Frame

At Frame Properties, we build homes with heart and soul. Our homes are crafted to stand the test of time and enrich the lives of our homeowners and communities. Every detail, from the landscaping to the architecture, is designed to inspire curiosity and conversation. We believe a home should feel welcoming and contribute to something greater, paving the way for a better future. Welcome home.

Partner

The Growth Guide

The Growth Guide Newsletter (25,000 readers) 
The Growth Guide Podcast (220,000 downloads)

Conversations with authors, subject matter experts and millionaire mentors to help you: 

• Live Better 
• Achieve More 
• Be Financially Free

Podcast Host and Creator

MOSAIC Homes

Chief Financial Officer

Vice President of Finance

Urban Development Institute, Pacific Region

U40 Committee Member

Ledingham McAllister

Director of Finance and Administration

Wesgroup Properties and Wesgroup Capital

Wesgroup Properties and Wesgroup Capital - Director of Finance and Administration
 
Responsilities include:
 
Oversight of the accounting and finance division, including talent assessment, hiring, training, mentoring and coaching in excess of 10+ colleagues.
 
Financial reporting, cash modeling and forecasting, and treasury management for Wesgroup Capital, Wesgroup Properties development division, Wesgroup Properties asset management
 division, as well as private lending and equity investments. 

Oversight of Wesgroup’s information technology, including system architecture, users hardware and software, system analysis and selection, and IT policies and procedures.
 
Coordinating and managing Wesgroup’s insurance requirements across entities, divisions, and special events.
 
Specific highlights include:
 
Increased automation for Wesgroup Capital’s Net Asset Value calculations, reducing process time from 45+ days to less than 5 days.
 
Increased automation of daily and three year cash flow models, significantly reducing preparation time, as well as improving the accuracy of the information, which facilitated better decision making.
 
Introduction and creation of a Group consolidated financial statement, and a three year consolidated forecast with key debt and financing features, including forecast debt by category (land, construction, asset management) and financial institution.
 
Creation of formalized reporting and operating processes and procedures across multiple divisions, including senior management key performance indicators.
 
Significant reduction in audit costs, in excess of 50% for certain files, by working closely with our auditors, and increasing the quality of the audit packages and draft financial statements.
 
Responsible for leading the creation and implementation of a CA Training Office (CATO), designed to attract, train and retain highly talented individuals out of University, including marketing and promotion.

Director of Finance and Administration and Chief Compliance Officer

KPMG Canada

Provided audit and advisory services to privately owned businesses with a primary focus on
the manufacturing and high technology sectors, as well as not-for-profit organizations.

Responsibilities included:

Overseeing all aspects of the engagements from planning to completion, including scheduling, planning, client coordination, team monitoring and mentorship, managing the file review/completion and directly reporting to the Partner and Client.

Improving engagement recoveries and engagement quality through effective staff scheduling, planning, and client coordination.

While at KPMG, I also gained significant experience with regards to recruiting, training, evaluating, mentoring and managing people, in role as a “People Leader” in the office, with oversight and HR responsibilities for all staff below management.

Senior Manager

Sauder Industries

Managed the overall production of a facility with annual sales in excess of $10 million, and improved its financial and operational performance by focusing on human resources, machine automation and upgrading, as well as quality control.

Responsibilities and highlights included:

Preparation of the annual budget and analysis of monthly operational budget to actual variances, costs as a percentage of sales, and key performance indicators.

Overseeing strategic initiatives to ensure sustained and aggressive growth of the business by decreasing customer complaints through the introduction and improvement of quality control processes and fostering a customer-centric mentality; increasing production and staff utilization through improved scheduling; purchase of modernized equipment; and, upgrading of people to obtain “A” players.

Implementing a new production scheduling system (Excel to Access), which significantly reduced
scheduling times and increased efficiencies.

Oversight of all aspects of human resources, including hiring, training, evaluations, and the payroll process for 50 to 60 employees, depending on production capacities at any specific time.

Operations  Manager - Toronto, Ontario

KPMG Audit

KPMG Vancouver - Financial Institutions and Real Estate, and 
KPMG Bermuda - Alternative Investment and Banking Practice.

Senior Accountant

I simplify psychology, success and money by sharing advice from mentors, expert authors and my life. CFO | Creator | Investor| Entrepreneur

Clint Murphy is obsessed with Growth: Personal, professional and financial. 

