THE CAREER SPOTLIGHT · FEATURED PROFESSIONAL
“Every role I took on was an opportunity to build something that didn’t exist before. That’s what kept me going.”
INTRODUCTION
Some careers are built in a straight line. Tarek Halteh’s is not one of them, and that is precisely what makes it worth examining.
Over 14 years, Halteh has operated at the intersection of marketing strategy, communications leadership, and organizational growth across three distinct domains: SaaS and e-commerce, international development, and B2B services across the MENA region. Each chapter of his career looks different on the surface. Beneath it, the same instinct runs through all of them, the drive to build clarity where there was none, and systems where there were only ideas.
He is the first professional featured on The Career Spotlight, and it is a fitting choice. His story is not one of linear ascent. It is one of deliberate range.
FROM BEVERAGES TO B2B: LEARNING THE FUNDAMENTALS
Halteh’s career began in the fast-paced world of consumer marketing. At General Investment Co. Ltd., he led marketing for a portfolio of international beverage brands , managing large-scale launches, consumer events, and trade expos across GCC markets. It was a baptism by fire: high volumes, visible outcomes, and little room for ambiguity.
That early foundation in brand management and market research would prove durable. The skills he developed there audience segmentation, event strategy, media positioning , became the bedrock on which everything else was built.
By the time he joined Naouri Group, a conglomerate spanning logistics, agriculture, software, and travel, Halteh had already sharpened his instincts. Reporting directly to the CEO of a multi-company group, he led PR, managed corporate events, and launched joint initiatives with global partners including Fly Dubai, Oman Air, and Evergreen Shipping. Sixty-plus press releases. Three corporate websites. A marketing function built to reflect the ambition of the organization behind it.
GOING GLOBAL: THE SAAS YEARS
If his early career taught Halteh how to build visibility, his years consulting for Logistaas.com taught him how to engineer demand. The B2B SaaS logistics platform operated across 50+ countries and Halteh was responsible for leading its global digital marketing strategy.
Full-funnel campaigns across Google Ads and LinkedIn. CRM automation integrating Slack and Zapier. Budget management tied directly to ROI metrics and customer acquisition optimization. It was a different kind of marketing, quieter, more technical, more dependent on data than instinct.
He thrived in it. And the experience gave him something that would define his next chapter: a deep fluency in the mechanics of growth at scale.
PURPOSE-DRIVEN WORK: USAID, IREX, AND THE POWER OF COMMUNICATIONS
In 2022, Halteh made a move that surprised some people. He joined the IREX-led USAID PRESTIJ program in Jordan, a national initiative aimed at elevating the teaching profession and increasing enrollment in teacher training programs.
The work was different in character but familiar in structure. He planned and delivered more than 70 community events, career fairs, and stakeholder roundtables. He worked directly with the Ministry of Education to co-develop a nationwide media campaign that generated 15.3 million social media impressions and over 2.3 million through traditional channels. He built field teams across governorates, authored learning briefs, and produced post-activation reports grounded in data.
The numbers were significant. But more significant was what the work revealed about Halteh himself, that his skills were not industry-specific. They were transferable in the truest sense of the word.
Ten millions of video views. Twenty-nine million total impressions. Outcomes that would be notable in any sector, produced inside a mission-driven development program. That is a particular kind of professional range.
THE MNASATI CHAPTER
In mid-2025, Halteh joined Mnasati.com, a fast-scaling SaaS e-commerce enablement platform, as Marketing Manager, with a mandate to found the marketing department from the ground up.
He built it. Team structures. KPI dashboards tracking, and marketing-attributable pipeline. Multi-market campaigns across MENA. A consumer cashback and merchant loyalty program across GCC markets, complete with reward tiers, cashback funding models, and redemption mechanics. AI-driven automation and CRM flows through HubSpot and Klaviyo that reduced response times by 40 percent. An SEO strategy that improved organic visibility and inbound lead quality across the region.
Simultaneously, he led the U.S. market entry strategy for Cartley Mnasati’s American-facing brand, translating complex loyalty program mechanics into clear value propositions for a North American consumer base. He tracked CLV, redemption rates, cost-per-acquisition, and revenue-per-user, reporting directly to executive leadership.
It was, in every sense, a full-stack marketing leadership role. And he had built the capacity for it across every chapter that came before.
TODAY: COMMUNICATIONS LEADERSHIP IN INTERNATIONAL DEVELOPMENT
Since March 2026, Halteh has served as Communications and Program Officer at Integrated International, a subawardee of IREX, leading communications for the HEIG Activity, a U.S. government-funded program supporting universities across Jordan.
He develops program communications deliverables, manages branding transitions in response to evolving U.S. government identity frameworks, and collaborates with IREX headquarters to align external-facing content with program strategy and donor expectations. He trains university communications teams, builds capacity, and ensures that the stories of real program outcomes reach the people who need to hear them.
It is, in many ways, the fullest expression of everything his career has been building toward, strategy, communication, impact, and institutional credibility, all in service of something that matters.
WHAT HIS CAREER TEACHES US
Tarek Halteh’s career is not a story about staying in one lane. It is a story about knowing which skills travel’ and having the confidence to carry them into unfamiliar terrain.
He has founded marketing departments, led national media campaigns, built loyalty programs, managed field teams, and trained institutional communications staff. He has done it in Jordan, across the GCC, and in the U.S. market. He has done it for beverages, logistics, SaaS platforms, and US-funded development programs.
The thread running through all of it is not an industry. It is a disposition: the willingness to build clarity in complex environments, and the capability to execute at a level that produces measurable results.
That is what a career worth spotlighting looks like.
Know someone whose career deserves a spotlight?
We’re accepting nominations for professionals across all industries whose stories are worth telling.
Submit a nomination at thecareerspotlight
Leave a Reply