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AI in my marketing toolkit

Not a slide about the future. These are the AI capabilities I use day to day, each with where it shows up in my work.

  • AI-assisted tool building

    I build the internal tools my team needs with AI coding assistants instead of waiting for a tech sprint.

    Where: A WhatsApp Cloud API campaign platform and a cross-platform ad performance dashboard

  • AI-driven media buying

    Structuring Google Performance Max, Meta Advantage+ and app campaigns so the algorithms learn from the right signals.

    Where: 91 PMax search themes across 7 asset groups for installment intent

  • Generative creative at scale

    Producing and testing ad copy, visuals and variants in English and Arabic with gen AI, with human review on brand and compliance.

    Where: Creative across Google, Meta, Snapchat, TikTok, LinkedIn and Apple Ads

  • Generative engine optimisation

    Making brands and products show up in answers from ChatGPT, Gemini, Perplexity and Google AI Overviews through structured data, entity clarity and feed quality.

    Where: SEO-optimised Google Merchant Center feed for Thawani Store, and this website

  • AI-ready data foundations

    Clean event taxonomies, attribution and a unified data layer so predictive models and AI agents have trustworthy inputs.

    Where: Microsoft Fabric, Dynamics and Amplitude data-architecture initiative

  • Agentic workflows and automation

    Designing multi-step AI agents for research, reporting and outreach, and automating reports and decks programmatically.

    Where: Automated monthly performance decks across five ad platforms

  • Prompting for strategy work

    Using LLMs for market research, persona building, positioning options and naming, then pressure-testing output against real data.

    Where: Brand concepts for Oman's first palm-payment and no-POS products

  • Responsible AI in fintech

    Keeping AI use inside regulatory, data-privacy and brand-safety lines, which matters more in payments than almost anywhere else.

    Where: Customer-data handling in a licensed payments business

How I'd bring AI into your marketing team in 90 days

A practical sequence, built for regulated businesses where trust matters.

  1. Days 1–30

    Audit and quick wins

    Map where the team spends time, then automate reporting and creative variants first. Set guardrails for data and brand safety.

  2. Days 31–60

    Fix the data layer

    Clean event tracking and attribution so AI bidding and predictive audiences learn from the right signals.

  3. Days 61–90

    Scale what works

    Roll out agentic workflows for research, reporting and outreach, and make the brand visible in AI search answers.

Need growth that shows up in the P&L?

Open to senior growth, marketing and GTM leadership roles across the GCC and India.

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