أحمد عقاد

Consulting in marketing, corporate communication, marketing communications or advertising such as building corporate identity and branding, developing products and packaging, building marketing and public relations strategy, writing marketing and public relations plan, building Go-to-Market strategy and plan, building pricing strategy, improving customer experience, menu engineering (F&B sector), setting up marketing and public relations departments, creating policies and procedures, recruiting marketing and public relations talents.
• Helped SME brands develop and implement digital marketing strategies (e.g. Content Marketing, Viral Marketing and Influencer Marketing) to increase brand awareness, leads, and sales.
• Utilized SEO, SEM, social media marketing, and content marketing to achieve client goals.
• Analyzed campaign performance and provided data-driven recommendations for optimization.

A BOT (Build, Operate and Transfer) project.
• Established and operated a new marketing communications department from scratch.
• Managed an in-house marketing and advertising agency with a team of 7 professionals.
• Managed the launching of the App Furas (360 campaign).
• Managed the Municipal Oversight campaign (360 campaign).

A top high-end luxury banqueter and caterer. Responsible for the establishment of the Marketing, PR and
Exhibitions Department. Managed a team of 6 marketing professionals focused on executing national campaigns
including PR, events, database marketing, and digital marketing. Report to CEO.
• Transformed marketing activities to digital (SEO, SEM, Social Media Marketing, Mobile Marketing, influencer
marketing).
• Increased the number of Nayyara exhibitions visitors by 21%.

Responsible for the development and management of all marketing activities (ATL, BTL, TTL) including digital, content and social media plus the management of 11 products. Report to CEO.
• Achieved an increase in overall sales by 4%.
• Enhanced customer’s experience by reducing waiting time from 13 minutes to 3 minutes.
• Improved quality of company products (bun, beef patty and fries), packaging, menu, website and customer experience.
• Targeted new segments (B2B) and opened new sales channels; food delivery Apps (Hunger Station, talabat and Wssel).
• Developed customer service process and procedures and introduced the customer call center.
• Affected the Company winning of the 2017 Top 100 Saudi Brands Awards.

A leading national F&B company manages and operates 7 restaurants and cafes since 1990.
• Managed effective social media campaigns that increased consumer engagement and number of followers in
company 17 accounts at social media platforms (Twitter, Instagram, Facebook and LinkedIn).
• Increased company presence in both traditional and online media (6 press releases and 3 interviews) and
drove traffic to Company website.
• 4 local and international awards.
• Established the public relations section from scratch.
• Developed, managed and executed Company’s long-term and short-term integrated communication plans and strategies including Online Media.
• Selected and trained Company spokesperson and serve as media adviser to Company Chairman.
• Managed the community and increased consumer’s engagement in all company’s accounts in social media platforms (Instagram, twitter, Facebook and LinkedIn).
• Developed weekly and monthly social media calendars.
• Developed company’s media policies and procedures.
• Developed Company’s content (websites, profiles, storytelling, posts, bios, speeches and imagery).
• Build and maintain good relationships with both traditional and online media.
• 4 local and international awards.
• Drove traffic to Company websites.
• Created a corporate culture across the company.
• Increased company presence in both traditional and online media (6 press releases and 3 interviews).
• Designed strategic effective CSR initiatives.
• Produced 2 videos (Canton 25th anniversary and corporate documentary).
• Raised the awareness of the Company and its 7 concepts (Canton, Sizzler House, Tako Hut, Roma Way, Shawirmarito, Aroma Coffee and Cinnabon) and increasing its presence in media.

• Increased volume of after sales services (warranty, maintenance and training) by 7%.
• Performed CRM for 720 accounts/vendors countrywide.

• Managed 5 Company exhibitions (3 local and 2 international).
• Enhanced internal communications (newsletter, intranet, circulars, etc.).

A closed Saudi joint stock company specialized in Investment, Construction, Building Materials and Real-estate
Development.
• Initiated a landmark seminar Trends of the Saudi Stock Market by the prominent Saudi economic analyst
Rashid Al-Fawzan, GM CNBC Arabia KSA prior to the IPO of sister company, United Electronics Company
(Extra). The result: the IPO was covered 214.9% and the stock market continued upward.
• Increased Company online presence by 83%.

• Managed Almarai booth at Saudi Agriculture Exhibition 2007 as first assignment in my first working week,
resulted in a SR9m deal with a leading Saudi food products company.
• Led Almarai internal and external events (e.g. Annual General Assembly Meeting, board meetings, Annual
Open Day, Eid receptions, Annual Saudi Agriculture Exhibition, Celebration of Almarai - PEPSICO JV Contract
Signing, Ceremony Almarai Acquisition of HADCO 2010, tradeshows, etc.).
• Proposed and led the following actions to rectify the damage to Company image and drop in sales due to the
CEO statement and rumors that dairy products were not from fresh milk:
◦ Intensifying visits to company farms and plants for exposure to the fresh and top quality products from 3
visits per week to 2 - 3 visits per day targeting school and university students, families and VIPs.
◦ Producing a series of corporate documentary films and spreading them national and regional wide.
The results: 33% increase in dairy products sales.