Head of Media Buying · 12-brand portfolio · Reghaia, DZ

From the delivery van to a 12-brand media buying desk.

I'm Abdelwadoud Daroui — 8+ years across the entire Algerian e-commerce chain. I delivered the parcels, managed the hubs, founded a COD fulfillment platform, and today I run acquisition with $500K+ in managed ad spend across Meta, TikTok and Google. I follow every dinar from the ad click to the cash collected at the customer's door — because I've personally worked every step in between.

Work with me → My story
Abdelwadoud Daroui — Head of Media Buying
$500K+
Ad spend managed
ABDELWADOUD_DAROUI // REGHAIA_DZ
Where COD profit actually leaks [TYPICAL_DZ_FUNNEL] — 1,000 Meta purchases
Meta reports "Purchases"1,000 · 100%
Orders reaching the CRM≈ 880 · 88%
tracking gaps, duplicates, call-center deletions
Confirmed by call center≈ 480 · 48%
no-answer, cancellations, weak offer framing
Delivered & cash collected≈ 340 · 34%
returns, frozen transit, delivery failures

Your ad account says you won. Your bank account disagrees. My job is closing the gap between the two — and I'm one of the few media buyers who has physically worked at every stage of this funnel.

$0K+
Managed ad spend
0M+
Ad impressions delivered
0K+
Purchases generated
0+
Campaigns launched

FIGURES AGGREGATED FROM META ADS MANAGER EXPORTS · 2023 – 2026 · AVAILABLE ON REQUEST

DZ_COD // JOURNEY // BOTTOM_UP

I didn't study the funnel.
I worked inside it.

Every stage a COD order passes through — I've been the person responsible for it. That's not a metaphor. This is the actual road:

2018 – 2019 // THE VAN

Delivery man → Logistics agent — Jumia Algeria

I started on the road, delivering parcels — while working nights as a graphic designer at a marketing agency. Then I moved inside operations as a logistics agent. I learned first-hand why COD orders die: no-answers, refusals, returns, cash problems.

2019 // THE CALL CENTER

Delivery dispatch — FoodBeeper (now Wajeez)

Coordinated delivery fleets in real time from the call center. Years later, Wajeez came back — as my client for Google Ads.

2019 – 2023 // THE HUB

Hub Manager — Easy Relay

Four years running everything: sellers, riders, food & parcel delivery, and the hub's full cash flow. In parallel, I launched my first e-commerce store — making the videos, running the Meta ads, taking the orders. That's where media buying started for me.

2023 – 2024 // THE FOUNDER

Founder — Mersisse, COD fulfillment platform

I built a platform that took traditional local sellers into e-commerce: product strategy, creatives, landing pages, media buying, confirmation, delivery and cash collection — the complete Algerian COD cycle under one roof. At the same time, I operated as official agent (wakil) for delivery companies including Negmar, Samex and Jumia, and later built a local delivery company in Annaba that still runs today under delegated management.

Mersisse team at the ACF Creating Opportunities event
MERSISSE // ACF_EXHIBITION // CREATING_OPPORTUNITIES
2024 – 2025 // THE CONSULTANT

Freelance media buyer — e-commerce, lead gen, agency brands

Ran acquisition for a TikTok-ads agency across six brands, an automotive lead-gen supplier at ~$500/day, and COD brands like Wakar Natural Products — $200–$1,000 daily budgets, 100–1,000 leads per day, ROAS calculated on delivered orders, always.

Abdelwadoud working remotely as a freelance media buyer
REMOTE_DESK // WHERE_THE_CAMPAIGNS_HAPPEN
2025 – NOW // THE DESK

Head of Media Buying — 12-brand portfolio (ECI)

Leading media buying across twelve brands in COD e-commerce (agro-food), automotive lead generation and tourism — owning budgets, strategy, team and the monthly reporting that keeps every department honest.

DZ_COD // SERVICES // WHAT_I_DO

Three ways I grow brands.

[01_ACQUISITION]

Media Buying — Meta, TikTok & Google

Campaign strategy, structure and scaling for COD e-commerce and lead generation — built for the realities of the Algerian market.

  • Campaign architecture & budget strategy
  • Creative production — video editing, statics, hooks
  • Lead gen: 100–1,000 qualified leads/day
[02_ANALYTICS]

Funnel & Profit Analytics

I reconcile ad platform data against CRM and delivery-company data to find where profit actually leaks — then fix it.

  • Meta-vs-CRM gap audits
  • ROAS on delivered orders, not purchases
  • Per-product P&L & return-rate analysis
[03_GROWTH_OPS]

Full COD Cycle & Teams

From offer strategy to cash collection — I've built and run the entire chain, and I lead the teams that operate it.

