This is my chance to help you understand the person behind the work.
I’m Mohamed Thabet. Today, I’m the Marketing & Communication Director at MBME Group and General Manager at The FA Marketing & PR. I work with startups, enterprises, and government teams to turn marketing into something most people rarely build: a clear, repeatable system that teams can execute, and leaders can measure.
But the way I work didn’t start with job titles. It started much earlier, in a city that shaped my mindset long before I knew what “marketing strategy” meant.
I was born in Alexandria, Egypt, a sea city. If you’re from Alexandria, the sea is not a background. It’s part of your identity. That’s probably why I became obsessed with spearfishing. I spent years doing it, and what it gave me was more than a hobby. It trained my brain to slow down, focus, and read what’s happening beneath the surface. You learn quickly that the obvious signals can be misleading, and that patience, timing, and precision matter more than noise.
Later, another discipline became a constant in my life: boxing. I started when I was 17, and I’ve stayed consistent ever since. Boxing gave me something I still rely on in business: calm under pressure, standards over emotion, and the belief that discipline beats motivation. Most people start strong and fade. Results come from routines you can keep.
After university, I became obsessed with learning. I read every marketing book I could get my hands on, and I still do. I’m genuinely passionate about reading in my field, but also in Sharia and Fiqh, and Islamic history. That kind of reading keeps me grounded. It sharpens my judgment and reminds me that strong thinking is never about trends—it’s about principles.
Professionally, my first real steps into digital marketing began in 2007, when social media was still finding its place. That period was a masterclass in adaptation. The rules kept changing, platforms evolved, and the only way to stay relevant was to learn fast, test fast, and stay honest about what works. Over the years, I built a career that bridges creativity with analytics, and strategy with execution, supporting work across sports, technology, real estate, and government, and contributing to global-level campaigns for brands like Google and Red Bull.
But the true turning point in my life happened when I moved to the UAE.
I came here after getting married, and everything accelerated,my exposure, my standards, and the scale of responsibility. I started working with major private and government institutions, and I saw what separates good marketing from real growth: alignment, discipline, and systems that survive pressure. That’s also where I founded Fixursales, which has been running in the UAE for around five years. Building a business in a competitive market teaches you quickly that “good ideas” don’t win. Execution does. Consistency does. And clarity does.
That’s the thread that connects everything I do today.
In my current roles at MBME Group and The FA Marketing & PR, I craft go-to-market strategies, launch multi-channel campaigns, lead cross-functional teams, and build sales plans and expansion roadmaps that support entry into new markets. Sometimes the challenge is positioning. Sometimes it’s performance. Sometimes it’s internal execution. But the solution is usually the same: remove confusion, build a system, and create standards that teams can run.
Proven Outcomes
A track record you can measure
A big part of my work today is also about modernizing how marketing teams operate, and this is where Marketing AI comes in.
Yes, I’m a Marketing AI expert, but not in the “tools and trends” way. I care about AI for one reason: it improves real work when applied properly. I use Marketing AI to accelerate research and insight workflows, build scalable messaging and content systems without losing brand voice, create faster testing and iteration loops, automate planning and reporting, and set governance standards for quality and consistency. The goal is simple: less manual work, higher quality, and better outcomes.
Alongside the market work, I’m also a PhD candidate at London Business School, researching international marketing, global branding, and consumer behavior in emerging markets. That research lens matters. It keeps me grounded in what actually influences decisions, not what sounds good in a room.
So if you’re here wondering what this website is really for, it’s built around three paths because people come here for different reasons.
Some want to learn the frameworks and apply them themselves. That’s what my Courses are for: practical, execution-focused, and designed to move you from confusion to clarity.
Some want direct strategic support. If you need positioning, GTM, growth systems, sales planning, or expansion planning built and applied with leadership-level clarity, that’s where Hire Me fits.
And some want capability built inside the organization, so performance doesn’t depend on one person. That’s what Team Training is for: structured training that upgrades execution standards, speed, and consistency across the team.
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