Maha Melhem

Explored and launched Vezeeta as a provider in Saudi Arabia, partnering with 2 clinics where Vezeeta was managing the clinics to improve patient experience both digitally and physically.

Established Vezeeta's online pharmacy in Egypt and grew the company to a $20M business with a team of over 200 employees. Vezeeta pharmacy is the first all-online pharmacy in the Middle East that delivers medications to patients in Cairo, Giza, and Alexandria in 30 minutes. Vezeeta pharmacy addressed the issue of medication availability and catered for convenience.

Defined the product strategy to align with Vezeeta’s vision as a market leader in healthcare technology. I led a team of 4 product managers and 2 Data Scientists focused on both consumers and providers, realizing higher customer conversion and lower acquisition cost by implementing AI driven solutions.

• Set the strategy and delivered an end-to-end data analytics solution to improve customer experience across GSK global channels.
• Set the strategy and led the implementation of iPad Detailing and CoBrowse channels in GSK worldwide as part of the transformation of GSK to embed digital multichannel marketing.
• Shared best practice examples from multiple industries and internally from GSK among various teams to enhance the development of digital content and the use of the channels, as well as creating examples of what “good” digital content looks like as part of capability building.
• Partnered with the global marketing and sales capability teams as well as technology teams to launch a centralized CRM system in 101 markets with special focus on the USA, Canada, and Europe top 5.

• Created a 3-year strategic plan for Sales Force Excellence covering territory management and sales force capacity optimization, ensuring alignment with AZ Central Europe and Middle East
• Set the strategy and introduced multi-channel marketing mix that reduced financial burden of reaching customers by applying a different channel mix based on brand strategy and maturity.
• Led the introduction of a Service-Rep model that increased revenues of gastro-intestinal brand Losec by 35% in Egypt while saving more than 50% of Sales force costs.
• Introduced an assessment approach to measure employees’ current skill and knowledge levels, followed by a development plan for over 1000 employees.
• Implemented a Continuous Medical Education program for payers in 50 countries.
• Built a full Leadership training program for over 45 Directors in AZ Middle East and Africa.

Led all aspects of selling excellence in Gulf and Near East region including segmentation and targeting, resource optimization, project management, change management, CRM systems, training and improving call quality to achieve the commercial objectives.