I'm Med Yacoub, a marketing leader with more than 20 years of agency and brand-side experience. My work connects market insight, customer behavior, media, technology, and business economics to the decisions that drive growth.
I've developed strategies, operating models, and marketing programs in businesses where growth depends on more than campaigns. The work spans acquisition, lifecycle, technology, content, media, and cross-functional decision-making.
Original published commentary, interviews, and expert contributions across business, financial-services, and marketing media.
Actual initiatives, recommendations, and operating documents developed in the course of my work. Selected examples have been adapted for presentation.
Business case challenging a proprietary CMS build; evaluated resourcing, economics, capability, and the headless alternative. The proposed approach was operationalized.
Explore work →A proposed acquisition model connecting channel mix, funded-account costs, payback, and revenue assumptions. A strategic recommendation, not reported results.
Explore work →An event-driven operating model linking user behavior, attribution, analytics, orchestration, and lifecycle messaging across mobile and desktop.
Explore work →Exploring AI, marketing, economics, and human judgment, and their second-order effects.
I'm interested in senior marketing leadership opportunities where strategic thinking, commercial accountability, and operational execution belong in the same conversation.
Have a leadership opportunity, media inquiry, or professional conversation in mind? Share a little context below.
Thanks for reaching out. Your message has been received, and I'll be in touch.