Summary

Work experience

• Chief Marketing Officer

  Karina Tunisie (cosmetics)

  2025.01-Current

  (2 years)

  KARINA Tunisie is a leading cosmetic brand specializing in certified natural skin and hair care solutions for men and women, operating 7 physical boutiques with a team of 50–100 employees. Driven by strong digital expansion, the brand commands a massive online presence with over 575K+ Instagram followers and 600K+ on TikTok. • Creative Direction & Organic Social Media Management: Lead end-to-end creative direction and organic social media execution, Influencer & UGC Marketing, grewing digital community by 150K+ followers organically and launched a 13K-member VIP • E-Commerce & Digital Transformation: Led the complete redesign and Conversion Rate Optimization (CRO) of the e-commerce website, improving the customer journey and conversion performance through data-driven analytics. • Omnichannel Strategy & Events: Directed integrated commercial activations across 7 stores • Operational Leadership: Built the marketing department from scratch, leading an 10-person team and establishing standard operating procedures (SOPs). • Financial Impact: Managed a $300K annual budget, achieving 2-3x MER and contributing to 50% overall revenue growth.
• Associate Director: VP of Marketing

  Convergen Agency

  2022.01-2024.01

  (2 years)

  Convergen is a data-driven agency scaling brands through performance media buying, conversion-optimized creative strategies, and a team of 50+ marketing professionals. Backed by a portfolio of 30+ enterprise clients across FMCG, travel, banking, D2C, and retail, we analyze customer data to build high-converting campaigns and maximize ROAS globally. • Enterprise Account Growth: Managed a portfolio of 20+ enterprise clients. Successfully pitched against legacy agencies to win Tunisia's largest FMCG accounts (Monoprix & Géant). • Team & Operations: Led operations for a 35+ person team. Built the TikTok Advertising Department from scratch. • Product Innovation: Authored the business plan and led development for LiveMetrics, an internal proprietary SaaS platform for automating performance data reporting.
• Growth Marketing Manager

  Convergen Agency

  2020.01-2022.01

  (2 years)

  Convergen is a data-driven agency scaling brands through performance media buying, conversion-optimized creative strategies, and a team of 50+ marketing professionals. Backed by a portfolio of 30+ enterprise clients across FMCG, travel, banking, D2C, and retail, we analyze customer data to build high-converting campaigns and maximize ROAS globally. • M edia Buying & Performance Scaling: Spearheaded multi-channel media buying, performance marketing, and advanced analytics for top-tier brands (Monoprix, Géant, Kiko Milano, Lindex..). • Growth Hacking & Creative Strategy: Engineered winning ad angles, creative hooks, and messaging frameworks that maximized ROI and scaled top-performing campaigns across social platforms.
• Business Developer & Digital Marketing Manager

  Dabchy.com (stratup)

  2018.01-2020.01

  (2 years)

  Dabchy.com is Tunisia’s leading secondhand marketplace startup, empowering a vibrant community to buy, sell, and give everyday items a second life. Backed by a high-performing team of 50+, this rising regional unicorn provides a secure, interactive platform driving the local circular economy revolution. • In ternational Expansion: Spearheaded Dabchy's GTM (market entry) into Egypt, managing market research, localization, and regional hiring. • Fundraising : Led fundraising rounds, securing 300K TND in funding from Orange. Gained entry into the Google Acceleration Program. • Sales and Business Development: Developed and launched new monetization streams (Dabchy Prime), which grew to represent 25% of company revenue. • Social Media Management: Developed Content Calendars, wrote copies, created video Content for the Brand.
• Project & Marketing Manager

  Workzone Coworking Space

  2016.01-2018.01

  (2 years)

  • The Bright Idea Challenge Project : 100 Participants, 5 Cities, 3 Intensive Days of Workshops & Final Pitch Session. • The Pitch by the Pyramids Project : Managed the MENA-wide Rise Up Pitch by the Pyramids Competion : 25 Startups, 4 Judges, 7 Local Qualifiers, 1 Qualifier to Egypt • Planning all community events and search for relevant community-led local initiatives. ENTREPRENEURIAL VENTURES & IMPACT e-Home Furniture

Projects

• Ehome furniture (ecommerce)

  Co-founder

  2016.12-2024.12

  (8 years)

  Co-founded an innovative smart-furniture e-commerce. Key Milestones: Scaled business to 350K TND (~$110K USD) Annual GMV with over 4,000 orders. Achieved 3% website conversion and 1.5x-2x MER. Secured long-term B2B retail partnerships with Géan

Educational experience

• Faculty of Humanities of Tunis

  English Linguistics (TESOL)

  2017.09-Current

  (9 years)

  Teaching English for speakers of other languages.
• Faculty of Humanities of Tunis

  English Literature

  2014.09-2017.06

  (3 years)

  English literature and civilization

Languages

Skills