Walaa Marketing Journey


I’m a senior marketer with 17+ years of experience in driving business growth and maximizing ROI. I’ve worked with major global brands in diverse industries such as Education, Pharma, Fintech, FMCG, Automotive, Ecommerce, and Real Estate. I have a proven track record of launching brands across various regions and am skilled at building and leading winning marketing teams. I combine strong leadership skills with keen management skills to achieve exceptional outcomes.


Favourite Quote

Give a man a fish and you feed him for a day. Teach him how to fish and you feed him for a lifetime

Marketing Experience

Feb 2020 - Present
Walaa ElAmin - Marketing Works

Marketing Consultant (Contract)

Elrehla, Egypt | Present

  • Implemented a growth strategy to enhance customer engagement and retention, resulting in optimized business outcomes.
  • Created and implemented data-driven marketing initiatives, utilizing advanced systems, tools, and processes to drive effective decision-making and maximize campaign performance.
  • Proactively monitored and analyzed key growth metrics, including consumer activation, customer cross-sell, upsell, and retention, to identify opportunities for improvement and enhance customer journeys.

Lumiar School, Iraq

  • Defined the brand communication pillar and developed a comprehensive marketing launch plan for Lumiar School in Iraq, contributing to a successful brand introduction and increased enrollment.

Tenkai Agency, Spain

  • Supported Tenkai Agency in Spain by assisting their local team in building a localized digital campaign for the MENA Market, resulting in improved brand visibility and customer engagement, while also reducing their customer acquisition cost (CAC) by 30% in under five months, bringing it down from $1,200 USD to $840 USD.

OneByUs Fintech, Singapore

  • Built a go-to-market strategy for OneByUs Fintech in Singapore and successfully recruited a high-performing marketing team, contributing to the company's successful market entry.

ALPEX Global Fintech, UAE

  • Trained and enhanced the skills of the existing marketing team at ALPEX Global Fintech in UAE, developed and executed an annual event calendar, and designed marketing tools (CRM, CDP, automation tools, Analytics, and social tools), leading to improved marketing effectiveness and customer engagement.
  • Participated in the most significant and largest fintech events in the UAE, such as the prestigious GITEX.

Eva Interiors, UAE

  • Collaborated with Eva Interiors in UAE to enhance their website, developed a comprehensive two-year marketing strategy, and created an annual social media calendar, resulting in increased website traffic and improved brand visibility.

SocioPay Fintech, UAE

  • Developed a go-to-market strategy for SocioPay Fintech in UAE and conducted team training to manage their social media channels effectively, resulting in increased brand awareness and customer acquisition.


Key Highlights:

  • Collaborated with clients to understand their business goals, target audience, and marketing needs, providing strategic guidance and developing tailored marketing plans.
  • Conducted in-depth market research, including competitor analysis, industry trends, and consumer insights, to identify growth opportunities and recommend actionable strategies.
  • Created compelling and persuasive marketing content, including website copy, blog posts, social media content, and email campaigns, to engage the target audience and drive brand awareness.
  • Developed and executed digital marketing campaigns, optimizing SEO, managing PPC advertising, and leveraging social media platforms to increase website traffic and generate qualified leads.
  • Monitored campaign performance using analytics tools, analyzed data, and provided regular reports to clients, highlighting key metrics, insights, and recommendations for improvement.
  • Managed project timelines, budgets, and resources, coordinating with internal teams and external vendors to ensure timely and successful campaign delivery.

Jul 2022 - Jun 2023
Gini Marketplace

Marketing Consultant (Contract)

Key Value-added Results:

  • Designed an English logo that entered an award for ingeniously integrating the elegance of the Arabic language, skillfully employing Arabic accents on English letters to capitalise on the beauty of the Arabic language

Key Highlights:

  • Successfully completed the Gini branding project, including the rigorous naming process, resulting in the establishment of a strong and memorable brand identity.
  • Spearheaded the establishment of the marketing department in Iraq, assembling a talented team to drive marketing initiatives and support business growth.
  • Led the website and App UI/UX team, ensuring the creation of a seamless and user-friendly digital experience for customers.
  • Developed and executed a results-oriented Marcom (Marketing Communications) strategy aligned with business objectives, accompanied by a comprehensive execution plan.
  • Identified and collaborated with PR, Media, Creative, SEO, and Social Media agencies for Gini, ensuring productive partnerships and achieving desired marketing outcomes.
  • Oversaw website content development, ensuring alignment with the brand's messaging and resonance with the target audience.
  • Streamlined the merchant onboarding process through the creation of a detailed workflow, assigning appropriate marketing tools to each step to enhance efficiency.

Jul 2022 - Jun 2023
QI Digital Bank

Marketing Consultant (Contract)


  • The Gamers Card revolutionized gaming experiences, partnering with Mastercard & TenCent (Pubg Mobile) with a custom card design based on the gamer's interest.

