From Ad Ops to Outcomes: A Founder’s View on Building with Purpose
This region is full of builders. What it needs is infrastructure.
I started in ad operations in 2004. No grand plan, just a strong desire to work hard, learn the ropes, and figure things out along the way.
At that point, I didn’t have much. But I had something that mattered more, a deep respect for the craft and a willingness to be the least experienced person in the room. That taught me a lot. It still does.
I didn’t grow up wanting to be a founder. But I always cared about solving problems. I cared about moving fast, doing things properly, and learning from every misstep.
The hardest roles taught me the most
Over the next 15 years, I moved across creative, media, commerce and tech. I was lucky to work with great people who pushed me to grow. But the real lessons came from moments of discomfort.
I often found myself in roles where I didn’t tick every box. And that kept me sharp. It forced me to listen more, ask better questions, and put in the hours to match those around me.
I never wanted to be the smartest in the room. I wanted to be the hungriest. I still do.
The leap into tech: learning to unlearn
In 2020, I joined TikTok’s GBS team. A shift from agency to platform. New pace, new expectations.
It was uncomfortable at first. I had to unlearn a lot. But it gave me a fresh perspective. I realised how quickly the market was moving, and how much of the industry was still stuck in legacy thinking.
Marketing was still being measured in impressions and engagement. Most conversations were about visibility, not impact. That bothered me.
And that itch eventually became a decision.
Starting FAST Ventures: not to disrupt, but to simplify
In 2023, I started FAST Ventures. Not because I wanted to “disrupt” anything. But because I was tired of watching brands spend millions without real clarity on what worked.
We started with one clear principle: Our clients’ business outcomes are the baseline, not the exception.
So we built the business around outcomes. No jargon. No vanity metrics. Just focused work that connects the right technology, creative, and data to drive real business growth.
Today, we’re more than 140 people. Still bootstrapped. Still growing. And still holding ourselves accountable to one thing – true business results.
Building in MENA, for the long game
This region is full of builders. What it needs is infrastructure.
At FAST, we’re not just running campaigns. We’re creating platforms, backing regional publishers, and building local media supply so more of the ad spend stays right here in the region instead of flowing into walled gardens.
We’ve launched products that solve real problems. Like Platformance, our growth acquisition engine. Like Clout Scout, our creator discovery platform that works across 50+ languages. Like Lion, our Creative shop focuses on AI-powered creatives that drive results. And like Zero Degrees, our digital product consultancy that’s helping brands ship better experiences, faster.
Every product is built with one lens – how do we help brands stay relevant and grow, without wasting money?
Lessons I keep close
Looking back, there are a few things I’ve learned that I try to carry forward:
- It’s okay to be uncomfortable. That’s usually where the growth is.
- Marketing needs to correct itself. It has to be about business outcomes now.
- You don’t need perfect conditions to build. Just clarity, grit, and a good team.
To any founder reading this
You don’t need to have it all figured out.
Start where you are. Learn fast. And build things that help people or solve problems.
The titles, the headlines, the spotlight – they come and go. What stays is the work. The results. The people you grow with.
That’s what I’m proud of.
And that’s what we’re trying to build at FAST Ventures. A team that grows together. A company that earns its place. A system that works for brands, not against them.
We’re just getting started.
