brand’s origin story, spotlighted the Oxford store, and wrapped everything in limited edition packaging that made every box feel collectible.
Key metrics.
Engagement +647 %
Anniversary packages sold out 3,983
New CGI tribute video for the Oxford store
Giveaway that hinted at new market entries in France and Singapore
Inside the Campaign Engine
Inside the Campaign Engine
Inside the Campaign Engine
Execution
Collected campaign data from Meta and in-house tracking: Impressions, clicks, conversions, engagement, follower growth, ROAS
Treated every campaign as a controlled test: New hooks, formats, audiences
Analyzed performance through three lenses: Side-by-side content comparisons, A/B tests, and time-based trends
Metrics I Measured
Click-through rate (CTR) How many impressions turned into clicks
Conversion rate How many clicks became orders
Cost per acquisition (CPA) What it cost to win each new customer
Return on ad spend (ROAS) Revenue generated for every dirham or pound invested
Key Findings
Authentic, relatable content (especially UGC and simple lifestyle scenes) consistently outperformed high-production visuals on CTR and conversion
Campaigns timed to key events delivered the strongest conversion lifts
UGC delivered the best unit economics (lower CPA and higher ROAS) compared with other formats
Execution
Collected campaign data from Meta and in-house tracking: Impressions, clicks, conversions, engagement, follower growth, ROAS
Treated every campaign as a controlled test: New hooks, formats, audiences
Analyzed performance through three lenses: Side-by-side content comparisons, A/B tests, and time-based trends
Metrics I Measured
Click-through rate (CTR) How many impressions turned into clicks
Conversion rate How many clicks became orders
Cost per acquisition (CPA) What it cost to win each new customer
Return on ad spend (ROAS) Revenue generated for every dirham or pound invested
Key Findings
Authentic, relatable content (especially UGC and simple lifestyle scenes) consistently outperformed high-production visuals on CTR and conversion
Campaigns timed to key events delivered the strongest conversion lifts
UGC delivered the best unit economics (lower CPA and higher ROAS) compared with other formats
Execution
Collected campaign data from Meta and in-house tracking: Impressions, clicks, conversions, engagement, follower growth, ROAS
Treated every campaign as a controlled test: New hooks, formats, audiences
Analyzed performance through three lenses: Side-by-side content comparisons, A/B tests, and time-based trends
Metrics I Measured
Click-through rate (CTR) How many impressions turned into clicks
Conversion rate How many clicks became orders
Cost per acquisition (CPA) What it cost to win each new customer
Return on ad spend (ROAS) Revenue generated for every dirham or pound invested
Key Findings
Authentic, relatable content (especially UGC and simple lifestyle scenes) consistently outperformed high-production visuals on CTR and conversion
Campaigns timed to key events delivered the strongest conversion lifts
UGC delivered the best unit economics (lower CPA and higher ROAS) compared with other formats
Mrwaa
Mrwaa
Mrwaa
Brand, Growth & Digital Product
Brand, Growth & Digital Product
Brand, Growth & Digital Product
More to explore
More to explore
More to explore
Available for work
Available for work
Available for work
Available for work