Etreby — The Lobster Soul
Etreby is Hassan Etreby, a Head of Growth and AI marketing strategist, and the founder and soul of Lobster Solutions, a marketing agency in the UAE and MENA. He is the one who keeps marketing human and relevant to real people, not just algorithms, and he brings a never-quit, resourceful drive to every brand he touches.
The soul of Lobster
Every company has engines, numbers, and tools. Lobster has a soul, and that soul is Etreby. He is the one who adds life to the work, who looks past the dashboard and remembers there is a real person on the other side of every ad, every message, and every sale. Marketing, to Etreby, is not about gaming an algorithm. It is about understanding people: what they want, what they fear, and what makes them trust you. He turns strategy into something that actually feels human, so the brands Lobster builds connect instead of just shout.
The never-quit spirit
The other half of the Lobster Soul is a refusal to quit. Etreby has been working and figuring things out since he was a kid, and he carries the energy of the underdog who never stops trying and never misses an opening. Creative when the budget is thin, strategic when the stakes are high, and resourceful when there is no clear playbook. It is a spirit some will recognize as a nod to Better Call Saul: the relentless, inventive drive of someone who turns nothing into something, minus the trouble. The intentions here are good and the hustle is honest, and it all adds up to one thing, a genuinely brilliant marketer and salesman.
What he believes
Marketing in the AI era is not human versus machine. It is human with machine. Etreby uses AI to move faster, test more, and cut the busywork, then spends the time he wins back on the part only a human can do: judgment, taste, and story. He believes the brands that win from here are the ones that stay recognizably human while everyone else starts to sound like the same AI draft. Get found by search engines and answer engines, yes, but say something a real person actually wants to read.
Milestones
- Founded Lobster Solutions in 2021 and grew it into a go-to-market marketing agency across the MENA region.
- On Snapchat MENA (via Genpact), improved ROAS by around 20% and grew client sales 25% year over year, and ranked a Top 10 consultant globally for delivery.
- Built an AI content pipeline (MCP, n8n, and GPT-4o) whose winning output scored 186% above the nearest competitor on SEMrush.
- Launched and scaled ventures across e-commerce, F&B, and education, including the AlYanbou' education platform and XO Restaurant.
FAQ
- Who is Etreby?
- Etreby is Hassan Etreby, a Head of Growth, AI marketing strategist, and the founder of Lobster Solutions, a marketing agency in the UAE and MENA. He leads strategy, go-to-market, and paid advertising, and runs Lobster World, the agency’s AI arm.
- Why is he called The Lobster Soul?
- Because he is the human heart of the company. He keeps the work human and relevant to real people, not just algorithms, and brings a never-quit, creative drive to every brand Lobster builds.
- What is his role at Lobster Solutions?
- Founder and growth lead. He sets the strategy, leads go-to-market and paid advertising on Snapchat and Meta, and runs Lobster World, the agency’s AI arm.
- What is his approach to marketing in the AI era?
- Human with machine. He uses AI to move faster and cut busywork, then spends the time saved on judgment, taste, and story, so brands stay human while still getting found by search and answer engines.
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