After a 25-year career, including 8+ years at KPMG and 8+ years at a leading Vancouver Real Estate Development Firm, Clint started his own Real Estate Development Company with three great partners - Frame Properties. 

Daily, he creates content that reaches over a million people worldwide across Twitter (@IamClintMurphy), LinkedIn, Instagram and his Podcast and Newsletter - The Growth Guide. 
 
He is the host of the Growth Guide Podcast, where he talks to authors, subject matter experts and millionaire mentors to understand how successful people approach personal growth, Get Sh!t Done and become financially free.   
 
Each week, he shares the Growth Guide Newsletter which provides actionable ideas to help you: 

• Live Better 
• Achieve More  
• Be Financially Free 

Clint is a lifelong learner and growth fanatic who wants to help 1 billion people live better, achieve more and become financially free.

Clint Murphy

Mohamed Gamal, MBA

Reach 4 Growth Podcast

In August 2024, I launched Reach 4 Growth, a podcast born from my passion for sharing real, actionable insights on performance marketing, e-commerce growth, and leadership. 

Starting this podcast was more than just a creative project. It was a commitment to build a space where professionals across industries could find practical guidance and inspiration on their own growth journeys.

From my base in Dubai, I’ve had the pleasure of hosting in-depth conversations with industry leaders and experts, each bringing their unique experiences and perspectives. 

These discussions aren’t just interviews; they’re opportunities for listeners to gain insights they can actually use, whether that’s optimizing a campaign, balancing work and life, or leading with purpose.

Running Reach 4 Growth is a hands-on endeavor. I manage everything remotely, from production to distribution, ensuring that each episode is polished, timely, and packed with value. 

It’s been incredible to see the impact this platform has made, and I’m driven to keep pushing forward, making each episode a little more insightful than the last.

For me, this podcast is about much more than content. 

It’s a chance to contribute to the growth of others, sparking ideas and empowering people to reach new heights. 

If you’re ready to dive into a world of growth insights and stories that inspire, join me on this journey with Reach 4 Growth.

Founder

PPC Legends

In October 2022, I started PPC Legends, a community built on a simple yet powerful idea: bring together performance marketers and digital growth enthusiasts who are passionate about PPC and eager to learn, share, and grow together. 

Based in Dubai, PPC Legends isn’t just a group, it’s a space where connections spark, knowledge flows freely, and genuine friendships are formed.

Creating PPC Legends was about filling a gap I noticed in the industry. 

I wanted a place where people could not only access expert insights to solve real challenges in their business but also build meaningful relationships in a casual, open environment. 

Our community thrives on monthly gatherings where we don’t just talk shop; we connect as people, share stories, and have a little fun along the way.

Members benefit from access to industry experts, tailored guidance on overcoming business challenges, and regular webinars to stay updated on the latest in PPC. 

Whether you’re a seasoned marketer or just stepping into the world of performance marketing, PPC Legends offers a supportive environment to grow, learn, and navigate the ever-evolving landscape together.

Interested in joining us? Drop me an email at Gamal@reach4growth.com and let me know what drives you to be part of our community.

PPC Legends is more than a network; it’s a journey we’re taking together, one growth story at a time.

In October 2023, I stepped into a new challenge as the Director of Growth for GMG’s sports brands in the UAE, bringing with me a decade of insights, a vision for strategic growth marketing, and a mission to make an impact that goes beyond just the top line.

My role here is like navigating a high-stakes game, where every move has to be calculated and proactive. Leading an incredible team across CRM, performance marketing, SEO, and affiliate marketing, our mission is clear: drive sustainable growth that boosts profitability without wasting a single dollar.

One of my proudest accomplishments so far has been forecasting e-commerce KPIs with pinpoint accuracy. Anticipating market shifts is no small feat, especially in the fast-paced world of e-commerce, but by building out various scenarios and planning for every possibility, we’ve stayed agile and ahead of the game.

The best part? We’ve managed to improve e-commerce marketing efficiency by a full 30%, not by increasing budgets, but by optimizing every dollar we spend. 

This focus on efficiency has boosted our profitability while allowing us to invest more in what truly matters: creating value for our customers and growing our brand impact.

For me, this role isn’t just about achieving targets; it’s about building a growth story that inspires others. 

Every day, I’m committed to making GMG’s sports brands stronger, more profitable, and better prepared for the future. And if that means challenging the status quo and pushing the boundaries of what e-commerce can achieve, I’m all in.

