CREATIVE STRATEGY · PORTFOLIO
Rayen Mejri
Tunis · 36.8°N

Brand Strategist FP7 McCann Tunis

Strategy is the first creative act, I attack it by being Casually Curious.

I find the human truth inside a brief — the thing people feel but never say — and build it into work that earns attention, not just buys it. Six years. A dozen markets. One stubborn belief:
Great strategy doesn't inform the work, it accelerates the work.

See the work → Get in touch
Rayen Mejri presenting
CASUALLY FURIOUS - AT A RANDOM CONFERENCE IN TUNIS

ABOUT ME

I started out in data and digital, which means I learned early that numbers are just people in disguise. Now I use that instinct to do something harder — translate what audiences actually feel into platforms brands can genuinely own.

I've worked on brands spanning Tunisia, Morocco, Algeria, the Gulf, and Sub-Saharan Africa — from globally iconic names to fiercely beloved local ones. Curiosity is what fuels all of it. I've spent weeks in Vietnam noticing how street vendors write better copy than most agencies. I've sat in rooms arguing that culture isn't a campaign — it's something you earn the right to participate in.

I take briefs apart looking for the one true thing — the small, undeniable human truth that everything else can be built on. That's where strategy starts.

Chefchaouen, Morocco
Chefchaouen, Morocco — curiosity doesn't clock out. Culture is earned, not borrowed.

Beliefs · No. 02

Three things I'm stubborn about.

You can hold opinions loosely. These aren't those.

01

Strategy is creative.

The brief is the first creative act. If strategists aren't in the room when ideas are born, you're missing the point.

02

Culture is earned.

You can't research your way into cultural fluency. You need people who live it, shaping the work from the start.

03

Connections over ads.

We're not in the business of creating ads. We're in the business of creating connections that move people.

Experience · No. 03

2022 — Now

Strategy Manager

FP7 McCann Tunisia
Creative brand strategy & comms planning for international and local brands across MENA and Africa — including Coca-Cola, Orange, Sanofi, Cupra, Warda, DIARI, and more.
Current
2020 — 2022

Strategic Planner

KNSD
Data-informed digital marketing strategy for KFC, ASUS, and Tunisie Telecom.
2020

Events & Partnerships Manager

California Fitness
Market strategy, data management, and e-commerce strategy development & launch.
2019

Digital Coordinator

ThirdEye Consulting
Digitalization of distribution channels for Coca-Cola & PMI. Modernization of merchandising strategies.
2016 — 2019

National Head of Organizational Development

AIESEC Tunisia
Led organizational development at national scale across Tunisia.

Selected work · No. 04

Campaigns I've shaped.

A selection — from emotionally charged local storytelling to pan-continental brand platforms. Full case studies available on request.

Share a Coke Pan Africa 2025 Case film · Watch on YouTube
Pan-AfricaBrand platform
Coca-Cola
Share a Coke — Pan Africa 2025
"A shoot in Lagos, a launch across a continent. It's funny how a campaign can connect you to the colorful vibrance of a culture."
Tap to watch →
Orange Ramadan saga 3-part series · Watch on YouTube
TunisiaComms series
Orange Tunisie
Ramadan saga — three parts, four wall breaks
"Ramadan is our Super Bowl. In a season of stereotypes, we chose to strategize, create, and dare to evolve."
Tap to watch →
Warda — Migration & the ones left behind Brand film · Watch on YouTube
TunisiaEmotional storytelling
WARDA
Migration & the ones left behind
"No one spoke about the real everyday impact of Tunisia's Great Exit — until Warda came around."
Tap to watch →
Yummy Snacking Fanta Adaptation reel · Watch on YouTube
AFRICACultural adaptation
FANTA
Yummy Snacking Fanta — cross-market adaptation
"Local adaptation is a difficult challenge. Perspicacity and attention to detail are a must."
Tap to watch →
Warda — A Mother's Love Brand film · Watch on YouTube
TunisiaPersonal favorite
WARDA
A Mother's Love — "Love is the secret"
"Warda is a brand rich in storytelling, warmth, and empathy. While researching different unspoken ways we expressed love, we had to start with motherhood."
+ more across Sanofi, Cupra, Seat, Skoda, Total Energies, DIARI, El Mazraa, Qatar Foundation, QDB, Orange Tunisie (3 campaigns)

— On being a creative strategist

"Strategy is the first creative act. The invisible hand that sparks everything else."

Rayen Mejri · Tunis, 2025

Rayen Mejri portrait

How I think · No. 05

Notes from the field.

A casually curious strategist's notebook.

Vietnam · 2023

"Vietnam taught me something no brand strategy book ever did."

Street signs that sell in five words. Vendors shouting value propositions better than most ads. Great copy doesn't try to impress — it tries to connect to a need. If your copy doesn't sound like real life, it won't live in real life.

On the role

"A strategist is the difference between a campaign that looks cool and one that moves the needle."

The need to connect the dots between business problems, human behavior, and cultural shifts has never been higher. Strategy is the "why" in a world drowning in "how."

Monoculture · Microcultures

"Our jobs as brand creatives and strategists are way harder now. But way more interesting."

The death of monoculture means the person next to you is living in their own microculture. There isn't one new Kanye West, one new controversial topic. That's a challenge — and the most exciting brief we've ever had.

Contact · No. 06

Let's find the
human truth
together.

Open to conversations about brand strategy, new collaborations, cross-market work, and the occasional debate about whether culture is earned or borrowed.

Based in Tunis Available regionally Open to global
Emailmedrayenmejri@gmail.com ↗ Phone+216 53 466 933 ↗ WhatsApp+216 53 466 933 ↗ LinkedIn/mohamedrayenmejri ↗