Services
What I do.
Strategic marketing built around your business goals — not templates, not guesswork.
Brand Strategy & Positioning
Define who you are. Own where you stand.
A brand without a clear position is invisible. I work with you to uncover your competitive advantage, articulate your value proposition, and build a brand identity that resonates with the right audience — and repels the wrong one.
What's included
- Brand audit & competitive landscape analysis
- Positioning statement & messaging framework
- Target audience personas & customer journey mapping
- Brand voice, tone & communication guidelines
- Visual identity direction & creative brief
Digital Marketing & Social Media
Turn attention into action.
Visibility without strategy is noise. I design and execute digital marketing systems that build your audience, deepen engagement, and drive consistent, measurable results across the channels that matter most to your business.
What's included
- Channel strategy & content calendar
- Social media management & community building
- Paid social & search campaign management
- Email marketing strategy & automation
- Performance reporting & optimisation
Full-Funnel Growth Marketing
Attract. Convert. Retain. Repeat.
Growth isn't a campaign — it's a system. I build end-to-end marketing funnels that align every touchpoint from first impression to loyal customer, identifying the highest-leverage opportunities and compounding results over time.
What's included
- Funnel audit & conversion rate analysis
- Lead generation strategy & landing page optimisation
- Nurture sequences & lifecycle marketing
- Retention & referral programme design
- Growth roadmap & KPI framework
Discover
Deep-dive into your business, audience, and competitive landscape to uncover the real opportunity.
Strategise
Build a clear, prioritised plan with defined goals, channels, and success metrics.
Execute
Implement with precision — every asset, campaign, and touchpoint aligned to the strategy.
Optimise
Measure, learn, and iterate. Continuous improvement that compounds results over time.
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
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.
Ready to get started?
Every engagement begins with a conversation. Tell me about your business and what you're trying to achieve.