حسام عبد الرازق إسماعيل

• Delivered +2.7% comps growth (+0.7pts vs. budget) across MENA markets (2026), outperforming plan despite
macroeconomic headwinds
• Generated $90M+ incremental revenue through structured product innovation pipelines, menu engineering, and
category optimization
• Scaled digital channels to 25% of total sales mix, accelerating omnichannel growth and improving unit economics
• Led international marketing strategy across 16 markets, developing 18-month roadmaps integrating brand innovation,
consumer insights, and data-driven activation planning
• Built and executed high-impact menu innovation pipelines, leveraging trend analytics, pricing strategy, and portfolio
optimization to strengthen competitive positioning
• Presented global strategies at international franchise conferences, driving alignment, and consistent execution
• Elevated guest experience and brand loyalty through AI-driven sentiment analytics, CRM, and personalized
omnichannel engagement programs
• Directed cross-functional execution across R&D, culinary, supply chain, operations, and IT to commercialize innovation
pipelines and scale new product launches
• Established strategic global partnerships with leading entertainment brands (e.g., Disney, Universal, DreamWorks),
enhancing brand relevance and consumer engagement
• Drove measurable ROI through integrated campaigns and loyalty programs, linking marketing performance profitability

• Drove brand and category growth across GCC markets, driving market share expansion, product innovation, and
retail excellence while leading end to end value chains and trade marketing execution with key distributors
• Implemented full-cycle product development processes, integrating market analysis, AC Nielsen retail audits,
consumer research, product concepting, testing, and commercialization.
• Deployed integrated 360° omnichannel marketing campaigns across GCC markets, combining above-the-line,
digital, and in-store activations to maximize awareness, traffic, and revenue.
• Optimized trade and retail marketing initiatives within hypermarkets and supermarkets, enhancing planogram
compliance, shelf visibility, and product mix performance with key retail partners.
• Aligned innovation pipelines with consumer insights through cross-functional collaboration with R&D, supply
chain, and operations, driving sustained brand and category growth.
• Leveraged market intelligence and competitive benchmarking to identify growth opportunities, refine category
strategies, and inform decision-making across multiple GCC markets.
• Strengthened brand leadership and consumer engagement through targeted campaigns, best in class trade marketing
execution, and data-driven initiatives, increasing market share and penetration growth