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Shama Perfumes.

A GCC fragrance house with an online business that needed to grow up. Full-funnel Meta, UGC creative and a Shopify store that doubled year on year.

RolePerformance & CreativePeriod2025 – 2026MarketUAE · KSA · Oman · QatarScopeMeta · UGC · Shopify · Expansion

+104%

online sales, year on year

+131%

orders, year on year

2.1x → 4.7x

Meta return on ad spend, 2025 to 2026

AED 2M+

attributed online sales on AED 0.6M of media · 38 UGC films

Sales and order growth from Shopify, same-period comparison. Attributed sales and ROAS from the Meta ad account, Jan 2025 – Nov 2026.

The brief

Make the online store the biggest branch.

Shama is an oud and fragrance house with stores across the Gulf and a Shopify store that was under-performing them. The brief was to run the whole digital side: media, creative, offers and the moments that matter in the region, Ramadan, Hajj, Saudi National Day, Oman Women’s Day, and to open new GCC markets without an agency.

What I did

01Rebuilt the Meta account into a clean prospecting, retargeting and loyalty structure with cost caps and target-ROAS campaigns for the hero products.

02Produced 38 UGC videos in-house and with creators: Oud Maa’ttar gift boxes, Royal Rituals sets, the Scent Library, Hajj pouches, in Arabic and English.

03Ran moment campaigns: Ramadan Moments, Saudi National Day, Oman Women’s Day, a Qatar store opening and exhibition awareness, each with its own creative and offer.

04Expanded delivery into KSA, Oman and selected GCC countries with location-based campaigns and country-specific landing pages.

05Tested cold-audience sales campaigns against retargeting monthly and moved budget to whichever returned more, which is why ROAS doubled while spend stayed flat.

06Reported on Shopify revenue, orders and AOV, not platform metrics, and used that to decide the next month’s plan.

The work

9 of the films I produced for the brand. Muted by default, tap for sound.