Senior Digital Marketing Specialist · Cairo
Fares Ashraf
Performance marketing, lead generation and content for brands across Egypt, the Gulf and Europe.
I turn ad spend into conversations with real buyers, and I measure every step with an engineer's discipline.
Showreel 2026 · 7 min · Arabic
The full showreel
Seven minutes on who I am, the brands I've worked with and the results behind the work. It starts muted, so turn the sound on to hear it.
Numbers, with their sources
Every figure below comes from a campaign I ran. The line under each one says where it was reported.
Case studies
Five companies, from a furniture maker in Cairo to a German agency. Open one to see the problem, what I did, and the proof.
01Sereno Egypt
The challenge
Sereno sells to homeowners and to hotels, resorts and distributors. Each buys differently, and cheap inquiries were not turning into real orders.
What I did
- Wrote separate messages and customer journeys for home buyers and hospitality buyers.
- Moved budget to the sources that converted and paused ad sets that brought cheap, low-quality inquiries.
- Ran retargeting and audiences built from customer data, and A/B tested messages and designs.
- Improved the website journey and launched Google Shopping campaigns.
- Built AskQuo, an AI chat assistant trained on Sereno's own content, as an MVP.
Results
02Aseer Time
The challenge
One juice and dessert brand, several markets. Each audience needed to hear the brand in its own dialect and around its own occasions.
What I did
- Wrote captions in Saudi, Qatari and wider Gulf dialects, tied to local life and occasions.
- Built a content plan of 14 ideas over 6 weeks, with a paid budget of at least $20 a day per account and A/B tests on every piece.
- Planned the Flamingo range launch in Saudi Arabia and Qatar.
- Ran Ramadan, Eid and national-day campaigns on Meta and Snapchat, plus influencer collaborations.
- Designed branch sales contests that reward growth on a single product.
03Prolight Media
The challenge
Clients in very different sectors, each with its own buying decision, and ad results that only made sense once the tracking behind them was checked.
What I did
- Built a strategy per business, matching message, design and targeting to its buyers.
- Audited Business Suite, ad accounts, tracking pixels, lead forms and conversion paths to find gaps.
- Coordinated designers, copywriters and media buyers around one campaign goal.
- Wrote client reports with clear next steps, backed by A/B tests, to lower acquisition cost.
Results
04Smart Solutions × UP VELA
The challenge
A technical product with many parts to explain: trading bots, available coins and subscription packages, all on social feeds.
What I did
- Gave each product feature its own angle and message instead of explaining everything at once.
- Wrote the visual briefs that tied copy to the app's real screens.
- Produced introductory, promotional, educational and interactive content, including a YouTube walkthrough.
- Published across Facebook, Instagram, YouTube and TikTok.
05Palmenburg
The challenge
Six clients in six sectors: two clinics, a language center, a perfume house, a sweets maker and a children's show. Each needed its own voice and goal.
What I did
- Researched each market and its competitors, then set a clear goal per account: awareness, engagement or leads.
- Ran content and paid ads for Pure Care and Omega clinics in Arabic, English and French.
- Tied Skilled Center's courses to practical benefits in Arabic, English and Turkish.
- Showed each Purity scent's character and asked followers to pick floral, woody or citrus.
- Created Ramadan offers for Sewar Damascus Sweets and adventure videos for Mira & Mila.
Results
Work reels
Short vertical videos, voiced in my own cloned voice. Tap one to play.
Sereno EgyptCase study · Arabic
Aseer TimeCase study · Arabic
Prolight MediaCase study · Arabic
Smart Solutions × UP VELACase study · Arabic
PalmenburgCase study · Arabic
Marketing reelEnglish · 53 sec
What I bring
A marketer who can read a dashboard, write the caption and build the tool.
Performance marketing
Campaign planning and media buying on Meta, Google Search and Shopping, Snapchat and TikTok, with budget moved to what converts.
Lead generation
Lead forms, messaging campaigns, retargeting and customer-data audiences, judged by lead quality, not cost per click alone.
Tracking and funnels
Audits of pixels, ad accounts, forms and conversion paths, so the numbers can be trusted before they are scaled.
Content and creative direction
Content ideas, visual briefs and copy in Arabic and English, written in Egyptian, Saudi and Gulf dialects.
Testing and reporting
A/B tests on messages and designs, and client reports that end with clear next steps.
AI and automation
Also an ML engineer: I built a RAG chat assistant for Sereno and publish Python packages for data work.
Experience
Let's grow your brand.
Open to full-time roles and freelance projects in performance marketing, lead generation and content.