Available to hire
Hi, I’m Lana Hassan. I’m a data-driven media and performance marketing professional with global experience leading multi-million campaigns. I excel at ROI optimization, channel expansion, and cross-functional collaboration across MEA markets and remote teams.
I’ve partnered with brands like McDonald’s, Johnson & Johnson, Sony, AstraZeneca, Starbucks, L’Oréal, Amazon, and Netflix to craft offline and digital strategies, drive high-ROAS results, and mentor talented analysts. I thrive in fast-paced environments and love turning data into actionable growth.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Language
English
Fluent
Arabic
Fluent
Work Experience
Media & Performance Manager - Amazon & Honor Huawei at Wavemaker GroupM, WPP
September 1, 2025 - September 14, 2025Remote, global role leading media & performance strategy. Boosted client investment by 200% (~$20M+) in 6 months with high ROI; total client investment >$30M annually. Identified, tested, and recommended new channels, platform features, and suppliers to scale campaigns. Developed offline and digital strategies to target premium, value, and budget tech consumers. Drove purchases at 20 ROAS through unique targeting and ad formats. Assessed and optimized performance using Google Analytics data (bounce rates, session duration). Led a team of 6 planning and performance professionals.
Media & Performance Manager at Wavemaker GroupM, WPP
September 1, 2025 - September 14, 2025Led media and performance campaigns for major clients (Amazon, Honor, Huawei). Boosted client investment by 200% ($20M+) in six months; total client investment exceeding $30M annually. Identified and tested new channels, platform features, and suppliers to scale campaigns; developed offline and digital strategies targeting premium, value, and budget tech consumers. Achieved 20 ROAS through unique targeting methods and ad formats. Assessed and optimized campaigns using Google Analytics metrics (bounce rate, session duration). Led high-performance campaigns across the Middle East and Africa. Managed a team of 6 planning and performance professionals.
Media & Performance Manager at Wavemaker GroupM, WPP
September 1, 2025 - September 14, 2025Led performance media initiatives for key clients, boosting ROI and investments; identified and tested new channels and features to scale campaigns; developed offline and digital strategies for premium, value, and budget tech audiences; drove campaigns achieving 20x ROAS and managed a team of six planning and performance professionals.
Media & Performance Manager - Amazon & Honor Huawei at Wavemaker GroupM, WPP
September 1, 2025 - September 14, 2025Boosted client investment by 200% (~$20M+) in 6 months with high ROI. Total client investment exceeds $30M annually. Identified, tested, and recommended new channels, platform features, and suppliers to scale campaigns and drive growth. Developed offline and digital strategies to target premium, value, and budget tech consumers. Drove purchases at 20 ROAS through unique targeting methods and ad formats. Assessed and optimized campaign performance using Google Analytics metrics (bounce rate, session duration). Executed high-performance campaigns across Middle East and Africa. Led a team of 6 planning and performance professionals, including senior and junior executives.
Senior Planning & Performance Executive – McDonald’s & Johnson&Johnson at Universal McCann, Interpublic Group
May 1, 2024 - September 14, 2025Strategized, executed, optimized, and managed campaigns across multiple channels (Search, Social, Programmatic) to meet KPIs. Reduced cost per acquisition by 87% through optimized setup and ongoing refinements. Streamlined media reporting in Excel, cutting reporting time by 92%, and delivered deep learnings for end-of-campaign presentations. Led tailored media strategies aligned with business goals through competitive analysis and audience insights. Managed external stakeholder, account manager, and client meetings. Single-handedly oversaw $10M of digital campaigns from planning to execution and performance improvements.
Senior Planning & Performance Executive – McDonald's & Johnson & Johnson at Universal McCann, Interpublic Group
May 1, 2024 - September 14, 2025Strategized, executed, optimized, and managed campaigns across Search, Social, and Programmatic. Reduced cost per acquisition by 87% through optimized campaign setups. Streamlined media reports in Excel, cutting reporting time by 92%. Crafted advanced and tailored media strategies aligned with business goals based on competitive analysis and audience insights. Led discussions with external stakeholders and clients. Single-handedly managed $10M of digital campaign activities end-to-end.
Senior Planning & Performance Executive – McDonald's & Johnson&Johnson at Universal McCann, Interpublic Group
May 1, 2024 - September 14, 2025Strategized, executed, and optimized campaigns across search, social, and programmatic channels; reduced cost per acquisition by 87% through optimized setups; streamlined media reporting in Excel and delivered end-of-campaign insights; led client discussions and managed digital campaigns end-to-end totaling around $10M.
Senior Planning & Performance Executive – McDonald’s & Johnson&Johnson at Universal McCann, Interpublic Group
May 1, 2024 - September 14, 2025Strategized, executed, optimized, and managed campaigns across Search, Social, and Programmatic to meet KPIs. Reduced cost per acquisition by 87% through optimized campaign setups. Streamlined media reports in Excel, cutting reporting time by 92%, and produced end-of-campaign insights. Developed advanced, tailored media strategies aligned with business goals using competitive analysis, audience personas, and campaign insights. Led discussions with external stakeholders, account managers, and clients. Single-handedly managed $10M of digital campaigns from planning to execution and performance improvements.
