I'm a data-driven and growth-obsessed Performance Marketing Manager with over 10 years of experience scaling businesses across global and GCC markets. I specialize in sectors like DTC Ecommerce, FinTech, B2B SaaS, and EduTech, helping brands turn digital investment into scalable and profitable growth. I take pride in combining full-funnel strategy with a deep knowledge of tech, data, and experimentation to drive outstanding campaign results. I thrive on the excitement of achieving initially unimaginable results and discovering new ways to optimize marketing platforms. Throughout my career, I've managed large-scale budgets and led teams across different regions, including the Middle East, Europe, and the US. I enjoy leading cross-functional teams, ensuring smooth collaboration, and continuously learning to stay at the forefront of digital marketing trends and technologies.…

Michael-Dean Smith

I'm a data-driven and growth-obsessed Performance Marketing Manager with over 10 years of experience scaling businesses across global and GCC markets. I specialize in sectors like DTC Ecommerce, FinTech, B2B SaaS, and EduTech, helping brands turn digital investment into scalable and profitable growth. I take pride in combining full-funnel strategy with a deep knowledge of tech, data, and experimentation to drive outstanding campaign results. I thrive on the excitement of achieving initially unimaginable results and discovering new ways to optimize marketing platforms. Throughout my career, I've managed large-scale budgets and led teams across different regions, including the Middle East, Europe, and the US. I enjoy leading cross-functional teams, ensuring smooth collaboration, and continuously learning to stay at the forefront of digital marketing trends and technologies.…

Available to hire

I’m a data-driven and growth-obsessed Performance Marketing Manager with over 10 years of experience scaling businesses across global and GCC markets. I specialize in sectors like DTC Ecommerce, FinTech, B2B SaaS, and EduTech, helping brands turn digital investment into scalable and profitable growth. I take pride in combining full-funnel strategy with a deep knowledge of tech, data, and experimentation to drive outstanding campaign results. I thrive on the excitement of achieving initially unimaginable results and discovering new ways to optimize marketing platforms.

Throughout my career, I’ve managed large-scale budgets and led teams across different regions, including the Middle East, Europe, and the US. I enjoy leading cross-functional teams, ensuring smooth collaboration, and continuously learning to stay at the forefront of digital marketing trends and technologies.

