Steve Haddad

Steve HaddadRegional marketing and applied AI · UAE and MENA · 13+ years · EN / AR

I build regional growth engines and the AI systems behind them.

Marketing systems that compound across markets, channels and time, not one-off campaigns.

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Growth

Systems

The work

Marketing impactAI systems
Dubai
GST
Currently
Senior Digital Marketing Manager, Aldar Estates
Focus
Regional marketing, growth and applied AI

Footprint · MENA

Where the work happened

  • Bahrain
  • Egypt
  • Iraq
  • Jordan
  • Kuwait
  • Lebanon
  • Morocco
  • Oman
  • Pakistan
  • Palestine
  • Qatar
  • Saudi Arabia
  • Tunisia
  • UAE

Footprint · MENA

Where the work happened

  • Bahrain
  • Egypt
  • Iraq
  • Jordan
  • Kuwait
  • Lebanon
  • Morocco
  • Oman
  • Pakistan
  • Palestine
  • Qatar
  • Saudi Arabia
  • Tunisia
  • UAE

13+ years across

Selected results

Three results, each with its source

Each one was measured. Open a result for the problem, the decision and how the number was reached.

  1. Aldar Estates

    54%CPL reduction, brokerageSrc Aldar Estates · brokerage campaigns

    Brokerage CPL Reduction

    Audited the brokerage campaigns, then rebuilt the audience architecture, set CPL benchmarks and set up a feedback loop with sales.

    Read the case

  2. BMW Group

    45%lower search spend, lead volume heldSrc BMW Group · search investment

    From Media Spend to Commercial Performance

    Audited a multi-million-dollar search program across 12 markets and reallocated on cost per sale rather than lead volume, cutting spend by about 45%.

    Read the case

  3. BMW Group

    12.5xearned media returnSrc BMW Group · Nigma Galaxy

    BMW x Nigma Galaxy

    Built the business case for an esports partnership that gave BMW Gen Z relevance beyond automotive channels, with more than 10M organic views from the art car.

    Read the case

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Experience · 2013 to today

Five roles, one region

Agency planning at Mindshare and Starcom, then client-side leadership at Hardee’s, BMW Group and Aldar Estates. Automotive, real estate, FMCG and consumer technology across 14 markets. Most recent first.

  1. Role 01 / 05 to today13 months

    MarketsUAE

    Aldar Estates

    Senior Digital Marketing Manager, B2B, B2C, Media & Commercial Growth

    Years
    2025 to today
    Time in role
    1 yr 1 mo
    Markets
    UAE
    • Owned cross-channel strategy across Colliers (B2B advisory + brokerage), Asteco, and Aldar Experiences, spanning B2B and B2C verticals simultaneously
    • Reduced brokerage CPL by 54% by restructuring audiences across Meta, Google, and programmatic
    • Built a CPL benchmarking model, first of its kind within the business
    • Led Salesforce Marketing Cloud integration across three business units
    • Managed team of 4 across performance, SEO, social, and web
    • Developed go-to-market strategies for AIP commercial towers targeting institutional investors, corporate tenants, and enterprise clients across regional and international markets
    • Led social media strategy across in-house managed channels, defining content direction, platform roles, and performance KPIs to drive audience growth and engagement
    3 case studies from this role

  2. Role 02 / 05 to Sep 202540 months

    BMW Group

    Regional Digital Marketing Manager

    Years
    2022 to 2025
    Time in role
    3 yrs 4 mos
    Markets
    12 · Middle East
    • Owned a multi-million-dollar annual digital media budget across 12 Middle East markets: CTR +8%, CPA -12%, VTR +9% YoY
    • Led 15+ vehicle launches integrating media, PR, and experiential across all markets
    • Governed 13 market websites: 40% growth in unique visits, 30% increase in form submissions
    • Secured Nigma Galaxy esports partnership: 12.5x ROI in media value, reaching a younger demographic outside BMW's traditional automotive media mix
    • Led BMW's first ticketed M Drive Experience: sold out in 4 days
    • Delivered 5 dealer and customer-facing digital tools across 13 markets
    • Managed agency team of 12 across media, creative, social, and CMS
    9 case studies from this role

