The short version.
I'm Rafik Adel. I started Scale Comm because most agencies serving MENA e-commerce do one of two things: they take a brand brief, hand it to a junior, and email a deck back; or they sell a deck without the operating discipline to ship it. Neither outcome is good for the brand on the other end of the invoice.
Scale Comm is the alternative. Every retainer ships through someone who's actually run the channel — built the catalog, called the supplier, defended the budget, fixed the pixel that broke at 2 a.m. the night of a campaign launch. That's the bar.
The track record.
Nine-plus years across performance marketing and store engineering. Personally scaled EVA Cosmetics from EGP 3M to EGP 11.5M monthly revenue. Currently Digital Marketing Manager at GB Corp (Ghabbour) running campaigns for Dongfeng, Voyah, GB Tires, and SN Automotive — six-figure monthly media budgets, lead-quality optimization across funnels, and the geo-targeting diagnostics that catch a Cairo lead leaking into a Giza warehouse.
On the Shopify side: Inches Home, C-Town Roastery, Fermentation Lab, Honor Agency, Rawan Mohammad Image Makers, Arabian Treasures, and a dozen smaller builds. Custom Liquid sections, accordion product pages, compare architectures, configurators, loyalty programs, RTL/Arabic support — every pattern documented and reusable.
The operator's posture.
Three things are non-negotiable in how we work:
Margin over ROAS. A campaign that hits 4× ROAS on a 12% margin is not better than a campaign that hits 2.5× on 35%. We optimize the line item the brand actually banks, not the one that makes the dashboard look good.
Receipts, not promises. Every retainer ships a weekly tracker showing spend, leads, qualified leads, conversion rate, and contribution margin. No screenshots. No "trust me." If the numbers don't move, we say so first.
Engineered, not glued. Shopify builds use Liquid sections, metafield-driven content, and proper event delegation — not seven third-party apps stitched together. When a brand outgrows us we leave them with a maintainable theme, not a dependency graph.
What we won't do.
We don't take retainers we can't run with senior operators on the file. We don't accept briefs where the success criterion is "make us look good in a board deck". We don't compete on price; we compete on the line item that hits the bank.
If that sounds like the kind of thing you'd want backing your brand in MENA e-commerce, say hi.