Director of Growth - Sports

Tamanna.com

In November 2022, I took on the role of Senior Manager - Performance Marketing at Tamanna, diving headfirst into a mission to support their international expansion plan with a holistic, 360-degree approach to performance marketing. 

My year with Tamanna was filled with challenges, growth, and a relentless focus on driving results in a dynamic, fast-paced environment.

I was responsible for overseeing a broad range of channels, everything from Programmatic, Search, and Display to Email and Push notifications (It evolved overtime). 

Managing these channels meant wearing many hats: strategist, creative advisor, budget planner, and A/B test conductor. 

My goal? To ensure that every digital advertising dollar was optimized for maximum impact.

One of my key focuses was on mobile app engagement. 

I led initiatives to increase app installations and drive user engagement, leveraging tools like Branch, and Google Analytics 4 to measure and refine our approach. 

By testing and tweaking landing pages and high-relevancy ads, we consistently drove better traffic quality and engagement, bringing measurable value to our campaigns.

To keep us on track, I developed a long-term marketing roadmap, complete with clear ROI expectations, quarterly targets, and detailed performance reports. 

This roadmap wasn’t just about hitting numbers; it was about setting a sustainable strategy that aligned with our growth goals and provided a clear path forward for all stakeholders.

Every day, I worked to keep Tamanna at the cutting edge of digital marketing, identifying new technologies, setting KPIs, and fine-tuning our approach based on real-time insights. 

It was a role that demanded adaptability, innovation, and constant learning, and I’m proud of the impact we made during my time there.

My journey at Tamanna was about more than campaigns; it was about driving strategic growth and helping the brand reach new heights in a competitive market.

Senior Manager - Performance Marketing

Al-Futtaim

From January 2021 to November 2022, I had the privilege of leading performance marketing for Al-Futtaim’s diverse portfolio of e-commerce brands, from global names like Toys R Us and Guess to regional favorites like Muudha and Ace. 

My role was about more than just hitting targets; it was about crafting strategies that elevated each brand’s digital presence and drove sustainable growth across multiple channels.

As the Sr. Performance Marketing Lead, I was responsible for every aspect of paid performance—from budgeting and forecasting to branding and user acquisition. 

With a focus on optimizing spend across channels, I implemented data-driven strategies to boost visibility and reach for each brand, tailoring our approach to fit both industry giants and niche brands alike.

My time at Al-Futtaim taught me the power of balancing a comprehensive digital strategy with the unique demands of each brand. 

Whether we were expanding awareness for Watsons, fine-tuning ad creative for Sandro, or driving app engagement for Ted Baker, I ensured that our performance marketing efforts weren’t just effective but impactful.

This experience wasn’t just about numbers and KPIs; it was about creating value for both the business and its customers, driving brand loyalty, and building a solid foundation for long-term growth. 

Leading such a diverse range of brands honed my ability to adapt, innovate, and lead a team through the ever-evolving landscape of performance marketing.

Sr. Performance Marketing Lead

Sprii.com

In 2020, I joined Sprii.com as the Performance Digital Marketing Manager, stepping into a role where every decision could directly impact the top line. 

Over the course of the year, I managed an advertising budget in the millions (AED) with a clear goal: to drive growth through effective budget allocation and strategic channel expansion.

One of my proudest achievements was generating a remarkable 10 ROAS, a 25% year-over-year improvement. 

By carefully analyzing performance data, I was able to open new, high-performing channels, ensuring that every AED spent brought maximum return. 

This wasn’t just about managing a budget; it was about rethinking our approach to digital strategy and uncovering opportunities where others might have seen limitations.

Reducing customer acquisition costs (CAC) was also a major focus. 

Through a cross-channel acquisition strategy, we cut CAC by 20% year-over-year while increasing new customer numbers by 33%. 

It was a balancing act of optimization, innovation, and precision, where every tactic had to align with our larger growth goals.

This role taught me the importance of agility in performance marketing. 

The e-commerce landscape shifts quickly, but by staying data-focused and customer-centric, I was able to drive substantial results for Sprii.com. 

Looking back, my time at Sprii wasn’t just about achieving KPIs; it was about transforming challenges into sustainable growth, one strategic decision at a time.

Performance Digital Marketing Manager 

Jumia Group

From February 2018 to January 2020, I had the incredible experience of working as a Performance Digital Marketing Manager at Jumia, driving digital growth across Jumia Uganda, Jumia South Africa, and Zando. 

