Portfolio and campaign case studies

Shaza Elgraia

Senior Digital Marketing Specialist

Eight years building demand for B2B and B2C brands across the UK, KSA, GCC and Egypt. I build the funnel, the creative, and the measurement underneath it, in English and Arabic.

Email
shaza.elgraia@gmail.com
Phone
+20 106 104 0688
LinkedIn
linkedin.com/in/shaza-ihab
Based
Alexandria, Egypt
Portrait of Shaza Elgraia

2X → 5X

Return on ad spend

E-commerce client at Julu Growth, retargeting reaching 8X to 10X

$5K → $12K

Monthly spend scaled

Scaled while improving efficiency, not at the cost of it

35%+

LinkedIn follower growth

VisiPoint company page, organic

+40%

Click-through rate

From the Google Shopping feed cleanup alone

Case studies

Three problems, and what I did about them

Each of these started with something broken or missing: no paid acquisition at all, a return on spend that had plateaued, or ad budget disconnected from whether anyone actually booked.

01UK & Saudi Arabia · B2B SaaS

Demand generation built from nothing

LamasaTech · Senior Digital Marketing Specialist

35–40%
Nurture sequence open rates, well above B2B SaaS benchmarks
Zero → pipeline
From no paid acquisition to a consistent flow of qualified leads
2 markets
LinkedIn became the primary source of qualified leads in the UK

Situation

Marketing was almost entirely organic. There was no paid acquisition strategy and no structured way to move a prospect from first awareness to a sales conversation, across two markets that behave very differently.

Approach

I built the demand generation engine from scratch, mapping a distinct buyer journey for each market. LinkedIn Ads targeted decision-makers with gated resources; Meta and Instagram carried awareness in KSA. Lead nurturing and scoring went into HubSpot so sales only received leads showing genuine intent. Ad copy, email sequences and landing pages were fully localised into Arabic for KSA, not translated into it.

Result

A consistent pipeline of marketing-qualified leads where there had been none, with nurture open rates running at 35 to 40%.

02UK & Europe · E-commerce

A plateaued account, rebuilt and scaled

Julu Growth, client work · Paid Media Specialist

2X → 5X
Overall return on ad spend
8X – 10X
Return on the retargeting campaigns
+40%
Click-through lift from the Shopping feed cleanup alone

Situation

A client spending roughly $5,000 a month across Meta Ads and Google Shopping had return on ad spend stuck at about 2X. Audiences were fatigued and creative had gone stale, so costs climbed while results fell.

Approach

Tracking came first: Google Tag Manager with enhanced e-commerce events, so the full funnel drop-off was finally visible. Fatigued interest-based audiences were replaced with lookalikes built from top-value customers, feeding a two-stage retargeting funnel. The Google Shopping feed was cleaned up and campaigns split by top sellers versus the rest of the catalogue. Then a two-week creative testing cycle across four content angles.

Result

Spend scaled from $5,000 to roughly $12,000 a month while return on ad spend improved from 2X to around 5X, with retargeting reaching 8X to 10X.

03Egypt · Healthcare, 12 locations

Connecting ad spend to who actually booked

Shiny White Dental Clinics · CRM and Email Marketing Specialist

12
Branches segmented by source, campaign and location
15–20%
Of cold leads re-engaged into booked consultations
Cost per patient
Visible to management for the first time, replacing cost per lead

Situation

Paid ads on Meta and Google were driving consultation leads, but nothing connected the ads to follow-up. No tracking showed which leads booked, and there was no automated nurture, so spend and outcomes sat apart from each other.

Approach

I built the CRM infrastructure from the ground up, segmenting across all 12 branches by source, campaign and location. Automated appointment reminders went in, along with re-engagement tracks for people who enquired but never booked, and lead scoring to flag high intent for immediate follow-up. Tableau dashboards gave management visibility into cost per patient by channel.

Result

No-show rates fell through multi-stage reminders, 15 to 20% of cold leads came back as booked consultations, and budget allocation changed once true cost per patient was finally visible.

Selected work

VisiPoint campaigns, UK and KSA

VisiPoint is a visitor management platform for schools, workplaces and events, sold into two markets with different languages, buying cycles and compliance rules. I run a separate content calendar for each: every post planned with its own hook, platform captions, audience, funnel stage and design brief, then written and designed to match. Across this body of work, engagement and conversions rose 15–25%.

Product and feature campaigns

3 pieces · UK
EnglishUK

Four capabilities, one kiosk

Live evacuation lists, facial recognition, a real-time dashboard and GDPR-aligned storage, arranged so an IT or facilities buyer takes in the whole product in one frame.

EnglishUK

Are custom fields like DBS tracking set up?

The closing slide of a four-part August checklist, "September is Closer Than It Feels", aimed at school business managers in the stretch before term restarts. A checklist splits naturally into a swipeable carousel, so each question gets its own slide.

Video · 15sUK

The Alarm

Fifteen seconds that open on a fire alarm and land on a live roll call: who is present, who is still unaccounted for. The question the UK calendar returns to all year, in the one format that can show it happening.

Visitor feedback launch

3 pieces · one campaign
EnglishUKLaunch

How did it feel?

Lead banner for the Surveys launch, built on the campaign hook: most organisations only hear about a problem once someone complains. The product view carries the argument on its own, so the trend, the rating and the sentiment split land before a word of body copy.

