Data-driven growth marketing leader with 13+ years of experience in digital-first companies, driving user acquisition, engagement, and retention through strategic marketing.

Expert in performance marketing (Google, Meta, TikTok), lifecycle marketing (CRM, Braze), and high-velocity experimentation to optimize CAC, LTV, ROAS, and CPO.

Proven ability to lead cross-functional teams, scale growth engines, and execute ROI-positive campaigns. 

Adept at leveraging data analytics, A/B testing, and automation to maximize impact. Passionate about building customer-first marketing strategies that align with business objectives.

Key Skills & Achievements

•	Growth Strategy & Leadership: Scaled Berytech’s digital marketing ecosystem, driving a 24% increase in ad performance and a 30% growth in organic traffic.
•	Performance Marketing: Managed multi-thousand-dollar ad spend, optimizing CAC, ROAS, and LTV through paid search, social, and programmatic campaigns.
•	Lifecycle & CRM Marketing: Led targeted email, push, and in-app messaging campaigns, improving user retention and increasing engagement rates by 25%.
•	High-Velocity Experimentation: Executed A/B tests on landing pages, ad creatives, and messaging, leading to a 15% increase in conversion rates.
•	Data Analytics & Attribution: Expert in Google Analytics, Mixpanel, Adjust, and marketing attribution models to measure and optimize growth efforts.
•	Product-Led Growth (PLG): Partnered with product, UX, and data teams to drive feature adoption and user activation.
•	Team Leadership & Scaling: Built and managed high-performing marketing teams, mentoring 7+ specialists across CRM, content, and performance marketing.

Mohammad Mortada

Berytech

- Develop program monitoring, evaluation, and learning (MEL) frameworks, ensuring robust data processes, high-quality analysis, and comprehensive reporting to demonstrate the impact of Berytech’s programs.
- Lead the MEL team in creating theories of change, logical frameworks, and indicator trackers, coordinating closely with cross-functional teams to integrate these into project proposals and program delivery.
- Design and implement MEL guidelines, tools, and data collection processes, embedding them within program operations to streamline data acquisition and analysis.
- Oversee data quality control, analysis, and reporting, providing actionable insights and recommendations to enhance program implementation and outcomes.
- Develop and manage the Quality Management System at Berytech, focusing on continuous improvement and standards compliance across the portfolio.
- Conduct internal and external evaluations, including drafting Terms of Reference, recruiting consultants, and managing outputs, ensuring alignment with program goals and stakeholder needs.
- Organize inter-departmental Learning-to-Action Discussions (LADs), facilitating reflection on program learnings and establishing actionable steps for improvement.
- Enhance organizational learning and partnerships by representing Berytech in external platforms, networks, and working groups focused on MEL, promoting cross-organizational collaboration and knowledge exchange.
- Streamline reporting templates and data systems to facilitate efficient information flow between programs, leveraging technology solutions for data aggregation and reporting.
Manage and build capacity for MEL staff, providing regular coaching, setting performance goals, and conducting evaluations to drive professional development and team effectiveness.

Monitoring, Evaluation and Learning (MEL) Manager 

- Supported project proposal writing with respect to logical frameworks, indicators and evaluation plans.
- Prepared and initiated MEL system and tools for all Berytech's programs. 
- Monitored programs progress, provide insights and recommendations to program staff and local partners to improve based on MEL data.
- Lead baseline and evaluations tasks for programs at field level (TOR & design, coordination, report review, workshop, ...).
- Developed in-house tools and data management systems to track MEL indicators across the organization
- Oversaw and participated in data collection, processes analysis and quality control.
- Organized and conducted Learning-to-Discussion sessions with programs staff to reflect on findings, agree on action plan and make sure learnings are documented and maintained.
- Developed appropriate internal evaluation systems and conduct internal evaluations where needed.
- Synthesized data from monitoring data to generate a quality monitoring report. 
- Elaborated, developed, monitored and improved Berytech's Quality Management System.
- Organized and delivered trainings for staff.
- Supported management of external evaluations (recruiting consultant, drafting TORs,...).
- Participated in MEL related Working Groups and maintain close working relationships with counterparts in other relevant International NGOs, local NGOs and association. 
- Followed up and ensured proper EBN EUBIC certification for Berytech management system. 
- Ensured that programs are conform to SDG goals and follow up related indicators.