Working with Jumia pre-IPO, I was immersed in a high-stakes environment shaped by Rocket Internet’s culture, where speed, innovation, and relentless execution were paramount.

Jumia’s ambitious expansion across Africa, fueled by substantial budgets, gave me the freedom to push the boundaries of performance marketing. 

In this role, I was responsible for delivering on aggressive targets: hitting NMV goals, slashing customer acquisition costs (CAC), and accelerating new customer growth across unique and dynamic markets.

In my final year, I met my NMV target, overachieved my Net CAC goal by 40%, and boosted new customer acquisition by 14%. Each market demanded a unique approach, and the Rocket Internet philosophy taught me the value of adapting fast, testing boldly, and iterating constantly to keep up with shifting dynamics.

One of the highlights was leading high-stakes campaigns like Jumia Black Friday, Jumia Anniversary, and Mobile Week. 

These campaigns embodied Jumia’s high-speed, innovation-driven culture, challenging me to manage large budgets, optimize performance across channels, and deliver results that reverberated across multiple regions.

Jumia didn’t just teach me about performance marketing; it shaped my mindset for driving growth in high-intensity, high-growth environments. 

The Rocket Internet culture instilled in me a passion for agility and innovation, a foundation that continues to influence how I approach digital strategy today.

Peformance Digital Marketing Manager - Jumia Uganda, Jumia South Africa, and Zando

AWstreams

In early 2017, I joined AWstreams as a Digital Account Executive with a clear purpose: to build a strong foundation of technical skills in digital and performance marketing. 

I knew that to truly understand the digital landscape, I needed hands-on experience in a high-pressure environment, and AWstreams delivered just that.

Working over 10 hours daily in a fast-paced, client-driven setting, I was immersed in every aspect of digital marketing. 

My role involved managing social media accounts, coordinating website and app development, and delivering end-to-end solutions for a variety of clients. 

I was responsible for leading a team of creatives, strategists, content creators, designers, videographers, and more to execute campaigns that were both innovative and results-oriented.

I was also heavily involved in client pitches, working closely with clients to understand their needs and align our strategies with their goals. 

This experience taught me how to translate client visions into actionable plans, even under tight deadlines and intense pressure.

Beyond the technical skills, the demanding nature of the role taught me resilience, adaptability, and the value of collaboration. 

Every day at AWstreams pushed me to grow, to innovate, and to exceed expectations, a foundation that has shaped my career in digital marketing ever since.

Digital Account Executive

Le Garage Auctions

In February 2016, I took on my first digital marketing manager role at Le Garage Auctions. 

Stepping into this position was both exciting and challenging; it was here that I had the opportunity to shape and execute a complete digital strategy for the first time. 

I was responsible for bringing Le Garage’s website presence to life, creating campaigns that captured the brand’s essence while driving engagement and growth.

Managing multi-channel marketing campaigns was new territory for me, but I was eager to learn and adapt. 

This role taught me how to balance creativity with strategic planning, making every campaign not only visually compelling but also data-driven.

As a one-person digital marketing team, I wore many hats, strategy, execution, analytics, and even a bit of seller relationships management and customer service. 

This hands-on experience was foundational, teaching me the intricacies of digital marketing from the ground up. 

Every day presented new challenges and learning opportunities, but it was precisely what I needed to build the confidence and skills for a career in digital marketing.

Looking back, my time at Le Garage Auctions was invaluable. 

It was the start of a journey that has taken me through multiple facets of digital marketing, and it instilled in me a passion for helping brands grow and connect in meaningful ways.

Digital Marketing Manager

Vodafone

In April 2014, I took on the role of International Account Advisor at Vodafone UK, a position I pursued on the recommendation of my mentor. 

The goal was clear: to strengthen my customer service skills, improve my English, and ultimately become a more empathetic, effective marketer. 

Looking back, this role became one of my secret weapons in the industry, arming me with two often underrated skills, listening and empathy.

Handling client relationships for UK customers wasn’t just about answering calls. 

It was about building trust, actively listening to their needs, and finding solutions quickly and effectively. 

Every day, I worked to exceed service level agreements, going above and beyond to ensure that our customers felt genuinely valued.

This role pushed me to be proactive, constantly looking for ways to improve our processes and elevate the customer experience. 

