Hala Fadlalla
SEM Manager
Berlin
Summary
Skilled SEM Manager with 10+ years of experience working on large SEM accounts across advertising platforms such as Google and Apple and across multiple markets in the Middle East and Africa, with history managing performance ad campaigns in different languages, and deep understanding of the full marketing funnel and the role of SEM in the Paid Media mixture.
Overview
2025
2025
years of professional experience
4
4
years of post-secondary education
7
7
Certifications
Work History
SEM Manager
Delivery Hero
01.2024 - Current
- Responsible for managing Google & Apple Ads of Delivery Hero's brands in MENA region such as HungerStation and InstaShop.
- Act as a consultant occasionally for talabat the third Delivery Hero Brand in MENA, where I guide and consult the regional team.
- Driving and executing SEM strategies within our central Performance Marketing team in Berlin.
- Cooperating with Google and Apple representatives to establish joint business plans.
- Being responsible for delivering Objective and Key Results (OKRs) for Google and Apple channels.
- Collaborating with others in Berlin and across Delivery Hero's entities on projects to share learnings and drive business growth.
SEM Specialist
Delivery Hero
5 2020 - 12.2023
- Creating, developing and optimizing SEM campaigns directly across various markets where Delivery Hero operates
- Focusing on SEM Google and Apple campaigns for web and app
- Executing and optimizing SEM app campaigns to drive app install and engagement
- Communicating clearly with key stakeholders around day-to-day business (budgeting, targets, projects)
- Working on target SEM spend, monitoring and identifying optimization opportunities that drive profitable revenue
- Collaborating with other teams (Product, BI, Tech) on projects around bid optimization, automation, channel attribution and innovation
Digital Marketing Manager
Basharsoft (WUZZUF & Forasna)
12.2021 - 03.2022
- Monitoring and analyzing the performance of overall online ad campaigns, focusing on Search Engine Marketing (SEM) to ensure their performance against forecast and business KPIs
- Overseeing the day-to-day SEM campaigns to provide analysis, recommendations, and improvements to achieve maximum performance in paid search campaigns
- Performing in-depth analyses and providing clear insights and actionable recommendations on SEM performance to the junior team members
- Reducing the cost per acquisition (CPA) by 60% while achieving the same quality results
- Providing yearly, quarterly, and monthly online marketing performance and SEM reports to the business stakeholders
Digital Marketing Lead
Property Finder Group
02.2019 - 04.2020
- Created, developed, and optimized SEM campaigns across various markets such as Egypt, Saudi Arabia, and Lebanon
- Focused primarily on Egypt
- Managed the online marketing budget in Egypt, across the different channels, and tactics to deliver a positive return on marketing spend
- Monitored the SEM; keyword bids, account budget caps, impression share, quality score, and other important metrics to achieve ideal placing of the ads online
- Used third-party bid management and SEM campaign management tools such as Search Ads 360 and Google ads Editor
- Worked closely with other members of the Performance Marketing team across different regions and headquarters in UAE
Digital Marketing Senior Specialist
TE Data
07.2014 - 12.2018
- Accountable for all SEM optimizations, including but not limited to keyword selection, bid and budget management, competitive benchmarking, and copywriting
- Planned and run experiments on SEM keywords, ad copies, and landing pages to increase sign-ups
- Conducted SEM keyword research, built keyword lists, and analyzed search volume and competition to enhance campaigns performance
Digital Marketing Channel Manager
Jumia Group
01.2018 - 06.2018
- Managed Jumia Nigeria's online campaigns for Web and app to fulfill the business Performance strategy
- Executed the day-to-day SEM and app campaigns to align with overall brand and marketing objectives
Call Center Operations Team Lead
Convergys
02.2010 - 06.2014
- Managed a team of 35 French speakers
Education
Bachelor of Arts - French Language And Literature
Cairo University
09.2005 - 05.2009
Skills
Search Engine Marketing (SEM)
Paid Search
Google Ads
Google Analytics
PPC Advertising
Paid Social
Display ads
Programmatic ads
Awards
- Best Employee
- 2015
- 2016
- TE Data
Certification
Apple Search Ads Certified, 12/2021
Timeline
SEM Manager
Delivery Hero
01.2024 - Current
Digital Marketing Manager
Basharsoft (WUZZUF & Forasna)
12.2021 - 03.2022
Digital Marketing Lead
Property Finder Group
02.2019 - 04.2020
Digital Marketing Channel Manager
Jumia Group
01.2018 - 06.2018
Digital Marketing Senior Specialist
TE Data
07.2014 - 12.2018
Call Center Operations Team Lead
Convergys
02.2010 - 06.2014
Bachelor of Arts - French Language And Literature
Cairo University
09.2005 - 05.2009
Apple Search Ads Certified, 12/2021
Google Ads App Certification (Online), 11/2021
Google Ads Search Certification (Online), 10/2021
PPC Fundamentals certificate (Online), 10/2021
Google CXO Academy, 01/2020
Google Analytics Certification (Online), 08/2017
Professional diploma in Digital Marketing (Online), 01/2016
SEM Specialist
Delivery Hero
5 2020 - 12.2023
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