Director of Marketing And Development
AllFix Service Group (Formerly All-In-One)
Total des années d'expérience :16 years, 10 Mois
I lead the daily operations and growth of the company. Having successfully launched AllFix Service Group in 2021 through a multi-company merger that I planned and executed over a 2-year period, I have achieved my mission of making AllFix the preferred contracting service provider in the local market, and have now begun expanding the company's presence & services into 3 additional Canadian provinces and several US states in less than 2 years of operation.
• Co-founded AllFix Service Group in 2021 through the planning and execution of a multi-company merger over a 2-year period
• Helped achieve over $5.7 Million in sales revenue in startup company’s first operational year, 2022, and $7.6 Million in 2023
• 23% incremental sales volume in 1st year of tenure on MAT (Moving Annual Total) in 2019, and 14% in 2nd year, 2020 with the origin company
• Captured over 18% of the contracting service market share in Toronto City, 12% in GTA, and 7% share of Ontario province in 1st year of operation
• Expanded core services from 4 to 12 within 16 months, maintaining profitability across the board
• Helped plan, develop, and execute all legal, financial, logistical, and operational aspects of business start-up, including 5-year marketing and expansion plan
• Built a unique highly successful go-to-market strategy giving the company a distinctively powerful edge over the competition in an otherwise vastly traditional brick & mortar industry
• Developed all company reporting performance-tracking measures, processes, and procedures, using both vetted commercial applications and tailored exclusively developed solutions
• Spearheaded expanded operations and services into 3 additional provinces in Canada and 2 US states, with plans to expand into 3 additional provinces and 5 additional states before end of 2024
Head of Marketing, PR & Communication for all companies under the Binghatti Holding group including
Binghatti Hospitality: (Food & Beverage / Hospitality), Binghatti Developers (Real Estate & Construction), Binghatti Beverages (FMCG / CPG)
Binghatti Hospitality:
11 country-wide campaigns and 19 branch launch campaigns in 2017-2019
Campaigns for Cupagahwa resulting in 164% increased revenue MAT
Launch campaigns for 3 new restaurant brands: Aghatti, So Ghawi, Creptastic
83% penetration of UAE’s “top venue” locations since 2017, including: La Mer, Dubai Mall, City Walk, Last Exit, The Beach, Al Bahar, and Silicone Oasis.
Binghatti Developers:
70% off-plan sales of Millennium Binghatti Residences tower in 6 months
95% off-plan sales of Binghatti Stars tower in 12 months
Full planning & Execution of participation in Cityscape 2018 and Cityscape Global 2018 exhibitions, with stands spanning 2700sqft & 4000sqft respectively
Binghatti Beverages:
Developed & implemented full marketing strategy for Binghatti Beverages
Executed Raubi drink brand launch in 2018 with over 1.3M tons sales volume
Achieved 35% Modern trade & 17% Traditional trade market penetration year 1
Full planning & Execution for Gulfood 2018 & 2019 exhibitions targeting export opening markets in KSA, Oman, Lebanon, Jordan, Iraq, Libya, Ghana, and Gabon
Launched 2 new CPG brands in 2019: Milkster flavored milk & Fruitastic Juice
Responsible for GITEC's marketing and PR operations in Dubai and MENA, and for all marketing and customer service activities of GITEC’s clients in the region.
• Managed 4 comprehensive marketing campaigns; the largest driving 12% incremental sales for client in Healthcare industry, including marketing strategy and ATL, BTL, digital, and events implementation
• Developed 2 client digital-presence platforms, including website, social media, e-commerce, and SEO
• Managed 3 client digital platforms, most notably achieving 200% increase in website traffic and 400% increase in social mediate engagement within first 2 months for client in Education industry
• Developed GITEC’s 5-year growth and expansion plan within MENA to add 6 new cities to the company’s service reach, including Cairo, Doha, Muscat, Jeddah, Amman, and Kuwait City
• Expanded company reach to Qatar, signing 3 major accounts in 2015
• Acquired 5 new local accounts in 2016, and signed a 2-year HR training & consultancy agreement with Dubai Government 2016 - 2017
• 16% sales increase from 2015 - 2016, and 23% sales increase from 2014 - 2015
As Marketing Manager of Bayer Biotech Egypt headquarters, I was responsible for all marketing plans, budgets, strategies, assets, and all other aspects of corporate name and brand management, in addition to cross-functional projects with other departments.