I also had the privilege of mentoring new employees, helping them navigate the fast-paced environment while fostering a culture of teamwork and support.

The experience taught me the value of empathy, how understanding a customer's perspective can turn a challenge into an opportunity. 

It also honed my listening skills, a fundamental but often overlooked aspect of communication. These skills became a cornerstone of my approach to marketing, where understanding the customer is everything.

My time at Vodafone was more than a job; it was a lesson in human connection. 

It taught me that no marketing strategy succeeds without truly listening to and understanding your audience, a lesson I carry with me in every role I take on.

International Account Advisor (UK)

Senior Manager | Performance Marketing | Sharing Learnings on LinkedIn

Growth Should Be Predictable, Not a Gamble

Too many brands burn ad budgets without knowing whether they’re fueling real profitability or just chasing vanity metrics.

That’s where I come in.

With 12+ years of experience in performance marketing and e-commerce, I help brands scale profitably without the stress, inefficiencies, or guesswork. 

My approach ensures every marketing dollar is an investment, not a risk.

What I’ve Done:

✅ Developed data-driven growth strategies that prioritize profitability over vanity metrics

✅ Increased e-commerce efficiency by 30% - without increasing budgets 💰

✅ Launched “Reach 4 Growth” - a podcast where I help marketers & entrepreneurs scale smarter

✅ Led digital marketing for one of the Middle East’s largest retail groups, covering 🇦🇪 🇸🇦 🇰🇼

But my journey didn’t start with big budgets or big brands.

Growing up in Aswan, Egypt, I learned that progress isn’t about speed, it’s about strategy. That mindset drives my mission to help businesses achieve scalable, predictable, and stress-free growth while giving back to the marketing community.

How I Can Help You:

1️⃣ Subscribe to my YouTube channel (Trusted by ~20K subscribers)

2️⃣ Join my newsletter for my exclusive, first-hand performance marketing insights

3️⃣ Book a consulting session for tailored strategies that drive profitability & efficiency

Not ready yet? No problem. I’ll be here every Monday, Wednesday, Friday at 4:00 pm Dubai time, helping you remove the guesswork from growth.

💡 Marketing shouldn’t keep you up at night. Let’s make it predictable, scalable, and stress-free.

📩 Sponsorships & Booking: ingy@reach4growth.com

A community for performance marketing and digital growth based in Dubai. Our purpose is to guide and connect people interested in PPC

By Joining our community, you will have the following benefits:
1. Access experts who can guide you with the challenges you face in your business.

2. Make new friends, as we will have monthly gatherings where we have fun and get to know each other.

3. Free webinar to navigate through the latest industry updates.

Now you can join our community for free; send me an email to: Gamal@ppclegends.com explaining your motives for joining the community.

Mohamed Gamal, EMBA

Your e-commerce performance is lying, and bots are the ones writing the numbers.

Let’s cut straight to it:

Up to 37% of your “traffic” isn’t human.
Which means your “best-performing” ads… might be complete fiction.

I’m seeing this in more and more accounts we audit 
brands don’t have a creative problem…
they have a traffic truth problem.

I dug into this with 🤖 Nasser Oudjidane (founder of Tapper), and here are the takeaways every performance marketer needs to see:

→ Fraud silently inflates the metrics you trust most
 ROAS, CPA, sessions, all look better when bots pad the numbers.

→ Bad traffic poisons your optimization engine
 Algorithms can’t tell humans from bots.
 So learning breaks. Fast.

→ Clean traffic beats creative testing, every time
 When we remove non-human sessions, CPAs drop immediately.
 Not over weeks. Instantly.

→ AI is making fraud smarter
 And if your filtering isn’t evolving…
 you’re scaling noise, not revenue.

That's why it is always smart to test traffic quality for performance campaigns.
(Full episode link in the comments.)

 Mohamed Gamal, MBA

Performance Marketing Consultant | Helping startups increase profit and acquire more customers through performance marketing | Host of Reach 4 Growth Podcast

عمري ما كنت متخيّل إن ييجي يوم وأكتب الجملة دي…

 بس الحمد لله، النهارده عندي شركتي في دبي،
 وبشتغل مع شركات في المنطقة وبرّه في Performance Marketing
 على معادلتين محدش يقدر يهملهم:
 إزاي نكبر صح،
 وإزاي نقلّل الهدر ونخلّي كل دولار يشتغل.
بس بصراحة…
 اللي وصلت له ماكانش واضح زمان،
 ولا كان مضمون.
خلّيني أرجع شوية ورا.

