The brief
Petromin serves drivers through a large network of quick-service stations, which makes its marketing a volume problem as much as a creative one. Hundreds of thousands of customers need the right message at the right time, campaigns run on fixed national dates, and leadership needs to see what is working before the budget is spent.
Rania joined the performance marketing team in July 2025. Over six months she worked on six connected pieces of work: owning WhatsApp campaigns end to end, building automation workflows, consolidating reporting, and supporting three of the company’s biggest campaigns of the year. Each one is written up below with the challenge, what was done and the measured result.
About Petromin Corporation. Petromin is part of Al-Dabbagh Group and runs one of the largest privately owned quick-service networks in the world, with service stations across Saudi Arabia.
Project 1 of 6
WhatsApp campaign automation for 300K to 500K customers
The challenge
Scale personalised customer communication across very large audiences without losing operational efficiency or accuracy.
The approach
WhatsApp is where many customers in Saudi Arabia expect to hear from the brands they use, which makes it a high-value channel and a risky one. A message with the wrong name, the wrong branch or the wrong offer is seen immediately, and at the volume Petromin works with, small errors repeat thousands of times.
Rania owned the campaigns end to end. She segmented the customer base, set up each campaign and wrote personalised messages for audiences of 300,000 to 500,000 customer records. A typical message drew on six to eight personalisation variables, so each customer saw details relevant to them rather than a generic broadcast.
The focus throughout was execution accuracy: clean segments, correct variable mapping and checks before each send, so that personalisation helped the campaign instead of creating support tickets.
The result
The campaigns contributed to a 10% increase in customer footfall and 5% revenue growth during the service period.
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300K–500K
Customer records per campaign
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6–8
Personalisation variables per message
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+10%
Customer footfall
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+5%
Revenue growth
Personalisation at scale is an operations problem first. The creative only works when the data behind each variable is right.
Project 2 of 6
AI and marketing automation workflows
The challenge
Reduce repetitive marketing tasks and make content operations easier to scale.
The approach
A marketing team running many campaigns at once spends a large share of its week on hand-offs: moving data between tools, preparing assets and checking outputs. Those tasks are necessary but they slow every campaign down.
Rania configured Zapier automation workflows to take repeatable steps out of the team’s hands. As part of a three-person team she also supported the curation of an AI-assisted content library and the human-in-the-loop evaluation of its output, where people review and score what the model produces before it is used.
The aim was not to replace judgement but to move people’s time from copying and pasting to checking quality.
The result
The work helped structure repeatable marketing workflows that combine automation with human quality control.
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3
People on the AI content team
Automation earns trust when a person still signs off on what leaves the building.
Project 3 of 6
The challenge
Reporting was split across advertising platforms, which limited visibility into campaign performance and slowed analysis.
The approach
Every ad platform reports success in its own terms, with its own attribution and its own definitions. When each one lives in a separate tab, comparing channels takes hours and leadership sees performance late.
Rania built Excel and Looker Studio dashboards that bring Google Ads, Meta and GA4 data into one place. The dashboards consolidate more than 50 KPIs, so spend, reach, clicks and on-site behaviour can be read side by side instead of stitched together by hand each week.
The result
Reporting time fell by 40%, giving the team and leadership faster access to performance insight for campaign monitoring and decisions.
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50+
KPIs in one view
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−40%
Reporting time
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3
Data sources joined
A dashboard is worth building when it removes a weekly manual job and answers the question leadership actually asks.
Project 4 of 6
Become a Millionaire: Petromin’s 25th anniversary campaign
The challenge
Turn Petromin’s 25th anniversary into a high-engagement campaign that strengthened brand visibility and supported commercial growth.
The approach
Anniversaries are easy to celebrate internally and hard to make customers care about. Become a Millionaire gave people a reason to take part, and used generative AI and 3D replicas of Petromin service stations to make the creative stand out.
Rania supported the performance marketing and digital campaign execution, helping the campaign reach and convert the right audiences across paid channels.
The result
The campaign reached more than 140,000 participants, contributed to an 8% increase in net revenue and added more than 12,000 Instagram followers. It won the 2025 National Auto Award for Best Marketing Campaign of the Year, and SMARTIES MENA Gold for AI-Driven Creative Excellence and Silver for Small Budget, Big Impact.
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140K+
Participants
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+8%
Net revenue
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12K+
New Instagram followers
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3
Industry awards
- 2025 National Auto Award: Best Marketing Campaign of the Year
- SMARTIES MENA Gold: AI-Driven Creative Excellence
- SMARTIES MENA Silver: Small Budget, Big Impact
A small budget can win when the idea gives people a reason to join in and the media is planned to match.
Project 5 of 6
Saudi National Day campaign: SAR 18M in sales
The challenge
Deliver a high-impact national campaign at scale while coordinating execution against a fixed timeline.
The approach
Saudi National Day is one of the busiest moments in the retail calendar. Every brand is competing for the same attention on the same dates, and a campaign that launches late loses most of its value.
Rania supported performance marketing and campaign coordination across digital channels, keeping delivery and monitoring aligned with the campaign’s commercial and reach targets.
The result
The campaign generated SAR 18M in sales, reached more than 3 million people and was delivered 100% on time.
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SAR 18M
Sales
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3M+
People reached
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100%
On-time delivery
On a fixed national date, coordination is performance. Being live on time is the first KPI.
Project 6 of 6
Seasonal campaign reporting: White Friday, Winter and Back to School 2025
The challenge
Keep reporting clear across overlapping seasonal promotions that ran in different commercial periods.
The approach
When White Friday, December winter offers and Back to School promotions overlap, results from one campaign bleed into another and it becomes hard to say which offer actually worked.
Rania consolidated the reporting for all three into one structure, organising the performance data so the periods could be compared directly and monitored in the same way.
The result
The team gained a single view of seasonal campaign performance to support analysis and future promotional planning.
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3
Seasonal campaigns in one report
Next year’s promotional plan is only as good as this year’s comparable data.