  • Offer, landing page & confirmation strategy
  • Delivery operations & wakil experience
  • Team leadership & honest monthly reporting
Brands & companies I've worked with
ECI — 12 brands Wakar Natural Products Biopower by Lokman DZ Cilani Bio El Yasmin Bio Amalavida Amaria Ego by Trap King Brands House Annaba Wajeez FDS Language School Jumia Algeria Easy Relay
DZ_COD // SELECTED_WORK // PROOF

Selected work.

[FLAGSHIP_COD_ACCOUNT] · AGRO-FOOD · META · 2024–2026

$382K spent. 131,205 purchases. $2.91 each.

Over two years on a single agro-food COD account, I managed $381,884 in ad spend across 1,500+ campaigns — delivering 429 million impressions to 15.4M people and generating 131,205 Meta-attributed purchases at an average $2.91 per purchase. Sustained performance at this scale isn't a lucky winning ad: it's a system of continuous creative testing, structured scaling and ruthless kill-rules, maintained every single day for 24 months.

131,205
Purchases generated
$2.91
Avg. cost per purchase
429M
Impressions delivered
[WAKAR_NATURAL_PRODUCTS] · COD AGRO-FOOD · META

ROAS measured where it matters: at the customer's door

For Wakar's multi-product agro-food catalog, I ran Meta acquisition at $300–$500/day — over €33K deployed across 560+ campaigns, 104M impressions and 17,600+ purchases — with one rule: ROAS is calculated on delivered orders only (1.3 on delivered), never on platform-reported purchases. Full per-product funnel tables, every charge broken out in the P&L, and a delivery-fee strategy that generated significant extra revenue per order.

1.3
ROAS on delivered orders
17,600+
Purchases generated
$500/day
Peak daily budget
[TIKTOK_ADS_AGENCY] · 6 BRANDS · CREATIVE + MEDIA

Six brands, one media buyer, a thousand leads a day

For a TikTok-only ads agency, I handled both sides of performance — editing the creatives and running the media — across six brands: Biopower by Lokman DZ, Cilani Bio, El Yasmin Bio, Amalavida, Amaria and Ego by Trap King. Daily budgets from $200 to $1,000, output from 100 to 1,000 leads per day, every day.

6
Brands in parallel
1,000
Leads/day at peak
[ECI_GROUP] · 12 BRANDS · TEAM + REPORTING

Turning a 12-brand group into a reporting machine

As Head of Media Buying for a group spanning COD e-commerce, automotive lead-gen and tourism, I built the monthly performance system covering media buying, content, tracking, call center and delivery — an honest report that names the failures, including my own department's. It became ownership's decision tool for budgets, hiring, and which brands to scale or pause.

12
Brands managed
3
Verticals: e-com · auto · tourism
[MERSISSE] · FOUNDER · FULL_COD_STACK

Building the whole machine, not just the ads

I founded a fulfillment platform that took traditional Algerian sellers into e-commerce — handling product strategy, creatives, landing pages, media buying, confirmation, delivery subcontracting and cash collection. Running the full stack as an owner is why, as a media buyer, I see problems other buyers can't: I've paid for those problems with my own money.

Full
COD cycle operated
3
Delivery cos. as wakil
DZ_COD // PROCESS // HOW_I_WORK

From ad click to cash collected.

STEP_01

Audit the full funnel

Ads, pixel, CRM, call center, delivery. I map where orders — and money — are leaking before touching a single campaign.

STEP_02

Fix the offer & creative

Hook-rate-first creative testing. In COD, the first 3 seconds and the offer framing decide your confirmation rate later.

STEP_03

Scale on real numbers

Budgets scale on cost per delivered order and per-product profit — never on platform-reported ROAS alone.

STEP_04

Report without mercy

Monthly reporting that shows the truth: media, call center and delivery each accountable for their part of the funnel.

Behind the method: a Master's in Actuarial Science and a degree in Mathematics & Statistics. Every campaign is a risk model — confirmation rate is a probability, return rate is a loss ratio, budget is a premium. The only outcome that pays is a delivered order.
DZ_COD // CONTACT // START_HERE

Let's find out where your funnel is leaking.

Whether you need a media buyer, a full-funnel audit, or someone to build and lead your growth team — the first conversation is free and honest. If I can't help, I'll tell you.

Email me → Call +213 555 76 86 71
abdelwadouddaroui@gmail.com LinkedIn Facebook Instagram Reghaia · Algiers, Algeria — working remotely, everywhere