Marketing Director
Misr Italia Properties
Total years of experience :24 years, 11 Months
Re-structured the marketing department creating center of expertise in digital, public relations, research & activations Established digital assets with worthy content, boosting & lead generation strategies with KPIs & continuous optimization having CPL slashed to 25% its initial cost and quadrupling engagement & reach. Placed the company 4rd in media share in the real estate sector within a year. Launched the sports platform for the mother brand by a solid digital plan, activations, alliances & sponsorships. Strengthened credibility through launching the “Construction Says It All” Series. Initiated community communication through activations & other tools (app, loyalty program, etc). Activated research tools, BHT Annual Report, Usage & Attitudes, Monthly Competitive Analysis Reports, & Ad-Hoc Market Intelligence Reports based on Market Updates. Introduced CEO profiling into the company. Formulated education to be the CSR platform. Utilized the COVID19 duration to strengthen the brand positioning with relevant digital & community activations & communication in addition to CSR activities. Reduced Marketing Expenditure by 40% by re-formulating, negotiating, pitching, stopping & re-introducing activities.
Supervised a team of 100 pax at different levels and with different backgrounds. Negotiated Key Accounts contracts agreements at 5% & 2% less in 2016 & 2017 consecutively while increasing benefits. Reduced accounts receivables by 50% & 10% in 2016 & 2017 consecutively. Blocked backdoor & liquidation operations in first year. Grew sales of malt category by 47% & syrup category by 63% in 2016. Improved visibility & shelf space of all beverages’ (juice, malt & syrup) categories. Led, restructured & developed a team of 70 (sales & merchandisers) promoting 10 from within.
Supervised a team of 23 pax to manage the ice cream category in the different channels. Came up with the recommended priority channels along with strategies for exploiting high-level opportunities and resolving high level issues based on a fact-based assessment. Grew Nestle ice cream in the gas stations, clubs, cafes & restaurants sub-channels each by 20% and the modern trade by 30% with a well-planned placement, visibility and promotion plan. Translated category and brand objectives into channel category objectives. Developed merchandising guidelines including permanent POP materials, display recommendations, and plan-o-gram by category/channel in line with brand vision and objectives. Handled all the promotions nationwide to ensure achievements of sales target.
Responsible for the P&L of the beverages business in NEAR, continuously reviewing its performance, analyzing & adjusting were appropriate. Introduced NESTEA in the Egyptian market in 2012 achieving 76% awareness from its 1st campaign. Awarded in the Excellence Awards "Best Communication Campaign" in Nestle in 2011 for NESQUIK re-launch campaign. Solid track record in the Beverages in NEAR. In 2011, grew Nestlé’ s beverages category by 86% in the North East African Region and by 112% in Egypt through gaining 10% market share, improving Numeric & Weighted distribution while in 2010 grew it by 35% in the North East African Region and 30% in Egypt through gaining 5% market share, improving Numeric & Weighted distribution in addition to growing the overall category. Met & exceeded all KPIs (growth, profitability, market share, distribution, working capital) for the market in 2010 & 2011. Expanding the beverages portfolio with new brands in order to further grow the Nestlé’ s Beverages Category. Developing & executing brand strategy & plans in order to ensure sustainable growth in line with long term market strategy. Developing & executing category & channel objectives & targets with Sales/Customer Teams & measuring effectiveness of brand, category & channel activities (through pre & post evaluations) & coming up with adjustments to maximize return on investment. Managing & coordinating appropriate local Nestle functional teams (e.g. sales, supply chain, etc) to achieve set objectives. Managing the development, presentation and negotiation of category reviews to ensure distribution & shelf management opportunities are maximized, in line with category & channel business plans. Actively managing the financial “levers‟ available to improve & optimize the overall business performance. Representing beverages category internally & externally as the recognized category spokesperson, & actively using feedback to improve business.
