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Kamal Geissah, Marketing Director – FMCG

Kamal Geissah

Marketing Director – FMCG·Sweetana Confectionery

Egypt

Bachelor's degree, Marketing And Advertising

Work experience

Total years of experience: 23 years, 5 months

Marketing Director – FMCG

January 2026 - Present

Sweetana Confectionery

Cairo, Egypt

January 2026 - Present

• Supported sales teams in domestic and international exhibitions, contributing to distribution expansion.
Company industry:
FMCG
Job role:
Marketing and PR

Group Marketing Manager – Investment

January 2025 - Present

Al Sahl Group Holding,

Tripoli, Libya

January 2025 - Present

• Develop and implement comprehensive marketing, branding, and communication strategies, including advertising, PR, and
digital presence.
• Conduct market research to understand industries trends, competitive positioning, and opportunities for growth.
• Define partnership and sponsorship strategies with key brands in FMCG, retail, and Investment.
• Establish ROI-driven marketing initiatives, campaigns, and budget allocations to support business objectives.
• Lead the creation of marketing materials, including digital and print assets, ensuring alignment with brand standards.
Operations & Administration:
• Adjusting and directing all sectors as Industrial, Agribusiness, Healthcare, Trading, Distribution, real estate, construction and
services.
• Oversee social media and digital presence, setting engagement objectives and managing influencers partnerships.
• Conduct competitive analysis to refine marketing strategies and ensure strong market positioning.
• Support sales and trade initiatives through roadshows, exhibitions, and corporate sponsorships.
• Manage relationships with media and industry professionals to enhance brand visibility.
• Implement performance measurement systems to track the effectiveness of marketing efforts and report key metrics to
stakeholders.
Company industry:
Industrial Production

Group Marketing Manager – Investment

January 2025 - December 2025

Al Sahl Group Holding

Tripoli, Libya

January 2025 - December 2025

• Launched integrated digital, PR, and BTL campaigns delivering ROI improvements of 20%+.
Company industry:
Industrial Production

Trade Marketing Executive

March 2022 - December 2024

AUJAN COCA-COLA

Cairo, Egypt

March 2022 - December 2024

• Collaborate with agencies in preparing and implementing plan for the brand by BTL Method,
• Maintain regular interaction with daily performance and annual new brands plan. Interacted with the sales team,
• Evaluate consumer preferences using qualitative and quantitative sales research by volume, quality & quantity,
• Implement & enhancing existing in the market across the Egypt territory,
• Spearhead team efforts in developing BTL marketing activities to specific brands,
• Following up with sales teams in developing branding materials,
Operations & Manage Monthly reporting of products & Brand closing,
• Market competition pricing study,
• Follow up with sales distributor in effectively interacted with functional teams on process implementation,
• Updated status reports to the Top Management to enable effective decision Monthly/Weekly Meetings & reporting,
• Collect & Present Monthly closing Company Sales volume vs value Reports, competition prices,
• Collect & upload suppliers invoices for marketing, Collect & Present Quarterly BTL Strategy with the BU manager,
• Monthly Market Visits to validate the Cooler usages & POSM distributions,
• Working frequently on DWS & MFGPRO systems,
• Managing & Controlling Trade Marketing Tools for all the sales & merchandizing,
• Following up on availability and visibility across key trade channels
Company industry:
FMCG
Job role:
Marketing and PR

Trade Marketing & Marketing Chief

March 2022 - December 2024

AJE Group for Soft Drinks,

Cairo, Egypt

March 2022 - December 2024

• Collaborate with agencies in preparing and implementing plan for the brand by BTL Method,
• Maintain regular interaction with daily performance and annual new brands plan. I interacted with the sales team effectively for
customers problems solving & enhancing,
• Evaluate consumer preferences using qualitative and quantitative sales research by volume, quality & quantity of activation
including brand display,
Brand Management
• Implement & enhancing existing in the market across the Egypt territory,
• Spearhead team is working in developing BTL marketing activities to specific brands. Design regional Branding plans to be
implemented by the retail & trade marketing team for accomplishing performance & image,
• Following up with sales teams in developing branding materials by region,
• Qualitative surveys & managements to ascertain market trends, consumer preferences for business needs,
Operations & Administration
• Manager needs Setup Brand activation & Ambassadors activity across the territory online & offline,
• Follow up with sales distributor in effectively interacted with functional teams on process implementation,
• Optimize resources on various process improvement initiatives for enhancing operational efficiency,
• Updated status reports to the Top Management team to enable effective decision making,
• Monthly/Weekly Management Meetings & reporting
Company industry:
FMCG

