Define the acquisition outcome.
Set the objective, audience, funnel and measurement requirements before allocating the media budget.
FAYEZ HASSOUN / PERFORMANCE MARKETING
Fayez
Hassoun.
Performance
marketing.
Built to scale.
I lead paid media strategy, customer acquisition and AI-assisted marketing operations.
Explore a decision10+ years in digital advertising
US$50M+ advertising budgets managed
acquisition.briefSCRIPTED EXAMPLE
Would you scale this campaign?
Reported CPA$10.00
Billing success80%
Fayez reviewCheck the paid outcome before scaling.
REDUCED MOTION
Adjust this brief
Reported CPA ÷ billing success. This simplified example excludes renewals, margin and other costs. All financial figures in this brief are illustrative US dollars.
The initial example is available without JavaScript. Interactive calculations require JavaScript.
The Decision Desk.
A working example of how I connect campaign data, conversion measurement and marketing automation to evaluate acquisition performance.
01 / THE PRACTICESKILLS → DECISIONS
WHAT I BRING
Acquire. Measure.
Build. Lead.
Paid media strategy and execution across Google Ads, mobile subscriptions, conversion measurement, marketing automation and team leadership.
01Paid media & acquisition strategy
Turn a growth objective into a focused acquisition plan.
I align paid media planning, channel strategy and user acquisition objectives with media budgets, conversion funnels and cost-per-acquisition (CPA) targets.
IN PRACTICE
Frame the objective → inspect the funnel → choose the channel and acquisition constraint.
02Google Ads
Connect search intent, campaign structure and acquisition efficiency.
My experience spans campaign strategy, optimization and automation across the Google Ads ecosystem, including Search, Display, Performance Max and Video.
IN PRACTICE
Connect search intent, campaign structure and conversion quality before deciding what to optimize.
03MVAS / DCB
Understand the subscription behind the conversion.
I work across mobile value-added services (MVAS), direct carrier billing (DCB) and mobile subscription user acquisition in GCC and MENA markets, accounting for carrier rules, pricing clarity, billing success and renewal behavior.
IN PRACTICE
Read acquisition by market and carrier context, then follow the subscription through billing and renewal.
04Conversion measurement & quality
Look beyond a reported conversion to the quality of growth.
I connect conversion measurement, cost per acquisition (CPA), billing success and subscriber quality. Effective CPA helps evaluate the acquisition cost of a billed subscription rather than a reported platform conversion alone.
IN PRACTICE
Translate a reported CPA into the cost of a billed subscription. Explore the illustrative calculation in the Decision Desk.
05AI workflows & marketing automation
Build repeatable workflows for campaign analysis, creative briefing and reporting.
I design AI-assisted marketing workflows that turn campaign inputs into structured analysis, creative briefs and performance reports. The focus is consistent inputs, editable outputs and clear next actions.
IN PRACTICE
Turn campaign inputs into analysis, a creative brief or a performance report with a consistent format and clear next actions.
06Performance marketing leadership
Connect commercial priorities, campaign execution and team direction.
I lead performance marketing teams, connect commercial objectives to campaign priorities and translate marketing requirements into product direction and AI-assisted development.
IN PRACTICE
Connect commercial objectives to campaign priorities, clear requirements and team execution.
02 / EXPERIENCETHE PERSON BEHIND THE PROCESS
FAYEZ HASSOUN
Performance marketing.
From strategy to scale.
Head of Performance MarketingConnect on LinkedIn
I’ve spent over 10 years in digital advertising, managing more than US$50 million in advertising budgets and leading performance marketing teams.
My work spans paid media strategy, Google Ads campaign management and mobile user acquisition across Gulf Cooperation Council (GCC) and Middle East and North Africa (MENA) markets.
In mobile value-added services (MVAS) and direct carrier billing (DCB), I evaluate acquisition cost alongside billing success, subscriber quality and renewal behavior.
I lead teams and translate marketing requirements into campaign workflows, product priorities and AI-assisted analysis. My focus is acquisition efficiency, clear measurement and repeatable execution.
03 / THE APPROACHSTRATEGY → EXECUTION → PERFORMANCE
HOW I WORK
Define. Test.
Measure. Optimize.
Start with the acquisition objective, build a focused test, then use conversion quality and acquisition cost to guide the next step.
Objectives & measurement
Build a focused campaign plan.
Connect channel strategy, campaign structure and conversion measurement. Use AI-assisted workflows to prepare analysis, briefs and reporting.
Optimize against paid outcomes.
Use acquisition cost and conversion quality to identify the next test. For mobile subscriptions, include billing success and renewal behavior.
A SUPPORTING EXAMPLE
Perfexa
From a marketing question to a draft you can review.
Private prototype
View my contribution
My contribution
Fayez leads product direction and workflow priorities, directing AI-assisted development.
What it brings together
- Start with a marketing question.
- Develop an editable draft.
- Bring supporting evidence into view.
- Make explicit review part of the workflow.
Current stage
Perfexa is a private prototype. The current focus is the review workflow: clear questions, editable drafts and inspectable evidence.
04 / FIELD NOTESTHINKING IN THE OPEN
FROM MY APPROACH
Questions worth
keeping open.
Practical notes on acquisition quality, AI-assisted marketing workflows and media budget planning.
MEASUREMENT
Cheap conversions can be expensive acquisitions.
A reported CPA is useful. It becomes more useful when the conversion means something commercially.
Read the note
In a mobile subscription funnel, the platform conversion and the first successful billing can be different events. I want that distinction visible before treating acquisition cost as a complete picture.
For a simple illustration, a $10 reported CPA with 80% billing success implies $12.50 per billed subscription. That calculation still leaves renewal behavior, margins and other costs to inspect. It is a question to investigate, not a forecast.
AI WORKFLOWS
Build repeatable marketing workflows.
Use AI to structure campaign analysis, creative briefs and performance reporting.
Read the note
Start with a specific marketing task and the campaign inputs it needs. I use AI-assisted workflows to organize analysis, prepare creative briefs and structure performance reports.
Define the inputs, the output format and the next action. A repeatable workflow makes assumptions and missing data easier to spot, and gives the team a consistent starting point.
PAID MEDIA STRATEGY
A budget starts with an acquisition goal.
The channel decision follows the objective, the funnel and the constraints.
Read the note
I start by defining the acquisition outcome and how it will be measured. Budget, market context and the conversion path then shape the initial test.
A useful plan makes the tradeoffs explicit: what we need to learn, which signal would change the decision, and what the team should review next. A collection of platform settings cannot answer those questions on its own.