He is working to formalize the relationship between brands and content creators in a social media-driven market. His efforts are part of Tunisia’s broader digital transformation.

Midox Mbarek Mohamed Salah, a Tunisian entrepreneur and digital strategist, is the founder and CEO of TAWA Digital Talents, a startup that connects content creators with brands to boost visibility.

Founded in 2020, TAWA Digital Talents launched the Content Factory platform, which links brands to a network of more than 9,000 creators for tailored content production. The system uses artificial intelligence to optimize campaign management, offering real-time monitoring and payment only for approved content.

The platform lets brands submit creative briefs and approve content in under 24 hours through an automated process. Brands pay only for the content they choose to keep, helping them optimize budgets and reduce risk. Performance is tracked in real time, with content optimized for social media formats such as TikTok and Instagram Reels.

Alongside his entrepreneurial work, Midox Mbarek Mohamed Salah is also a sports journalist for DAZN France. He holds a bachelor’s degree in applied computer science for management, earned in 2011 from the Arab University of Sciences in Tunis. He also completed a business program at the School of Digital Economy at the University of La Manouba between 2020 and 2021.

His professional experience includes working as a digital project manager at the marketing firm Streamerz from 2011. In 2014, he joined Digidox Marketing Consulting as a digital marketing consultant. From 2021 to 2022, he worked as a digital transformation advisor for the Espérance Sportive de Tunis football club.

Melchior Koba