Snap Inc. (Snapchat)
Senior Advertising Manager · SMC e-Com/Apps, EMEA
Three years at Snap in Dubai: $425M in ad spend managed across an SMB book spanning EMEA and North America, the vendor operation behind it, and 600+ accounts graduated into Mid-Market.
What I built, scaled, or owned.
Ad Spend & Portfolio Management
Managed $425M in ad spend for a book of SMB advertisers across EMEA and North America: media planning strategy, funnel-optimisation playbooks, and performance governance across the account-management teams.
Vendor Operations at Scale
Scaled Snapchat's outsourced operation with Genpact EMEA from a 15-person pilot in Cairo to 75 account managers and executives under five team leads, in two quarters. The SMB advertiser base grew 400% across EMEA and later expanded to North America.
Consumer Brand Performance
Drove 6x ROAS for consumer accounts in Europe (Shein, Wendy's, Hershey's, Adidas, Puma, McDonald's) and MENA (MetroBrazil, Vimto, Emaar, Namshi, Al-Futtaim, STC, Sephora) through seasonal optimisation, native creative strategy, and ad-product adoption.
Mid-Market Graduation
Graduated 600+ SMB accounts into the Mid-Market segment over three years, scaling monthly ad spend past $150K while sustaining 4x+ ROAS.
SOPs & a Second Site
Optimised the account-management SOPs, then expanded vendor operations from Cairo to a second site at Genpact Texas covering North America. Trained new performance-marketing hires between the two.
Executive Reporting
Presented regular MBRs and QBRs to Snapchat department heads on revenue coverage and SMC ad-spend growth.
The output.
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