YasmeenaElKalla
I keep creative teams organised, on time and shipping work clients are proud of.
Precise on paper. Steady on the ground. Clear with every citizen at the counter.
Former Operations Manager at IcaruZen Business Solutions, the Dubai and Mansoura agency behind 150+ brands in 10 countries. I ran the team, the daily task flow and the delivery rhythm.
Civil Engineer at West Mansoura District, handling building-violation reconciliation files and daily engineering administration, with a technical-office background in quantity surveying and drawing coordination.
the team I ran
Material Properties
The person who makes the plan actually happen.
An engineer who closes files, not just opens them.
I started in civil engineering, where a missed detail costs money, so I learned to plan before I move. At IcaruZen I brought that discipline to a fast creative agency and became the one who knew where every task stood, who owned it and when it would ship.
I trained as a civil engineer and started in a contractor’s technical office: drawings, quantities and coordination. Today I work in the public sector, where engineering meets people every day, and each file has a citizen waiting on the other side of it.
From July 2023 to May 2025 I was the Operations Manager at IcaruZen Business Solutions, a full-service digital marketing agency with offices in Dubai and Mansoura. I led a multidisciplinary team of content creators, designers, media buyers, SEO and web specialists, and account managers.
My job was the rhythm: daily priorities, clear briefs, deadlines that held, and a quality check before anything reached a client in the Gulf, North Africa, Europe or North America.
Since May 2025 I have been a Civil Engineer at West Mansoura District in Dakahlia, Egypt. I handle building-violation reconciliation files, support the district’s Engineering Administration and deal with citizens directly every day.
Before that, as a Technical Office Engineer at Dar Makka for Engineering & Construction, I resolved structural and architectural conflicts, prepared bending lists and quantity surveys, and reviewed designs, specifications and cost estimates.
brands served by the agency team I operated
countries, from the GCC to Canada
in social ad spend managed across the agency
hubs coordinated: Dubai, UAE & Mansoura, Egypt
first role in a contractor’s technical office
graduation project grade: Material Properties
sectors: private construction & local government
B.Eng. in Civil Engineering, 2016 – 2021
Where I’ve done the work.
Operations Manager
- Ran day-to-day operations for a full-service agency covering branding, web, social media, content, SEO and paid advertising.
- Led a multidisciplinary team: content creators, graphic designers, media buyers, SEO and WordPress specialists, account managers and sales.
- Planned and assigned daily tasks, set priorities and deadlines, and tracked every deliverable from brief to approval to publishing.
- Built the team’s operating rhythm: workflows, status check-ins and a quality review before work reached the client.
- Connected account management and production so client feedback became revisions quickly and issues were handled early.
- Kept the Dubai and Mansoura hubs aligned on schedules, priorities and standards.
Civil Engineer
- Handle building-violation reconciliation (tasaluh) files: reviewing applications, documents and technical requirements through each stage.
- Work within the district’s Engineering Administration on daily technical and administrative operations.
- Serve citizens directly every day: explain requirements, follow up on cases and resolve issues clearly and respectfully.
- Coordinate with other district departments to keep files moving and records accurate.
Technical Office Engineer
- Discussed and proposed technical solutions for design drawings and resolved conflicts between structural and architectural drawings.
- Prepared bending lists and handled coordination work across disciplines.
- Prepared quantity surveys for steel, concrete and other executed activities, using software and manual methods.
- Reviewed preliminary designs, working drawings, specifications and cost estimates for the project.
Eleven services. One schedule to keep.
- 01
Branding
Identity systems, logos and brand guidelines.
- 02
Web Development & Design
Responsive sites built to convert.
- 03
Social Media Marketing
Strategy, calendars and community.
- 04
Content Creation
Posts, carousels and copy in Arabic and English.
- 05
Video Marketing
Reels and ads from script to final cut.
- 06
Online Advertising
Meta, TikTok, Snapchat and Google Ads.
- 07
SEO
Keyword strategy, on-page and technical fixes.
- 08
CRO
Testing and tuning funnels for conversion.
- 09
Email Marketing
Personalised campaigns and nurturing.
- 10
Listing & Reputation
Listings, reviews and online trust.
- 11
Consultation & Training
Guidance and upskilling for client teams.
Calm process, fast output.
Plan
Weekly priorities per client, broken into daily task lists everyone can see.
Assign
The right person, a clear brief and a real deadline for every task.
Track
Boards and quick check-ins so delays surface early instead of on delivery day.
Review & deliver
A quality pass before the client sees it, then quick turnaround on feedback.
The team I ran, day after day.
Projects that went through my board.
Agency projects delivered by the IcaruZen team.
Numbers clients could feel.
