Omar ElShahry

Led a £25M+ EMEA paid media strategy across 20+ markets and full-funnel channels including Meta, Google, Microsoft, and programmatic, driving
+15% acquisition growth and an -18% reduction in CAC through localized budget governance, pacing control, and weeklyoptimisation.
Directed cross-market coordination across media, analytics, and agency teams, establishing operating cadences, stakeholder alignment, and
launch tracking that improved campaign activation and optimisation speed by 27%.
Built MMM-informed dashboards and automated campaign activation workflows across paid channels, unlocking £300K+ in reinvestment
headroom and improving ROI efficiency by 24% through bettertiming, channel mix, and investment decisions.
Led experimentation and strategic analysis into LLM search optimisation and AI-driven discoverability, evaluating implications for brand visibility,
contentstructure, and search performance in emerging answer-engine environments.
Managed a hybrid in-house/agency media model across business lines, aligning teams on KPIs, trade-offs, and channel roles while improving
execution quality across Paid Social, Search, and Programmatic.
Standardized search and media playbooks, optimisation cadences, and performance benchmarks across 20+ EMEA markets, reducing manual
effort and accelerating campaign review and execution cycles by 80%.

Owned multi-channel performance strategyacross Meta, Search, and Programmatic, delivering +15% acquisition growth, -18% CAC, and 100% KPI
attainment through weeklyforecasting and ROI pacing.
Re-architected Meta Advantage+ and CBO delivery across Facebook and Instagram, improving CPA efficiency by 43% and engagement by 22%
versus legacysetupswhile protecting ROAS targets.
Built cross-channel measurement and reporting frameworks across paid, owned, and search journeys, increasing tracked coverage to 95% and
improving performancevisibility, prioritisation, and investment decisions.
Scaled organic traffic by 150% through technical SEO, site architecture redesign, and AI-driven search optimisation, lifting non-brand
conversions by 15% YoY and strengthening discoverabilityacrosstraditional and LLM-driven search environments.
Led Meta and PMAXA/B testing roadmapswith creative and marketing teams, reducing launch timelines by 25%, improving conversion signals
by 20%, and driving channel performance up 17%.

Owned DTC performance for six global brands (e.g., Dettol, Durex, Lemsip, Scholl, Veet & Strepsils), driving +33% YoY transactions and +8pp
margin via unified paid, organic, and affiliate strategies.
Scaled GTM efficacyfor Dettol LaundrySanitiserwith synchronized media pacing, delivering +30% launch-week conversions.
Developed global-first Google-powered demand dashboards to automate budget pacing, cutting CPM 18% and boosting conversions 13% during
peakwindows.
Architected an audience intelligence framework that aligned brand positioning with retail data, lifting basket value 18% and repeat purchases
22%.
Insourced media operationsto increasetransparencyand speed, reducing annual overhead by £200k+.
Optimized product feeds and search merchandising across Google Shopping, PMAX, and social, improving feed quality 18% and reducing out-of
stock rates 35%.
Facilitated cross-functional alignment between brand, e-commerce, and trade teams to translate commercial goals into high-impact execution
plans.

Managed full-funnel Paid Social, Search, and Display strategy, driving +161% traffic growth and +35% ROI via data-driven bidding, audience
targeting, and creative optimisation.
Architected a DMP-powered MMM approach using 1st-party data to refine investment timing and channel mix, improving LTV by 16% and repeat
purchase rates by 22%.
Built high-velocity A/B testing roadmaps across creative and landing pages, lifting conversion rates by 22% within two months and establishing
scalable performance playbooks.
Transitioned paid search from rank-first to profitability-based bidding, delivering £150k+ in annual savings and a 22% ROAS uplift.
Launched a new affiliate marketing channel from scratch, achieving a 25% lower CPA than legacy channels and contributing 18% of total DTC
revenue within six months.
Leveraged creativetesting and format analysisto boost loyalty metrics, effectively increasing LTV by 16% while reducing churn by 17%.

Directed full-funnel digital strategy for 13+ e-commerce and lead-gen clients (e.g., RNLI, JW Anderson, SelectSpecs), delivering a 38% ROAS uplift,
44% increase in qualified leads, and 88% client retention.
Built a high-velocity experimentation culture by executing 100+ annual A/B tests across clients (creative, bidding, landing pages), resulting in
codified playbooks and accelerated performance for priority accounts.
Scaled account performance through proactive bid/budget management, consistently outperforming platform algorithms to maintain
profitability in volatile markets.
Orchestrated integrated cross-channel campaigns (SEO, PPC, Social, Email), driving 14% higher conversion rates and 33% more qualified leads
across the portfolio.
Re-architected measurement and attribution frameworks to eliminate 40% of wasted ad spend, providing stakeholders with high-fidelity
performance visibility.

Early career in large-scale engineering project management projects (Dubai International Airport, Ritz-Carlton), owning forecasting, budget
control, and delivery under tight constraints. This background built the analytical rigour I apply in growth marketing and performance marketing
today, including investment planning, scenario modelling, measurement, and ROI optimisation through incrementality-led decision-making.