Farah Mroué

• Grew revenues by 20x within less than 24 months, and 40x within less than 3 years despite the economic situation.
• Innovated dynamic pricing strategies and “SingleBlu” price plan, increasing Average Selling Price by 37% within 3 months, and doubled Average Selling Price within 7 months, ensuring healthy unit economics.
• Lead the different Commercial teams from Marketing to Sales to Account Management and Client Support to double the merchant base within 6 months and to reduce churn rate by 50%.
• At ShipBlu we sell technology solutions to solve the market pain-points, more than anything else.

• Grew revenues by 7x within 8 months during the market fit stage.
• Increased Customer base by 5x within 4 months.
• Innovated and launched new revenue-generating business streams.

• Drove production volumes by 2.5x within the first 4 months.
• Increased revenues by 12x within the first year.
• Lead the revenue generation teams to continuously achieve and over-achieve company OKRs.

OPEX Egypt is a courier business startup company. Main objective of the post is to take the brand to the next level, develop its business base and revenues, and structure it.
I have been requested to establish the infrastructure
of Commercial Department, its structure, strategic planning, in addition as to work on the entire
company processes, KPIs, Performance Management and Quality Assurance. Responsibilities and
achievements include the following:
- Commercial Team of more than 20 employees was created and set up, including the following teams:
Sales, Marketing, Account Management, Customer Service, Performance Excellence and Quality
Assurance, Management Information System Analysts.
- Strategic Planning for all the above functions
- Market Segmentation & Targeting, Brand Positioning, SWOT Analysis, & close competition monitoring
- Pricing Matrix and benchmarking
- Setting Authority & Approvals matrix for pricing, contracting, and other crucial agreement-related
transactions
- Creating costing models as this was non-existing
- Capacity Planning and Productivity Analysis throughout the organization (Commercial & Operations)
- Revenue Budgets
- Benefit of Costs and ROI for new projects & resources
- Technological Resolutions
- Sales, Marketing, Business Development

 Headed the Elections Campaign of a young UAE National female entrepreneur, to the UAE Federal National Council’s elections 2015
 Planned and Executed Electoral Campaign Strategy
 Media Relations and Editorials
 Managed Social Media Campaign
 Coordinated Public Appearances and Public Speeches
 Coached the candidate on Public Speaking, Media handling, and on performing introductory videos for Social Media Marketing
 Main Campaign Motto: Youth Empowerment

Emaar Retail Leisure & Entertainment attractions: KidZania, Dubai Aquarium & Underwater Zoo, Sega Republic, Dubai Ice Rink, and Reel Cinemas - all located at The Dubai Mall.

Also acted as CSR and Education Manager for the group

Main Responsibilities
 Responsible for the 5 attractions’ B2B Revenue
 Headed a Sales Team of 8
 Sales and Business Development Strategy
 Budgeting (Revenue, Team Targets, Costs, Manpower)
 Pricing, offerings, and packaging
 Group’s Corporate Social Responsibility Strategy planning and execution
 High Profile Strategic Partnerships, alliances and MOUs with Governmental and non-Governmental entities
 Participated in GCC Roadshows and exhibitions
 Maximized Sales team potentials through leadership, trainings, coaching, appraisals and development plans
 Planned, executed, and conducted a series of awareness seminars and presentations throughout the UAE
 Project Management
 Managed Community and Corporate engagement projects and activities

Main Achievements
 Grew business by more than 30% year-on-year due to Turnaround Sales and Business Development Strategy
 Expanded revenue through highly innovative tactics and took the products to the next level
 Penetrated new Geographic and Industry Markets
 Increased Education business segment revenue by 60% due to new programmes developed personally and presented to relevant government authority
 Handled a number of MACOM projects pertaining to the B2B segments
 Initiated two main projects: Sales CRM and B2B Online Sales Portal

 Lead the property to achieve and over-achieve budgets for 3 years with a solid business growth year-on-year and healthy REVPAR in 2010 and 2011.
 Strategic Sales & Marketing planning, and pricing structure
 Main markets handled: government, airlines, Travel Trade, top Corporate, Sports Clubs, Sheikhs Offices, events and MICE
 Developed and maintained a solid and year-round base of top accounts
 CSR and third parties’ events sponsorship

 5 properties of Abu Dhabi & Al Ain area
 Portfolio included: Western Embassies, Defense companies, Education, Telecom, French Accounts
 Turned in a large number of prospects to key accounts and developed other existing accounts to top accounts
 Assigned as the official departmental trainer and coach for 3 years in-a-row
 Promoted from Sales Executive to Sales Manager within 18 month
 Promoted from on-property Business Development Coordinator handling MarCom and Sales to Area Sales Office Sales Executive within only 3 months due to large achievements in a very short amount of time.

Marketing
 Managed the company’s Marketing and Communications
 Managed two main events (Gala dinner and Conference promoting a sweetener brand, and a Cooking Competition and Gala Dinner for Amateur Businessmen using Rice, Pasta, and Oil brands)
 ATL brands advertisements and seasonal promotions for the retail market products
 Communications
 Design of new brands logos

Import:
 International supplier’s relations and negotiations
 Handled pricing and new product costing analysis.
 Market and competition research. Risk management, P&L and SWOT analysis for new products.
 Managed stock and reorders of goods.
 Monitored and handled all logistics and processes pertaining to shipments of imported goods (documentation, banks' LCs, insurance, shipping, customs clearance)

 During the 4 years at University, held several F&B related positions in renowned hotels and restaurants such as Phoenicia Intercontinental Beirut, Le Bristol Hotel, Geffinor Rotana, Hard Rock Café, and Henry J Beans

 Also went through several internships and trainings in 5 stars hotels and restaurants, in a variety of departments as part of the curriculum, such as Kitchen, Housekeeping, Front Office, Sales and Marketing, Revenue Management, Finance and Cost Control