Trade Marketing Executive – FMCG

March 2022 - December 2024

Aujan Coca-Cola

Egypt

March 2022 - December 2024

• Managed high six-figure EGP trade marketing budgets.
Company industry:
FMCG
Job role:
Marketing and PR

Freelancer Marketing & Business Development Consultant

May 2021 - February 2022

Freelancer

Cairo, Egypt

May 2021 - February 2022

Retailers & FMCG Stores & Companies

Develop business plans with the assigned accounts
Design and develop strategic development strategies and plans
Provide assistance with implementing suggested plans and strategies,
Educate, lead and supervise members of the business development team to ensure the projects achievement 
Conduct analysis in order to find new market opportunities
Investigate on current products, services and compare it with competitors
suggest improving customer satisfaction and loyalty programs,
Handle business deals operations and activities 
Oversee the implementation of different contracts 
Build, encourage and maintain long-term relationships with Cash Cow/key Customers
Create and present a detailed report for upper management
Key ResponsibilitiesActivities:
Conducting regular, in-depth analyses of the companys policies and processes to ascertain strengths and shortcomings.
Analyzing and reformulating existing and promising business contracts to maximize turnover.
Examining the market to elucidate clients needs, competitors activities, and promising avenues that have not yet been explored.
Inspecting company finances to identify trends and set reasonable targets.
Crafting short and long-term, actionable plans in consultation with the Directors.
Communicating strategies with staff to obtain their buy-in.
Training staff in appropriate techniques to support the utility of business strategies.
Reviewing your progress using standardized metrics.
Compiling detailed reports that capture successes and opportunities.
Company industry:
Market Research
Job role:
Marketing and PR

Marketing & Business Development Consultant

June 2020 - February 2022

Freelance

Cairo, Egypt

June 2020 - February 2022

• Developed growth strategies and go-to-market plans for FMCG retailers and companies.
• Conducted market assessments, competitor benchmarking, and customer analysis.
• Built long-term relationships with key clients and stakeholders.
• Delivered performance tracking reports and strategic recommendations.
Company industry:
Media Production
Job role:
Marketing and PR

"Marketing & Business Development Consultant"

January 2020 - January 2022

Freelancer

Cairo, Egypt

January 2020 - January 2022

• Conducted in-depth analyses of company policies, contracts, and financial trends to optimize business performance.
• Examined market conditions, client needs, and competitor activities to refine business strategies.
• Developed and communicated actionable short- and long-term plans, securing alignment with leadership and staff.
• Tracked performance metrics, compiled progress reports, and identified opportunities for continuous improvement.
Company industry:
Media Production

Trade Marketing & Marketing Chief

March 2018 - March 2020

AJE Group for Soft Drinks

Cairo, Egypt

I found this job using Bayt.com

March 2018 - March 2020

Key Highlights:
• Key development of Trade Marketing Activities, setting up customized Supportive programs for all sales channels for sustain business objectives across all the market with the current & new products
• Enhance the contributor in defining pricing strategies as well as current customer satisfactions,
• Enhance & manage the social media plans to highlight organizational activities & increasing the engagements
• FOCUS on POP & POS materials coverage achievements
• Support by events & roadshows the sales performance

Key Responsibilities:
Trade Marketing Activities
• Collaborate with agencies in preparing and implementing plan for the brand by BTL Method,
• Maintain regular interaction with daily performance and annual new brands plan. Interacted with the sales team effectively for customers problems solving & enhancing,
• Evaluate consumer preferences using qualitative and quantitative sales research by volume, quality & quantity of activations including brand display

Brand Management
• Implement & enhancing existing in the market across the Egypt territory
• Spearhead team efforts in developing BTL marketing activities to specific brands. Design regional Branding plans to be implemented by the retail & trade marketing team for accomplishing performance & image
• Following up with sales teams in developing branding materials by region
• Qualitative surveys & managements to ascertain market trends, consumer preferences for business needs

