Business Development Director
True North
Total years of experience :12 years, 4 months
-Create and develop brand identity, persona, promise and DNA.
- Brief and supervise agencies to recreate visual and digital assets to correspond to set brand identity
- Develop customer profiling and segmentation in response to technical capacity of the elephant tech\
- Changed brand positioning from Software to digital transformation and digitization partner.
- Developed an integral structure to develop autonomous agile operations of client acquisition and retention
- Develop and continuously optimize a CRM for lead acquisition, nurturing, activation and retention
- Develop and produce content mapping for the customer acquisition funnel
- Continuously optimize the funnel via A/B testing and analytics.
- Manage other day to day marketing operations with the support of 1 direct report
-Optimized customer acquisition channels after analysis of CAC and CLTV (online and offline).
- Optimized CRM via lead nurturing and direct customer engagement.
- Conducted customer profiling and segmentation based on acquisition channel and behavior.
- Developed Launch plan for new phase inclusive of type of units’ optimization and pricing.
- Developed pre-launch promotion scheme relying on retention, referral and upselling strategies.
- Developed communication and activation plan for launch of new phase.
- Managed other day to day marketing operations with the support of 2 direct reports.
-Conducted Market research to identify need-gaps in Elios product portfolio.
- Developed portfolio analysis for rationalization and optimization.
- Worked Closely with Elios procurement and production teams on introduction of new products.
- Developed pricing and commercial strategies for launch of new products.
- Conducted qualitative research to generate consumer insights regarding LED category
- Briefed and supervise agencies in order to develop communication campaign relevant to insights generated
- Developed digital advocacy program to boost the performance of the category with electricians in terms of both Awareness and Sales.
- Tracked and monitor marketing budget for the brand and achievement of agreed marketing calendar.
- Managed other day to day marketing operations with the support of 2 direct reports.
Developing a strategy and marketing plan for ESLSCA to launch its undergraduate program in Egypt. My scope of work was:
-Develop qualitative research design to validate acceptance of ESLSCA product offering
-Conduct in depth competition analysis and market mapping inclusive of awareness, consideration and price.
-Develop marketing strategy and plan in terms of brand proposition, positioning and pricing strategy.
-Develop the product offering (excluding curriculum) in terms of facilities, utilities and student life. Develop the engagement and activation plan in terms of verbalization, supporting materials and giveaways.
-Develop the communication strategy and plan.
-Support in the development of the digital strategy to generate highly qualified leads in the customer acquisition funnel for the first year.
-Lead the implementation for the first period of the plan prior to the handover.
-Manage Winston & Nakhla brands with the assistance of one associate as a direct report
-Lead the launch plans for potential new product introductions in 2017/2018 ensuring the creation of marketing mix strategies that are aligned with brand group in Geneva and internal stakeholders.
-Prepares the annual long term brand plans for Winston & Nakhla and potential new launches
-Analyzed water pipe market surveys & internal sales data to build a strategic portfolio assessment for evaluating potential range extensions and delist plans
-Handle independently budget performance for all brand initiatives related to both marketing & trade allowances to ensure an effective ROI including building budget scenarios to evaluate various investment control plans and proactively proposing actions to offset or remedy any financial deviations.
-Act as the market champion & main point of contact for the PLM (Product Lifecycle Management) system, which is the main JTI platform for new product and packaging development projects working closely with R&D, Manufacturing, global supply chain, finance and legal stakeholders.
-Led the launch plan for the 1st flavored capsule cigarette Limited Edition Product in Egypt to drive brand relevance and equity, including developing its packaging briefs and communication & trade platforms.
-Over achieved Winston share & equity KPIs in 2016 & selected to be the market winner of the “striving for Excellence” JTI London award.
-Acted as the brand champion and owner of Winston & Nakhla, water pipe tobacco
-Led Winston packaging renovation launch and its associated communication plan ensuring a timely execution and full alignment of all factory, trade, activation, legal & finance stakeholders
-Supported the trade marketing team by creating full-fledge TPOSM & PPOSM tools for the Winston packaging renovation campaign and directly sourcing suppliers that meet the quality and budget parameters
-Took the initiative to create for Winston & Nakhla a customer care call-center number & led its set up plan which included liaising with 3rd party suppliers & agents’ verbalization & support tools briefing.
-Created proactively tracking monitor reports for the product complaints & call center queries and worked closely with the factory & trade to ensure preventative actions are implemented
-Designed merchandising briefs and coordinated with international suppliers to create premium PPOSM units that embed the Winston character
-Led Nakhla packaging 2015 renovation project which included developing production designs & supervising technical printing of packs in addition to creating traders’ TPOSM & Giveaways for the campaign
-Worked in close calibration with the activation manager to build a dedicated in-house brand ambassadors team and ensured that they adopt the Winston identity by injecting the brand’s values & history in the team in addition to designing & sourcing their uniform, pack presenters, Gift with purchases and support tools.
-Supported the leisure channel activation team in building the freedom music, Winston’s music platform by working on the event’s lounges, activation booths, units, BA support tools designs.
-Acted as the main link between the creative agency and JTI which encompassed briefing and directing the agency to create deliverables that are market distinctive and compliment with global guidelines
-Managed the PUPA Milano cosmetics range in addition to EuroItalia perfume range which included Versace, Moschino and John Richmond with the support of a dedicated team which included 2 sales managers and 40 Brand Ambassadors
-Developed the 2015 strategic annual plan for the range performance that was compliant with global guidelines and budget parameters to meet the financial targets and KPIs.
-Forecast the 2015 expected annual market budget and the brands ROI in terms of volumes & profitability in addition to following up on the ranges’ financial performance vs AP to proactively initiate trade schemes
-Presented market & brand performance to management on quarterly basis to approve future marketing activities that will build on the brands’ equity & maximize its potential
-Developed the sales forecast and distribution plan with the sales team based on market & competitive analysis
-Managed brands’ BTL activities including developing briefs, coordinating with suppliers to ensure timely execution and analyzing pre & post effects
-Led the introduction of Versace Perfumes in Egypt, launching its 13 lines under the campaign of “EROS”, which became the number one selling brand in top weighted outlets two weeks post the launch.
-Achieved all 2014 financial targets by range and overachieved the total target by 15%
-Analyzes the market trends and consumer insights for Brands’ development
-Monitors day to day progress of product marketing planning
-Develops the annual purchasing plan based on market performance
-Responsible of all communication with different suppliers.
-Acted as the brand owner and manager of Pupa Milano cosmetics range
-Executed the marketing calendar 2013 plan in line with the brand’s strategy
-Initiated proactively trade & consumer promotions for the purpose of increasing awareness & loyalty
-Coordinated with key retailers to secure high visibility and in-store trade activities & promotions
-Developed the sales plan per retailer for sales department and followed up on their monthly performance
-Managed the ordering, shipping and clearance process to ensure healthy stock levels are available in the market
-Achieved 2013 financial and market share targets for Pupa Milano Range d
- Conduct internet and secondary research
- Initiate research plan outline
- Design quantitative questionnaires
- Conduct qualitative and quantitative analysis
- Prepare dashboards and progress reports
- Prepare final reports and presentations
- Conduct expert interviews
- Coordinate client interactions and synchronize between projects' stakeholders
- Formulating complex business plans and recommendations for customers.
- Supporting the team by documenting the clients’ business requirements, internal processes and secondary research.
Bachelor's degree from FRENCH UNIVERSITY IN EGYPT in partnership with NANTES UNIVERSITY, France.