Mohammed Samy

Developing the Marketing and Sales strategies.
Build the Marketing and Sales team structure.
Lead the product development.
Generate brands' profitability.
Build Brand's equity.

Fine Dinning & Casual Dinning Restaurants (Brazilian, Sushi House, Italian and international cuisine) .
Lead the development and delivery of the annual marketing, communications plan and budget in line with the
restaurant’s strategic priorities and revenue goals.
• Designed powerful social media strategies and manage paid social media on YouTube, twitter & Instagram.
• Managed supplier selection, activity and workflow to ensure cost efficient, accurate, and timely completion of projects.
• Established a stronger digital presence, concentrating on the website redesign and social media content management.

Deliver compelling business storytelling to ensure consumer and market insights inspire strategic decision-making.
• Provide leadership team with ongoing analysis for marketing investments, pipeline impact and KPIs setting.
• Lead the product development process, product launches as well as responsible for the brand’s P&L.

A leading rice distributor with more than 33 percent value share in KSA.
• Develop the brand strategy for the white basmati rice portfolio, including the setting of the brand key, brand
guidelines and the value proposition.
• Lead the product development process, product launches as well as responsible for the brand’s P&L.
• Develop powerful and unique activations that build the brands equity and personality.
• Design powerful social media strategies and manage paid social media on YouTube, FB and Instagram.
• Develop content partnerships with online influencers.
• Lead brand reviews, track brand performance using retail audit report, NKAD, PPA and brand health tracker.
Achievements:
• Successful launch of AlAila’s new identity campaign in Oct.19 and the CSR campaign “Know your neighbor” in
May 18, which accounted for 50% of the growth of the entire Basmati rice segment (which doubled in Ramadan),
the brand grew at a phenomenal rate of 375% in value and increased its market share from 14% to 32%.
• Successful launch of “The new pouch of white swan rice & Abla Swan”, the videos achieved the highest VTR% in
the region and our brand awareness was increased significantly.
• Developed our digital content that reached 150 million views overall in 2018 and 2019.

The leading Juice, Dairy, Bakery and Poultry manufacturer across the GCC.
• Manage the brand strategy for the pastry and cake segments across the GCC.
• Monitor the market trends, consumer insights and the competitor’s activities.
• Lead the launch plans with the other functions: R&D, Supply Chain, Trade-Marketing, Sales and Finance.
• Develop 360-degree communication campaigns that build the brand equity.
• Design a research-based brand strategy.
• Coordinate with trade-marketing team in developing planograms and our brand’s activity calendar.
Achievements:
• Maintained the leadership of the brand’s value share, a 55 percent share of the market.
• Successful launch of 7Days Strudel.

A major bakery manufacturer in the Middle East.
• Develop the brand strategy, enhance its availability and visibility across our key customers.
• Conduct consumer and market research.
• Coordinate internal/external brand partnerships and third-party vendor relationships.
Achievements:
• Successful Launch of Yaumi brand in KSA and UAE.
• Launched new SKUs under Yaumi brand which increased our value shares by 10% in 2015.vs. YA.

One of the biggest FMCG manufacturers in Egypt exports 1000 SKU’s to 90 countries.
• Develop corporate brand equity through 360-degree communication campaigns.
• Work closely with the sales team to improve the distribution, in-store displays, and the shelf share.
• Manage the marketing budget in accordance with the brand objectives.
Achievements:
• Maintained the leadership of the brand’s share, a 35 percent share of the juice market.
• UHT Milk and Jam value shares were increased by 10% and 12% in 2012 respectively.
• 2010-2012: Organized international and local exhibitions.
• 2010-2013: Successful launch of 2 new brands; Faragello Gold Juice and Paradise.

The leading Edible Oil and Detergent manufacturer in Egypt.
• Conduct (FG, HUT, BHC, U&A) researches that build the understanding of the consumer needs, trends, then
feeding the insights and the recommendations to the management.
• Establish the objectives for the communication plan, craft the creative briefs, allocate the budget, attend the ads’
shooting and the whole editing process.
Achievements:
• Detergent business revenue was grown by 44% in 2009.
• Oxi’s value share was grown significantly coming at 15% in 2010.