Florentina Fishara

Engaged with various Business Development and Marketing Consulting Services for several companies in the
Oil & Gas & Petrochemicals, Infrastructure and Real Estate sectors in Egypt, North Africa and Europe.

Oil & Gas /Petrochemicals /Fertilizers /Infrastructure Sectors Marketing Penetration and
Expansion:
・Products/Services positioning and alignment of marketing strategies with business plans and commercial
objectives. Lead a cross-functional marketing, customer experience and creative POD to execute efficiently a
go-to-market strategy and execution including all 7 P’s of Marketing.
・Involved in the tradeshows & event management, attended conferences and exhibitions within MEA either
on campus or online, SEO, Social Media management, market research & analysis;
・Market penetration and expansion plans to allow the company be pre-qualified, participate and work as
EPC+F, EPC / PC Contractor in partnership with Local & International EPC Contractors; Partnerships with
customers under the GOE on BOO and BOOT basis / Project Developer.
・Build deep and trustworthy relationships with customers and partners and enable the business to establish a
strong network of influencers and key opinion leaders,
・Drive the process to research the client’s aspirations, market intelligence data, and share this knowledge and
intelligence with the management and team.

& Gas /Petrochemicals /Fertilizers /Infrastructure Sectors Business Development:
・Develop business strategy detailed KPIs for profitable revenue growth cascaded from the division and
corporate objectives. Enable the business to increase the regional funnel and incubate validated commercial
opportunities.
・Act as a strategic partner to executive management to identify and win business with existing and potential
customers. Monitor pipeline activities and client account opportunities/wins/losses to develop growth
strategies, action plans and booking goals.
・Analyze opportunities, act upon them, create and maintain funnel of opportunities commensurate with
growth ambition of the company and communicate those to senior management.
・Build project sales pipeline via customer visits, job site visits, training, sales presentations, and account
plans for key customers. Provide input on new service offerings based on customer feedback and industry
trends to anticipate future customer demands.
・Facilitate communication between target customers, ELSEWEDY ELECTRIC’ Sales, Proposal,
commercial and technical support within the business unit to meet customer expectations.
・Develop Monthly, Quarterly & Annual projects report and present it to senior management.
・Provide support for business deal processes, including deal proposal structuring, contract negotiation, and
overall communication with internal and external customers.

Responsible for the Marketing & Business Development activities of the company:
・Setting go-to-market strategy and execution including defining product /service of the company and its
international principals, positioning, pricing, promotions using POP and POD.
・Responsible for the tradeshows & events management, attended conferences and exhibitions within MEA,
SEO, Social Media management and CRM.
・Market Research and analysis.
・Locate or propose potential business deals by contacting potential partners, discovering and exploring
opportunities, thereafter screening potential business deals by analyzing market and business strategies, deal
requirements, potential and financials.
・Business development and/or project management of contracts under execution that are related to
upstream/downstream/middlestream/trading for and/or on behalf of company’s international principals to
retrieve inquiries, potential projects, tenders and information/data.
・Communicate /report to both corporate’s staff and EuroAmerican International Energy’s principal
companies on regular intervals to give updates on projects, inquiries, tenders and general activities.
・Coordinate with corporate team within MEA, prepare and submit tender documents & inquiries before the
closing date and in a timely manner.
・Closing new deals by coordinating requirements, developing and negotiating contract requirements.

・Responsible for the whole tendering process: starting with gathering of the required marketing data,
ensuring that company is an approved service provider in operating company's bidder list, ensuring bid
invitation, preparing and submitting all the tenders documents (liaison with the PL Directors, management and
all concerned departments), supervising tender submission and responsible for following up tendering cycle at customer(s) until tender evaluation is finalized and contract is signed. This involved, marketing, business
development, tenders and contracts management.
・Advisor role regarding tender's and contract's terms & conditions, liabilities, indemnities.
・Analyze reason(s) of tender(s) award and/or refusal,
・Marketing analysis for the lost tenders and shooting future opportunities.
In addition to my main responsibilities mentioned above, I was also assigned as the Procurement Manager
for a project related to PICO International Petroleum / CHEIRON (sister company of PICO ENERGY),
operatorship of five mature oil & gas fields in Eastern Europe, where I performed the following tasks:
・Advisor for the Scope of Work, Operations Program of the candidate wells and for the identification of the
required services and materials,
・Advisor for Contracting type (integrated solutions or discreet contract, etc…),
・Negotiated with the service companies (local/multinational) to obtain best offers,
・Responsible for offers evaluation, Purchase Orders, MSA's or any Contracting type,
・Responsible for contracting all required services and materials for the operation in Eastern Europe:
contracting procedures, terms & conditions, liabilities, remuneration.