  3. Role 03 / 05 to May 20229 months

    MarketsUAEQatarOman

    Americana Restaurants (Hardee's)

    Regional Marketing Manager

    Years
    2021 to 2022
    Time in role
    9 mos
    Markets
    UAE · Qatar · Oman
    • Owned full-funnel regional marketing across UAE, Qatar, and Oman, managing digital, TV, radio, CRM, app growth, performance, OOH, and retail channels simultaneously
    • Led Hardee's app growth strategy in the UAE: driving installs, active users, and owned-channel orders through targeted offers, CRM campaigns, and partner discounts to reduce aggregator dependency
    • Optimized ROAS, CPI, and CPO across all channels using CRM, Power BI, Google Analytics, and Adjust
    • Executed Arcane x Hardee's with Riot Games: the brand's No.1 CRM result outside discount campaigns
    • Led Hardee's 40th Anniversary influencer strategy targeting Gen Z via gaming, music, and sports creators
    • Integrated location services and QR-driven journeys to increase app adoption and strengthen omnichannel experience
    • Built strategic partnerships with UFC Abu Dhabi, local banks, and Riot Games to drive acquisition and brand visibility
    3 case studies from this role

  4. Role 04 / 05 to Aug 202136 months

    Starcom

    Senior Account Manager, Integrated Media & Performance Marketing

    Years
    2018 to 2021
    Time in role
    3 yrs
    Clients
    2
    • Senior media advisor for Samsung Gulf, a multi-million-dollar annual investment across 6 flagship product launches
    • Led full-funnel media strategy for six Samsung flagship launches across the Middle East, defining channel investment and audience strategy across TV, OOH, Google Search, YouTube, Programmatic, Amazon DSP, Amazon Search, paid advertorials, and Paid Social, aligning media architecture with retail sales and e-commerce objectives, optimizing budget allocation and ROAS throughout each launch cycleLed full-funnel media strategy for six Samsung flagship launches across the Middle East…
    • Managed PUIG portfolio across 5 fragrance brands across MEA markets
    • Raised team TRR score from 4.1 to 6.5 in under 6 months
    • Negotiated multi-market media proposals delivering 5 to 10% cost efficiencies
    • Managed agency-to-client relationships across Samsung and PUIG simultaneously, balancing competing investment priorities, platform negotiations, and campaign delivery timelines
    Agency clients from this role

  5. Role 05 / 05 to Jul 201866 months

    Mindshare

    Senior Account Executive, Media Strategy & Client Leadership

    Years
    2013 to 2018
    Time in role
    5 yrs 6 mos
    Clients
    18
    • Built media strategies for 18 clients across automotive, real estate, FMCG, finance, and travel
    • Clients included Nakheel, Nissan, Infiniti, Volvo, IHG, Nike, Lufthansa, and Booking.com
    • Managed planning, buying, and performance reporting across digital and traditional channels
    • Served as day-to-day strategic contact for senior brand and marketing stakeholders
    • Progressed from Account Executive to Senior Account Executive over 5 years, managing strategic relationships for senior brand and marketing stakeholders
    • Built and managed media strategies spanning TV, radio, print, OOH, and digital across 18 client accounts in a multi-market environment
    Agency clients from this role

Footprint · MENA

Where the work happened

Gold marks the markets covered across the five roles, from the Gulf to Morocco, plus Pakistan. Hover or tap a country for its name.

Markets coveredGlobal reach
  • Bahrain
  • Egypt
  • Iraq
  • Jordan
  • Kuwait
  • Lebanon
  • Morocco
  • Oman
  • Pakistan
  • Palestine
  • Qatar
  • Saudi Arabia
  • Tunisia
  • UAE

Capabilities · 8 groups, 94 skills

What the work is made of

Education Bachelor of Science, Business Administration · American University in Dubai