About Mohamad Salim
Delivered 5.5x paid channel revenue growth for a GCC luxury fragrance group, 242.5% online revenue growth for a UAE perfume retailer, and 1,000%+ ROAS for a premium Australian fragrance brand - directing $2M+ in media investment across 10+ brands and 3 markets. Head of E-commerce and Digital Marketing with 8+ years leading full-funnel digital transformations for prestige fragrance, FMCG, pharmaceutical, and retail brands across the UAE, Saudi Arabia, Australia, and Lebanon.
Arabic
Native or bilingual
English
Fluent
French
Conversational
Can work on-site
Dubai City (up to 50km)
Experience
- Taif GroupSenior Digital & E-Commerce ConsultantLUXURY GOODSJanuary 2025 - June 2025 (5 months)Dubai, United Arab EmiratesResponsibilities
- Led digital strategy and end-to-end transformation roadmap across 3 luxury GCC fragrance brands
- Conducted full-scope audits across UX, SEO, paid media, ERP, POS, and CRM - surfacing 60+ prioritized actions
- Oversaw paid media execution teams across Google and Meta, and directed the SEO and technical implementation workstream
- Managed Shopify migration strategy and built the complete hand-off playbook for future-proof infrastructure
Achievements- Rebuilt the flagship brand's paid media architecture: grew paid channel revenue from AED 90,000 to AED 499,000+ in 4 months (5.5x growth), improved ROAS from 2.5x to 3.28x, and expanded paid media's contribution to total online revenue from 4.5% to 39% year-over-year
- Achieved 790% Ramadan MER through bottom-funnel campaign restructuring and seasonal-adaptive creative strategy, outperforming a declining broader UAE market
- Improved SEO Health Score by 28% and overall Marketing Efficiency by 32% through complete rebuild of GA4, Meta Pixel, and Google Ads tracking
- Conducted the group's first formal ERP and POS systems assessment in its history, enabling executive-level revenue reporting for the first time
- Deployed 60% of identified fixes within the first 90 days, creating early commercial momentum across all 3 brands
- Petrikor Digital Solutions LtdHead of E-commerce & Digital MarketingDIGITAL AND ITOctober 2017 - Today (8 years and 8 months)Dubai, United Arab EmiratesResponsibilities
- Co-founded Petrikor Solutions and led multi-market e-commerce and digital marketing strategy for 10+ clients across the UAE, Australia, and KSA
- Directed specialists across SEO, SEM, creative, and development - overseeing delivery across Amazon, Shopify, WordPress, Neto, BigCommerce, WooCommerce, and OpenCart
- Led all business development from founding - building the client pipeline, negotiating multi-year retainers, and expanding into a multi-market operation
- Managed $2M+ in cumulative media investment across all clients, overseeing Google Ads, Meta, and cross-channel paid strategies
Achievements- Perfume Dubai: Led full-funnel digital transformation delivering 242.5% online revenue growth, 99.79% surge in new organic consumers, and 563% ROAS within 12 months
- Novo Nordisk (Pharmaceuticals): Led creative direction for 2 obesity awareness campaigns - developing the big idea, directing narrative development and video production - alongside influencer vetting, background verification, and outreach strategy; sustained delivery across 2 years resulted in Petrikor being selected as Novo Nordisk's preferred agency for 2026-2027
- City Perfume Australia: Generated A$1M in SEM revenue at 1,000%+ ROAS and boosted organic revenue by 60.57% managing ~A$12K monthly media investment
- Lamb Weston Arabia (FMCG - Gulf, Focus on Saudi Arabia): Directed a 3-year brand revitalization including a 'Product of the Year' chef ambassador campaign delivering 13,500 Instagram visits, 8.6% engagement rate, and 5% follower growth
- Dior (Dubai, Kuwait): Directed custom mobile web app for luxury event management across 3 marquee events for 1,500+ guests
- Apparel Group (UAE): Directed LC Waikiki's Back to School integrated campaign from concept to delivery across social, OOH, and in-store
- Carmen Lebbos (Personal Brand): Authored all bilingual Arabic scripts and directed distribution across platforms, growing audience from 367K to 420K (+14.4%) in 4 months
- TraggingR&D Department ManagerINTERNET OF THINGS (IOT)June 2014 - September 2017 (3 years and 3 months)Tripoli, LebanonTragging core business is RFID and NFC solutions.
- Managed daily operations, streamlined workflows, and developed solutions for sales inquiries.
- Supervised online sales team, boosting conversion rates by 20%
Projects and Responsibilities:- My first objective was to lead the existing team of developers to deliver three ready-to-sell solutions
- Create a professional work environment by defining job roles, and set up an internal IT infrastructure with server, Active Directory, TFS, web hosting, and shared folders to streamline
- daily task management
- Enhance the code architecture and help the developers to implement it (multi-layers solution)
- Lead site engineers in installation and implementation tasks
- Create CRM solution customized for Tragging's needs (.Net framework)
- Database administration (SQL Server 2012)
- Manage project from site testing phase till project closeout
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Education
- Bachelor of ScienceLebanese University2009Bachelor of Science degree in Computer Science
- Lebanese Baccalaureate in General SciencesRawdat Al Fayha'2005Lebanese Baccalaureate in General Sciences
Certifications
- Meta Certified Media Planning ProfessionalMeta2021
- Meta Certified Creative Strategy ProfessionalMeta2021