Project summary
The engagement focused on building and operating the growth and acquisition strategy across Meta Ads, Google Ads and Apple Search Ads, alongside SEO. I personally ran and optimized the campaigns and search work for approximately one year before completing the planned handover to the in-house team.
About the client
Thndr is a mobile-first digital investment platform launched in Egypt, built to make investing more accessible and expanding its presence across the MENA region.
Project context
The engagement focused on building and operating the growth and acquisition strategy across Meta Ads, Google Ads and Apple Search Ads, alongside SEO. I personally ran and optimized the campaigns and search work for approximately one year before completing the planned handover to the in-house team.
The challenge
Reaching the right mobile audiences and driving quality app installs and conversions in a competitive investment category.
My role
Built the growth and acquisition strategy and personally managed campaign execution and optimization across Meta Ads, Google Ads and Apple Search Ads, while also working on SEO. I operated the growth setup for approximately one year before completing a structured handover to the in-house team as part of the planned contract scope.
What I worked on
The approach
Built the growth strategy and translated it into active campaign and SEO execution. I ran and optimized acquisition across Meta, Google and Apple Search Ads while managing SEO as part of the wider growth approach. After approximately one year of operating the system, I documented and handed the setup over to the in-house team as planned.
Key insight
A growth system should not depend permanently on the person who built it. Strategy, campaign structure and performance learning need to be clear enough for an internal team to continue operating and improving the system.
Business value
A structured growth and acquisition system that was actively operated, optimized and documented before being transferred to the in-house team for continued execution.