Operations & Administration
• Manage needs Setup Brand activations & Ambassadors activity across the territory online & offline
• Follow up with sales distributor in effectively interacted with functional teams on process implementation
• Optimize resource on various process improvement initiatives for enhancing operational efficiency
• Updated status reports to the Top Management team to enable effective decision making
• Monthly/Weekly Management Meetings & reporting
Company industry:
FMCG
Job role:
Management

Trade Marketing & Marketing Chief – FMCG

March 2018 - March 2020

AJE Group

Egypt

March 2018 - March 2020

• Led trade marketing strategy across all channels and product portfolios.
• Contributed to pricing strategy development and customer satisfaction initiatives.
• Managed social media plans to increase brand engagement and visibility.
• Executed brand activations, POSM deployment, and nationwide roadshows.
• Delivered management reports to support executive decision-making.
Company industry:
FMCG

Trade Marketing Manager

October 2017 - March 2018

Gandour Confectionery Company

Cairo, Egypt

October 2017 - March 2018

Key Highlights:
• Played key role in development of Trade Marketing Activities, setting up customized promotional programs for all sales channels for accomplishing business growth objectives across all categories and market penetration of new products
• Enhance the contributor in defining pricing strategies as well as 4Ps strategy for customer by channel
• Instrumental in initiating social media plans to highlight organizational activities in the market
• FOCUS on Brands/Category performance for achievements

Key Responsibilities:
Trade Marketing Activities
• Collaborate with agencies in preparing and implementing media plan for the brand across BTL & online channels
• Maintain regular interaction with brand day to day performance and annual brand plans. Interacted with the sales team in effectively implementing plans
• Evaluate consumer preferences using qualitative and quantitative market research on parameters like share & volume growth, quality & quantity of activations including brand owner satisfaction

Brand Management
• Define/implement retaining or enhancing existing market share across the Egypt territory
• Spearhead team efforts in developing BTL marketing plans aligned to specific corporate brands. Design regional retail Branding plans to be implemented by the retail team for accomplishing performance image
• Collaborate with sales teams in developing/ implementing brand specific bespoke marketing plans
• Organize qualitative and quantitative surveys to ascertain market trends, consumer preferences for business needs

Operations & Administration
• Manage needs Setup and processes as well as Brand Ambassadors activity across the territory
• Follow up with our sales arm distributor in effectively resolving issues, interacted with functional teams on requirements and process implementation
• Optimize resource on various process improvement initiatives for enhancing operational efficiency
• Updated various status reports to the Top Management team to enable effective decision making
Company industry:
FMCG
Job role:
Management

Trade Marketing Manager

January 2017 - January 2018

FMCG, Gandour Confectionery,

Cairo, Egypt

January 2017 - January 2018

Company industry:
FMCG
Job role:
Marketing and PR

Trade Marketing Manager

December 2014 - September 2017

MarketBerg

Cairo, Egypt

December 2014 - September 2017

-Lead development of the Trade Marketing Strategy to achieve defined business growth objectives across all product categories
-Develop and implement tailor made promotional programs for all categories and channels, and ensure that they are in line with overall The Company Strategy
-Develop picture of success by channel
-Facilitate in new product to market entry and execution
-Recommend efficient and effective pricing and promotion strategies
-Develop 4Ps strategy for customer implementation by category and channel
-Lead annual category Marketing Mix planning and review process by understanding business objectives by translating them into a trade execution
-Manage relationship with agencies (BTL and Activation Agencies)
Company industry:
FMCG
Job role:
Management

Trade Marketing Manager

January 2014 - January 2017

FMCG, MarketBerg,

Cairo, Egypt

January 2014 - January 2017

Company industry:
Food & Beverage Production
Job role:
Marketing and PR

Trade Marketing Manager

October 2013 - December 2014

El-Doha Food Company

Cairo, Egypt

October 2013 - December 2014

- Lead development of the Trade Marketing Strategy to achieve defined business growth objectives across all product categories
- Lead translation and execution of the Marketing strategy into impact programs
- Develop and implement tailor made promotional programs for all categories and channels, and ensure that they are in line with overall The Company Strategy
- Develop picture of success by channel
- Facilitate in new product to market entry and execution
- Recommend efficient and effective pricing and promotion strategies
- Develop 4Ps strategy for customer implementation by category and channel
- Lead annual category Marketing Mix planning and review process by understanding business objectives by translating them into a trade execution
- Manage relationship with agencies (BTL and Activation Agencies)
- Gather market intelligence and provide market insight to the management
- Manage Merchandising Team All Over the Country.
- Following up on Merchandising data & reports to achieve the maximum Benefits
Company industry:
FMCG
Job role:
Management