Best in Class Nestle Launch of Maggi Powder Bouillon in the market to achieve highest numeric distribution for Nestle in its first month. Provided configurations & forecasted volumes & distribution for existing SKUs and new product developments (NPDs). Devised promotions (especially customer specific promotions), implemented them & monitored their performance. Managed the Maggi Yearly Integrated Communication Planning Process (ICP) involving sales & marketing for setting yearly plans of the category in different channels & with different customers. Handled the Shopper Research for the dry goods business of Nestle (involving Nescafe, Nido & Maggi). Provided Ad Hoc Category/SKUs Analysis Reports based on retail audits, internal reports and market visits to highlight opportunities in the market for different SKUs or NPDs or different channels. Co-ordinated Monthly Demand Forecasting between Marketing, Sales, Demand & Supply Planning. Set the core range for different channels & devised planograms for the range in these channels. Facilitated depletion of ageing stops at the distributors or customers or factory warehouse. Wrote monthly management report on the performance of the category in the different channels with reasons. Aligned POS & secondary display requirements in different channels with sales & marketing & monitoring implementation.
Researched need gaps, developing & launching new product developments across the region to meet these gaps. Managed the launch of Maggi® to several countries in the NEAR region: Libya & Djibouti. Conducted and/or analyzed several researches both qualitative & quantitative (like BASES II, Retail Audit, Tracker, Touchpoint, U&A, Concept Tests, Product Tests, In-homes, Advertizing test) in Egypt, Ethiopia, Libya, Djibouti.Developed & researched Maggi‟s “Ownable Brand Identity” & developed the big idea & creative expression to be used for next 5 years in the NEAR Region.
Developed a complete corporate identity for Kandil Steel (KS) (logo, colors, visual library, advertising campaign, website - www.kandil.com, slogan, profile, multimedia, branding material, CI Manual). Re-branded the Glass & Furniture “Architouch” subsidiaries and the mother brand “Kandil”. Exhibited Kandil Steel in several international steel conferences & launched Architouch in Le Marche with the new identity . Formulated & implemented marketing & communication plans for the Group. Researched new business sectors that Kandil could launch businesses in; like “Marine business”; Kandil Marine.
Managed co-branded activities with all the IT Distribution suppliers (like HP, Dell, Xerox, 3com & Intel). Developed the Raya Brand (logos, visual identity & library, corporate campaigns - press). Administered a TVC campaign to launch insurance for Nokia mobile users. Handled sponsorships of Raya Distribution (Parties, Exhibitions, Matches, Summer Activities….). Administrated the partner (dealers) signage of Raya Distribution. Developed the 2005 marketing plan for the IT Distribution SBU used to negotiate funds with partners. Wrote the 5-year strategic plan document for the Distribution SBU that was used in the Raya IPO. Re-launched a digital brand “IQ” to the market. Assisted in re-branding Protech to Raya Distribution. Managed the advertising agency and its communication with the marketing of all the subsidiaries. Created a Customer Satisfaction Audit (research) for Raya and its subsidiaries. Designed the processes for the workflow of the marketing for the Raya Group. Came up with names & slogans for different events and subsidiaries. Organized several sector seminars & dealers’ events with over 500 participants & road shows. Prepared a multimedia presentation that included testimonials shot with our customers. Consolidated the marketing budgets and monitored spending for all the Raya subsidiaries. Re-branded Ciranet (Raya subsidiary) to Raya Contact Center. (www.rayacontactcenter.com). Launched Raya Telecom to market (launch event, advertising campaign, website - www.rayatelecom.net, slogan, profile)
Initiated the Marketing Department at Alcatel Service & Distribution Division. Prepared a database for the segmentation of customers, contractors and consultants. Organized a seminar for the Banking & Insurance Sector to present them with Alcatel’s latest technologies. Prepared & presented the yearly marketing plan to the CEO of Alcatel SDD in France.
Specialization: Marketing & International Business GPA: 3.6/4.0 (Dean’s Honor List)
Major: Business Administration Minor: International Relations Concentration: Marketing GPA: 3.5/4.0 (Dean’s Honor List)