Messages in 8 months
Brand awareness for the clinic and its doctors, turned into premium-treatment leads.
Leads for calls in 11 months
Laser and skincare demand generated through Meta ads alone.
Messages in 7 months
Enough booked demand to help the client open a new branch.
Return on ad spend
Direct bookings and phone inquiries up from month one.
Conversion rate, up from 8.25%
A strategy change after analysing every factor behind conversion.
Medical & healthcare clients
Clinics, doctors and health brands across Egypt and the Gulf, plus retail, real estate and F&B.
Selected case studies from the IcaruZen company profile.
Brands we served.
What I bring to the desk.
Reconciliation files
End-to-end handling of building-violation reconciliation files: documents, technical requirements and follow-up.
Engineering administration
Daily technical and administrative operations inside a district engineering department.
Citizen services
Face-to-face with the public every day: explaining requirements and seeing cases through.
Quantity surveying
Quantities for steel, concrete and executed works, by software and by hand.
Drawing coordination
Resolving structural vs. architectural conflicts and reviewing working drawings and specs.
Bending lists & estimates
Bar bending schedules, cost-estimate review and coordination across disciplines.
From the counter to a decision.
Receive & verify
Check documents and completeness up front.
Technical review
Measure the case against the requirements.
Coordinate
Move it through the right departments.
Close & explain
Accurate records, and a clear answer for the citizen.
Built on the fundamentals.
Bachelor of Engineering, Civil Engineering
Mansoura Higher Institute of Engineering & Technology, Mansoura College Academy.
Material Properties
Graded Excellent.
A+Structural Design Diploma
Structural analysis and design of reinforced-concrete elements.
The toolkit.
People and process first, with the engineering habit of checking everything twice.
Technical tools plus the people skills that public-facing work needs.
Engineering taught me to plan precisely. Operations taught me to deliver under pressure.
Structured planning
Quantities, schedules, task lists: I break big work into pieces that can be tracked.
People first
Managing a creative team and serving citizens daily both come down to clear, respectful communication.
Accountability
Every file and every deliverable has an owner, a status and a finish line.
Let’s worktogether.
Yasmeena ElKalla
Profile
Operations manager with two years running the day-to-day of IcaruZen Business Solutions, a digital marketing agency in Dubai and Mansoura serving 150+ brands across 10 countries. Leads multidisciplinary creative teams, plans daily work and keeps delivery on time and on standard. Civil engineering background brings structured planning and attention to detail.
Experience
- Ran daily operations for a full-service agency: branding, web, social media, content, video, SEO, CRO and paid ads.
- Led a team of content creators, graphic designers, media buyers, SEO and WordPress specialists, account managers and sales.
- Planned and assigned daily tasks, set priorities and deadlines, and tracked deliverables from brief to publishing.
- Set up workflows, status check-ins and quality review before client delivery.
- Linked account management and production for fast feedback cycles; aligned the Dubai and Mansoura hubs.
Skills
- Team leadership & people management
- Daily planning & task management
- Workflow design & quality control
- Client & stakeholder communication
- Communication & negotiation
- Microsoft Office (Excel, Word, PowerPoint)
Education
B.Eng. Civil Engineering
Mansoura Higher Institute of Engineering & Technology, 2016 – 2021
Languages
Arabic — native
English — professional working proficiency
Yasmeena Saad ElKalla
Profile
Civil engineer working in local government at West Mansoura District, handling building-violation reconciliation files, engineering administration and daily citizen services. Technical-office background in drawing coordination, quantity surveying and cost-estimate review. Two years as an agency operations manager added team leadership and planning under pressure.
Experience
- Handle building-violation reconciliation files: review of applications, documents and technical requirements.
- Support daily technical and administrative operations of the Engineering Administration.
- Serve citizens daily: explain requirements, follow up on cases and resolve issues.
- Coordinate with other departments to keep files moving and records accurate.
- Led a multidisciplinary team, planned daily tasks and deadlines, and managed delivery quality for 150+ client brands.
- Proposed technical solutions for design drawings; resolved structural vs. architectural conflicts; prepared bending lists and coordination.
- Prepared quantity surveys for steel, concrete and executed activities, by software and manually.
- Reviewed preliminary designs, working drawings, specifications and cost estimates.
Education
B.Eng. Civil Engineering
Mansoura Higher Institute of Engineering & Technology, Mansoura College Academy, 2016 – 2021
Graduation project: Material Properties — Excellent (A+)
Courses
Structural Design Diploma
Skills
- AutoCAD — proficient
- 3ds Max — very good
- Quantity surveying & bending lists
- Microsoft Office (Excel, Word, PowerPoint)
- Project planning & management
- Communication & negotiation
Languages
Arabic — native
English — professional working proficiency