Monitoring, Evaluation & Learning (MEL) Coordinator

Technica International

- Managed and conducted internal audits; set and monitored audit programs based on company context and international standards, prepared & conducted audits, recommended different methods that develop processes to achieve organizational goals
- Developed and maintained effective quality management system to keep desired level of excellence; oversaw all activities, edited and updated required procedures upon ISO9001, ISO45000, CE directives and process mapping concept
- Improved employees quality knowledge; assessed need, prepared and delivered presentations to the team
- Created and sustained strategic alignment between organization processes and company strategy; understood vision, reviewed system activities, performed risk assessment upon ISO31000, initiated & followed up on action plans
- Monitored and measured system performance; defined KPIs, created and updated reporting
structure, created required statistical charts for results, validated and followed up on analysis
- Handled corrective action to ensure continuous improvement of system to meet customer & regulatory requirements; created awareness, made root causes analysis using different tools, selected & followed up on appropriate solutions 
- Reviewed quality system performance at planned intervals to confirm effectiveness and alignment with company goals; prepared and conducted management review meetings
- Monitored customers feedback; contacted customers to fill surveys and followed up on their comments and requests
- Initiated and managed improvement projects to maintain updated system based on market needs and company strategy
- Maintained system certification; coordinated with certification body/third party to conduct required audits, followed up on reports
- Controlled distribution, access, retrieval and use of documented information through filing instructions with appropriate access rights
- Validated software and automation systems in coordination with digital team

Quality Manager / Internal Quality & Safety Auditor

- Assisted in improving awareness of quality management system through trainings and workshops
- Prepared and conducted internal quality audit as a team member
- Monitored performance of quality management system; followed up to get results of key performance indicators, assisted in preparing dashboard and trend analysis
- Ensured continuous improvement of quality management system; logged new change requests received, prepared and launched new documents
- Helped in preparing access rights matrix based on approved filing instruction and job description
- Logged and monitored corrective actions; updated the software, followed up with assigned person to ensure implementation of the actions agreed upon within the set deadline
- Assisted in preparing management review meeting agenda and followed up on the minutes of meeting generated
- Helped improve projects planned every year within the company

Quality Coordinator / Junior Internal Quality & Safety Auditor 

Certified Project Management Professional (PMP®), Lead Quality Auditor ISO 9001 (CQI-IRCA), and Certified Safety Auditor ISO 45000. Skilled in Monitoring, Evaluation & Learning (MEL), Process Engineering, Risk Management, and Business Management, with expertise in ISO standards 9001, 27001, 45001, 31000, 14001, and LEAN management principles.

Currently, as the MEL Manager at Berytech, I lead monitoring, evaluation, and learning initiatives across diverse program areas. My responsibilities include developing MEL systems and tools, analyzing data, creating reports, facilitating reflection sessions, and conducting evaluations. I also provide capacity-building in MEL, coordinate with partners, manage feedback systems, and oversee knowledge management—all in alignment with Berytech’s framework, donor standards, and certification requirements.

Previously, I spent over 15 years as a Quality Manager in the private sector, where I developed and enhanced quality systems, managed risk, conducted audits, trained teams, designed KPIs, led improvement projects, and optimized customer satisfaction.

I enjoy contributing to Lebanon’s entrepreneurial ecosystem by working with diverse stakeholders and applying various standards and requirements. I am always looking to grow my skills and take on new challenges and opportunities.

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The Battle

Mohammad Mortada

Aline Assaf Daou

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