Trade Marketing Manager

January 2013 - January 2014

FMCG (Project), El-Doha Food Company,

Cairo, Egypt

January 2013 - January 2014

Company industry:
FMCG
Job role:
Marketing and PR

Senior Brand Manager

September 2011 - October 2013

SEKEM-Group at ISIS Company

Cairo, Egypt

September 2011 - October 2013

-Responsible for the Hot-Drink Category.
-Marketing Strategies, Forecasting, Sales Distribution, Planning, Pricing, Promotion.
-Contributing in the Category production plan & stocks.
-Developing sales & trade deals system/strategies.
-Define and evaluate Customers, Product, market analysis for the forecasting & following up on the monthly selling plan.
-Responsible for all Marketing Department/Categories planning & Reporting Monthly.
-Monthly closing all the Company products analysis achievements Vs’ Forecasted.
Company industry:
FMCG
Job role:
Marketing and PR

Senior Brand Manager

January 2011 - January 2013

SEKEM Group – ISIS Food Company,

Cairo, Egypt

January 2011 - January 2013

Company industry:
FMCG
Job role:
Marketing and PR

Acting as Senior Brand Manager

April 2011 - September 2011

HSA-Group in ARMA Group

Cairo, Egypt

April 2011 - September 2011

Domestic Marketing.
-Responsible for edibles’ Oil`s Brands in Egypt as “Crystal, Qalya, Hedya, Al-Asil),
-Sales Distribution, Planning, Pricing, Promotion, Marketing PR & Strategies, Advertising,
-Manage & following up the brand Promotion Ideas (Trade & Consumer),
-Development for the artwork & brand SKU`s.
-Define and evaluate product marketing collateral, programs, and analysis,
-Preparing & working on yearly Brand plan with the quarterly following up & amendments.
Company industry:
FMCG
Job role:
Marketing and PR

Acting as Marketing Manager

April 2008 - April 2011

HSA-Group in Global Intertrade

Cairo, Egypt

April 2008 - April 2011

International Marketing FMCG/Trading Marketing.
-Export Markets Like: Africa “Libya, Sudan, Morocco, Ethiopia, Uganda & Madagascar”. Middle East “Lebanon, Gaza West-Bank, Jordan, Syria & Yemen”. Europe “Romania, Poland & Ukraine”.
-Develop and manage a wide range of marketing tools, including promotional materials, direct-mail pieces,
-Define and evaluate product Sales Distribution, marketing collateral, programs, and analysis,
-Trace, project and report both advertising and circulation-based marketing programs,
-Maintain communication with management to ensure marketing activities aligned with business goals,
-Provide leadership and direction to marketing associates to guide the creation of marketing materials and ensure congruence with objectives.
-Assist the development of the Marketing Strategies for new territories,
-Co-develop marketing plans and strategies,
-Evaluate marketing campaigns across various marketing, Monitor competitor activity,
-Contribute to campaign theme which proved effective in delivering the overall message.
-Responsible for a product range of: (Juices, Jams, Pasta, Tomato Past, Processed cheese, Tuna, Noodles, Oils, Ghee, Margarine, Shortening, Tea “Green & Red”, Rice, Canned Vegetables, Milk, Sugar & Soaps)
Company industry:
FMCG
Job role:
Marketing and PR

Senior Brand Manager / Acting Marketing Manager

January 2008 - January 2011

HSA-ARMA Group,

Cairo, Egypt

January 2008 - January 2011

Company industry:
Industrial Production
Job role:
Marketing and PR

Acting as Assistant Treasury Manager

July 2003 - April 2008

Pfizer Egypt & Middle East

Cairo, Egypt

July 2003 - April 2008

-Banks transfers, online transfers, online payroll, Monthly closing reports, financial activity report,
-Data entry and check system development, Filling and checking on suppliers invoices,
-Organize the cycle of delivering checks to suppliers and the voucher codes between the “Head office and the Plant”, Public Relations.
Company industry:
Pharmaceutical Manufacturing
Job role:
Accounting and Auditing

