About
Here you'll find everything you need to know about my profile, whether it's for an open position or consulting on your current needs.
One foot in SEO fundamentals, the other in AI and growth, and I turn that into revenue.
My playground isn't limited to classic SEO. Across dozens of projects, from e-commerce to B2B to startups, I design and test off-the-beaten-path acquisition levers: digital PR campaigns picked up by major outlets, growth marketing, communities like Reddit, and all the inbound that turns an audience into pipeline. What drives me is finding the acquisition angle nobody has tapped yet.
In recent years, with AI reshaping how marketing gets done and how content gets consumed, I've increasingly focused on automation tools (n8n, Make, Claude Cowork) and code to streamline processes, gain efficiency and adapt to this new era.
Download my CVExperience
DocShipper Group
TunisiaInternational freight forwarding and sourcing, covering the full supply chain. Founded in 2015, French-Lebanese co-founders, 7 offices worldwide and over 6,100 active clients, in a highly competitive market. Multi-market sites: French (Europe, North Africa), English (30+ markets) and Arabic (Middle East).
Marketing Manager
June 2023 – presentPromoted to head of marketing after one year, tasked with reviving a stalled inbound lead pipeline. I rolled out a full revenue-focused, data-driven marketing strategy, leading a team of 4 (1 social media manager, 2 content managers, 1 SEO specialist).
The challenge: When I took over, a 100% SEO strategy with weak results: scattered, inconsistent efforts, around twenty sites and thousands of pieces of content never updated, writing limited to copying or translating competitors (with no keyword research), weak netlinking, landing pages built to inform rather than convert, and an overworked team.
Strategy, content & conversion
- End of "publish for the sake of publishing": a clear strategy backed by a real understanding of client needs and search behavior (buyer personas via interviews, CRM and scoring)
- Audit, cleanup and categorization of optimizations (quick wins, updates, rewrites) based on search intent, rankings, conversions and editorial criteria
- High-value content built on SEO best practices (keyword research, human expertise, editorial guidelines)
- Sales pages optimized for conversion, with the right message at the right moment
- Data-driven decisions: dashboards and tracking (Google Tag Manager, Analytics) to act on hard data
Automation & AI
- Automated keyword research, clustering and internal/external linking
- Solid process for updating content at scale (competitor analysis, Search Console, Semrush, Analytics behavior, search intent)
- Automated marketing processes and manual tasks, up to advanced uses of Claude Cowork
Site overhauls & migrations
- Agency sourcing, specs and brand guidelines (design sections built for conversion)
- Rewrote landing pages across all sites (sales messaging and keywords front and center), feedback and follow-up
- Controlled migrations between page builders: zero 404s, slugs preserved, no ranking losses, technical QA
- Automated the overhaul to roll it out across other sites and migrate thousands of pieces of content
Off-site & authority
- Tiered (A-B-C) netlinking strategy
- Guest posts and link exchanges
- Inventory of links and mentions, and backlink gap analysis against competitors
- Articles designed to appeal to both journalists and specialized media
Results
- +290% qualified B2B leads, 7-figure revenue growth, +51% conversion rate (over 1.5 years)
- Strong, sustained lead growth over several years, resilient to both Google updates and the rise of AI
- Overhauled 22 sites (UX, bounce rate, conversions), with automation that saved close to $6,000 per site
- Hundreds of pieces of content refreshed with reduced internal resources
- PR campaigns, social media, B2B ads and lead nurturing
SEO & Content Manager
June 2022 – June 2023First role at DocShipper, before my promotion: large-scale content production and SEO foundations across the group's multi-market portfolio.
- Led content production across 11 sites (strategy, briefs, hiring) and managed a team of writers (around 10 people)
- High-volume daily output without sacrificing quality
- On-site and off-site SEO strategies
- Technical audits and fixes for hundreds of issues, with a direct impact on results
- Set up analytics dashboards to better track performance
- Digital PR campaign for the Beirut office opening: leveraged the Lebanese diaspora angle amid the country's crisis, earning dozens of backlinks from top-tier media
Freelance
SEO Consultant
Feb. 2019 – June 2022For 3.5 years, alongside the agency, I helped SMBs and startups with SEO and copywriting consulting: building solid foundations and turning traffic into customers, often with limited resources.
- Tailored SEO audits and strategies, scaled to each business's resources
- Conversion-focused copywriting: targeting the customer, not just traffic
- Supported SMBs and startups, from diagnosis through execution
AJOO, Agence Web-Marketing
TunisiaHead of Content
Dec. 2019 – Dec. 2021A web-marketing agency that built websites and sold SEO services. I joined as a writer and became Head of Content, building, training and leading a team of in-house writers and freelancers to produce content at scale, across 200+ sites.
- From writer to Head of Content: hiring, training and managing a team of in-house writers and freelancers
- Designed the structure and UX of key pages (home, services, about) from sometimes unclear client briefs, then wrote the copy
- In-depth research to master highly technical sectors (engineering firms...) and storytelling, especially valued by clients
- Writing and optimizing product pages for B2C and B2B e-commerce sites
- SEO optimization of content and article writing (blog and third-party site publications for netlinking)
- Editorial guidelines, briefs and quality control to hit volume (200+ sites) and deadlines, working with designers and developers
Skills
- SEO on-page & off-page
- Technical SEO
- Copywriting
- Data analytics
- Google Tag Manager (GTM)
- Lead nurturing
- PR campaigns
- Team leadership
- Marketing automation
- Branding
- Field marketing
- Project management
- Stakeholder reporting
Languages
- French
- C2
- English
- C1
- Arabic
- C1
- Japanese
- A2
Tools I master
SEO & Analytics
- Semrush
- Ahrefs
- Screaming Frog
- Botify
- Google Search Console
- Google Analytics 4
- Google Tag Manager
- Looker Studio
- BigQuery
Content & CMS
- WordPress
- GetResponse
- Canva
- Hootsuite / Buffer
Automation & AI
- Make
- n8n
- Claude Code
- Python