Marketing portfolio · Doha, Qatar
AnouarGhedjghedj
Campaign execution · Media buying · Brand & activations
Four years across the full marketing cycle: the thinking behind a campaign and the work required to put it live. Three chapters here, and each one asked for something different. A consultancy where I built the systems and direct the team. A retail rollout across eight Qatar stores. Paid acquisition where every riyal carried a cost per lead. Same person in all three.
Scroll · the colour follows the chapter
Chapter 01 · present
SagaScale
Marketing & Brand Manager Apr 2026 – Present Remote
Brand strategy consultancy for SMEs and pre-launch businesses. I deliver the strategy work, positioning, messaging and brand direction, presented straight to founders. I also built the business that runs behind it: the site that brings enquiries in, the CRM and platform that carry them from first contact to paid invoice, and the specialists who produce the work.
The role
Delivered for 21 clients
Brand strategy, digital products and marketing automation. Positioning, messaging and brand direction, presented and defended directly to founders and business owners.
A team of 8 specialists
Direct eight freelance designers, copywriters, media buyers and developers. I set the brief, review the work and own the delivery quality that reaches the client.
The front of the business
Own outreach, ad copy and site messaging, run the discovery calls that convert at five new clients a month, and track revenue against monthly targets.
What the delivery includes
Every engagement is delivered as this document. Ten chapters, in this order, from the diagnosis through to a performance map that ties each brand decision to a business metric the client already tracks. Shown blank: the structure is fixed, the findings belong to the client.
The systems behind it
Prospecting & qualification engine
Sources and researches prospects, then scores them against fixed criteria so only genuine fits reach a call. Qualified prospects land in an internal CRM wired straight into the agency management platform, so nothing is retyped between first contact and signed client. Volume runs on demand: I open it wider when there is capacity to deliver and hold it back when there isn't.
· feeds system 04
Delivery operating system
One route every engagement follows, from kickoff to handover. It keeps the strategy method consistent across clients and makes quality a step in the process rather than a final check.
every engagement
Marketing intelligence & creative platform
The shared library the team works from: proven copy, a repeatable carousel format, the brand strategy frameworks behind every engagement, and the internal knowledge that stops the same question being answered twice.
engagement
Agency management platform
The full commercial cycle in one place: lead tracking, discovery scoring, proposals and close, then retainer management, freelancer assignment, invoicing and revenue against monthly targets. Built and run in-house.
in one place
The SagaScale website↗
Positioning, page structure and every line of copy, written to convert rather than describe. The call-to-action doesn't end in an inbox: the enquiry drops straight into the CRM in system 01, scored and ready for a discovery call.
· entry point to 01
Selected clients
Every strategy document is written for one client and belongs to them, under NDA. The blank specimen above is as far as this work can be shown.
Chapter 02 · retail
Eyewa
Marketing Executive Apr 2025 – Apr 2026 Doha, Qatar
Marketing operations for a regional eyewear retailer across its Qatar stores. I ran campaign execution end to end, taking the brief from the UAE and KSA regional teams, coordinating internal departments and external partners, and putting the work live in store on schedule with the brand intact across retail, POS and digital, including the launches for the retailer's in-house eyewear and contact lens brands.
Campaign scale
34 rollouts · 12 monthsExecution network
Brief → launchCampaign moments
Apr 2025 → Apr 2026Scroll sideways for the full year →
The retail calendar the year is built around. Each moment lands as a full rollout: windows and in-store decoration, POS, staff briefing, influencer content and digital, live across all eight stores on the same day.
Marketing mix
Every launch combined all threeRetail brands worked across
In-house brands launched and promoted
Campaign assets, budgets, supplier pricing and store performance are the retailer's property and covered by my employment terms, so none of the material itself appears here.
Chapter 03 · paid acquisition
Media buying
Media Buyer & Lead Generation Specialist · Freelance Nov 2024 – Apr 2025 Doha, Qatar
LEAD GENERATION · REAL ESTATE
DOHA · 5 MONTHS
Full-funnel Meta lead generation for Doha real estate companies and brokers. I owned campaign structure, budget allocation, bid strategy and daily optimisation, and directed the creative that fed it. Reporting went back in the terms the client cared about: cost per qualified lead, and how many viewings it turned into.
The funnel
Lead → qualified → viewingCost per lead, optimised
▼ 20%Structured testing of audiences, creatives, copy and hooks, reallocating spend toward the ad sets that held CPL down as frequency climbed.
What it cost to get there
QAR, per outcomelead
lead
appointment
Reporting always ran to the bottom of the funnel. A cheap lead that never books is an expensive appointment.
Testing volume
Structured A/B testing75+ creatives tested: hooks, formats, copy and offer angles, retired as soon as CPL drifted.
20+ audiences tested: custom, lookalike and retargeting segments, rebuilt as frequency climbed.
| Metric | Result |
|---|---|
| Campaigns managed | 32 |
| Ad spend managed | QAR 80,000 |
| Leads generated | 2,000 |
| Average CPL | QAR 40 |
| CPL before optimisation | QAR 50 |
| CPL reduction | 20% |
| Qualified leads | 600 |
| Qualification rate | 30% |
| Cost per qualified lead | QAR 133 |
| Appointments / viewings | 250 |
| Lead → appointment | 12.5% |
| Cost per appointment | QAR 320 |
| Creatives tested | 75+ |
| Audiences tested | 20+ |
Real estate companies and brokers worked with
Ad accounts, creative and lead data sit inside each company's own Business Manager and stay there. Figures are aggregated so that no single account can be identified.