Sen. Marketing Manager
Al Futtaim Group Real Estate
Total years of experience :18 years, 6 Months
Double ReportingtoCFCM GeneralManager and the Festival Malls RegionalGeneralManager-RetailMarketing
• Key functionalresponsibilitiesincluding:influencing, interpreting andimplementing theMarketing Strategy, Branding,
Communications, Event Management, Market and Competitors Analysis
• Settingandmanagingmulti-millionEGPmarketingbudgetsforthebenefitofRetailDepartmentandotherCFCsitewide projects, by
setting pre-agreedtimelines, objectives andtargetsforthedepartment, andassuring keydeliverables are achieved on budget each
financial year
• Develop &strengthen relationships with majorsuppliers and partnersforinitiating opportunities of new revenue sources,
customers’ experiences and partnership excellence
• ResponsiblefortheMarketingTeam’sdevelopment; Leadingadynamicteam-basedenvironmentwhereindividual contributions makes a difference
• Key driver and leading the local digital transformation together with regional digital and IT teamsfor CFCM; deploy & manage toolsfor
data collection & analyticsincluding;
- Website, Wifi/Aiselab, Sprinklr, mobile-app, Wayfinding
- As well as deploy Social Media & Online activities/campaigns
drivingonlinetraffic
andbuildinggreaterreachamongstexistingandprospectivecustomers
Achievements:
• Developed CFCM asthe pioneer destination for Shoppertainment in Cairo, the destination for Customers’ Delight &“the place to be” for
Tenants(based on quantitative& qualitative researches)
•ClosedYears, 2016, 2017with+2%infootfalland+25% inSales Revenue(2018onthesametrack), demonstrating the the effective
targeting and conversion for sustaining quality shoppers’ visitations
• Initiated &Lead Major Events &Concertsforthe Mall
- Shopping Festivals during 2016, 2017&2018, with high returns; customers and tenants’ engagement & satisfaction, and positive
sales&footfallresults
- Sep.2016 :NinjaTurtles“TurtlePower”-Nickelodeon, internationalshow&promotion with+13%footfall
- Oct.2016 : Launched forthe 1
st time in the region, in Partnership with Redbull “Redbull Fel Share3” concert, with 18, 000+
sold tickets, monetized returns, advertising&PR valuesto themall
- Dec.2016 : 1stNew Year’s Eve Eventintroduced in a Mall in Cairo hosting “Wust El Balad&Nesma Mahgoub” with 20, 000+
attendees within the CFCM Village& Amphitheatre
- Jan.2017 : 1st Football Arena in Cairo “CAF” with 30, 000+ viewersin the finalematch
- May2017 :1
stliveshowsbyNegoum&NileFMfromCFCMstudio&directlivecustomersinteractionsandwinners
- May2017 : 1
st Concert for Amr Diab in a Mall with +20, 000 attendees
- Oct.2017 : 1
stLive Premier Nightsin three consecutive weekends hosting three ofthe top entertainment comedies
showsin Egypt; SaturdayDayNight Live (SNL Arabia), Ahmed Amin&Abla Fahita
- Jan.2018 : 2
nd Amr Diab concert hosting 45, 000+ attendees
- Feb.2018 :1
stCairoOfficial FullMarathon&ParalympicswithCairoRunnershosting6, 000+runners&12, 000+
attendeesin support for raising fundsto 500500 Hospital
- Mar.2018 :FIFAWorldCupTrophyTour, networkedandgavefullsupporttoCocaCola&team.PositioningCFCMas the
moderniconicdestination inCairo.2, 000+guestsofVIPs, premiumfans, influencers&media
- Apr.2018 :ridingon thesuccess, Redbull FleShare3 #2with triple size&triplemonetized returns
- May.2018 : 1
st Cairokee Empire concert launch with 21, 000+ sold tickets& monetized returns
- Jun/July 2018: Produced the biggest WC football Arena in Cairo for matches broadcasting & sponsors activations,
hosting 30, 000+ viewers, attracted and sold sponsorships of +3m EGP
• ICSC MENA Silver Award for CFCM WC Football Arena for NOI Enhancement
• SocialMediaExcellence:rankednumber2worldwideforcustomersengagementonsocialmediawithinthemallsindustry
• TripAdvisor award2 consecutiveyears, thebestshopping destinationinCairobased on organic reviewsfromtourists&
customers
• Internal comm. Initiatives; Full office theming&branding. 2 employees’ engagement activities.CFCMRock-StarAwardsinitiative
• Reporting to the General Manager
• Directly managing ASD (Arma Soaps & Detergents) Marketing Team, designing marketing and trade activities and responsible for driving Growth Results
• This includes 3 sectors; Laundry, Home Clean and Personal Care
