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Ahmed Hatem, Marketing Director

Ahmed Hatem

Marketing Director·Americana-Kuwait Food Co

United Arab Emirates

High school or equivalent, Integrated Marketing

Work experience

Total years of experience: 27 years, 5 months

Marketing Director

January 2017 - Present

Americana-Kuwait Food Co

January 2017 - Present

Developed the marketing plan for 2018 being the foundation of the turnaround of KFC brand
across the region; resulting in double digit growth, 2nd
highest growth globally & exceeding
revenue goals for YTD 2018.
• Managed menu rationalization and price optimization project with Boston Consultancy Group
with target to shift & lift consumers to more profitable items.
• Successfully launched regional ecommerce platform with optimized design, menu, SEOs, adding
5% incremental sales
• Mapped a subset of processes to define KPIs, analyse weaknesses and implement new process
to increase focus and adaptability of strategic objectives
• Lead the turnaround plan for KSA & Egypt resulting in more than 20% growth in sales.
RESPONSIBILITIES
• Responsible for long-term stewardship of KFC brand strategy giving economic, market, and
competition insight and digital innovation.
• Lead marketing and digital strategy across 11 markets across the Middle East & North Africa.
• Oversee the budget and set the regional calendar for marketing campaigns
• Define CRM segments increase retention and develop new customers.
Company industry:
Catering, Food Service, & Restaurant
Job role:
Marketing and PR

Marketing Director

January 2009 - January 2017

Americana-Kuwait Food Co

United Arab Emirates

January 2009 - January 2017

Earned highest sales growth & budget achievement.
• Implemented online ordering for first time in region, producing 3rd
highest global sales.
• Pricing strategy led to sales and profit turnaround for Hardee’s and Krispy Kreme
• Developed award-winning digital content for KFC becoming global best practice; published
across 70 publication and was taken as a case study by Facebook & GMR.
• Implemented Day Part strategies in region for QSR & casual dining categories adding 3-5%
incremental sales growth in 2009
Company industry:
Catering, Food Service, & Restaurant
Job role:
Marketing and PR

Assistant Marketing Manager

January 2005 - January 2009

Americana-Kuwait Food Co

January 2005 - January 2009

Highest budget achievement across the Mena Region.
• Instituted effective “Open Kitchen” PR campaign to educate on Bird Flu effectively increasing
brand sentiment
• Created kit for new openings and acute stores increasing awareness & sales on day 1
RESPONSIBILITIES
• Implemented marketing calendar for brand strategy to drive sales
• Assisted individual nonperforming stores by developing local marketing programs
Company industry:
Catering, Food Service, & Restaurant
Job role:
Marketing and PR

Account Director

January 2001 - January 2005

Tarek Nour Advertising (DDB Worldwide)

Egypt

January 2001 - January 2005

Key stakeholder on accounts including Telecom, GMCG, CSR Events
• Implemented Star Marker program to acknowledge team member talent
RESPONSIBILITIES
• Provided strategic planning for key accounts in marketing and business development for Major
clients like Pepsi, Vodafone, Carrier etc.
• Pitched to new accounts and explored new areas of development within portfolio
• Offered guidance on creative output and developing available information
Job role:
Marketing and PR

ACCOUNT EXECUTIVE

January 2000 - January 2001

HSBC

United Arab Emirates

January 2000 - January 2001

Successfully launched
Company industry:
Banking
Job role:
Accounting and Auditing

Media Executive

January 1999 - January 2001

Mullen Lowe

Egypt

January 1999 - January 2001

Company industry:
Advertising
Job role:
Marketing and PR

MEDIA EXECUTIVE

January 1999 - January 2000

Unilever

United Arab Emirates

January 1999 - January 2000

as team leader to provide media monitoring and planning for
Company industry:
FMCG
Job role:
Marketing and PR

Marketing Director

-

Americana-Kuwait Food Co

United Arab Emirates

-

Managed 15 team members and reported directly to CMO
• Created business development strategy for KFC, Pizza Hut, Hardee’s, TGI Fridays, Krispy Kreme,
Red Lobster, The Counter Burger, Olive Garden in the UAE
• Responsible for over 320 restaurants in the UAE while developing marketing budgets in line with
prepared marketing objectives
• Supported advertising and media agencies to implement plans for target audience
• Trained and developed marketing managers across the Gulf region
Company industry:
Catering, Food Service, & Restaurant
Job role:
Marketing and PR

Education

American University

December 2018

December 2018

High school or equivalent, Integrated Marketing

Egypt

,

ESLASCA University

January 2009

January 2009

Master's degree, Business Administration

Egypt

Chartered Institute of Marketing

January 2002

January 2002

Bachelor's degree, Integrated Marketing

Egypt

(CIM),

American University

January 1999

January 1999

Bachelor's degree, Integrated Marketing

Egypt

,

Skills

MARKETING
Expert
MARKETING
Expert
Team Management
Expert
Team Management
Expert
Marketing ROI
Expert
Marketing ROI
Expert
BUDGETING
Expert
BUDGETING
Expert
CONTENT MANAGEMENT
Expert
CONTENT MANAGEMENT
Expert
PRICING
Expert
PRICING
Expert
PRODUCTION
Expert
PRODUCTION
Expert
PROFIT
Expert
PROFIT
Expert
PUBLICITY
Expert
PUBLICITY
Expert
SALES
Expert
SALES
Expert
STRATEGIC
Expert
STRATEGIC
Expert
BRAND MANAGEMENT
Expert
BRAND MANAGEMENT
Expert
Team Management
Expert
Team Management
Expert
Marketing ROI
Expert
Marketing ROI
Expert

Languages

Arabic
Expert
English
Expert
French
Expert