One accountable marketer who owns the funnel end to end, and reports in numbers you can trust.
I did not start in marketing. I spent three years at Telecom Egypt, where I grew from customer service into the training team and stepped in as a team leader whenever the team needed it.
Working closely with people every day taught me how to read a buyer and build systems that make a team perform. Over time I got far more interested in how businesses grow than in how they simply operate, and that pulled me into performance marketing.
Today I help eCommerce brands, course creators, coaches, and service businesses grow through Meta, TikTok and Snapchat Ads. The industry changes, the goal never does: a predictable system that turns ad spend into profit.
Every claim rides on a real number from a real account. If there is no data behind it, it does not get said.
A big result is only useful when you can see the method that produced it, so every win comes with the decision behind it.
Hook rate, then CTR, then cost per purchase. I scale on what the data votes for, never on a lucky ROAS read too early.
When the dashboard and the bank account disagree, I trust the bank, then go fix the tracking so the next decision can be trusted.