Muhammad Shalaby

o Manage all the marketing activities of Raya Trade 7 Business Units in Egypt & Nigeria.
o Empower and delegate 20 team members to the marketing operations across Raya Trade.
o Manage the marketing activities for Braun, Kenwood, Delongi and Sary.
o Set the communication strategy, budget and its ATL & BTL elements.
o Overlook the social media performance and digital communication for all Business units.
o Manage Public Relations activities to increase Raya brand awareness.
o Manage the internal and external communication at Raya Trade.
o Participate and implement the marketing strategy.
o Utilize the resources efficiently to achieve the corporate goals.
o Strategically positioning Raya as the ultimate destination for Home Appliances.

o Plan and manage the launch & promotion campaigns for TV, Home Appliances, Mobiles.
o Launched the “Neo QLED 8K” with Amir Karara in 2022.
o Launched the “The Frame” with Hany Saad & Dorra in 2020, 2021.
o Strategically positioning Samsung TV in the premium segment
o Launched Note 10 Lite mobile in collaboration with 6 Tech Influencers in 2019.
o Planned & managed the launch & promotional campaigns across several divisions.
o Set the communication strategy, budget and its ATL & BTL elements.
o Brief & handle agencies to ensure the best campaign execution.

o Launched the 1st digital campaign of music copy for A70/ 80 mobiles with Amir Eid, Cairokee.
o Launched digital marketing campaign for S10 mobile achieving remarkable growth vs S9.
o Planned & successfully launched the new Galaxy A Series targeting the mid-tier.
o Managed Samsung Egypt website.
o Brief, manage & monitor digital agencies to ensure the campaigns' best execution.
o Handled the digital media buying for all Samsung products.
o Managed CDM platform to create awareness for product launches & promotions.

o Managed all marketing for TV & Home Appliances products.
o Prepared the visual merchandising display guides for mobile phones, TV and HA in 2018.
o Launched the Twin Cooling refrigerator using market insights in 2018.
o Launched several TV models in 2016 - 2017.
o Re-launched ADW washing machine in a more appealing way to consumers in 2016.
o Launched the new Twin Cooling refrigerator lineup in 2016.
o Executed the 1st B2B Forum to introduce Samsung Enterprise solutions in 2015.
o Create monthly promotional activities to achieve market share & reach sales targets.

o Managed Finish & Airwick brands in Egypt & North African countries.
o Planned 2013 - 2016 marketing plans.
o Launched several SKUs for Finish & Airwick.
o Executed several in-store activations in modern trade to gain shelf share.
o Analyzed brands P&L & market share across assigned countries on monthly bases.
o Created many joint promotional campaigns to increase Dishwashers market penetration.
o Conducted several training sessions for promoters & merchandisers in Egypt & Morocco.

o Managed Ariston, Indesit, Daewoo and Miele Brands.
o Responsible for marketing about 5 product categories in each brand with over 200 products.
o Doubled the brands market share with limited marketing budget.
o Prepared Marketing Plans 2011& 2012 for Ariston, Indesit, Daewoo and Miele.
o Created 1st Ariston showroom to promote Built-in product range.
o Executed successful joint campaigns with Henkel and Reckitt Benckiser.
o Implemented successful Spring Campaign with Philips that achieved sales targets, 2011.
o Planned & executed Ariston Summer Campaign, 2010, 2011.

o Managed Whirlpool and OCEAN brand activities.
o Responsible for all BTL activities for White Point & Hoover brands.
o Executed White Point outdoor summer campaign 2009.
o Planned trade promotions in fairs: Electro-tech & Supermarket 2009, CIF 2010.
o Prepared the Brand Plans of Whirlpool and OCEAN for year 2010.
o Executed in-store promotional activities & shop branding for dealers & hypermarkets.

o Handled the Domain Names account and the Special Clients account.
o Executed marketing activities to promote for Intellectual Property services in Egypt.
o Organized the main TAGorg conferences in Amman 2008 & Cairo 2009
o Planned the CSR activities in-line with United Nations Global Compact UNGC.
o Developed the Marketing Plans for Saudi Arabia and Bahrain year 2008.

o Assisted in setting the marketing and sales plans 2005 & 2006.
o Improved the repositioning of TIBA and SASHO in the light house holds market.
o Handled Key Accounts such as Carrefour, Hyper One and Metro market.
o Attended international exhibitions 97th Canton Fair, China, 2005.