أحمد حمدي

HSA Group is a trusted multi-national corporation, recognized globally for its discerning
investments, efficient manufacturing systems and market-leading brands. Handpicked
to spearhead marketing for the FMCG arm of the business (US$ multi-billion), based at
Group HQ with global reach. Top-level accountable for driving the growth agenda
while reporting to the FMCG MD. Leader of a +70-strong Marketing/R&D team. The
role demands collaboration with a global stakeholder network. P/L accountable.
• Delivering double-digit growth in Dairy, Biscuits, Chocolate, Hand-Soap
categories, achieving record market shares for all brands across crucial markets
(average + 350 bps).
• Doubling the regional Personal Care business in 5 years, focusing on critical
growth markets (Yemen, Kenya, and Nigeria).
• Taking the FMCG operation from US$880m to US$1.07bn annual t/o (2019-20)
having built 17 consumer brands across 22 categories, including Dairy,
Perishables, Oils, Confectionary and Soaps/Detergents.
• Attaining projected profit by putting in place win-focused pricing strategies to
underpin the redesigned portfolio while reducing direct costs and uplifting sales
revenues through expansion.
• Masterminding a powerful, data-led regional growth strategy and business plan
supporting business volume, revenue and margin targets.
• Re-imagining the brand identify, switching to a more distinctive, emotional
approach with localized/regional components, harnessing consumer insight.
• At the forefront of brands relaunch that supported 15% sales volume growth,
average brand top of mind from 65% to 78% and brand awareness over 95%.
• Radically overhauling the NPD protocol, with the roll-out of 'The Perfect Launch'
the approach across companies, resulting in 70% of top innovations on time/on track.
• Transforming the organization vision, strategy, financial system and structure to a
brand/category setup.
• Generating cost and efficiency savings by implementing a new IT system, supplier
network and processes; contributing to MARCOM cost reduction of 19%.
• Maximizing the performance and potential of every team member by role
modelling a commercial mindset while challenging constructively as needed.

Awarded promotion following high performance in prior role. Directed global brand
architecture, strategy and tactical planning incorporating individual brand key and
archetype formulation. Directed a 40-strong cross-functional team in a multi-unit of 4
diversified manufacturing entities, 2 domestic distribution, and 1 foreign trading
companies. Part of a 3-year project (US$1.3m) targeting US$ multi-billion brands.
• Catalyzed sales value growth from US$500m in 2014 to US$880m in 2019, having
devised a robust brand/product portfolio commercial strategy.
• Slashed brand portfolio from 149 to 17 brands and SKUs from 592 to 200 while
maintaining market share, sales and bottom-line growth.
• Defined and executed a winning brand and product portfolio commercial strategy
over 6 years.
• Evoked a strong team culture of high performance with an emphasis on
communication, collaboration and results.
• Generated 17-20% direct cost savings by implementing efficiencies with 3-
business partners.
• Reversed a 4-year decline in Pasta (+11%) and drove +7% growth in the Cakes
category.

Made the move to HSA, taking up a fast-paced, growth-oriented role based in Yemen
with regional, national and global reach. Optimized ROI of marketing campaigns
leveraging customer market intelligence and analysis. At the forefront of a high
performing team of 15 marketing professionals.
• Reformulated the distribution system, leading to enhanced top SKUs average
availability from 72% to 80%, improved visibility rate and increased efficiency.
• Created value through technology; transformed sales & distribution operations
with the implementation of SAP ERP (SD, CO-

BiscoMisr, part of the Kellogg’s family, is a leading Egyptian confectionary and biscuit
brand (US$200m t/o pa). Accountable for leading a team of 5 marketers in devising
winning, data-led brand strategies that ignited the brand’s market position.
• Won consensus for introducing 5 new products, which subsequently made up 20%
of company total sales (