EnglishUKVariant

Turn every visit into insight

A second headline against the same layout, written for audiences further from the product, where the benefit has to be named before the feature is.

EnglishUKInfographic

From feedback to better decisions

The explainer piece: capture on the kiosk right after the visit, gather responses in one place, then act on the theme that keeps repeating. It also makes the launch's real differentiator visible, that Surveys runs on a dedicated kiosk separate from sign-in, so feedback never slows the visitor down.

Demand generation and proof

3 pieces · UK
EnglishUK

Live demo and Q&A

For buyers who would rather see it than read about it. Three reasons to attend, one call to action, and no countdown clocks or urgency gimmicks, matching a session the team runs unscripted.

EnglishUK

Hillcrest School testimonial

Customer words as the headline, set against a real reception so the proof and the product appear in the same frame. The social proof the schools campaigns point back to.

EnglishUKSEO

School safeguarding compliance guide

Header for the long-form guide that anchors the schools topic cluster and is linked from posts across the year. It pulls the three things buyers actually search: contractor DBS checks, live emergency registers and GDPR-compliant visitor data.

Occasion posts

3 pieces · two markets, same day
ArabicKSA

Saudi National Day

عزنا بطموحنا · اليوم الوطني السعودي

A goodwill slot held open every year for a general Saudi audience, with no product pitch attached. It reads the occasion through digital transformation under Vision 2030, which lets the brand line sit beside the national one without selling on a day nobody wants to be sold to.

ArabicKSA

World Teachers' Day

اليوم العالمي للمعلم · شكراً لكل معلم ومعلمة

The Arabic post makes an argument the English one does not: a teacher's time belongs in the classroom, not at the gate handling sign-in. Written for principals and school operations managers in Saudi private and international schools.

EnglishUK

Thank you, teachers

The UK counterpart to the Arabic post above, published the same day. Pure goodwill: no link, no call to action, small logo, no product in the frame. Same occasion, two markets, two different jobs for the post to do.

Capability

What I run

Content and brand

  • Multi-channel content strategy mapped to buyer-journey stages
  • Organic LinkedIn growth and company page management
  • Campaign design across social, video, webinar and blog
  • Arabic-first localisation for KSA and the GCC

Paid media

  • Meta, Google, TikTok and LinkedIn Ads
  • Full-funnel acquisition from prospecting to retargeting
  • Dynamic product ads and catalogue campaigns
  • A/B testing on creative, audience and placement

Data and systems

  • GA4 and Google Tag Manager with custom event tracking
  • HubSpot and Mailchimp automation and lead scoring
  • Closed-loop reporting from ad click to qualified lead
  • Tableau dashboards and stakeholder reporting

Experience

Where I have done this

2025 – Present

Senior Digital Marketing Specialist

LamasaTech · UK and Saudi Arabia, remote

Go-to-market for a B2B SaaS platform across two regions: demand generation, brand positioning and pipeline growth. Multi-channel content, Mailchimp lifecycle automation, HubSpot nurture workflows, and full Arabic-first localisation for KSA.

2024 – 2025

Paid Media Specialist

Julu Growth · UK, remote

Paid media across Meta, Google, TikTok and LinkedIn for e-commerce and lead generation clients. Built acquisition funnels end to end, implemented GTM tracking with custom events and enhanced e-commerce, and reported weekly on spend, ROAS, CPA and funnel drop-off.

2023 – 2024

Digital Marketing Specialist

Mizat Masr · Alexandria, Egypt

Integrated campaigns across paid, email and social. Grew brand reach by over 25% through sharper automation sequences, segmentation and data-led optimisation, working directly with sales to cut drop-off.

2021 – 2022

CRM and Email Marketing Specialist

Shiny White Dental Clinics · Alexandria, Egypt

CRM strategy across all 12 branches: segmentation models, lifecycle automation and patient engagement workflows, with Tableau dashboards and lead scoring that reduced no-shows.

2015 – 2017

Marketing Specialist

Concepts Consulting LLC · Alexandria, Egypt

Inbound campaign planning and CRM workflow development across multiple client accounts, from strategy through execution and reporting.

2012 – 2015

Pre-Sales Specialist

UCIS · Alexandria, Egypt

Needs assessments and tailored software solution presentations supporting enterprise deals, with pipeline management in Salesforce.

Tools

Stack

Paid media
Meta Ads, Google Ads, TikTok Ads, LinkedIn Ads
Analytics
GA4, Google Tag Manager, Tableau
CRM
HubSpot, Mailchimp, Salesforce
Tracking
Meta Pixel and Conversions API, LinkedIn Insight Tag, enhanced e-commerce
Content
SEO, blog, social design, short-form video
Languages
English and Arabic, both native-level for campaign work

Education

Qualifications

  • MBA in Marketing

    Arab Academy for Science and Technology · 2017

  • Diploma of Business Administration

    Arab Academy for Science and Technology · 2015

  • BSc in Business Administration, E-Commerce

    Arab Academy for Science and Technology · 2011

Get in touch

Open to senior digital marketing roles and freelance projects.

Campaign dashboards, account screenshots and detailed performance data are available on request, and I am happy to walk through any campaign here in an interview. Client data is kept confidential.

Email
shaza.elgraia@gmail.com
Phone
+20 106 104 0688
LinkedIn
linkedin.com/in/shaza-ihab
Email Shaza