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Language

English
Fluent
Afrikaans
Fluent

Work Experience

Performance Marketing Manager – E-commerce | Full-time at Chalhoub Group — Swarovski & Michael Kors
June 30, 2025 - July 30, 2025
Owned growth, profitability, and day-to-day performance of e-commerce businesses for Swarovski and Michael Kors in the Middle East region, with a $4M annual paid media budget. Developed and led a full-funnel marketing strategy delivering +20% revenue growth in Q1 2025 and improved customer acquisition and ROAS significantly. Managed marketing strategy across 5 GCC markets, media planning, and campaign implementation aligned with global brand directions. Oversaw website and mobile app growth, SEO, CRM integration, and conversion optimization. Led a blended team comprising in-house specialists, agencies, and global stakeholders.
Performance Marketing Manager – E-commerce | Full-time at Chalhoub Group — Swarovski & Michael Kors
June 30, 2025 - July 29, 2025
Owned growth, profitability, and day-to-day E-commerce performance for Swarovski and Michael Kors in the Middle East, overseeing a $4M annual media budget. Developed and led a full-funnel marketing strategy in 2025, delivering +20% revenue growth in Q1 and increasing new customer acquisition by 12% with a 34% YoY ROAS increase. Managed marketing strategies across 5 GCC markets, media planning, Paid Media, SEO, CRM and Conversion Optimization. Led a blended team of in-house specialists, agency partners, and global stakeholders ensuring smooth collaboration.
Performance Marketing Manager – E-commerce at Chalhoub Group — Swarovski & Michael Kors
June 30, 2025 - July 29, 2025
Owned growth, profitability, and day-to-day performance of ecommerce businesses for Swarovski and Michael Kors in the Middle East, managing a $4M annual paid media budget. Developed and led a full-funnel marketing strategy delivering 20% revenue growth in Q1 2025 ($5.4M vs 2024), increased new customer acquisition by 12%, and improved ROAS by 34% YoY. Duties included managing marketing strategy across 5 GCC markets, media planning and budget ownership, website and app growth management including SEO and CRM, and leading a blended team of specialists, agencies, and brand stakeholders.
Digital Marketing Manager | Full-time Contract at SOZO Design
February 28, 2024 - July 30, 2025
Developed and executed comprehensive digital marketing strategies for clients across UK and European regions. Scaled a client's Google Ads account to £2.2m in revenue at 13.8× ROAS within 6 months. Managed monthly budgets (£10k–£50k) across Google, Bing, and Meta, optimizing bids, audiences, and creative. Built data-driven SEO, content, and CRO growth plans and worked closely with design and development teams. Maintained clear communication with clients through dashboards and training.
Digital Marketing Manager | Full-time Contract at SOZO Design
February 28, 2024 - July 29, 2025
Developed and executed digital marketing strategies for diverse UK and European clients, contributing to growth and profitability. Scaled an E-commerce client’s Google Ads account to £2.2m revenue at 13.8× ROAS within 6 months, enhancing brand market position. Managed monthly budgets across Google, Bing and Meta Ads. Built data-driven growth roadmaps incorporating keyword research, SEO, and CRO alongside design and development teams. Maintained clear client communication with dashboards and training sessions to ensure understanding of results and next steps.
Digital Marketing Manager | Full-time Contract at SOZO Design
February 28, 2024 - July 29, 2025
Played a pivotal role in developing and executing comprehensive digital marketing strategies for diverse clients in UK and Europe. Scaled an Ecommerce client’s Google Ads account to £2.2M revenue at 13.8x ROAS within 6 months. Responsibilities included setting up and integrating tech stacks like Google Analytics, Tag Manager, managing monthly budgets across Google, Bing, Meta; building data-driven growth roadmaps including SEO and CRO; and maintaining client communication through dashboards and training.
Performance Marketing Manager | Full-time Contract at Bolt Digital & D2C live
October 31, 2022 - July 30, 2025
Managed and led Google Shopping and Meta advertising campaigns for D2C luxury brands in UK and European regions. Conducted account audits that led to improvements in tracking and audience segmentation, increasing conversions by 18% and lowering CPAs by 30%. Planned and executed audience-targeting frameworks and campaigns, optimized budgets and creatives, and delivered performance insights via dashboards and monthly reports.
Performance Marketing Manager | Full-time Contract at Bolt Digital & D2C live
October 31, 2022 - July 29, 2025
Managed the development and execution of Google Shopping and Meta advertising campaigns for D2C luxury brands across UK and Europe. Conducted account audits that improved tracking and audience segmentation, resulting in an 18% increase in conversions and a 30% reduction in CPA. Planned and executed high-impact audience-targeting strategies. Collaborated with creative teams to align ads with brand messaging. Managed budgets between £5k-£20k monthly reallocating spend to maximize ROI. Provided performance insights and supported cross-team efforts on strategy.
Performance Marketing Manager | Full-time Contract at Bolt Digital & D2C live
October 31, 2022 - July 29, 2025
Managed and led the development of Google Shopping and Meta advertising campaigns for D2C luxury brands driving revenue growth. Conducted account audits improving audience tracking and segmentation, resulting in an 18% increase in conversions and 30% lower CPAs. Planned audience targeting frameworks, optimized bids, creatives, and budgets, collaborated with creative teams, managed ad budgets and data integrations, and provided performance insights.
Technical Marketing Specialist at Cibecs Endpoint Cloud
July 31, 2022 - July 30, 2025
Spearheaded technical implementation and management of digital marketing efforts across Europe, USA, and Australia markets. Built a fully automated client-acquisition funnel integrating CRM, marketing automation, and ad platforms, improving sales team efficiency. Managed CRM systems, marketing tools, and coordinated digital marketing strategies across paid and organic channels. Executed advertising campaigns and workflows, maintained WordPress website and SEO, and collaborated on strategic planning and performance reviews.
