Creator Marketing Agency
Valors: Creator marketing. Measurable growth.
Creator, affiliate, and live commerce campaigns for brands across the Gulf and Egypt—with performance tracked through codes, links, and sales.
Explore Valors (opens in a new tab)Currently building Valors and UGC MENA
Salah Moustafa: I build creator‑led businesses in MENA.
Founder of Valors and UGC MENA. Previously part of the founding team at ArabyAds, leading media buying, affiliate growth, and creator marketing.
- 2011
- First role in digital marketing, in Egypt
- 2013–24
- Founding team, ArabyAds
- 2
- Companies founded: Valors and UGC MENA
- KSA · UAE · EG
- Core markets, plus the wider GCC
Ventures
What I’m building
Creator Content Platform
UGC MENA: From creator brief to ready-to-use content.
Manage creator discovery, briefs, approvals, usage rights, and payments in one place—for Arabic and English content.
Explore UGC MENA (opens in a new tab)Side projectElevenRiseA career network where footballers build a verified profile so clubs, scouts and agents can find them.elevenrise.io (opens in a new tab)
Track record
Building and operating since 2011.
The roles that shaped how I build: each one added something the next one needed.
- NowFounder · UGC MENABuilding a platform for creator-made content.
- 2024 – nowFounder & CEO · ValorsStarted a creator, affiliate and live commerce company.
- 2022 – 2024Chief Operating Officer · iConnectRan operations for ArabyAds’ influencer marketing platform.Dubai
- 2018 – 2022Influencers Management Director · ArabyAdsMoved to the UAE to lead the influencer business.Dubai
- 2017 – 2018Head of Affiliate Network · ArabyAdsBuilt the affiliate network across Egypt and the Gulf.Cairo
- 2013 – 2016Head of Media Buying · ArabyAdsJoined as the company launched; ran media buying.Cairo
- 2011 – 2013Marketing · Bayt.com and earlier rolesFirst roles in digital marketing.Egypt
ArabyAds, January 2013 to August 2024: part of the founding team from launch. I remain a shareholder.
About
Between Cairo and Dubai.
I started in Egypt, buying media where every budget is judged by what it brings back. I moved to the UAE as creators became the channel brands cared about most and could measure least.
That gap is what I work on. Valors makes creator marketing accountable. UGC MENA makes creator content easy to commission and use. Both are run by people who did the work by hand first.
Talk to me about
Good reasons to get in touch
- Creator and affiliate programmesIf your brand sells in the Gulf or Egypt, Valors can run it.
- Creator-made contentContent for your ads and channels, through UGC MENA.
- PartnershipsPlatforms, networks and companies working in the same space.
- Panels and interviewsOn the creator economy and commerce in MENA, in Arabic or English.
Common questions
In short
- Who is Salah Moustafa?
- Salah Moustafa is the founder of Valors and UGC MENA. He has worked in digital marketing in the Middle East and North Africa since 2011, including almost twelve years as part of the founding team at ArabyAds. He works between Cairo and Dubai.
- What is Valors?
- Valors is a creator marketing agency founded by Salah Moustafa in 2024. It runs creator, affiliate and live commerce campaigns for brands in Saudi Arabia, the UAE, Egypt and the wider Gulf, with performance tracked through codes, links and sales.
- What is UGC MENA?
- UGC MENA is a creator content platform founded by Salah Moustafa. Brands use it to manage creator discovery, briefs, approvals, usage rights and payments in one place, for Arabic and English content.
- What was his role at ArabyAds?
- He was part of the ArabyAds founding team from its launch in January 2013 until August 2024. He led media buying, then the affiliate network, then the influencer business, and later served as Chief Operating Officer of iConnect, ArabyAds’ influencer marketing platform. He remains a shareholder.
- How can I contact Salah Moustafa?
- By email at salah@valors.agency, or on WhatsApp at +971 50 911 6515.
Contact
Let’s build what’s next in creator commerce.
For partnerships, creator marketing, or a conversation about what’s next.
salah@valors.agency