The Story
Hi, I'm Ibrahim. I've spent 8 years in Paid Social, starting as an Account Executive at Dentsu Aegis Network running campaigns for Microsoft, Diageo, and Mastercard, progressing to Account Director and Head of Paid Social at some of the UK's leading digital agencies. Along the way I became one of a small number of emerging specialists with genuine, hands-on expertise in TikTok Shop and Live Commerce.
But here's what I think matters most. I never stopped doing the work. Most people at director level drift from the platforms, they manage people who manage the accounts. I made a deliberate choice to stay close to the hands-on work. I still build campaigns. I still optimise. I still go into the backend. The ability to genuinely inform a client, and to tell them what's possible, what isn't, and why, only comes from actually being in the platform, not just reading reports about it.
That combination of strategic seniority and hands-on platform knowledge is what I bring to every approach. I can sit in a commercial conversation about business objectives and P&L one moment and go directly into the ad account the next. The gap between what a client believes Paid Social can deliver and what it actually can is where most partnerships break down. Bridging that gap is exactly what I do.
What This Means For You
Four reasons clients choose to partner with me.
Platform depth at director level
Most senior consultants have lost touch with the platforms. Most platform specialists can't operate at board level. I do both — which means you get strategic thinking grounded in real, current platform knowledge, not theory formed from the sidelines.
Honest counsel, not flattery
I don't tell clients what they want to hear. Paid social is not right for every brand at every stage, there are genuine barriers to entry, and results take time. If the conditions aren't right for your brand, I'll tell you clearly and early.
Bigger picture thinking
I look beyond the ad account. The best creative won't convert if it lands on a poor website. TikTok Shop won't outperform your retail partners if they're offering deeper discounts. The platform needs the right conditions to succeed, and ensuring those conditions are in place before scaling spend is part of the job.
TikTok Shop specialism
I'm one of a small number of UK specialists with genuine end-to-end TikTok Shop expertise, from backend shop management and affiliate strategy through to Paid Media and LIVE Commerce execution. I led the largest documented TikTok Shop launch to date and built the consultancy frameworks that convert brands into the channel at scale.
Lets build a successful partnership.
Whether you're an agency looking for senior white-label support or a brand ready to scale your paid social. I'd love to hear about what you're working on.
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