محمود مرسي

• Rebuilt the departments operational infrastructure from the ground up: designed Key
Performance Indicator (KPI) frameworks across six functions — Search Engine Optimisation
(SEO), Content, Web Development, Account-Based Sales (ABS), Creative, and Media Buying —
and conducted a full Service Level Agreement (SLA) gap analysis across all seven brands.
• Leads a team of 11 direct reports across all six functions, with structured reporting lines,
defined accountability, and quarterly performance benchmarks. Additionally manages account
management operations horizontally across the department.
• Reorchestrated all functions from reactive and undocumented to fully structured: redesigned
Key Performance Indicators (KPIs), Standard Operating Procedures (SOPs), and workflows
department-wide.
• Created an automated agency operations workflow on ClickUp, eliminating process bottlenecks
across content and creative and establishing a single system of record for task ownership.
• Produced a 34-item Brand Compliance Checklist across seven sections, deployed as the quality
and consistency standard across all active brands.
• Managed content, brand presence, vendor coordination, and on-site logistics for Future Groups
participation in the AI Everything event (~$15, 000 USD budget).

Boutique marketing consultancy operating alongside full-time employment, serving retail and e
commerce clients across social media management, media buying, web development, branding, and
digital strategy.
• Delivered brand launches, logo and identity projects, mobile app development, and
performance campaigns for multiple clients — including growing one retail brand from zero to
8, 000 organic followers in five months with a Return on Ad Spend (ROAS) of 4-6x from month
one.

Founded and scaled Brand Up as Royal Sky Groups in-house marketing hub, serving real estate, cloud
kitchen, business solutions, and technology verticals.
• Built and led a nine-person team, with HR, accounting, and administration provided as shared
group services.
• Designed agency workflows, KPI systems, and hiring processes in collaboration with group HR;
partnered with the CFO on budgeting models, pricing structures, and financial planning.
• Aligned marketing policies across sister companies and developed an integrated sales funnel
streamlining inter-company brand consistency.
• Directed end-to-end campaign strategy, content, and execution for group companies and
external clients across digital and offline channels.
• Led client acquisition and commercial negotiations — pitching, pricing, and closing retainer and
project-based contracts.

Alliance Global Group was the largest biomedical devices supplier in the Middle East and emerging
markets, with brands spanning biomedical, technology, F&B, wellness, and retail sectors.
• Established the Cairo and Dubai offices of the groups in-house agency from scratch, building
an 11-person team across creative, content, media buying, and SEO, serving 16 regional
offices.
• Reduced project lead times by 25% through redesigned workflows and improved SLA
compliance across both offices.
• Drove a 40% increase in lead generation through integrated B2B and B2C campaigns across
social media, SEO, and email marketing.
• Spearheaded the digital marketing campaign for Agiomix PCR services during the Dubai
lockdown, positioning it as one of the highest-footfall PCR labs in the city during peak demand.

• Managed digital content strategy and social media planning and execution for agency clients.

• Developed digital content strategies and led social media content creation for agency clients.

• Led concept development and content strategy for a portfolio of agency clients across multiple
sectors.
• Built the creative foundation underpinning campaign ideation, brand voice, and copywriting
across

Roles and Experience:

- Reviewing clients# creative briefs.
- Brainstorming, either solely or with team members, for creative ideas and concepts.
- Market Research & Analysis
- Advertising Concept & Copy generation/development, whether for TV, Radio, Print or Digital channels.
- Website Copy & Content development
- Crafting Arabic/English Press Releases.
- Themes and concepts for events and activations.
- Agency Internal Organization & Analysis.

Accounts/clients/brands handled:

- Banking: KFH - AUB - Boubyan - Warba - Burgan
- Auto-motives: MG - BMW - Nissan - Infiniti - Renault
- Retail: Exide Batteries - Liqui Mollie - Goodnight - CROCS - Ali Abdulwahab Frnitures - ABC - Dunlop & Maxis - Sultan Center - Harry Winston - Chopard
- Dining: Fat Burger - Katsuya - MR. Greek - Life With Cacao
- Real Estate & Constructions: Symphony Mall - Jenan Amman - ALECO - El Mundo - The Promenade Mall
- NGO’s : KFAS - NTEC
- Governmental: Water & Electricity Ministry- Ministry of Health - Al-Awqaf Ministry - Capital Market Authority
- Digital Applications: Albumi - Wasalny
- Mobile Operators: Zain - VIVA

 Hotel deals and contracts negotiations.
 Hotel reservations and Transportation requests
 Events full organization (Mostly for corporate events) :
 Site surveying and choice
 Budget drafting and prices negotiations
 Scheduling
 Site design
 Airlines reservations with the authorized Travel Agency and monitoring the travels for cost purposes.
 Summarizing the department’s figures and analysis into presentations and reports.
 Issuing Visa requests to foreign embassies for traveling employees.
 Aligning with different departments and managers for their travel needs. Planning and executing the general travel policy.
 Preparing internal communications with updated travel announcements, policies and restrictions.

 Providing support for call center agents and answering their inquiries.
 Handling hard calls from angry customers, receiving their complaints and working on solving them
 Reading and responding to all the call center’s agents emails.

 Recruiting new accounts.
 Handling existing customers financial and some technical complaints.
 Answering caller’s general inquiries
 Cooperating and following up with various departments to solve customer problems

• Acted as a link between Agency and client.
• Familiarized with clients major products and services.
• Proposed a hand full of event suggestions from A-Z to various clients and projects.
• Researching, writing and distributing press releases to targeted media.
• Collating, analyzing and evaluating media coverage.
• Event management, including press conferences and promotional events.
• Working as part of an account team to develop client proposals and implement the PR activity.

 Receiving, revising and entering the group’s reservations.
 The reservation’s confirmation and follow ups.
 Preparation for group’s accommodation & meal plan.
 Performing the group’s check in and revising their financial balances.

 Entering and revising individual reservations.
 Allocating the guest’s rooms prior to arrival.
 Performing check ins and check outs.
 Responding to and answering the guests complaints and inquiries