Mohamed ElShirbini

Establish the Marketing & Export Department Responsibilities:
1. Development of branding and corporate identity
2. Develop and implement marketing plans, including promotional calendars and programs, new product introductions and other marketing projects
3. Plan, launch & operate New E-commerce website
4. Develop and manage marketing budgets
5. Establish internal & External communication functions.
6. Plan the content strategy
7. Develop sales forecasting and product branding plans
8. Establish and grow the target market share
9. Monitor costs and budgets
10. Conduct customer, brand and product research & Intelligence
11. Offer expert advice to develop innovative advertising, public relations, customer service, social media and events
12. Negotiate & guide media partners to guarantee advantageous contracts
13. Work with new business development team and sales teams on brand initiatives
14. Manage agency providers, consultants, freelancers and other suppliers, including contract negotiation and management
15. Supervise the marketing team, including hiring & training
16. Oversee the operation of the company & Brands online & offline activities
17. Development and management the CRM system (Odoo)

Ensures a positive profitability of iDrive by overseeing all departments which includes the variable
operations (commercial & financing), fixed operations (service & fleet), and the business office
(accounting & administration). Duties include, but not limited to, planning, motivating and coordinating
the management through leadership and solid business practices all over Saudi Arabia.
Responsibilities:

1. Setting the Business Plan for iDrive for 5 Years
2. Planning and developing short and long-term goals and objectives annually, for the company and
each department head.
3. Setting the annual budget.
4. Hiring & setting KPIs for top management positions.
5. Evaluating performance and productivity.
6. Approves the marketing plan including offline & online (including social media)
7. Approves the advertising & sales plans.
8. Increasing the market share.
9. Paying close attention to daily operations and creating improved courses of action where
necessary.
10. Making sure that policies and procedures of all departments are written, absorbed and
implemented.
11. Analyzining financial data regularly.
12. Fully responsible for commercial deals.
13. Full accountability for B2B, B2G and B2C lines.
14. Setting Fleet diversity, quantity & Pricing annually
15. Ensure efficient utilization and effective control of fleet
16. Conducting regular meetings with regional managers and department heads to ensure their
profitability and efficiency.
17. Overseeing and maintaining compensation plans for all employees.

(Operations, Sales, Collection, Fleet, Insurance, Finance, GRO and HR) on B2B & B2C levels by planning, organizing, promoting and controlling as per both SIXT & AW policies and procedures. Setting the general guidelines towards the achievement of the financial as well as the non-financial objectives within all respective regions/ areas in Saudi Arabia. Responsibilities:
1. Accountability to prepare and implement the annual business plan/budget.
2. Plan, implement & follow up related strategic and operations plans.
3. Prepare, follow up and achieve Business line KPIs. Review and evaluate subordinates' performance.
4. Adopt and implement internal plans of continuous learning aiming to train and develop employees, improve teamwork to ensure highest quality provided.
5. Build and maintain strong strategic relationships with external partners, adopt change management to ensure high efficiency and effectiveness.
6. Responsible for Planning & implementation of rental business plan and present monthly performance report to CEO for review.
7. Conduct / Attend the daily, weekly, monthly meetings / site visits to monitor, guide and manage the approved rental annual business plan and budget, and Identify the reasons in case of not achieving the goals/ KPIs, take appropriate actions where required. Give/ take Approvals as per policies and procedures to update the plan accordingly.
8. Manage control room activities and set areas to be monitored/ controlled like (Utilization, fleet addition and de-fleet movements based on budget, Movement of Cars between branches and Regions, Agreements, Receivables, Vehicles status updates, TAAMIM cases, CARPRO Vs ORACLE, Periodic Services for the fleet, CCTV at all rental branches, customer complaints, TAMM and Shomoos entries…etc.).
9. Responsible for forecasting and following up on bidding & tenders.
10. Investigate and capture expansion opportunities by proper monitoring of market changes and developing of strategic relation with decision makers.
11. Determine and Manage cost factors and take/ recommend strategic actions to reduce cost and effectively utilize available resources.
12. Manage customer service index (CSI) and be responsible to achieve targeted CSI.
13. Ensure completeness and accuracy of data and ensure that approved standard reports are being used by regional team in order to effectively detect and solve issues in a timely manner.
14. Organize & manage rental department's resources in the most effective and efficient way towards achieving targets like increasing sales from current / new customers, hiring manpower etc. and ensures that all staff are optimally utilized and covering most of the vital areas and distributed geographically.
15. Promote team spirit and implement effective motivational techniques to ensure a healthy and professional working environment, increase employee's satisfaction level, and minimize staff turnover.
16. Organize and effectively manage the relation between rental team and other business lines like Lease & Workshops.
17. Assign special teams dedicated to temp special projects like new branch opening, branch closure, physical verification, reconciliations, insurance renewal, filing, delivery…etc.
18. Develop and manage succession plan, vacation schedules, hiring of new employee or leave of current employee in order to avoid gaps in operation.
19. Organize and manage fleet movement (Injection and De-fleet) by ensuring the development of detailed quarterly plan by Regional Rental Managers, procurement, and used cars sales in coordination with fleet management team, to control the financial effect and correctly align the injection process to maintain and increase the market share with current customers.