وأنا في الجامعة، كنت بشتغل في Vodafone UK.
 والحمد لله، رغم إن ظروفي كانت بسيطة،
 قررت آخد دبلومة التسويق من AmCham
 والحقيقة؟
 الخطوة دي كانت فوق إمكانياتي وقتها.
 الكورس كان غالي جدًا بالنسبة لواحد لسه طالب،
 وفكرت أسيبه...
 بس والدتي قالت لى:
 “لو دي هتفتح باب… اضغط على نفسك وخده.”
 والحمد لله كانت من أنفع القرارات في حياتي.
وبعد التخرج…
 جات اللحظة اللي كنت فاكرها “الوصول”:
 اشتغلت Digital Marketing Manager.
 مرتب كبير بالنسبة للي حواليا،
 مسؤوليات كتير،
 وكنت ماسك كذا حاجة في نفس الوقت.
 وحسيت فعلاً إن الدنيا بتفتح لي أبوابها.
 وقلت لنفسي:
 “أنا خلاص… وصلت.”
بس الحمد لله اللي بيكشف لنا الحقيقة بدري…
 وقعت.
 وفشلت.
 وفهمت إن اللقب مش النجاح…
 وإن اللي بيبان “وصلت” ممكن يبقى مجرد بداية الدرس الحقيقي.
ومن هنا بدأت الرحلة بجد.
وكان قدّامي Offers بفضل الله:
 واحد مريح… نفس الـTitle ونفس المرتب،
 والتاني من Agency
 Title أقل…
 ومرتب أقل…
 وطريق أصعب.
بس الحمد لله، اخترت الصعب…
 لأني كنت عايز أتعلم التسويق من جذوره:
 Tracking، Analytics، Optimization…
 الحاجات اللي فعلاً بتبني Marketer محترف.
وبرغم التعب والشَك،
 كنت كل يوم أسأل نفسي:
 “يا ترى اللي بعمله ده هيوصل لفين؟”
وفي الوقت ده كملت كمان دبلومة التسويق في AUC.
 كنت بذاكر وقت ما أقدر،
 مفيش جدول ثابت،
 بس كل خطوة، والحمد لله، كانت بتزودني قوة حتى لو أنا مش شايف ده وقتها.

لحد ما جات Jumia.
 وهنا حصل أول تغيير كبير.
اشتغلت على أسواق مختلفة،
 بس أكتر بلد غيّرت فيّ كانت أوغندا.
 جوميا كانت تقريبًا ناوية تقفل البلد…
 الأرقام ضعيفة، النمو واقف.
 بس الحمد لله، شفت فرصة.
 اشتغلنا مع الفريق،
 غيّرنا طريقة الشغل،
 وعدلنا الهيكلة،
 لحد ما أوغندا بقت واحدة من أسرع الأسواق نموًا
 وتخطّت بلاد أكبر منها بكتير.
وقتها فهمت إن الـScale مش بس بحجم السوق…
 الـScale عقلية.

بعدها قررت أجي دبي.
 قرار كان مخيف،
 بس الحمد لله حسّيت إن اللي جاي أكبر.
دخلت ستارت أب…
 كبرت…
 وبعدين وقع فجأة.
 وقعت معاه… لكن الحمد لله وقفت بسرعة.
وبعدين Al-Futtaim،
 وبعدها Alshaya،
 لحد ما وصلت لـ GMG كـ Director of Growth Marketing.
كنت ماسك تيم من 14 شخص:
 Performance، SEO، Affiliates، CRM.
 ومعاهم مسولية P&L 
 قرار واحد ممكن يطلع ربح… أو يعمل خسارة.
 ومن التجربة دي الحمد لله فهمت يعني إيه Growth بجد.
وفي النص خلّصت MBA في الابتكار من Hult
 لإني من زمان وأنا بشتغل وأتعلّم في نفس الوقت،
 والحمد لله الطريق دايمًا كان بيكمل حتى لو أنا مش شايفه كامل.