Assistant Treasury Manager

January 2003 - January 2008

Pfizer

Cairo, Egypt

January 2003 - January 2008

Company industry:
Pharmaceutical Manufacturing
Job role:
Accounting and Auditing

Education

IMFND Academy

January 2021

January 2021

Bachelor's degree, Marketing And Advertising

Egypt

GPA (percentage): 75.6%

GPA (percentage): 75.6%

IMFND Academy

January 2021

January 2021

Bachelor's degree, diploma

Egypt

Knowledge Academy

December 2006

December 2006

Diploma, Management and Marketing

Egypt

Mini MBA – Majoring in Management and Marketing

New Cairo Academy

November 2006

November 2006

Bachelor's degree, Economics

Egypt

BSC in Managerial Science and Foreign Trade

Knowledge Academy

January 2006

January 2006

Master's degree, (Management and

Egypt

New Cairo Academy

January 2006

January 2006

Bachelor's degree, Science & Foreign Trade (Economics)

Egypt

Knowledge Academy

January 2006

January 2006

Master's degree, (Management

Egypt

Yehia El-Rafeey Language School

July 2002

July 2002

High school or equivalent, Department of literary

Egypt

Thanawia Amma - (High School equivalent) Department of literary

Skills

FMCG
Expert
FMCG
Expert
Marketing Strategy
Expert
Marketing Strategy
Expert
Dispensing
Expert
Dispensing
Expert
Brand Management
Expert
Brand Management
Expert
CONSOLIDATION
Intermediate
CONSOLIDATION
Intermediate
MARKETING
Intermediate
MARKETING
Intermediate
MANAGEMENT
Intermediate
MANAGEMENT
Intermediate
BUSINESS PERFORMANCE MANAGEMENT
Intermediate
BUSINESS PERFORMANCE MANAGEMENT
Intermediate
TRADE MARKETING
Intermediate
TRADE MARKETING
Intermediate
SALES
Intermediate
SALES
Intermediate
INVENTORY DISTRIBUTION
Intermediate
INVENTORY DISTRIBUTION
Intermediate
BRAND MANAGEMENT
Intermediate
BRAND MANAGEMENT
Intermediate
COMPUTER PROGRAMMING
Intermediate
COMPUTER PROGRAMMING
Intermediate
LEADERSHIP
Intermediate
LEADERSHIP
Intermediate
Microsoft Office applications
Expert
Microsoft Office applications
Expert
Designing
Intermediate
Designing
Intermediate
Tracker System
Intermediate
Tracker System
Intermediate
Sap System
Intermediate
Sap System
Intermediate
FMCG
Expert
FMCG
Expert
Marketing Strategy
Expert
Marketing Strategy
Expert
Dispensing
Expert
Dispensing
Expert
Brand Management
Expert
Brand Management
Expert
ACTIVE TEMPLATE LIBRARY
Intermediate
ACTIVE TEMPLATE LIBRARY
Intermediate
BRAND STRATEGY
Intermediate
BRAND STRATEGY
Intermediate
CONTRACT DRAFTING
Intermediate
CONTRACT DRAFTING
Intermediate
GO TO MARKET STRATEGY
Intermediate
GO TO MARKET STRATEGY
Intermediate
LEADERSHIP
Intermediate
LEADERSHIP
Intermediate
MARKET DEVELOPMENT
Intermediate
MARKET DEVELOPMENT
Intermediate
MARKETING
Intermediate
MARKETING
Intermediate
MARKETING STRATEGIES
Intermediate
MARKETING STRATEGIES
Intermediate
PROFIT AND LOSS P&L MANAGEMENT
Intermediate
PROFIT AND LOSS P&L MANAGEMENT
Intermediate
RETURN ON INVESTMENT
Intermediate
RETURN ON INVESTMENT
Intermediate

Languages

Arabic
Expert
English
Expert
German
Beginner
French
Intermediate

Training and Certifications

Certifications
Certified Trainer
YaKi Egypt & Cairo University
Apr 2010 - Jul 2010
Finance Summer Training
Pfizer Egypt & Middle East
Jul 2003 - Sep 2003
Course & Workshop
YaKi Egypt
Apr 2009 - May 2009
Food Bare-Codes Training
GS1 Egypt
Nov 2010 - Nov 2010

Hobbies

  • Diving
    3 stars license Done diving in Dahab, Blow Hole & Light House, Sharm El-Sheak,
  • Motorbike Riding
    Long Rides as; 1- Hurghada 2- Shokhna