Four Categories. One Growth Discipline.
How I led product strategy, paid media, CRO, creative and customer retention across four Saudi e-commerce brands, delivering repeated double-digit advertising returns.
I was responsible for performance and digital growth across four Salla stores operating in very different product categories. All four were generating sales, but performance was inconsistent. Growth could depend heavily on individual products, campaign results, seasonal demand or offers that worked for a limited period.
The challenge was not simply to generate cheaper purchases or increase advertising budgets. It was to make better commercial decisions:
The decisions that mattered
- Which products deserved investment
- What needed fixing before scaling
- How to increase conversion and basket value
- When to test new categories
- How to create more value after the first order
My responsibility was to connect these decisions into one growth process, while adapting the execution to each store.
Managing the Full E-commerce Growth System
Product intelligence & portfolio decisions
I evaluated demand, sales, cost per purchase, conversion behavior, revenue contribution, margins and stock availability rather than treating the catalog equally. Products were prioritized to scale, improve, test, reduce or pause. Strong performers also served as signals for testing adjacent SKUs and categories; not every new-product test succeeded.
Conversion, offers & basket growth
Before increasing spend, I reviewed product headlines, images, descriptions, positioning, trust signals, reviews, mobile experience and checkout friction. Bundles, complementary products, cross-sells, upsells, quantity offers and shipping incentives were tested to make each order more valuable. Selected stores and periods saw higher AOV, but outcomes varied by product and test.
Google Ads, Snapchat & performance creative
Google Ads was used for product/category demand, Shopping, conversion-focused campaigns and remarketing. Snapchat supported creative-led discovery, prospecting, catalog sales, product testing and retargeting. Channel choices changed with category, audience intent and observed economics, not a fixed formula.
I also directed graphic designers and video editors on new hooks, product angles, visuals, video concepts and testing briefs. Strong ideas received more investment; weak ones were revised or stopped.
Retention, content & organic growth
I developed WhatsApp post-purchase journeys for follow-up, feedback, reviews, relevant offers and repeat-purchase opportunities, alongside abandoned-cart recovery and remarketing. I coordinated product/category content, SEO priorities and creative activity, using paid-media insights to inform wider marketing decisions.
Not every test worked, and not every metric improved at the same time.
I assessed the wider commercial picture rather than optimizing isolated KPIs.
The decision loop
The goal was to direct resources toward combinations of products, offers, audiences, creatives and customer journeys that contributed most effectively to overall performance.
Same commercial principles, different audiences and buying behaviors.
FMCG
High-volume commerceProduct availability, sales velocity, basket composition and repeat demand.
Coffee
Consumable commerceBundles, quantity offers, product combinations and repeat-purchase opportunities.
Car Accessories
Product-relevance commerceUse cases, specifications, search intent and considered purchase behavior.
Herbal & Natural Products
Trust-led commerceProduct information, credible descriptions, visual presentation and customer education.
The reported ROAS and value totals require reconciliation; excluded from combined calculations.
Digital & Performance Marketing Manager
I led paid-media strategy, product performance analysis, campaign planning, budget allocation, CRO, offer development, AOV initiatives, conversion tracking, remarketing and retention. I directed creative and content priorities, coordinated designers and video editors, monitored SEO activity and connected performance data to commercial decisions.
My role was not limited to campaign execution. It included deciding where resources should go, what needed improvement, which experiments deserved more time and when to change direction.
Repeated double-digit returns across three categories
Across three documented Google Ads account periods, approximately SAR 1.19M in conversion value was attributed to SAR 88.9K in spend (~13.4x blended ROAS). Across the same three categories, selected Snapchat periods reported approximately $234K in attributed purchase value from $18.5K spend (~12.6x blended return).
The broader contribution covered product strategy, conversion, basket growth, creative, content and post-purchase activity. The key takeaway is not that one formula worked perfectly everywhere: the same decision-making discipline could be adapted to different categories, buying behaviors and constraints.
My job was not to make every metric look better. It was to make better decisions across the whole growth system.
Amr FaragFrom the ad accounts
Common questions
What results did the four Saudi e-commerce stores achieve?
Across three documented Google Ads account periods, about SAR 1.19M in conversion value came from SAR 88.9K in spend (~13.4x blended ROAS). Selected Snapchat periods reported about $234K in attributed purchase value from $18.5K spend (~12.6x blended return).
How were Google Ads and Snapchat used differently?
Google Ads covered product and category demand, Shopping, conversion-focused campaigns and remarketing. Snapchat supported creative-led discovery, prospecting, catalog sales, product testing and retargeting.
Which category was the most efficient?
Coffee: 15.56x Google ROAS and a ~17.1x Snapchat return, the strongest documented efficiency among the four categories.
