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Fady El-Masry, Head of Marketing

Fady El-Masry

Head of Marketing·Sorouh Developments

Egypt

Bachelor's degree, Advertising And Film Art

Work experience

Total years of experience: 19 years, 0 months

Head of Marketing

January 2025 - Present

Sorouh Developments

Cairo, Egypt

January 2025 - Present

Oversee all communications, public relations and promotional activities selected to support the brand and
marketing strategy
Directed a company-wide soft rebranding initiative that redefined the target customer base, positioning
the firm for a 70% increase in qualified leads and a 55% surge in long-term brand equity within the first
quarter.
Company industry:
Real Estate

Chief Marketing & Communications Officer (CMO)

January 2024 - January 2025

CCR Developments

Cairo, Egypt

January 2024 - January 2025

In line with the need to keep the brand in front of the target audience, manages press relations, speaking
engagements, special events and community outreach activities. Website maintenance, social media
participation and trade show exhibitions represent additional tasks supervised.
Managed a 1.9 million annual marketing budget, achieving all campaign objectives and delivering an
average 8:1 Return on Investment (ROI) by optimizing media spend specifically in launching the Core
(the business hub) & Iden project.
Company industry:
Real Estate

Chief Marketing & Communications Officer (CMO)

January 2022 - January 2024

El Ezz Developments

Cairo, Egypt

January 2022 - January 2024

Elevated brand equity by designing and championing a global communications framework for market
entry and M&A opportunities across the Middle East, Spain, and Russia. & ensuring brand consistency
and market adaptation for a diverse portfolio. with all El-Ezz group in all industries and over 6 countries.
This includes design, production and distribution of print materials such as brochures, ads and direct
response plus radio and television spots needed for broadcast campaigns.
Company industry:
Real Estate

Marketing Manager

January 2022 - January 2024

El Batal Developments (Rock Development)

Cairo, Egypt

January 2022 - January 2024

Defined and executed a market penetration strategy that captured an additional 15% market share for four
flagship products and drove 35% year-over-year profit growth.
Develops and executes marketing plans and programs, both short and long range, to ensure the profit
growth and expansion of company products and/or services.
Conducted comprehensive market analysis and competitive intelligence to identify and launch two new
product lines, capitalizing on emerging market needs.
Directed the overarching media strategy (print, digital, and broadcast ) to align with corporate sales
targets, reducing customer acquisition cost (CAC) by 40%.
Company industry:
Real Estate

Marketing Manager

January 2020 - January 2021

NJD

Cairo, Egypt

January 2020 - January 2021

Oversee all communications, public Defined and executed a market penetration strategy that captured an
additional 4% market share for two new flagship products and drove 60% profit growth with the launch of
projects Gura & Geneses . and promotional activities selected to support the brand and marketing
strategy.
This includes design, production and distribution of print materials such as brochures, ads and direct
response plus radio and television spots needed for broadcast campaigns.
Company industry:
Real Estate

Marketing Manager

May 2019 - June 2020

RFCO

Cairo, Egypt

May 2019 - June 2020

Build our digital marketing roadmap, manage all digital marketing channels (e.g. website, blogs, emails and social media) to ensure brand consistency. Measure ROI and KPIs and prepare budget, develop specific campaigns to create and maintain high levels of customer interaction. Planning, developing, implementing and managing the overall digital marketing strategy. In addition, they are responsible for managing and guiding. Designing and processing the Creative output of all the markting material of both the company either digital, printed or on ground activetyes. Work involved managing of Creative strategy efforts according to the marketing needs. Forecast sales performance trends and act proactively to increase our market segment, Liaise with Product, Design and Sales directors to increase client satisfaction through cohesive strategies. Motivate digital marketing team to achieve goals, monitor competition and provide ideas to stand out Stay up-to-date with digital technology development.
Company industry:
Real Estate
Job role:
Marketing and PR

Marketing Manager

January 2019 - January 2020

RFCO Developments

Cairo, Egypt

January 2019 - January 2020

Build our digital marketing roadmap, manage all digital marketing channels (e.g. website, blogs, emails
and social media) to ensure brand consistency.
interaction. Increased Customer Lifetime Value (CLV) by 42% after redesigning the 360 marketing for the
launch of IL Mondo funnel and achieving a 70% higher conversion rate on digital campaigns.
Planning, developing, implementing and managing the overall digital marketing strategy. In addition,
they are responsible for managing and guiding.
Company industry:
Real Estate

