Summary
Overview
Work History
Education
Skills
Websites
Certification
Languages
Timeline
Generic
Abdelhafid Guessab

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
Dubai
01.2018

BBA - Finance & Computer Science

Al Akhawayn University
Ifrane, Morocco
01.2016

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
Abdelhafid Guessab