Sofy.

01SYSTEM

Creative testing at agency scale.

The Problem

Manual creative production caps testing volume at 5–10 variants per week, which starves the algorithm and stalls compounding.

The System

An AI-assisted creative pipeline that takes a winning angle and produces 30–50 brief-ready variants weekly across hooks, formats, and aspect ratios. Briefs auto-generate from past winners using Mixpanel drop-off signals as input.

The Outcome

CPM compression and faster winner detection. The brand exits the learning phase in days, not weeks.

02PATTERN

Reporting that writes insights, not rows.

The Problem

Marketing teams burn 6–10 hours a week assembling reports that nobody reads.

The System

Reporting layer that pulls from GA4, Meta, TikTok, and Klaviyo, then runs the data through a Claude or GPT-4 layer that flags anomalies, surfaces creative fatigue, and writes the executive summary in plain language.

The Outcome

Weekly reporting collapses from hours to minutes. Leadership reads actual insights, not dashboards.

03SYSTEM

Performance ops copilots inside the ad account.

The Problem

Senior media buyers spend 60% of their time on monitoring instead of strategy.

The System

A monitoring agent watches campaigns against ROAS, CPA, and frequency thresholds. When anything crosses a guardrail, it pushes a Slack alert with the diagnosis and a recommended action — pause, scale, refresh, or shift budget.

The Outcome

Buyers act on signal, not noise. Spend efficiency stays inside the target band without the late-night account-checking.

04PATTERN

Content briefs generated from performance data.

The Problem

Content teams brief from intuition. Performance teams measure after the fact. The two functions never align.

The System

A workflow that reads winning ad creatives, scrapes top-converting hooks, then auto-generates content briefs for the content team — formatted to their actual brief template.

The Outcome

Content production aligned to what's working in paid, in real time. The funnel stops leaking between teams.

05SYSTEM

First-party data activation through AI matching.

The Problem

First-party customer data sits in the CRM, disconnected from the ad platforms where it matters most.

The System

An AI-enabled enrichment layer that segments customers by behavioural signal, then pushes hashed audiences into Meta, Google, and TikTok via Conversions API. High-LTV cohorts get scaled retargeting, low-intent ones get suppressed.

The Outcome

Retargeting becomes a precision instrument, not a tax. CAC drops, LTV-to-CAC widens.

Paid Media
Cross-platform paid acquisition, from setup to scale.
• Meta Ads
• Google Ads
• TikTok Ads
• Snapchat Ads
• X Ads
• LinkedIn Ads
Analytics & Attribution
Measurement infrastructure that ties spend to revenue.
• GA4
• Mixpanel
• Amplitude
• Triple Whale
• Hyros
• Looker Studio
Lifecycle & CRM
Retention engines and customer data orchestration.
• Klaviyo
• Customer.io
• HubSpot
• Salesforce
• Mailchimp
• Sendinblue
Data Infrastructure
The pipes that move data from ad accounts to insight.
• BigQuery
• Snowflake
• Supermetrics
• Fivetran
• Funnel.io
• Power BI
AI & Automation
The intelligence layer running inside daily marketing ops.
• OpenAI API
• Claude API
• n8n
• Make
• Zapier
• Replit
Creative & Content
Production stack for the creative throughput that performance demands.
• Figma
• Canva
• CapCut
• Runway
• Adobe Creative Cloud
• Notion

A selection of engagements. Full roster spans 200+ brands across Egypt, Saudi Arabia, the GCC, and North Africa.