E-Commerce Marketing & Creative Director

January 2018 - January 2019

Spelenzo

Cairo, Egypt

January 2018 - January 2019

Develop and deliver thought leadership and creative solutions in service to the clients brand.
Foster a culture of innovation in all phases of creative work, from concept through production.
Full supervision of creative team, including documentation and responsibility for schedules.
Managing lead-designer of the 3 functional interactive teams: Experience and Digital Content, Shopping
Path, and Email.
Set the creative vision and strategic direction for all digital content and UX/UI, enhancing the customer
journey and increasing time-on-site by 60%.
Company industry:
Software Development

Creative Marketing Director

March 2017 - March 2018

Vapulus

Cairo, Egypt

March 2017 - March 2018

Establish, create, improve and well position the brand of Vapulus.
Design and deliver all communication art work, be it digital, printed or advertised.
Collaborate with project management and engineering to define and implement innovative solutions for
the visuals and experience Execute all visual design stages from concept to final hand-off
Conceptualize original ideas that bring simplicity and user friendliness to complex applications
Create wireframes, storyboards, user flows, process flows and site maps to effectively communicate
interaction and design ideas Present and defend designs and key milestone deliverables to peers and
executive level stakeholders Establish and promote design guidelines, best practices and standards
Create, edit and/or improve the UI if the products, both mobile and web.
Company industry:
Banking
Job role:
Design, Creative, and Arts

Digital creative strategy director "marketing team".

December 2013 - January 2017

Intermark GSW

Cairo, Egypt

December 2013 - January 2017

Work involved managing of Creative strategy efforts according to the marketing needs for various clients.
Works with team to create media plans that integrate all aspects of digital media: Paid media (display),
social media, paid search, mobile and other emerging technologies. Direct the digital creative output of
various brand, Helped define how a new visual identity system behaves alongside motion graphics and
user interaction to create a consistent et compelling campaign that represents the external expression of
the brands activities. Design, developing and monitoring UX and UI for websites, mini website, social
branding and games. Keeps abreast of industry trends and technologies and acts as a knowledge hub to
team members. Infographic consulting for the IMN network. Selecting the best tools for presentation
will ensure youre using the right equipment and the best software platform for the job.
Company industry:
Advertising

Digital Creative director

November 2012 - December 2013

KnockBook

Cairo, Egypt

November 2012 - December 2013

Leading strategic digital experience design both the company own and the client across web,
mobile, digital television, data visualization, and social media platforms. Developing, monitoring and
identifying new discipline expertise for the digital experience design team of Knockbook. Defining
experience opportunities across both corporate and strategic partnership deals for Knockbook
worldwide.
Key projects have included Designs Toyota, Ekkanoo Bahrain, Junaid Perfumes, Mkan and other
brands.
Company industry:
Advertising

Digital & Print Art director

January 2012 - October 2012

Media Hatem Salem

Cairo, Egypt

January 2012 - October 2012

Provided creative vision and directions for the development of annual reports, business Magazines
and event branding. For Act csr, Future academy, Abou El Reesh hospital and other brands.
Designing, Developed and processing of the Ads ( on-line and Press ), graphic stuff and websites for
both the company own and the client.
Provided creative vision and directions for the development of annual reports, business Magazines and
event branding. For Act csr, Future academy, Abou El Reesh hospital and other brands. Designing,
Developed and processing of the Ads ( on-line and Press ), graphic stuff and websites for both the
company own and the client.
Company industry:
Advertising

Creative Designer & strategic Manger

January 2008 - January 2011

Connect Ads (Aleph Group)

Cairo, Egypt

January 2008 - January 2011

Connect ads Orascom telecom Subsidiary, Microsoft Advertising, MediaMind & Facebook
Developed full brand identity for Connect Ads MSN Arabia, Masrawy, Link Online, Facebook,
MediaMind Business launch, including the e-commerce website, a major profit center for Connect Ads,
Inc. Creation of untraditional Ads idea through Rich Media providers ( Mediamind)
Design and developing for websites, mini website and social branding
Performing full design and developing of website applications and games on Facebook and other private
websites.
Company industry:
Marketing

Creative director

December 2007 - January 2008

Dmicreative

United Kingdom

December 2007 - January 2008

creative vision and directions for the development of annual reports, business Magazines and event
branding. For EFG-Hermes, Belton Financial, Orascom Construction, Lecico and other brands.
Designing and processing of the Ads s and making the layout of the websites for both the company own
and the client..
Company industry:
Advertising

