DIGITAL MARKETING · PRODUCT MARKETING · GROWTH
I'm Tony Saghbiny, a bilingual English–Arabic marketing leader with over 15 years of experience. I help you transform complex business objectives into clear customer experiences, coordinated marketing operations, and measurable commercial outcomes.
I've worked across fintech, aviation, retail, e-commerce and agencies in Saudi Arabia, Qatar, the UAE and Lebanon, combining strategic direction, people leadership and hands-on execution.
Digital Marketing · Product Marketing · Web Experience · Content Management · Acquisition · Team Leadership
Experience at a glance
These figures describe the scope of projects and responsibilities across my years of experience.
Carrefour · Qatar Airways · Geidea · Hala Payments
Mastercard · Johnson & Johnson · Hertz · Jumeirah Hotels & Resorts · Emaar · Dubai Opera · Cleveland Clinic Abu Dhabi and others
The second group represents project and agency-client experience, not direct employment.
Selected work
From fintech acquisition to global web governance, these projects show how I approach positioning, execution, teams and commercial priorities in different operating environments.
Product marketing · Acquisition · Digital onboarding
Supported all main product launches including payment-terminal, online-payments, expense management, and financing. Built campaigns and product messaging from the ground up for a digital self-onboarding journey; digital grew from a near-zero contribution to more than 30% of new payment-terminal acquisitions.
Explore Hala Payments case study →
Regional marketing · Governance · Localization · Leadership
Led an 11-person team + country-level teams, coordinating digital content, merchandising, campaign presentation, asset standards, and locally relevant execution across 15 MENA markets.
Explore Carrefour case study →
Web operations · Premium storytelling · Multilingual QA
Managed global web content and coordinated marketing and launch of destinations, Business Class, entertainment, and corporate experiences. Earlier agency-side work contributed to an award-winning destination search program.
Explore Qatar Airways case study →
Fintech product launches · Bilingual content · Marketing operations
Supported the marketing of cutting-edge fintech products across three markets (Saudi, UAE, and Egypt), including payment terminals, payment gateways, and payment links, while establishing a bilingual editorial operation overseeing approximately 200 blog posts each year.
Explore Geidea case study →Capabilities
01
Connecting campaigns, acquisition channels, customer journeys and conversion-focused website experiences to commercial priorities, without treating traffic and publishing volume as the end goal.
02
Making complex services easier to understand and adopt through customer-focused value propositions, launch messaging, campaign assets, and sales-enablement content.
03
Shaping website information architecture, landing-page hierarchy, content quality, localization, and improvement opportunities with design and development teams.
04
Building clearer workflows, coordinating internal teams and agencies, managing supplier relationships, and improving how marketing work moves from brief to launch.
05
Developing scalable search-led content and editorial systems while maintaining useful, distinct English and Arabic experiences across markets. My focus includes AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization).
06
Using AI for research, content development, creative exploration, and rapid prototyping, while keeping human judgment, product accuracy, brand standards, and quality assurance central to the process.
Content & Digital Platform Management
I've spent much of my career not only creating and developing content, but managing the platforms, teams and processes that bring it to life. From CMS operations and editorial governance to multilingual publishing, quality assurance, and continuous optimization, my focus is on building digital experiences that work consistently at scale.
Hands-on experience with Adobe Experience Manager, WordPress and Elementor, managing website content, coordinating page launches, and supporting multilingual publishing workflows across major digital platforms.
Establishing editorial standards, brand guidelines, localization frameworks and review processes to maintain content accuracy, consistency and quality across teams, languages and markets.
Working with SEO, UX, design, analytics and development teams to improve website architecture, discoverability, customer journeys and conversion-focused content through ongoing evaluation and refinement.
Experience spanning Qatar Airways' global multilingual website network, Carrefour's 15-market digital operations, Hala's complex technical infrastructure, and Geidea's bilingual content publishing program.
How I approach the work
01
Identify what matters to the audience, what the company needs to achieve, and where existing journeys are falling short.
02
Align messaging, channels, stakeholders, production requirements, approval pathways and the people responsible for delivery.
03
Treat websites and campaigns as living experiences. Review what is working, improve what isn't and focus on outcomes rather than activity alone.
Recognition
2016 — Gold, Best Search Marketing Campaign
Qatar Airways campaign, RBBi team · MENA Digital Awards
2017 — Winner, Best SEO Campaign
Hertz Car Rental campaign, RBBi team · MENA Search Awards
These were collaborative agency/client awards. My contribution was in content and search strategy.
Beyond the case studies
My earlier agency work includes bilingual website launches, international-brand campaigns, search-led landing-page programs and editorial strategy for brands including Dubai Opera, Burj Al Arab, Emaar, Mastercard and Johnson & Johnson.
Explore earlier work →
I bring the experience of regional and global organizations, with a practical understanding of what it takes to deliver across people, channels and technology.
