Abdalrahman Madany
عبدالرحمن مدني
I'm a growth and performance marketing consultant in Cairo, for brands in Saudi Arabia, the GCC and Egypt. At Snap Inc. I managed $425m in ad spend.
- Experience
- In marketing since 2018
- Formerly
- Snap Inc., Dubai
- Education
- MBA, Durham University
- Languages
- Arabic and English
From planning the media to owning the P&L.
I've planned media for Dasani and Lipton Ice Tea at UM, run the Hype brand in Egypt and managed $425m in ad spend at Snap Inc. Now I lead marketing for Sense Wellness Group's three e-commerce brands.
- 2018–2020Cairo
UM Worldwide
Integrated Media Planner
I planned TV, outdoor, digital and in-store media for Dasani, Lipton Ice Tea and Molfix, against reach, frequency and GRP targets.
- 2020–2022Cairo
Hype Energy Drinks
Brand Manager, then Senior Brand Manager
I ran brand and media for Egypt, launched Hype Protein Bars and the Mojito flavours with the Dubai headquarters, built a student ambassador programme, and closed an exclusive sponsorship with Trapped Hub at Cairo Festival City.
- 2022–2025Dubai
Snap Inc.
Manager, promoted to Senior Manager, MENA
I managed $425m in ad spend for a book of SMB advertisers. I scaled Snapchat's vendor operation with Genpact in Cairo, grew the SMB advertiser base by 400%, and graduated 600+ accounts to mid-market at 4x+ ROAS.
- 2025–presentManama
Seissense, Love Boo and Sense Wellness
Group Head of Marketing
Three independent e-commerce brands under Sense Wellness Group, in apparel, beauty and supplements, selling in the UK and the GCC. Sense Wellness is not yet launched. I won GO Sport's Battle of the Brands at Dubai Active 2025, put Seissense on display on board Celebrity Cruises, and won the pitch to take it across Celebrity's ships in the US.
- 2026
Durham University
MBA
I completed my MBA at Durham University in 2026. My BBA in Marketing is from The American University in Cairo (2018), with highest honours and a GPA of 3.84.
02In numbers
$425m
in ad spend managed
SMB advertisers, Snap Inc.
600+
SMB accounts graduated to mid-market
Over three years, at 4x+ ROAS
6x
ROAS for consumer brand accounts
Europe and MENA, Snap Inc.
400%
growth in the SMB advertiser base
Snap Inc., through the Genpact vendor scale-up
1st
at GO Sport's Battle of the Brands
Seissense, Dubai Active 2025
3
independent e-commerce brands
Sense Wellness Group, UK and the GCC
The numbers that decide whether marketing pays.
My focus is paid social, Snapchat and e-commerce growth, measured from MER and CAC through to contribution margin. I work in Arabic and English.
- Growth and performance
- Meta, Snapchat, TikTok and Google ads, Shopify PDPs, Klaviyo email and SMS, Awin affiliates, SEO and GEO.
- Brand and content
- Brand P&L, integrated campaigns, influencer and ambassador programmes, shoots, PR.
- Trade and offline
- Shopper marketing, ATL and BTL, OOH and TV, retail partnerships, sampling.
- Analytics and planning
- Attribution, A/B tests, budget models, unit economics, a weekly KPI cadence.
04Selected brands
Advertiser accounts I supported at Snap Inc.
- Shein
- Wendy's
- Hershey's
- Adidas
- Puma
- McDonald's
- MetroBrazil
- Vimto
- Emaar
- Namshi
- Al-Futtaim
- STC
- Sephora
Consumer brand accounts, 6x ROAS, Europe and MENA
Clients at UM Worldwide
- Dasani
- Lipton Ice Tea
- Molfix
Before you book a call.
Who is Abdalrahman Madany?
I'm Abdalrahman Madany, a growth and performance marketing consultant based in Cairo, for brands in Saudi Arabia, the GCC and Egypt. I've worked in marketing since 2018, across a media agency, an FMCG brand, Snap Inc. and DTC e-commerce, and I write one short piece on marketing and business every day at madanyco.com.
What do you help brands with?
Growth and performance marketing: paid social and Snapchat, paid search, e-commerce growth on Shopify, email and SMS, affiliates, and search and AI visibility in English and Arabic. Underneath all of it sit the numbers that decide whether marketing pays, from MER and CAC to contribution margin.
What did you do at Snap Inc.?
From 2022 to 2025 I was at Snap Inc. in Dubai, first as Manager, then promoted to Senior Manager, covering MENA. I managed $425m in ad spend for a book of SMB advertisers, scaled Snapchat's vendor operation with Genpact in Cairo, grew the SMB advertiser base by 400%, and helped 600+ accounts graduate to mid-market at 4x+ ROAS.
What have you delivered at Seissense?
I'm Group Head of Marketing at Sense Wellness Group: Seissense, Love Boo and Sense Wellness, each an independent e-commerce brand (Sense Wellness not yet launched). I wrote the 2026 plans for Seissense and Love Boo, won GO Sport's Battle of the Brands at Dubai Active 2025, put Seissense on display on board Celebrity Cruises, and won the pitch to take it across Celebrity's ships in the US.
Where are you based, and which markets do you cover?
I'm based in Cairo, Egypt, and my focus is brands in Saudi Arabia, the GCC and Egypt. At Snap Inc. I covered MENA from Dubai. I work in Arabic and English, both fluently.
What did you study?
I hold an MBA from Durham University in England (2026) and a BBA in Marketing from The American University in Cairo (2018), where I graduated with highest honours. I also completed a social media management boot camp at Miami Ad School in 2021.
What is MadanyCo?
MadanyCo is my consulting practice and my daily publication. I have published 1,952 short pieces on marketing and business here so far.
How can I work with you?
Book a call through my Calendly page, calendly.com/madany, or email me at m@madanyco.com. Send the brand, the market and the number that isn't moving. On the first call I'll tell you if I'm the right person.
For brands growing in Saudi Arabia, the GCC and Egypt.
Send the brand, the market and the number that isn't moving. On the first call I'll tell you if I'm the right person.