Performance Executive – Sony, AstraZeneca, Starbucks at Universal McCann, Interpublic Group
August 31, 2022 - September 14, 2025Set up, launched, and optimized campaigns; managed paid search, social, and programmatic across the MENA region; tracked performance against KPIs and benchmarks.
Performance Executive at Universal McCann, Interpublic Group
August 1, 2022 - September 14, 2025Contributed to multi-client digital campaign management, optimization, and performance reporting for Sony, AstraZeneca, and Starbucks across the MENA region.
Performance Executive at Universal McCann, Interpublic Group
August 1, 2022 - September 14, 2025Handled paid Search, Social, and Programmatic campaigns across MENA; tracked and reported performance against KPIs; contributed to campaign optimization and learnings for clients including Sony, AstraZeneca, and Starbucks.
Performance Executive at Sony, AstraZeneca, Starbucks
August 1, 2022 - September 14, 2025Set up, launch, optimize, and report on campaigns. Managed paid Search, Social, and Programmatic campaigns across the MENA region. Tracked activity against KPIs and benchmarks.
Performance Executive – Sony, AstraZeneca, Starbucks at Sony, AstraZeneca, Starbucks
August 1, 2022 - September 14, 2025Set up, launch, optimize, and report on campaigns; manage paid Search, Social, and Programmatic campaigns end-to-end across the MENA region. Track activity against KPI benchmarks; compile performance reports and dashboards.
Education
Bachelor of Business Administration – Management and Marketing at American University of Beirut (AUB)
September 1, 2016 - May 1, 2020Bachelor of Business Administration – Management and Marketing at American University of Beirut (AUB)
September 1, 2016 - May 1, 2020High School Diploma at Deira International School
September 1, 2009 - June 1, 2016Bachelor of Business Administration – Management and Marketing at American University of Beirut (AUB)
September 1, 2016 - May 1, 2020High School Diploma at Deira International School
September 1, 2009 - June 1, 2016Bachelor of Business Administration – Management and Marketing at American University of Beirut (AUB)
September 1, 2016 - May 1, 2020High School Diploma at Deira International School
September 1, 2009 - June 1, 2016Qualifications
TikTok – Media Buying
November 1, 2024 - September 14, 2025McKinsey – Forward Program
May 1, 2023 - September 14, 2025Meta – Media Buying Blueprint
November 1, 2022 - September 14, 2025Meta – Media Planning Blueprint
November 1, 2022 - September 14, 2025Teads – Ads Manager
September 1, 2021 - September 14, 2025Amazon – DSP
September 1, 2021 - September 14, 2025Twitter – Video Badge
July 1, 2021 - September 14, 2025Google – DV360, Display Ads, Video Ads, Search Ads, App Ads
May 1, 2021 - September 14, 2025Snapchat – Advertising Essentials, Campaign Activation
May 1, 2021 - September 14, 2025TikTok – Media Buying
November 1, 2024 - September 14, 2025McKinsey – Forward Program
May 1, 2023 - September 14, 2025Meta – Media Buying Blueprint
November 1, 2022 - September 14, 2025Meta – Media Planning Blueprint
November 1, 2022 - September 14, 2025Teads – Ads Manager
September 1, 2021 - September 14, 2025Amazon – DSP
September 1, 2021 - September 14, 2025Twitter – Video Badge
July 1, 2021 - September 14, 2025Google – DV360, Display Ads, Video Ads, Search Ads, App Ads
May 1, 2021 - September 14, 2025Snapchat – Advertising Essentials, Campaign Activation
May 1, 2021 - September 14, 2025TikTok – Media Buying
November 1, 2024 - September 14, 2025McKinsey – Forward Program
May 1, 2023 - September 14, 2025Meta – Media Buying Blueprint
November 1, 2022 - September 14, 2025Meta – Media Planning Blueprint
November 1, 2022 - September 14, 2025Teads – Ads Manager
September 1, 2021 - September 14, 2025Amazon – DSP
September 1, 2021 - September 14, 2025Twitter – Video Badge
July 1, 2021 - September 14, 2025Google – DV360, Display Ads, Video Ads, Search Ads, App Ads
May 1, 2021 - September 14, 2025Snapchat – Advertising Essentials, Campaign Activation
May 1, 2021 - September 14, 2025TikTok – Media Buying
November 1, 2014 - September 14, 2025McKinsey – Forward Program
May 1, 2013 - September 14, 2025Meta – Media Buying Blueprint
November 1, 2022 - September 14, 2025Meta – Media Planning Blueprint
November 1, 2022 - September 14, 2025Teads – Ads Manager
September 1, 2021 - September 14, 2025Amazon – DSP
September 1, 2021 - September 14, 2025Twitter – Video Badge
July 1, 2021 - September 14, 2025Google – DV360, Display Ads, Video Ads, Search Ads, App Ads
May 1, 2021 - September 14, 2025Snapchat – Advertising Essentials, Campaign Activation
May 1, 2021 - September 14, 2025Industry Experience
Media & Entertainment, Professional Services, Software & Internet, Retail, Telecommunications
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
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