Nominated by Mazher Abidi, strategy director, Initiative MENA
“Over the past 12 months, Nasser has been instrumental in transforming search and performance campaigns for Initiative’s key clients using his thorough knowledge of the product combined with a laser-like focus on optimisation and efficiency. His work has resulted in massive improvements in effectiveness of campaigns to the order of five-times increases in search impression share, 70 per cent increases in search traffic and up to 60 per cent reductions in costs. His work has received recognition internally within the agency and externally by clients; yet perhaps the ultimate validation is how he has forced competitors to adapt their own tactics in response.”
Career path
“I started working as performance coordinator at Platform 5 in Riyadh, before successfully transferring to Dubai as a performance specialist and then performance supervisor within Initiative. I received MCN management recognition for going the ‘Extra Mile’ in 2019.
Guiding principles
Always keep track of your work and all your activity; never be afraid to prove your worth and the worth of the work that you deliver. When you need to find something or answer someone quickly, it will reward you.
Second, be consistent in everything you do. Make sure people around and above you know what to expect from you, and know what you will be able to deliver.
Third, don’t be shy to ask questions or get advice on things you don’t know about.