Khaled Mostafa

Head of Digital Performance Marketing

Khaled Mostafa is Head of Digital Performance Marketing at Almanea, a Saudi retail group. He runs paid acquisition and its measurement: search, social and marketplace advertising, feed and catalogue management so that products are advertised accurately and at the right price, creative and audience testing, and attribution across a journey that crosses devices and ends in a store as often as online. Performance marketing in retail is bounded by margin, so the operative constraint is return on ad spend at a level the category can carry, which pushes the work toward first-party data, retention and repeat purchase rather than toward buying more traffic.