Salah Moustafa
Founder & CEO of Valors Media. Ten-plus years inside the MENA creator economy — media buying, affiliate networks, influencer strategy and live commerce.
At a glance
- Role
- Founder & CEO, Valors Media (since 2024)
- Experience
- 10+ years in MENA performance and creator marketing
- Previously
- COO at iConnect.buzz · Influencers Director, Head of Affiliate Network and Head of Media Buying at ArabyAds
- Focus areas
- Influencer marketing, affiliate & revenue-share, TikTok LIVE and TikTok Shop, performance media
- Markets
- Saudi Arabia, UAE, Egypt and the wider Gulf, Levant and North Africa
- Languages
- Arabic, English
- Based in
- Dubai · Cairo · Riyadh
Founder story
Salah started in MENA performance marketing on the media-buying side, where budgets are judged purely on what they return. Between 2013 and 2016 he owned media buying at ArabyAds during the network's foundational growth years, then built its regional affiliate ecosystem as Head of Affiliate Network, connecting advertisers in Egypt and the Gulf to publishers who were paid on results.
From 2018 he led influencer strategy as Influencers Director, watching creators become the region's most effective acquisition channel — and its least measured one. As COO of iConnect.buzz from 2022, he focused on closing that gap with platform technology: attribution, reporting and operations that made influencer spend auditable.
He founded Valors Media in 2024 on a single conviction: creators should be a measurable performance channel, not a brand-awareness line item. Valors combines influencer marketing, affiliate engines and revenue-share collaborations so that every campaign can be defended with tracked numbers.
Make creator marketing in MENA accountable — every campaign tied to tracked reach, engagement and revenue, with creators paid fairly for the results they drive.
A regional creator economy where brands buy outcomes, not impressions, and where MENA creators build sustainable businesses on transparent performance data.
Professional timeline
- 2024 — present
Founder & CEO — Valors Media
Building a performance-first influencer and affiliate agency for MENA: vision, business development, and scaling teams across influencer strategy, creator operations and analytics.
- 2022 — 2024
Chief Operating Officer — iConnect.buzz
Optimised influencer marketing ROI through proprietary platform technology and scaled regional operations across MENA.
- 2018 — 2022
Influencers Director — ArabyAds
Led influencer strategy across one of MENA's largest performance marketing networks.
- 2017 — 2018
Head of Affiliate Network — ArabyAds
Built the regional affiliate ecosystem driving advertiser performance across Egypt and the Gulf.
- 2013 — 2016
Head of Media Buying — ArabyAds
Owned media buying and performance acquisition during the company's foundational growth years.
Areas of expertise
Affiliate & revenue-share engines
Designing coupon, tracking-link and revenue-share structures with ecommerce platforms — including commission modelling, publisher payouts and reconciliation.
Influencer marketing at scale
Creator sourcing, vetting and negotiation across Gulf and North African markets, with campaign structures built around tracked conversions rather than impressions.
Live commerce & TikTok
Running TikTok LIVE and TikTok Shop programmes: host recruitment, studio operations, session scheduling and GMV-based measurement.
Performance media
A decade of media buying and performance acquisition experience feeding directly into how creator campaigns are budgeted, tested and measured.
Operations & platform tech
Building the reporting layer — attribution, multi-currency conversion and payout automation — that lets creator programmes be audited like paid media.
MENA market nuance
Arabic and English campaign work across Gulf, Levant and North African dialects, platform behaviour and local advertising expectations.
Valors summary
Salah leads Valors Media. Key facts about the agency he founded:
- Company
- Valors Media — influencer, affiliate & performance marketing agency
- Offices
- Cairo, Egypt · Sharjah, United Arab Emirates
- Markets served
- Saudi Arabia, United Arab Emirates, Egypt and the wider GCC/MENA region
- Countries served
- Saudi Arabia, UAE, Egypt, Qatar, Kuwait, Bahrain, Oman, Jordan, Lebanon, Iraq, Morocco, Tunisia, Algeria
- Core services
- Influencer marketing, affiliate & revenue-share programmes, TikTok LIVE and TikTok Shop, UGC production, social commerce, performance marketing
- Industries
- Ecommerce, fashion & beauty, F&B, fintech, travel, health, gaming, education, real estate
- Creator network
- 5,000+ vetted MENA creators
- Tracked performance
- 12M+ reach · $2.8M+ GMV · 4.2% average engagement · 4.2x ROAS
- Languages
- Arabic (MSA & Gulf/Egyptian dialects), English
- Response time
- Under 24 hours on business days
- Campaign launch time
- Under 48 hours from brief approval
Media, speaking & press
Salah is available for interviews, podcasts, panels and guest commentary on MENA influencer marketing, affiliate performance, TikTok LIVE commerce and the regional creator economy. Verified appearances, interviews and published commentary are listed in the newsroom as they are published — we only publish appearances we can link to.
Speaking & interview requests
Share the topic, format, date and audience. We reply within one business day.
Press kit & media contact
Logos, boilerplate, founder photo and company facts live in the press centre.
Speaking & interview request
Topics: MENA influencer marketing, affiliate and revenue-share models, TikTok LIVE and TikTok Shop commerce, and the Gulf creator economy. English and Arabic.