Technical Marketing Specialist at Cibecs Endpoint Cloud
July 31, 2022 - July 29, 2025
Spearheaded technical implementation and management of digital marketing across Europe, USA, and Australia. Built a fully automated client acquisition funnel integrating CRM, marketing automation, and ad platforms enabling the sales team to focus on demos and deals. Managed CRM systems, Google Analytics, Tag Manager, and email automation setups to support lead tracking and digital campaigns. Developed and optimized paid media campaigns on Meta, Google Ads, LinkedIn, and Twitter. Maintained company website with content updates and SEO. Collaborated closely on strategic planning and performance reviews.
Technical Marketing Specialist at Cibecs Endpoint Cloud
July 31, 2022 - July 29, 2025
Spearheaded technical implementation and management of digital marketing including seamless campaign integration across paid and organic channels. Built a fully automated client-acquisition funnel linking CRM, marketing automation, and ad platforms for end-to-end lead nurturing. Managed CRM systems, set up core digital marketing tools ensuring integration, executed digital marketing strategy including paid and organic campaigns, and maintained company WordPress website updates.
Co-Founder & Marketing Director at RooibosKind
October 31, 2021 - July 30, 2025
Co-founded and led marketing efforts for an E-commerce D2C Health and Beauty brand. Managed marketing, website design, creative production, and product partnerships. Established a successful brand generating over 150k monthly revenue combining organic and paid strategies. Designed and optimized ecommerce site UX, performed SEO, managed ad platforms and analytics tools like GA4 and Klaviyo. Directed brand visual identity, packaging, and financial planning to maintain profitability.
Co-Founder & Marketing Director at RooibosKind
October 31, 2021 - July 29, 2025
Co-founded a successful Health & Beauty D2C E-commerce brand generating over 150k in monthly revenue. Managed marketing, website design, creative production, and product partnerships. Designed, launched, and optimized the e-commerce site for conversions and UX. Built integrated growth plans mixing social media, SEO, Google Ads, and email automation to grow traffic, sales, and brand awareness. Managed tools like Meta, Google Ads, GA4, Tag Manager, and Klaviyo for campaign success. Directed brand identity and creative assets ensuring consistent messaging. Led financial and growth planning maintaining profit.
Co-Founder & Marketing Director at RooibosKind
October 31, 2021 - July 29, 2025
Co-founded and directed marketing for a D2C health and beauty Ecommerce brand generating over 150k in monthly revenue through organic and paid strategies. Designed and optimized ecommerce site, integrated cross-channel growth plans including social media, SEO, Google Ads, and email automation. Managed core tools for tracking full customer journeys and fine-tuning campaigns for higher ROAS and repeat purchases. Directed all brand and creative work ensuring consistent storytelling and maintained financial and growth planning.
Growth & Performance Marketing Consultant | Freelance at VelocityM Digital
July 1, 2019 - Present
Worked remotely with a diverse range of DTC E-commerce, B2B SaaS, FinTech, and local-service brands across GCC, Europe, and African markets. Developed channel-by-channel strategies tying budgets and KPIs to clients’ goals. Managed Google, Meta, TikTok, and LinkedIn campaigns with continuous testing to optimize conversion and ROAS. Led the creative process to ensure effective ad visuals, landing pages, and email automations. Delivered technical SEO audits and implemented Generative Engine Optimization (GEO) for organic strategies. Provided dashboards and action-focused communication converting data into actionable steps.
Growth & Performance Marketing Consultant | Freelance at VelocityM Digital
July 1, 2019 - Present
Worked with diverse DTC E-commerce, B2B SaaS, FinTech, and local-service brands across GCC, Europe, and Africa to transform digital spend into profitable revenue engines. Developed and launched a new E-commerce website for a digital EduTech brand achieving 350k revenue in the first year with a 14.2x ROI. Managed and refined paid media campaigns on Google, Meta, TikTok, and LinkedIn to increase conversion and ROAS. Led the creative process and ensured consistent branding across activations. Delivered technical SEO audits, keyword strategies, and incorporated Generative Engine Optimization (GEO). Provided clear dashboards and actionable meetings for founders and teams.
Growth & Performance Marketing Consultant | Freelance at VelocityM Digital
July 1, 2019 - Present
Worked with diverse DTC Ecommerce, B2B SaaS, FinTech, and local-service brands across GCC, Europe, and Africa, transforming digital spend into profitable revenue engines. Developed and launched a new Ecommerce website for a digital EduTech brand, achieving 350k revenue in the first year with a 14.2x ROI. Responsibilities included building channel-by-channel growth strategies, managing paid media campaigns across Google, Meta, TikTok, and LinkedIn, driving the creative process for campaigns, delivering SEO and Generative Engine Optimization for organic growth, and managing communication with stakeholders through dashboards and meetings.

Education

N. Dip Graphic Design at Central University of Technology
January 1, 2011 - December 31, 2014
National Senior Certificate (Grade 12) at High School Kempton Park
January 1, 2010 - December 31, 2010
N. Dip Graphic Design at Central University of Technology
January 1, 2011 - December 31, 2014
National Senior Certificate (Grade 12) at High School Kempton Park
January 1, 2010 - December 31, 2010
National Senior Certificate at High School Kempton Park
January 1, 2010 - December 31, 2010
N. Dip Graphic Design at Central University of Technology
January 1, 2011 - December 31, 2014

Qualifications

Add your qualifications or awards here.

Industry Experience

Retail, Financial Services, Software & Internet, Education, Professional Services, Consumer Goods
    Performance Marketing Portfolio
    This is a summary of some of the clients and brands I have worked with in recent years and the results I have been responsible for.…