• Established a dedicated marketing department in Egypt (Previously centralized in Jordan)
• Built and managed a supplier/agency base in Egypt: ATL, BTL, Digital, Events…etc.
• 20% incremental sales in 2013, from creation of the "Meet Bayer" Loyalty & Equity-building program
• Initiated and implemented a distributor training & development program to provide ongoing support for each distributor, resulting in better product and brand representation and dedicated sales
• Created a country-wide "Pay for Performance" incentive program for each of 4 local distributors
• Hosted 12 greatly successful awareness-building events all around Egypt, reaching over 4000 people
• Introduced a new naming strategy for all products, to increase effectiveness of company brand equity, thereby making “Bayer” the sought brand, rather than the variety name
• Launched 6 new products in the Egyptian market during 2013 & 2014, resulting in 13% incremental sales
Responsible for all 3 sectors of the Juice category, and for the innovation and development of new juice/drink lines of business to penetrate new sectors and capture market share from competitors in different market segments.
• Sales of over 23, 000 tons (23M units) of the “Bekhero 1L Juice” pack within 1st year of launch in 2011
• Incremental 17% sales of "Bekhero" 200ml juice packs upon advertising campaign 2012
• Sales over 2000 tons (4M units) within first Ramadan of launch of new seasonal “Ramadan Drinks" range
• Developed a full new range of drink products in 2013, with 3-year extension plan
• Developed “Ramadan Drinks” line-extensions for launch in Ramadan 2012
• Launched “TinGo” under-cap promotion 2011, leading to 24% increase in quarter sales
Hired by Samsung UK to manage launch of a new Customer Service & Tech Support center in Egypt. As Product Line Manager, I was responsible for the Audio-Video (AV) and Digital-Imaging (DI) lines of business, handling all marketing, training, operations and quality, and was acting as liaison and single point of contact between Samsung UK and their Customer Service Center in Egypt. The project was then extended to include Samsung Egypt’s Customer Service as well.
• Launch of a Customer Support Centre in Egypt, and managing relocation and transition from UK
• Managed the first department going live, then the subsequent 5 departments over a 3-month period
• Developed an operational Process & Procedure (P&P) map and its online Decision Support System (DSS)
• Developed the Technical Trouble Shooting Guides, and their subsequent online DSS leading to an average 180 second decrease in average call time for the AV department and 160 second for DI
• Ongoing coordination for : Marketing & Promotions / Product Launches / Service & Support
• Managed performance & development, including ongoing operational & technical training
• Created weekly & monthly analysis and department performance reports for management
• Re-applied and launched all the above for the new Samsung Egypt CS Center
Responsible for implementation and follow-up of all details for Coca-Cola brand’s marketing campaigns, including ATL, BTL, PR, CSR, Events, Collaborations and Internal Communications.
• Coca-Cola’s FIFA World Cup 2010 Trophy Tour in Egypt (2009) - Sponsorship Tour
• Coca-Cola Action 400ml Campaign (2009) - New Package Launch
• FIFA Under-20 World Cup in Egypt Campaign (2009) - Sponsorship Campaign
• Coca-Cola Summer Activation “Coca-Cola Beach” (2009) - Loyalty & Presence Campaign
• African Cup of Nations ACN 2010 Campaign (2009) - Sponsorship Campaign
• Coca-Cola Nationwide Under Cap Promotion (2009) - National Prize Promotion
• Coca-Cola Ramadan Campaign (2009) - Seasonal Campaign
• Coca-Cola “Bring Back the Spirit” Campaign for Egypt vs Algeria Match (2009) - Loyalty Campaign
As Head of the English Editorial Department at Editor PR, I was responsible for all copywriting, editing and content management for the agency’s clients.
List of Clients:
• P&G Egypt / P&G ME
• Hewlett-Packard (HP)
• Vodafone
• Tetrapak
• Coca-Cola
• Orascom Telecom (OT)
• Orascom Construction Industries (OCI)
• Citibank
• Showtime (OSN)
• Bachelor of Science, Honours (First Division) Computer Systems Engineering University of Greenwich, UK June 2007