Media: Alyaum newspaper- Almobawaba Classified- Rawnaa Co- Printing Press - AlYaum Distribution Director of Marketing, Subscription Sales and Distribution Operations Defining the company's strategic marketing goals. Responsible for setting the marketing direction, vision, and full accountability for more than $7 Million annual marketing budget, and around $20 Million operational budget. Defining core brand identity, and leading creative development by providing art direction to internal and external agencies. Marketing & selling a portfolio of B2B (corporate & retail) and B2C worth of around $100 Million annual sales target. Managing a team of 19 subordinates in Marketing and 310 in distribution. Accomplishments:
✓ Received 3 Middle East Awards for the New Corporate Identity
✓ Successfully Launched the new corporate Identity
✓ Twice a member of the development committee
✓ Member of the 2017-2020 strategic plan committee
✓ Successfully reduced newspaper subscribers' complaints from 3% (2014) to 0.1% (2017)
✓ Successfully reduced customer complaint process life cycle from 72 hours (2014) to 24 hours (2017)
✓ Successfully reduced operational distribution cost 22% 2017 compared by 2014 (more than ($5 Million).
✓ Successfully reduced number of routs around 14% from 350 (2014) to 300 (2017)
✓ Successfully Planned the 50 Years Event
✓ Successfully Launched CRM application for Call Center, Subscriptions, and distribution
Responsibilities:
✓ Setting Annual Marketing Plan and Budget, including:
o Marketing research plan
o Promotions and media plans ATL and BTL
o Pricing Strategies
o Discounts/ Commissioning Strategy
o New Products Launch Plans
o Internal and External Communication plans
o CSR Plan o Sponsorship and events plan
✓ Setting Annual Sales Targets
✓ Launching and maintaining new Corporate Identity guidelines
✓ Analyzing Market and industry trends
✓ Restructuring the Call Center

Establishing the marketing function in the company with emphasis on championing the brand and
expanding the customer base. Conceiving and implementing integrated marketing communication
plans that enable brand consistency, maximize effectiveness, meeting measurable objectives and
executing customer relationship management strategy, managing a yearly marketing budget of more
than $10 Million. Marketing a portfolio of residential, commercial, administrative and leisure &
entertainment real estate projects, in order to achieve the annual targeted sales (around $170 Million)
Accomplishments:
✓ Achieved 140% of sales target for Amwaj Project (Residential)
✓ Achieved 200% of sales target for Piacerra Project (Residential)
✓ Successfully renovated & opened new sales showrooms
✓ Successfully launched the new corporate identity
✓ Successfully launched Platinum Club Project including project identity & positioning
✓ Launched the Call Center for the first Time
✓ Launched internal newsletter for employees, a magazine for projects
✓ Established Media relations with Egyptian print and Satellite TV Channels
5
✓ Launched 3D floor plans for all projects, walk through animation videos for projects,
3D Animation videos for projects
✓ Participated in developing and amending Projects master plans
✓ Participated in Next Move Real Estate Exhibition in 2010
Responsibilities:
✓ Setting Annual Marketing Plan and Budget for the company, including:
o Identity development and launch plans
o Promotions and Media Plans ATL and BTL
o Pricing Strategies
o Discounts/ Commissioning Strategy
o New Projects Launch Plans
o Internal and External Communication Strategies & CSR plan.
o Events & Exhibitions plan
✓ Setting Annual Sales Targets
✓ Analysing Competition, Market and industry trends
✓ Establishing the Call Center
✓ Publishing Arabic and English press releases

Leading a team of marketing professionals in charge of marketing, brand positioning& development, marketing research, marketing budget, media planning and buying, and agency management
Achievements:
✓ Successfully Launched "Everyone is a winner" promotional subscription campaign for the first time
✓ Achieved 300% growth in Subscriptions
✓ 200% increase in newspaper's new subscribers
✓ First time launching fully integrated marketing campaign: TV, Radio, Outdoor, Print, etc for the newspaper Responsibilities:
✓ Setting & controlling Marketing plan and budget ✓ Running Marketing research
✓ Setting Brand Market positioning
✓ Setting Media plan and buying
✓ Managing advertising agencies

Food & Restaurants Assistant Regional Marketing Director (Regional Office- GCC) 2004-2007 Playing a strategic role in the regional marketing department in the GCC region, and setting the annual marketing plans for the brands and the company, and following up on execution.
Achievements
✓ Successfully achieved 100% increase in Sales in KFC GCC in 2004
✓ Successfully launched the New Gourmet Line (Burger & Chicken) in Hardee's GCC
✓ Successfully launched the new menu for Hardee's Middle East
✓ Successfully launched Onion Rings product in Hardee's in GCC, Egypt, Jordan and Lebanon
✓ Yearly global awards for 6 consecutive years from Hardee's International and Yum Marketing (KFC) for highest growth trend worldwide
Responsibilities:
✓ Identifying, and managing strategic planning for Hardee's
✓ Increasing Brands Awareness and loyalty in the GCC
✓ Developing advertising campaigns for KFC, Hardee's, TGI Friday's and rest of the brands in GCC
✓ Managing advertising agencies in GCC, including JWT, Horizon FTB, etc..
✓ Supervising on stores marketing merchandising in GCC
✓ Responsible for updating current and new products photo shooting.
✓ Responsible for Hardee's and Baskin Robbins local store marketing activities in GCC
✓ Running new products tests and surveys
✓ Building strategic relationships with International Hardee's Team (Focal Point for GCC)
✓ Launching and Pricing new products
✓ In charge of Hardee's Menu mix
✓ Supervising execution of promotional campaigns and programs in GCC
✓ Developing marketing plans and annual Calendars for Hardee's
✓ Following up & coordinating with operations and delivery team day by day
✓ Kid menu mix and kid's promotions
✓ Responsible for Promotions events planning & organizing.
✓ Responsible for GCC reporting including new products evaluation
✓ Planning & Supervising food photo sessions
✓ New stores location opening plan in accordance with operations & Finance