Key Highlights:

  • Supported the launch of the Sports Card by Mastercard, leveraging the association with Messi.
  • Designed a Messi card that provided access to sports hangouts in Iraq and offered discounts on sportswear.
  • Played a key role in the launch of the Gamers Card, establishing partnerships with various gaming platforms, starting with TenCent (Pubg Mobile) that, offered users compelling incentives and exclusive benefits within gaming platforms, elevating the overall gaming experience to new heights.
  • Partnered with local vendors to increase the card benefits and improve our user retention.
  • Supported with refreshing the brand and rebranding the new HQ office.
    Supported in the design of the QICard super app as well as improving the user experience.

Jan 2020 - Sep 2020
Tonic International

Sr. Media Director

In my most recent role as a Senior Media Director for Tonic International, a full-service creative agency founded in Dubai in 2004, I was rehired to manage digital and offline media and to build the performance marketing department.

► Orchestrated the digital and offline team and established GMP and TikTok partnerships.

► Generated 500+ SQL during the COVID lockdown period for a premium real estate account.

► Achieved Google Premium Partner upgrade for Tonic.

Note: reason for leaving is downsizing due to covid

Feb 2019 - Jan 2020
Maverick Digital

Hear of Marketing Communication

As Head of Communication for Maverick Digital, I launched and managed a new digital marketing and communication agency from scratch. I hired, trained, and oversaw the team in the UAE and Egypt.

► Masterminded the company name, brand identity, and company culture and led all aspects of the newly formed agency.

► Secured major accounts to fuel the business pipeline of the new entity.

► Obtained investor buy-in to grow and expand business operations across the gulf region.

Oct 2009 - Feb 2019
Tonic International

Media Planning & Buying Director

During my initial 10-year tenure with Tonic International, I quickly moved up the ranks through several promotions from Media Executive to Director. I advised agency management as well as clients on advertising messages transmitted using various types of media, including radio, television, Internet, and billboards.

► Maximized the impact of global player advertising campaigns and collaborated with major media suppliers abroad.

► Planned and managed a yearlong TV campaign with restricted budgets.

► Handled all company media financial negotiations.

Oct 2007 - Dec 2008
Dubai Holding - Tatweer

Marketing Executive

Key Value-added Results:

  • Designed and produced impactful B2B brochures, VIP gift items for investors, and targeted brochures to enhance word-of-mouth advertising and increase brand recognition.
  • Independently completed the development of the intranet within a remarkable 6-month period, revitalizing the platform after a dormant period of 2 years, fostering improved internal communication and knowledge sharing throughout the organization.

Key Highlights:

  • Implemented effective and timely marketing communications with internal and external stakeholders, driving business opportunities and facilitating profitable growth.
  • Developed a range of marketing materials and established branding guidelines, collaborating with stakeholders and external service providers to ensure consistent and impactful brand messaging.
  • Conducted comprehensive evaluations of the company's marketing strategies and analyzed competitors' marketing efforts to identify areas for improvement and gain a competitive edge.

Marketing Skills



Go To Market planning


Data Analysis


Campaign Management


Brand Marketing


PR Management & Brand Activation


Media & Agency relationship building


Integrated Content Marketing Strategy




Digital Marketing Skills

WordPress CMS management


Hubspot CMS management


Google Tag Manager


Social Media Strategy and Execution


Digital Paid Media & Paid Activation


Programmatic Strategy & Buying


Growth Hacking Strategy & Performance Marketing


Data Gathering and Analysis


Key Attributes

  • Transforming Marketing Performances
  • Marketing Communication
  • Partnership Building
  • Digital Campaign Management
  • Time Management
  • Media Planning & Buying
  • Market Research & Competitive Analysis
  • Digital Marketing
  • Creative Storytelling
  • Localising Brand Communication
  • Media Relation
  • Branding & Brand Development
  • Performance Marketing
  • Leadership & Management
  • Brand Marketing
  • Campaign Planning % Execution
  • Growth & Performance Marketing


Middlesex University

Master's in Marketing Communication


  1. Communication, Persuasion and Media Strategy
  2. Strategic Brand Management
  3. Communication for Social Change
  4. Guerrilla Marketing, Celebrity Endorsement and Promotion
  5. Creative Strategy in Advertising
    Public Relations and Crisis Communication
  6. Experiential Marketing and Events
    Consumer Psychology

American University in Cairo - CIM

Marketing Fundemental

What was covered: 

  1. The role of marketing and how it contributes to business success 
  2. Consumer purchasing behaviour and decision-making unit (DMU) 
  3. How situation analysis defines your marketing environment 
  4. Working with marketing mix models (4Ps and 7Ps) 
  5. Plan an effective marketing communications campaign 
  6. Measuring the effectiveness and performance of the campaign. 

The Arab Academy for Science, Technology and Maritime Transport

Marketing & Financial Management