Performance Marketing
At Jawaker, I played a key role in growing the player base by running performance marketing and user acquisition campaigns across Meta, TikTok, and Google Ads. I focused on both reactivation and new user growth in core MENA markets, tailoring campaigns to regional trends and player behaviors.
By testing creatives, refining campaign structures, and aligning with ASO strategies, I helped boost installs and engagement while turning Jawakerβs ads into a driver of measurable business growth.
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Jordan & Levant (Jordan, Lebanon, Iraq, Palestine + Levant Expats in Europe)
Goal: Drive cost-efficient installs and reactivation among local players and the Levant diaspora.
Approach:
Highlighted cultural familiarity with card games (Tarneeb, Trix, Hand).
Localized creatives with Arabic slang, cultural references and most trending music.
Extended targeting to Levant expats in Europe, ensuring they stayed connected to familiar games abroad.
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Oman (Research + UA Execution)
Goal: Understand audience behaviors and validate the market before scaling.
Approach: Conducted market research on game popularity, player motivations, and competitor positioning. Based on insights, we launched a targeted UA campaign.
Execution & Results:
Ads highlighted locally popular card/board games and cultural play styles.
Campaigns delivered good results, driving new installs and engagement.
Feedback from ad comments revealed valuable insights about game rules, which informed updates to the rules.
The surge of new players guided by ads created higher-than-expected load on the game, which surfaced hidden bugs; leading to important product improvements.
KSA (Saudi Arabia)
Goal: Bring in more players by focusing on games Saudi users love.
Approach: We chose Jackaroo as the main game for campaigns. Itβs very popular in KSA and, unlike Baloot, there were no strong competitors offering it. This gave us a big chance to stand out.
Execution & Results:
Created ads showing the fun and excitement of Jackaroo, especially how it connects friends and families.
Highlighted features like multiplayer and clubs to show the social side of the game.
Jackaroo became our biggest hit in Saudi Arabia, bringing high installs, great retention, and strong revenue.