About
The strategist
behind the results.
Who I am
I'm Basel Ali — a senior marketing and communications leader with 12+ years of experience building brands, running integrated campaigns, and leading high-performance teams across the UAE, Syria, and Lebanon.
I've operated at Head of Marketing level across real estate, education, and telecoms, and built my career spanning agency work and professional development — giving me a rare combination of strategic depth and hands-on execution across very different commercial environments.
I don't operate as a vendor. I work as an embedded strategic partner — accountable to your goals, fluent in your numbers, and focused on outcomes that outlast the engagement.
Where I've worked
Industries I know deeply.
Real Estate & Lifestyle
- Led integrated campaigns across Meta, Google, TikTok, and Snapchat for a major Dubai lifestyle development
- Built automated CRM workflows that improved audience engagement by 30–40%
- Managed a cross-functional marketing team of 16 and all agency relationships
- Produced monthly performance dashboards for senior ownership and stakeholders
Education & EdTech
- Ran multi-channel recruitment campaigns across three markets — UAE, Syria, and Lebanon
- Managed the full digital function: CMS, SEO, landing pages, email automation, and social
- Supported an EdTech platform from concept to launch — defining user journeys and CMS architecture
- Led a team of 7 across content, digital, and communications
Telecommunications
- Managed product marketing campaigns consistently hitting commercial targets of 2.5M–3.2M annually
- Grew a brand's social community to 700,000+ followers with a 32% engagement increase
- Directed content across 16 brand accounts with a team of 12
- Used Power BI and Excel to produce customer lifecycle and campaign performance reports
Marketing & Creative Agency
- Delivered 22 integrated campaigns across consumer and education sectors
- Managed CRM, digital channels, content production, and agency coordination end-to-end
- Built and maintained client relationships across Syria, Lebanon, and the UAE
Technical expertise
Tools & capabilities.
CRM & Automation
- CRM Platform Management
- Email & SMS Campaigns
- WhatsApp Marketing
- Marketing Automation
- Lead Pipeline Management
- Customer Journey Mapping
Digital & Web
- Website CMS Management
- SEO & Landing Pages
- Integrated Digital Campaigns
- Social Media Management
- Meta · Google · TikTok · Snapchat
- Performance Optimisation
Reporting & Analytics
- Campaign Performance Dashboards
- Lead Conversion Reporting
- Data-driven Decision Making
- Power BI & Excel
- Customer Lifecycle Reporting
- Agency & Vendor Management
Operations & Events
- Recruitment Event Coordination
- Open Days & Exhibitions
- Budget & Invoice Tracking
- Supplier Management
- Brand Content Production
- Stakeholder Communication
Without data, you're just another person with an opinion.
— W. Edwards Deming
My approach
Strategy first. Always.
Most marketing problems are positioning problems in disguise. Before a single campaign launches or a single dirham is spent, I invest in understanding the business deeply — the competitive landscape, the customer, the gap between where you are and where you need to be. That clarity is what separates marketing that compounds from marketing that costs.
Work with me
Let's build something that lasts.
If you're looking for a senior marketing partner who brings both strategic rigour and hands-on execution, I'd like to hear about your business.