Abdelhafid Guessab
Dubai
Summary
Digital Marketing Leader with 8+ years of experience driving performance marketing strategies across MENA and global markets. Proven expertise in Google, Meta, TikTok, LinkedIn, and Programmatic platforms, with a track record of scaling campaigns, optimizing CPL/CPQL, and boosting ROI for top-tier real estate, tech, and luxury clients. Adept at building high-performing teams, leveraging AI-driven tools, and adapting to evolving privacy and tracking landscapes. Passionate about digital media, technology, and data-driven growth strategies.
Overview
9
9
years of professional experience
1
1
Certification
Work History
Associate Director – Performance Marketing
Assembly Global
10.2024 - Current
- Leading paid media strategy across Google, Meta, TikTok, LinkedIn, Programmatic, and Affiliate channels.
- Driving revenue growth and funnel efficiency by optimizing CPL/CPQL and media budgets across multi-market campaigns.
- Partnering with senior clients to align media strategy with business objectives and deliver board-level insights.
- Mentoring teams, building best practices frameworks, and driving operational excellence.
- Pioneering creative-first and AI-powered approaches to boost engagement and adapt to privacy-first changes.
Performance Marketing Team Lead
Assembly Global
05.2022 - 09.2024
- Managed cross-market performance teams, delivering consistent double-digit ROI improvements.
- Rolled out integrated dashboards and automation, enhancing reporting accuracy and speed.
Senior Performance Marketing Manager
Publicis Media
05.2021 - 04.2022
- Drove campaign growth across sectors including real estate and lifestyle, while reducing CPL by 25%.
Digital Performance Manager
Publicis Media
11.2020 - 04.2021
- Directed SEM & social campaigns to accelerate customer acquisition across GCC.
- Designed test & learn strategies, delivering insights that scaled multi-million-dollar campaigns.
- Oversaw Smart Shopping, Smart Display, and DataStudio dashboards for executive reporting.
Senior Executive – Biddable Media
Omnicom Media Group
11.2019 - 10.2020
- Managed Google Ads and paid social campaigns, ensuring budget accuracy and KPI alignment.
- Supported client directors with strategic forecasts, ad copy testing, and keyword optimization.
Senior Performance Executive
dentsu International
05.2019 - 10.2019
- Executed multi-channel campaigns (Google, Meta, Twitter, Instagram) with end-to-end budget control.
- Introduced reporting frameworks that improved campaign transparency for regional clients.
- Championed test-and-learn initiatives, driving new growth opportunities.
Digital Performance Executive
dentsu International
08.2017 - 04.2019
- Executed paid search & social campaigns and provided end-to-end reporting and optimizations.
Junior Performance Account Executive
Artefact
11.2016 - 08.2017
- Optimized digital campaigns (Google Ads, Facebook, Twitter, DBM), increasing ROI across portfolios.
Education
M.D. - Strategic Marketing
University of Wollongong
Dubai01.2018
BBA - Finance & Computer Science
Al Akhawayn University
Ifrane, Morocco01.2016
Skills
- Performance Marketing Leadership
- Paid Media Strategy (Google, Meta, TikTok, Programmatic, Affiliates)
- Full-Funnel Campaign Optimization
- Client & Stakeholder Management
- AI & Data-Driven Insights
- Team Mentorship & Training
- Strategic Budgeting & Forecasting
- Multilingual: Arabic, English, French
Certification
LinkedIn Marketing Strategy Certification
Languages
English
Bilingual or Proficient (C2)
French
Bilingual or Proficient (C2)
Arabic
Bilingual or Proficient (C2)
Timeline
Associate Director – Performance Marketing
Assembly Global
10.2024 - Current
Performance Marketing Team Lead
Assembly Global
05.2022 - 09.2024
Senior Performance Marketing Manager
Publicis Media
05.2021 - 04.2022
Digital Performance Manager
Publicis Media
11.2020 - 04.2021
Senior Executive – Biddable Media
Omnicom Media Group
11.2019 - 10.2020
Senior Performance Executive
dentsu International
05.2019 - 10.2019
Digital Performance Executive
dentsu International
08.2017 - 04.2019
Junior Performance Account Executive
Artefact
11.2016 - 08.2017
M.D. - Strategic Marketing
University of Wollongong
BBA - Finance & Computer Science
Al Akhawayn University