Art director & Creative

May 2007 - December 2007

Orintory Company

Cairo, Egypt

May 2007 - December 2007

Work involved managing of full branding and marketing efforts for various clients. A marketing team leader for the whole stuff of the copywriter, illustrators and designers, by which I can give the job to the right person and achieve our goals in short time and with a professional view. Responsible for Designing and processing the business directory layout of the company. Responsible for Designing the website layout and making the main web templates for my team. Designing all the ads of both the company and its clients to be published in the business directory of the company.
Company industry:
Journalism
Job role:
Design, Creative, and Arts

Art director and Creative

January 2007 - December 2007

Orintory business directory

Cairo, Egypt

January 2007 - December 2007

Work involved managing of full branding and marketing efforts for various clients A marketing team
leader for the whole stuff of the copywriter, illustrators and designers, by which I can give the job to the
right person and achieve our goals in short time and with a professional view.
Responsible for Designing and processing the business directory layout of the company Responsible for
Designing the website layout and making the main web templates for my team.
Company industry:
Journalism

Web and Graphic designer

January 2006 - January 2007

Ripple applications "ASP Internet Professionals"-

Colorado, United States

January 2006 - January 2007

Web Designer in a team of eight other graphic designers I was the only responsible for submitting logo
proof and cooperate with my team in making the website screenshots, developing websites, Design and
create ads.
I designed more than hundred of logos which increase my knowledge of how to make a simple logo that
can reach the client.
Company industry:
Software Development

Animator designer

July 2005 - March 2006

Egyptian Television

Cairo, Egypt

July 2005 - March 2006

Drawing, animation and creating the cartoon characters for teeters of TV programs and editing them in the Nile channels on the Egyptian TV.
Company industry:
Media Production
Job role:
Design, Creative, and Arts

Education

October 6 University

July 2006

July 2006

Bachelor's degree, Advertising And Film Art

Egypt

Helwan University Cairo

January 2006

January 2006

Bachelor's degree, Advertising and Printing systems "Graphics Designing"

Egypt

Skills

Team Management
Expert
Team Management
Expert
Print Collateral Design
Expert
Print Collateral Design
Expert
Layout Tools
Expert
Layout Tools
Expert
Marketing Mix
Expert
Marketing Mix
Expert
Digital Media Design
Expert
Digital Media Design
Expert
SALES
Expert
SALES
Expert
ADVERTISING CAMPAIGNS
Expert
ADVERTISING CAMPAIGNS
Expert
ADOBE ILLUSTRATOR
Expert
ADOBE ILLUSTRATOR
Expert
COMMUNICATIONS
Expert
COMMUNICATIONS
Expert
BLOGS
Expert
BLOGS
Expert
PLANNING
Expert
PLANNING
Expert
MANAGEMENT
Expert
MANAGEMENT
Expert
BRANDING
Expert
BRANDING
Expert
BROCHURES
Expert
BROCHURES
Expert
BUSINESS DIRECTORY
Expert
BUSINESS DIRECTORY
Expert
COMMUNICATIONS
Intermediate
COMMUNICATIONS
Intermediate
BUDGET DEVELOPMENT
Intermediate
BUDGET DEVELOPMENT
Intermediate
COMPREHENSIVE INCOME
Intermediate
COMPREHENSIVE INCOME
Intermediate
COPYWRITING
Intermediate
COPYWRITING
Intermediate
EQUITIES
Intermediate
EQUITIES
Intermediate
LEADERSHIP
Intermediate
LEADERSHIP
Intermediate
MARKET ANALYSIS
Intermediate
MARKET ANALYSIS
Intermediate
MARKETING
Intermediate
MARKETING
Intermediate
PUBLIC RELATIONS
Intermediate
PUBLIC RELATIONS
Intermediate
REAL ESTATE
Intermediate
REAL ESTATE
Intermediate
Team Management
Expert
Team Management
Expert
Print Collateral Design
Expert
Print Collateral Design
Expert
Layout Tools
Expert
Layout Tools
Expert
Marketing Mix
Expert
Marketing Mix
Expert
Digital Media Design
Expert
Digital Media Design
Expert

Social profiles

Personal Website
Personal Website

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Languages

English
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Training and Certifications

Certifications
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