Mahmoud Abdelnaby
PRACTICAL SYSTEMS · FIELD GUIDES

Practical playbooks for marketing and growth decisions

This collection brings together sixteen reusable workflows across localization, commerce, measurement, campaign planning, B2B, customer journeys, and creator work. Each guide explains when to use it, which inputs to prepare, what it includes, and what to verify before applying it.

StrategyLocalizationE-commerceMeasurementCustomer experience
CHOOSE BY THE JOB

Each playbook starts with a specific job

See what each workflow needs, what it provides, and what to verify before using it.

01LOCALIZATION

Saudi and Gulf Arabic Copy Localizer

Use it when
A campaign needs natural, locally appropriate Arabic rather than literal translation.
Prepare
Country, audience, channel, formality, brand voice, verified product facts, offer terms, and wording to avoid.
What it includes
A localization workflow, reusable prompt templates, vocabulary and register references, and illustrative rewrites.
Review
Ask a fluent local reviewer to check naturalness and fit. Never invent product benefits, discounts, availability, delivery promises, or results.
Read the detailed page GitHub toolkit ↗
02COMMERCE ECONOMICS

E-commerce Unit Economics

Use it when
You need to estimate what remains from an order after fulfilment, payment, advertising, delivery outcomes, and returns.
Prepare
Your current product and fulfilment costs, payment and advertising fees, tax treatment, COD share, delivery success, and return assumptions; record sources and dates.
What it includes
A blank input template and formula framework for contribution per order and break-even acquisition cost. It is not a pre-built spreadsheet calculator.
Review
Confirm tax and provider fees with qualified sources, then reconcile estimates to settled orders and cash received.
Read the detailed page GitHub toolkit ↗
03MEASUREMENT

E-commerce Event Tracking Implementation and QA

Use it when
You are mapping or diagnosing browser and server-side commerce events across a storefront and ad platforms.
Prepare
The real data layer, event names, consent state, event IDs, timestamps, currency, order lifecycle, and platform setup.
What it includes
Event-mapping schemas, implementation and deduplication checklists, platform notes, and a blank evidence and reconciliation report.
Review
Test each platform and compare with backend orders. Server-side tracking does not guarantee restored signals or attribution.
Read the detailed page GitHub toolkit ↗
04CAMPAIGN PLANNING

Snapchat Campaign Planning

Use it when
A campaign test needs to connect the objective, audience, offer, creative, measurement, and store economics.
Prepare
The business outcome, audience, offer, actual margin, creative constraints, attribution window, and test budget.
What it includes
A campaign workflow, geographic and creative test prompts, budget worksheet, and storefront event launch checks.
Review
Verify current ad specifications and policies with Snap Business Help. Examples are hypotheses, not benchmarks.
Read the detailed page GitHub toolkit ↗
05CUSTOMER OPERATIONS

WhatsApp Commerce Conversations

Use it when
You are designing order confirmation, cart follow-up, or customer-service handoffs.
Prepare
Opt-in, approved templates, business hours, delivery and return policies, provider setup, and escalation ownership.
What it includes
Reusable Arabic and English message sequences, assistant behavior prompts, and implementation guides.
Review
Check current Meta and provider requirements; test internally before customer traffic. No recovery or revenue lift is guaranteed.
Read the detailed page GitHub toolkit ↗
06HUMAN REVIEW

MENA Advertising Pre-Flight Review

Use it when
You need to identify missing evidence or review questions before publishing an ad, creator brief, or campaign asset.
Prepare
Product, market, channel, audience, approval status, and support for factual, absolute, medical, comparative, or performance claims.
What it includes
A review checklist, claim-review prompts, an evidence record, and questions for a relevant authority or qualified local counsel.
Review
This is a planning aid, not legal advice, regulatory approval, or an automated compliance decision. Requirements vary by product, market, channel, and current rules.
Read the detailed page GitHub toolkit ↗
07CONTENT DISCOVERY

Arabic Search & AI Citation Review

Use it when
Review Arabic or English pages for discoverability, clarity, and citations in search and AI-assisted answer experiences.
Prepare
Page URL, language, audience, query, indexation state, page content, and available measurement sources.
What it includes
A bilingual observation log and repeatable sample protocol for recording answers, links, and dates.
Review
A sample is observational, not a market estimate, and cannot guarantee rankings or citations. Google says existing SEO fundamentals still apply and requires no special optimization for its AI features.
Read the detailed page GitHub toolkit ↗
08PRODUCT DATA

Arabic Merchant Center Feed Review

Use it when
Review product data before Merchant Center submission and reconcile identifiers, prices, availability, and landing pages.
Prepare
Current feed export, SKU and available GTIN or MPN, currency, price, stock, target country, and product URL.
What it includes
A workflow for matching product data to the source, landing page, checkout, and current diagnostics.
Review
Never invent an identifier, price, or specification. Requirements vary by item, destination, and current data specification; this guide cannot guarantee approval.
Read the detailed page GitHub toolkit ↗
09UX REVIEW

Arabic RTL Experience Review

Use it when
Review Arabic and RTL interfaces on product and checkout pages before approving design or changes.
Prepare
Test URL or environment, device, browser, task steps, screenshots, and current storefront rules.
What it includes
A task-based review checklist and CSS starter for bidirectional text and spacing checks.
Review
The checklist does not predict conversion lift or replace user research. Confirm delivery, payment, and return claims with approved policy.
Read the detailed page GitHub toolkit ↗
10B2B CAMPAIGN PLANNING