النهارده…
 لما أشتغل مع شركات عايزة تكبّر،
 وتقلّل الهدر،
 وتبني Performance Marketing صح…
 عارف إن الخبرة مش من لقب،
 ولا حظ.
الحمد لله…
 هي جاية من طريق طويل،
 قرارات صعبة،
 وفترات شك،
 وتجارب كتير،
 وإصرار مابيقفش.
وبكتب ده بالعربي علشان أي حد لسه في أول الطريق يعرف إن النجاح مش خط مستقيم،
 ولا بداية مثالية،
 ولا ظروف جاهزة.
النجاح إنك تكمّل…
 
والحمد لله اللي بيعلمنا نكمّل حتى وإحنا مش شايفين آخر الطريق.
ودي بداية رحلتي معاكم بالعربي.
 واللي جاي بإذن الله أعمق وأقرب.

I left a six-figure job leading growth for some of the biggest global brands in the region.

Not bcause I was tired.
But because something just didn’t feel right anymore.

Every report looked perfect.
Every presentation was a success story.

But when I looked at the profit 
Nothing changed.

That’s when it hit me:
performance marketing isn’t broken because of tools or budgets…

It’s broken because we’re measuring the wrong thing.
We celebrate activity instead of progress.

In this 4-minute video, I explain why I walked away
and why AI might finally fix what’s broken in our industry.

Watch it, and tell me in the comments:

Do you think AI will make marketing more profitable 
or more confusing?

When your D2C growth slows down…
It’s not a budget problem.
It’s a direction problem.
Real cases👇

When your D2C growth slows down…

After 14 years in performance marketing
I’ve seen this pattern repeat again and again:

The brands that win aren’t the ones spending more…
They’re the ones moving smarter.

I cut Meta Ads CPL by 75% in just one week.
(Yes… cost per qualified lead from 140 AED to 35 AED.)

Here’s exactly what worked for me after Andromeda 

I’m not claiming this will work for every account, but this combo delivered the drop.

1. Short videos. Very short.
People don’t watch your 30-second masterpiece.
They barely survive 15 seconds.
So I used multiple totally different short videos (15–20 seconds)
Each with a completely new angle.
Not the same video with new subtitles
Not the same video with different hooks  
I mean different angles, different stories, different hooks.
This alone boosted attention and dropped costs.

2. Zero overlap.
I killed every campaign structure that was making us bid against ourselves.
One clean campaign.
One audience.
One direction.
The moment we removed overlap between campaigns/ad accounts, the results stabilized and costs started falling.

3. The weird one… but it’s real.
When I had multiple ads running, Meta allocated the budget beautifully.
But when I tried to “optimize” manually and turn off underperforming ads…
Performance tanked.
Every. Single. Time.

I can’t prove it scientifically, but I’m convinced there’s a hidden penalty when you start interfering too much.
Leave the ads running. Let the algo cook.
Manual optimization ≠ hero moment anymore.

Same budget. Same product.
But a 75% reduction in CPL.

If you want the full breakdown + my PDF checklist on how to fix messy Meta accounts…

Comment "guide" and I’ll send it for free.

A Saudi client wanted to achieve 20 million riyal in his first year.
Here’s why I couldn’t help him.

For the past month, I was speaking with a Saudi client whose goal was to generate 20M SAR in year one.

When we discussed his marketing strategy, he believed that running ads on his website alone would get him there.
That was the entire plan.

But the truth is: it doesn’t work like that.

I told him I couldn’t help him because without proper brand marketing, ad spend becomes pure waste.
Nothing meaningful happens.

Brand vs. Performance Marketing  
(most people get this wrong)

People think these two compete.
In reality, they complement each other.

- Brand marketing → long-term direction
- Performance marketing → short-term results

But without direction from brand marketing, performance marketing becomes clueless.

Yeah, we can run campaigns…
But to what point? To what extent?

What happens without brand clarity?

Brands end up paying money just to Demarket themselves.

They:
- Communicate the wrong message
- Target the wrong customers
- Run ads that unintentionally tell people why they shouldn’t be customers

And with today’s competition, the only way to reduce CPL, CPO, ROAS, or POAS is to have a unique, well-directed ad approach.

And here’s another red flag nobody talks about

If someone promises they can “do everything” for you, run.

Marketing today is too big, too complex, and moves too fast for one person (or even one company) to deliver everything at a high standard.
Specialization matters more than ever.

Anyone claiming they can handle all of it is either overselling… 
or doesn’t understand the depth of the work.

The simple truth

If your performance marketing partner isn’t curious about your brand marketing,
then most probably… they’re going to waste your money.

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Clint Murphy

Mohamed Gamal, EMBA

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Mohamed Gamal, EMBA

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