Planed, managed and coordinated marketing activities including participation in conferences, trade shows and similar events to support the company’s business strategy. Defined promotional and advertising activities and materials to publicize product lines / services through the press, sales force and alternate distribution channels. Ensured the availability and/or development of marketing presentations, brochures and other documents and materials to show cases of Weatherford’s services and activities. Lead the implementation or personally implemented public relations programs, online events and similar activities and participated as appropriate in relevant community events. Conducted market research, developed and disseminated periodical analytical reports on O&G market trends in Egypt, new and/or changing market conditions, requirements and needs, business opportunities and activity statistics, potential volume of planned activities; Reported Market data in Egypt: working rigs, drilled wells, coming concessions, future opportunities, etc…, analyzed all data, generated reports and sent monthly reports to the PL / Service Managers, Top Management and Regional BD Team. Maintained regular contacts with current and potential customer companies and ensured regularly visits to ascertain needs, maintained good business relations and coordinated with Weatherford appropriate managers the resolution of customer problems and/or complaints
The Strategic Account Manager for 6 main customers. Focal point between the Strategic Account Management Team in Weatherford Egypt, the GM and Regional Business Development Team;
• Provided input in the development of business strategies and plans
• Weatherford MENA (Middle East & North Africa) Technical Papers Committee Member being responsible for all technical papers in all events / workshops within Egypt and MENA
• SPE Steering Committee Member in some workshops / conferences

Promoted the services and products of Weatherford Egypt in order to sustain the company's business and, as appropriate, expand it to generate new business. Introduced new product lines/services in all operating petroleum companies
• Contacted existing and potential customers to collect data on their future projects and/or expansion plans, discussed findings with the management
• Reported customer complaints to responsible staff and followed up on the status and disposition of customer complaints
• Reported to responsible staff information obtained regarding competitor’s new product(s) and process technology
• Assisted with the development of market analysis reports, including market trends, business opportunities and activity statistics to determine customer needs, volume potential, price schedules or discount rates
• Recommended plans to increase market share and to improve company’s competitive position for the designated product line(s)
• Assisted in the Budget plan with all required Market Data (rigs, wells, production…)
• Implemented public relations programs, online events, corporate trade shows and seminars to promote services / products and to learn about industry development in addition to involvement in community organizations and events
• Developed and implemented marketing and advertising campaigns, trading sales data; Developed newsletters, editing and advertising of catalogs, etc…
• The Focal Point for any conference / event / workshop and responsible for all technical papers submission cycle
• Weatherford MENA (Middle East & North Africa) Technical Papers Committee Member
• SPE Steering Committee Member in some workshops / conferences

Responsible for the Procurement of any services and/or supplies required to run the Company’s Operation. Responsible for all Foreign / Local Purchases daily activities and processing
• Responsible for classification of Materials Requisitions and role distribution
• Conducted meetings with Vendors to be updated with the market. Audited Local vendor’s facilities and procedures. Controlled and maintained Approved Vendors List and process Vendors evaluation
• Responsible for all the Import Shipments and followed up all logistics issues
• Followed up all QHSE issues such as CPAR’s, PONC, VIP, OFI’s, etc…
• Followed up all Pending Material Requisitions, Contracts and Agreements with Purchasing group and shoot all problems to close all pending issues and reported to management
• In parallel to all procurement duties, Team Leader for the Data Classification & Mapping Project for converting all data into JD Edwards System (May 2008 - Feb. 2009)

• Coordinated with Purchasing Agents regarding daily purchasing processes
• Reviewed all Po’s in their final status before sending them for approval
• Evaluated Vendor's performance: measured using NCR’s and Suppliers Evaluation System (delivery, quality, price, quantity, handling & packaging). Negotiated pricing, delivery frameworks and payment schedules in line with the company's purchasing policies and evaluated quotes received
• Followed up orders with suppliers & managed all Logistics activities for foreign purchased items until orders were delivered and received. Responsible for the shipments of all foreign supplies (air, sea, truck), since PO was ready at supplier premises until arrived completely in the company’s warehouse
• Monitored all Assets Purchase requisitions and coordinated with Assets / Inventory department to maintain necessary approvals according to GOA and AFE procedures
• Generated Weekly Pending Purchase Requisitions reports, Purchase Agents Activities Reports along with Purchasing & Logistics activities

• Introduced new equipment / services and technology to the Oil & Gas Sector in Egypt through presentations, events, conferences, workshops, meetings with the responsible people in the major Operating Petroleum Companies (B2B Marketing)
• Registered / Introduced the company in some of the Operating Petroleum Companies Bidder List and ensured invitations to bid; followed up with customers the tender's cycle
• Created Business Plans; assisted in the company's strategies and development
• Contributed in arranging Technical and Non-technical Training Programs
• Assisted the Operations Department by getting best offers, contacted suppliers for providing the missing equipment / services / personnel for any tenders; prepared tenders

• Main contributor in developing the business in the Oil & Gas Sector through known contacts, meetings with the responsible people in most of the Operating Petroleum Companies (B2B Marketing), negotiating & relationship building
• Searched for new customers and service providers via internet, known contacts, meetings.
•Registered / Introduced the company in most of the Operating Petroleum Companies Bidder List and ensured invitations to bid; followed up with customers the tenders cycle
• Marketed and introduced the company’s services / equipments within the Oil & Gas sector in Egypt through presentations, events, conferences, workshops & meetings

• Evaluated offers submitted by suppliers & contractors and selected the best value
• Prepared tenders & quotations for customers and followed up during evaluation
• Interfered between suppliers & clients until scope of work was done or supplies received
• Followed up with banks and customers regarding L/G’s, L/C’s & Bid Bonds
• Coordinated between field staff and office, between customers & contractors
• Interviewed / selected personnel as Site Supervisors & Administrative positions
• Generated Reports during operation: Program Schedules, Execution Plans, Daily Labor Rate, Operation Man Days, Operation Curves, Charts, Histograms, etc...
• Responsible for all kind of administration jobs, reports, filing, logos, faxes…