o Developing brands & growing brands’ equity
o building Marketing Strategies & Plans to deliver upon the Business Objectives and ROI
• Responsible for the Marketing Teams development;
o re-structuring and rotations
o closely supervising the tasks operations & implementation
o encouraging the resourcefulness, growing their analytical skills, problem solving, managing conflicts mind set
o best utilization of marketing tools according to the set budgets
• Roll’ on meetings and continuous following up with the Business Director and the Sales Teams for monthly achievements and market cross knowledge, as well as revising the quarter to come sales and marketing programs
• Follow through with the team and the Demand Planning, R&D and Purchasing teams on Products Developments and Consumer Promotions planning & execution
• Responsible for managing the relationship between the Creative, Media, Digital and Activations Agencies and the Company
• Equally responsible with the Team for driving results out of all the activities via proper planning, organizing, coordinating, implementing, monitoring & evaluating for tuning and corrections to achieve the best results
• Collaborating with all functions (operations, planning, quality, purchasing, finance and distribution) to the delivery of bottom line revenue and profits
• Fully responsible for a standalone unit within the agency (mini-agency)
• Handled the business of key strategic and leading companies within the Agency and in Egypt; ARMA Group, Palm Hills Developments, LUX (uni-lever), Nescafe (Nestle), Orbit (PTV), and other accounts
• Experienced on global brands, with special focus on successful brands activations (localization), as well as strong local brands' launches
• Conducted together with the planning department and collaboratively with the clients multiple “Brands’ Health Check” and Brand Reviews; marketing performance vs. micro / macro environments, to set the most appropriate Strategic Platforms for Brands and brands’ architectures
• Team hiring, development and evaluation
• Revise periodic financial statements with finance team and clients
• Set department budgeting & forecasts, revision (for reporting discrepancies and plotting contingencies) and achieving profits together with the different agency functions; media, production and BTL teams
- Handled the Communications Function in one of the leading Value Added Services (VAS) in Egypt
- Managed the Company’s promotional activities and launches campaigns in the existing and new markets; Algeria, Dubai, Pakistan, Bangladesh, Tunis & Italy; engaging consumers and make them experience by connecting them to a world of their choice through the different services which varied from mobile entertainment (games, ring tones, animated jokes, greeting cards and video clips) to infotainment (news, sports, city guide & financial indicator) in addition to community applications (chatting & messaging)
- Conducted pitches and hired agencies in the different markets
- Gathered and analyzed micro and macro information to feed in management and help in proper planning
- Handling Brands advertising campaigns, designing marketing calendars
- Having a broad understanding and appreciation of all the media channels available... Oversee the media planning process, ensuring that relevant and key media strategies are developed
- Responsible for the development of all budgetary proposals
- Taking overall responsibility for the quality of creative and production outputs
- Proficient understanding to consumers and their evolving trends on the different categorizations
- Supervising team performance and training
- Responsible for building outstanding creative briefs and revising contact and status reports before sharing with clients
- Managing financial status and collection
- Reporting directly to the head of Clients Relations…responsible for the day-to-day running of the clients' campaigns, liaise between the client and the agency staff; traffic, creative, production and media teams in order to coordinate the details of advertising campaigns
- Handling Brands advertising campaigns, designing marketing calendars
- Writing briefs, contact and status reports
- Following up on financial collection
