Mohamed Hendy

• Assisting the board of directors in identifying the strategic objectives, the vision and the needed mission, by analyzing the internal and the external factors and redefining the critical success factors for the real estate industry in Egypt.
• Developing and managing the needed business plan to meet the strategic business objectives, and controlling it through measuring and monitoring the planned ROI quarterly and also analyzing performance deviations monthly to take the required corrective actions.
• Founding and developing the policy and procedures of the commercial department to enable the commercial teams to understand the constraints of their jobs without using a ‘trial and error’ approach, which enable the workforce to clearly understand individual and team responsibilities; in order to save time and resources, also allow managers to exercise control by exception rather than ‘micro-manage’ their team.
• Managing and developing the pricing strategies by coordinating with the financial department in order to achieve the best ROI. Also Monitoring budgets by comparing and analyzing actual results with plans and forecasts.
• Managing and developing the short, medium and long term plans by coordinating with the commercial departments (Sales, Marketing, Customer service, and Operations) to achieve the annual growth that should contribute positively to the aimed profit.
• Providing the needed consultation for the Financial department, Procurement department, Engineering department and the Human Resource department to ensure the correct synchronization between the stakeholders.
• Evaluating the real estate market feedback towards the action plans to update and revise the applied strategies. Also monitoring market growth and market share, in line with agreed strategic marketing and sales goals and develop corrective action plans.
• Evaluating the new projects by coordinating between the different technical departments to determine the suitable direction such as payment system, communication strategy, promotional mix…etc.
• Following up the dynamics of the daily work between the different commercial teams and coordinating between them to ensure the achievement of the strategic objectives through periodical reports that help the board members to evaluate the commercial cycle.
• Orchestrating the commercial elements especially marketing, sales and customer service, to produce the required brand effect in the Egyptian real estate market.

I have had the opportunity to work in many different industries such as; Real Estate (Experience Management & Mabany Misr & Maalem group), Retail (Pet Show & El Bargasy group), Toys (Bingo), Publishing (Nahdet Misr), Medical devices (El Mansoury), Financial Services (Caveo) and Education (Alpha Center).


 Responsibilities in B2B companies:
- Building the marketing strategy and plan for the company services and products.
- Building the brand strategy; positioning, architecture, audit, and protection.
- Setting the financial objectives and determine the pricing strategy.
- Managing the implementation of BTL, TTL and ATL activities.
- Analyze internal and external strategic factors.
- Developing all communication materials for different parties.
- Building the Brand platform and developing department policies and procedures.
- Developing the company’s digital channels.
- Developed and monitored career plans for the marketing and creative team.
- Competition monitoring and market intelligence.
- Guided the implementation of company CRM “Sugar CRM”.

 Responsibilities in B2C companies:
- Developing and implementing regional marketing and strategies for customer acquisition,
retention, and branding in line with corporate strategy and vision.
- Working closely with supply chain for SKU movement and allocation, and with operations
- Achieving financial objectives based on the Productivity level & determine the pricing strategy.
- Managing the implementation of BTL, TTL and ATL activities.
- Measuring and monitoring demand and demand segmentation
- Analyzing Marketing and sales reports and trends.
- Developing the company’s digital channels.
- Supervising quantitative and qualitative primary researches.
- Training employees to be marketing and customer oriented.

- Establishing marketing department (Policies & workflow) by coordinating with HR&OD department
- Developing and implementing regional marketing strategies for customer acquisition, retention, sales, and branding; including marketing processes and activities.
- Developing marketing and branding plans in support of organizational strategy and objectives.
- Developing brand strategy, positioning, architecture, audit, and protection processes.
- Managing ATL and BTL marketing activities.
- Developing and managing online branding and digital marketing activities.
- Managing annual marketing budget, and setting the pricing strategy
- Communicating and guiding the communication agencies.
- Managing the implementation of the CRM.
- Conducting regular marketing training courses for employees.
- Monitoring the competition activities and develop restitution actions.
- Managing and conducting Qualitative and Quantitative researches.
- Identify the Market Demand, supply and trends.

Participating and executing the Marketing plan
Responsible for launching Macmillan Brands in Egypt.
Identify the Market Demand, supply and trends for each of Macmillan Brands portfolio.
Managing and conducting Qualitative and Quantitative researches.
Identify the segments and the suitable communication channels for each of Macmillan Brands’ portfolios.
Participating in setting functional strategies: Branding, Marketing, sales, and Distribution plans.
Managing and implementing the IMC “Integrated Marketing Communication” plan.
Managing the product development by coordinate with R&D department.
 Managing and developing the pricing strategies by coordinating with the finance department in order to achieve the best ROI.
 Monitoring market growth and market share of Macmillan Brands, in line with agreed strategic marketing goals and develop corrective action plans.
 Monitoring budgets by comparing and analyzing actual results with plans and forecasts.
 Monitoring the competition activities.
 Measuring ROI and performance of each portfolio, brand and marketing activity.

 Responsible for launching new products (Otto Bock Orthopedics) in the Egyptian market.
 Responsible for conducting marketing researches, starting from developing surveys, data collection, analysis and delivering recommendations
 Following up the execution of the improved marketing plan according to the marketing research findings.
 Responsible for checking the feasibility of the newly launched products in the Egyptian market.
 Keeping the existing accounts aware of the latest company news and medical trends.
 Responsible for conducting marketing researches (Primary and secondary research)
 Developing surveys, data collection, analysis and delivering recommendations.
 Developing marketing plans and activities to for each brand category.
 Responsible for Competition monitoring and market intelligence
 Research and analyze new market opportunities.
 Managing the brand awareness campaigns production and media buying.
 Contributing to the development of the company’s website and digital channels.
 Responsible for developing the BTL and marketing communication material for several brands in my portfolio.

Key Achievements:
- increase Otto Bock prosthesis Market share
- Increase in local sales by 30%.
- penetrate the Egyptian market for Otto Bock orthotics products.

- Responsible for the sales cycle (Prospecting, approaching, presenting, negotiating and closing the deal)
- Responsible of making corporate and individuals Deals
- Responsible for the follow up internally with the credit department