Overview:

I worked with the Myprotein Middle East team to deliver a region-specific growth strategy that aligned with the global brand vision while responding to unique local market dynamics. The aim was to drive sustainable omni-channel growth, with a strong focus on digital acceleration.

Role:

Led strategic planning across e-commerce, marketing, and influencer marketing, collaborating cross-functionally with channel leads across CRO, Paid Social, PPC, CRM, Brand, and Tech.

Key Contributions:

Developed and executed a holistic approach that unified paid, owned, and earned media – ensuring e-commerce performance was supported by strong brand storytelling, localised activations, and data-driven decision-making.

Played a central role in aligning efforts between global and local teams, ensuring that tactical execution (from CRM to paid media) was consistent with campaign priorities, product pushes, and commercial trade plans.

Scaled influencer activity in the region by onboarding new creators and leveraging performance data to prioritise ROI-positive partnerships, increasing both reach and conversion.

These efforts contributed to record-breaking trading days and hours, with revenue achievements ranging from five to six figures during peak activations – underpinned by improved customer engagement, basket value, and channel synergy.