Marketing · Creative · Software · Cairo
Fares Ashraf
Performance marketing, creative production, and the stores and software behind them, for brands across Egypt, the Gulf and Europe.
I turn ad spend into conversations with real buyers, and I measure every step with an engineer's discipline.
Showreel 2026 · 7 min · Arabic
The full showreel
Seven minutes on who I am, the brands I've worked with and the results behind the work. It starts muted, so turn the sound on to hear it.
Numbers, with their sources
Every figure below comes from a campaign I ran. The line under each one says where it was reported.
Case studies
Five companies, from a furniture maker in Cairo to a German agency. Open one to see the problem, what I did, and the proof.
01Sereno Egypt
The challenge
Sereno sells to homeowners and to hotels, resorts and distributors. Each buys differently, and cheap inquiries were not turning into real orders.
What I did
- Wrote separate messages and customer journeys for home buyers and hospitality buyers.
- Moved budget to the sources that converted and paused ad sets that brought cheap, low-quality inquiries.
- Ran retargeting and audiences built from customer data, and A/B tested messages and designs.
- Improved the website journey and launched Google Shopping campaigns.
- Built AskQuo, an AI chat assistant trained on Sereno's own content, as an MVP.
Results
02Aseer Time
The challenge
One juice and dessert brand, several markets. Each audience needed to hear the brand in its own dialect and around its own occasions.
What I did
- Wrote captions in Saudi, Qatari and wider Gulf dialects, tied to local life and occasions.
- Built a content plan of 14 ideas over 6 weeks, with a paid budget of at least $20 a day per account and A/B tests on every piece.
- Planned the Flamingo range launch in Saudi Arabia and Qatar.
- Ran Ramadan, Eid and national-day campaigns on Meta and Snapchat, plus influencer collaborations.
- Designed branch sales contests that reward growth on a single product.
03Prolight Media
The challenge
Clients in very different sectors, each with its own buying decision, and ad results that only made sense once the tracking behind them was checked.
What I did
- Built a strategy per business, matching message, design and targeting to its buyers.
- Audited Business Suite, ad accounts, tracking pixels, lead forms and conversion paths to find gaps.
- Coordinated designers, copywriters and media buyers around one campaign goal.
- Wrote client reports with clear next steps, backed by A/B tests, to lower acquisition cost.
Results
04Smart Solutions × UP VELA
The challenge
A technical product with many parts to explain: trading bots, available coins and subscription packages, all on social feeds.
What I did
- Gave each product feature its own angle and message instead of explaining everything at once.
- Wrote the visual briefs that tied copy to the app's real screens.
- Produced introductory, promotional, educational and interactive content, including a YouTube walkthrough.
- Published across Facebook, Instagram, YouTube and TikTok.
05Palmenburg
The challenge
Six clients in six sectors: two clinics, a language center, a perfume house, a sweets maker and a children's show. Each needed its own voice and goal.
What I did
- Researched each market and its competitors, then set a clear goal per account: awareness, engagement or leads.
- Ran content and paid ads for Pure Care and Omega clinics in Arabic, English and French.
- Tied Skilled Center's courses to practical benefits in Arabic, English and Turkish.
- Showed each Purity scent's character and asked followers to pick floral, woody or citrus.
- Created Ramadan offers for Sewar Damascus Sweets and adventure videos for Mira & Mila.
Results
Work reels
Short vertical videos, voiced in my own cloned voice. Tap one to play.
Sereno EgyptCase study · Arabic
Aseer TimeCase study · Arabic
Prolight MediaCase study · Arabic
Smart Solutions × UP VELACase study · Arabic
PalmenburgCase study · Arabic
Marketing reelEnglish · 53 sec
Services
One person from strategy to delivery: I run the campaigns, make the creative that goes into them and build the store or system behind them.
Marketing
Performance marketing
Campaign planning and media buying, with budget moved to what converts.
Meta · Google Search and Shopping · Snapchat · TikTok
Lead generation
Campaigns judged by lead quality, not cost per click alone.
Lead forms · messaging campaigns · retargeting · customer-data audiences
Tracking, testing and reporting
Numbers you can trust before you scale, tests that show what works, and reports that end with clear next steps.
Pixel and ad-account audits · conversion paths · A/B tests · client reports
Creative studio
Content and creative direction
Content ideas, visual briefs and copy in Arabic and English.
Content plans · visual briefs · copywriting · Egyptian, Saudi and Gulf dialects
Graphic design
Social posts, ad creatives, campaign visuals and brand assets, designed for the platform and the market they run in.
Post and story designs · ad sets · carousels · brand kits
Motion graphics and video
Animated ads, product explainers and short-form reels that stop the scroll and carry the message in the first seconds.
Reels and TikToks · animated ads · explainers · logo animation
Lifestyle photography
Photos of your product in real settings with real people, so buyers can picture it in their own lives.
Product in use · on-location shoots · retouching · social-ready crops
Build
E-commerce stores
Online shops ready to sell from day one: catalogue, checkout, payments, shipping, and the pixels and tracking set up correctly.
Store setup · payment gateways · product catalogue · Meta Pixel and Google tracking
Systems and full‑stack software
Custom web apps, dashboards and internal systems, from database to interface, built around how your team actually works.
Web apps · admin dashboards · CRMs and internal tools · APIs and integrations
AI systems
Also an ML engineer: chat assistants trained on your own content, automations and AI features in your existing tools, like the RAG assistant I built for Sereno.
RAG chat assistants · workflow automation · LLM integrations · Python data tools
Tell me what you need and I'll reply with a plan and a quote.
Working with clients in Egypt, Libya, Saudi Arabia, the UAE, Qatar, Kuwait, Bahrain, Oman and across Europe.
Experience
Let's grow your brand.
Open to full-time roles and freelance projects in marketing, design, video, photography, e-commerce and software.