GCC B2B Account-Based Campaign Planner

Use it when
Plan B2B outreach around target accounts, buying roles, relevant messaging, offers, and a clear measurement path.
Prepare
Approved account list, buying roles, offer, sales cycle, language, CRM, and actual budget.
What it includes
An account and message planning template plus lead-form versus landing-page checks and CRM handoff steps.
Review
Do not use generic budget or CPL benchmarks. LinkedIn form limits and fields can change; verify current specs and account settings.
Read the detailed page GitHub toolkit ↗
11SCOPE & PROPOSALS

Agency Scope & Proposal Builder

Use it when
Build a client proposal from actual delivery scope, time, costs, and responsibilities.
Prepare
Team hours and loaded cost, direct expenses, responsibilities, workload, term, and agreed service boundaries.
What it includes
A bilingual proposal template, blank cost inputs, and negotiable clauses for media spend and service levels.
Review
No market rate or recommended margin is asserted. Examples are not client engagements; have contract and tax terms reviewed by qualified professionals.
Read the detailed page GitHub toolkit ↗
12CROSS-MARKET PLANNING

Cross-Market Paid Media Planning

Use it when
Plan a paid media test for a new market using account, cost, currency, and local conversion inputs.
Prepare
Market and currency, account data, offer, landing page, conversion definition, contribution margin, and dated exchange rate.
What it includes
A blank test-planning worksheet and asset, measurement, and campaign review checklist.
Review
Do not use fixed CPC multipliers or market ratios. Verify current targeting and placement controls in the platform account.
Read the detailed page GitHub toolkit ↗
13LEAD JOURNEY

Real Estate Lead Journey Planner

Use it when
Design a property inquiry journey connecting customer requirements to a viewing or sales handoff.
Prepare
Verified available units, locations and prices, qualification rules, approved financing options, viewing hours, and CRM.
What it includes
Search-intent prompts, qualification questions, WhatsApp scripts, and a blank cost-per-viewing input sheet.
Review
Remove unsupported investment or legal promises. Do not populate calculations with assumed market costs or fabricated case outcomes.
Read the detailed page GitHub toolkit ↗
14SEASONAL CAMPAIGNS

Seasonal Commerce Campaign Planner

Use it when
Coordinate a seasonal launch from stock, margin, and offer readiness to product pages, measurement, and stop conditions.
Prepare
Actual prices and costs, tax treatment, inventory, offer terms, order history, budget, team owners, and approval dates.
What it includes
A store-readiness checklist, blank scenario template, and prompt for truthful seasonal messaging.
Review
Scenarios are replaceable arithmetic examples, not forecasts. Verify offer terms and account-specific promotion eligibility.
Read the detailed page GitHub toolkit ↗
15LIFECYCLE MESSAGING

Salla & Zid Lifecycle Messaging Planner

Use it when
Plan email and WhatsApp messages around lifecycle stages and events actually available in the store.
Prepare
Integration source and version, sample payload, marketing consent, return policy, approved templates, escalation owner.
What it includes
An event reference map, customizable message material, and a flow planning template linking event, message, and measurement.
Review
Do not assume every event or field exists in every store. Salla documents Klaviyo integration events; verify the connected account before building a flow.
Read the detailed page GitHub toolkit ↗
16CREATOR & PAID SOCIAL

TikTok Spark & Creator Brief Planner

Use it when
Plan a creator brief and authorized-post use in a paid TikTok campaign.
Prepare
Goal, audience, product, substantiated claims, territory and duration of use, approvals, post URL, account settings.
What it includes
A creator brief, creative-angle planning system, and authorization, rights, and disclosure checklist.
Review
There is no universal authorization duration or guaranteed result. Check the current Spark workflow, creator agreement, platform terms, and applicable local requirements.
Read the detailed page GitHub toolkit ↗
FROM INPUTS TO A DECISION

How to use a playbook

Choose for the decision you need to make, not just by the tool name.

  1. 01

    Name the decision

    Write the question you need answered and the decision the output should support.

  2. 02

    Bring real inputs

    Use current store, offer, market, and account data; record where it came from and when.

  3. 03

    Check assumptions

    Verify changing details in official documentation and involve a qualified reviewer when needed.

  4. 04

    Measure the result

    Compare with an appropriate baseline before attributing an outcome to the change.

CLEAR ANSWERS BEFORE YOU START

Questions people ask

Is this an AI platform?

No. This is a set of reusable written workflows and templates. It does not host or run AI models.

Is the e-commerce worksheet a ready-made calculator?

No. It is a blank input template and formula framework. Add your own figures, calculate, and review before making financial decisions.

Does the advertising review approve an ad legally?

No. It organizes a human review; it does not replace a regulator or qualified local counsel.

Do the playbooks guarantee better campaign results?

No. Outcomes depend on the market, offer, execution, and measurement. Treat examples as hypotheses and measure actual results.

USE THE TOOLKIT FOR THE JOB

Start with the problem you need to solve

The full toolkits include their templates, checklists, and usage notes.

Open the playbook files on GitHub Discuss a marketing challenge