Since 2018, we’ve partnered with Shahira Marei, the visionary founder and CEO of The Dirty Cookie, to build, scale, and evolve one of the most inventive dessert brands in the U.S. What began as a partnership centered on digital advertising grew into a full-scale, multi-channel brand transformation that carried the company from a small physical bakery in Orange County to a global e-commerce powerhouse featured on Shark Tank, Good Morning America, and QVC.
When we first began working with The Dirty Cookie, our focus was on Facebook and Instagram advertising—driving awareness and conversions for Shahira’s unique cookie shots and gifting products. As the brand’s popularity began to grow, we expanded into comprehensive marketing and communications, eventually taking on the role of Marketing Director in 2020.
When COVID-19 forced the closure of the company’s physical storefront in 2020, we pivoted the brand overnight from in-person retail to full e-commerce operations. Together, we launched a viral campaign that would become one of The Dirty Cookie’s biggest breakthroughs: the DIY Cookie Shot Decorating Kits. Introduced during Easter 2020, the kits were designed to bring families joy and connection while everyone was stuck at home—and they exploded online, selling out within hours and earning national press coverage. The Dirty Cookie became a symbol of creativity and resilience in a difficult year.
It was that viral success that set the stage for a massive brand acceleration. Over the following years, The Dirty Cookie was featured on Good Morning America, Shark Tank, QVC, and local and national television outlets. Shahira was interviewed for Forbes, appeared on major podcasts, and spoke on stages around the world, including her TED Talk in Egypt, where she shared her journey as an Egyptian-American entrepreneur breaking barriers in the food industry.
We’ve managed every facet of The Dirty Cookie’s marketing ecosystem—from paid advertising and cold email campaigns to influencer outreach, product collaborations, and press amplification. We positioned Shahira as both a bold innovator and an empowering founder, building her personal brand on LinkedIn and Instagram around authenticity, resilience, and leadership.
The collaborations and press partnerships that followed reflected the brand’s growing cultural reach. The Dirty Cookie created custom corporate gifting programs and major collaborations with Google, Blizzard Entertainment, FabFitFun, and Madison Square Garden, where Dirty Cookie shots were served in celebrity VIP boxes. The brand’s first major viral celebrity endorsement came when Kourtney Kardashian shared the product on social media after her children received samples—a pivotal moment that opened the door to broader influencer campaigns.
As The Dirty Cookie evolved, our focus expanded to corporate partnerships and international expansion. The company began working toward establishing a presence in Egypt, Shahira’s home country, while continuing to grow large corporate accounts in the U.S., including a recent collaboration with Disney.
Our work with Shahira has impacted every aspect of the brand: digital marketing, public relations, influencer strategy, product launches, event marketing, and thought-leadership positioning. Over the years, we’ve built a consistent, empowering narrative around her as a female founder who turned adversity into opportunity—and a product that transformed from a novelty dessert into an emotional, shareable experience.
Today, The Dirty Cookie stands as a vibrant lifestyle brand rooted in creativity and connection. From viral DIY kits to global corporate collaborations, it has become a case study in how a small, founder-led business can scale into a household name through strategic storytelling, adaptability, and relentless innovation.
