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Passant Ismail, Head of External Communication

Passant Ismail

Head of External Communication·Juhayna Food Industries

Egypt

Master's degree, Marketing

Work experience

Total years of experience: 27 years, 4 months

Head of External Communication

May 2015 - Present

Juhayna Food Industries

Cairo, Egypt

May 2015 - Present

Responsible for shaping company’s image to external stakeholders through leading on five major departments:
1. PR& CSR:
Building and implementing external media narratives around key corporate communications pillars, Juhayna’ s corporate social responsibility endeavors. It involves reactive managing of media issues as well as proactively telling stories about Juhayna- who we are, what we stand for, where we’ve come from and where we are going. The role involves a lot of coordination between the company’s different department and with internal stakeholders to help build proactive narratives around key communications pillars, which can then be used to drive positive media coverage.

2.Media:
Managing the media department and media agency, closely monitoring media buying and planning initiatives. Ensuring that all media investments are in line with preset strategy and KPIs. Explores and Implements CMOs ( Creative media opportunities for the company's different brands) with a sharp focus on ROI and efficient spending.

3.Sponsorship & Activation:
Creatively use long and short term sponsorship assets to build and demonstrate innovative marketing programs which adds genuine value to the company along with managing contractual rights and work with partners to deliver our activation goals.


4. Call Center :
Supervising the Call center department to ensure effective resource planning to maximize productivity of resources whether employees or technologies. Regularly reviewing and analyzing call centers statistics as well as CPMU reports (Complains per million unit). Ensuring that the complain process is strictly followed until all cases are closed with consumer visit if required.

5. Factory Visits:
Five of our factories are open for external visits 5 days a week. This is a great PR and Loyalty building tool. Supervising the Factory Visits representatives to make sure the visit routine is strictly followed and that we constantly have an influx of visitors of all ages and from different institutions
Company industry:
FMCG
Job role:
Marketing and PR

Executive Director

November 2013 - April 2015

JWT Experience

Cairo, Egypt

November 2013 - April 2015

Identify and develop priorities in conjunction with the senior management.
Prepare financial plans and annual operating budget for management’s approval
Manage the efficient and effective use of the agency’s resources.
Manage/ coordinate the process for content creation ( from ideation to delivery)
Manage the execution and production processes of content initiatives across different channels
Supervise content distribution strategy (how to promote content, increase engagement)
Measure the results and develop case studies to document success and/or learnings for future improvements
Company industry:
Entertainment
Job role:
Management

Media Director

June 2010 - November 2013

JWT Egypt

United Kingdom

June 2010 - November 2013

June 2010- November 2013 Media Director, JWT Egypt
• Mainly on Egyptian Tourist Authority (ETA): o Analyzed different parameters to formulate the media strategy for ETA across 32 markets (27 international and 5 Arab)
o Overlooked media planning, buying, booking and post analysis across all markets
o Negotiated global media deals on behalf of ETA (e.g.: MTV, BBC, EuroSport, CNN)
o Analyzed global trends and identified possible opportunities for ETA proposing new products (Religious tourism- luxury
yachting) as well as new potential segments (youth)
o Supervised financial process to ensure smooth operation across markets ( prepayments and on time reimbursement of suppliers)
o Worked closely with creative, PR and research agencies for on time delivery of material and comprehensive reporting.
• Pitched social and online media to agency existing clients: Schick- Juhayna- Samcrete (Saray) -Renault
• Attended strategy meetings for new business: Ikea- Nestle' ice cream
• Channel planning and media buying for some of agency's existing clients: Contact cars- Shell
• Launched social media department
o Hired and trained a team of four
o Successful campaigns with first time results in Middle East ( Trident- Clorets)
o Supervised and remotely managed the community managers in Beirut overcoming the location barrier
Company industry:
Advertising
Job role:
Management

June 2011 - September 2011

Ad tech

United States

June 2011 - September 2011

June 2011 "Mena Cristal" Seminar- Cairo
Sept 2011 "Ahram digital conference in partnership with Interact Egypt" - Cairo
Nov 2011 "Ad tech" digital conference- New York
Dec 2011 "Google workshop- Egypt 2.0" - Cairo
Company industry:
General Engineering Consultancy
Job role:
Other

General Manager, Egypt / MediaCom International

May 2009 - January 2011

JWT Egypt

United Kingdom

May 2009 - January 2011

May 2009-2011 General Manager, Egypt / MediaCom International
• Establish Cairo's office infra-structure (accounting, media planning and client servicing capacities)
• Network and develop new businesses
• Accumulated over EGP10million in terms of new business during 2009-Q1 2010
• Manage new accounts' take-ons as well as the on-going relationships with existing clients
• Extended MediaCom affiliates to include two more offices in the region; Sudan and Libya
Company industry:
Advertising
Job role:
Other

Head of Marketing

September 2007 - January 2009

North East Africa / Nokia Ltd

United Kingdom

September 2007 - January 2009

Fall 2007- 2009 Head of Marketing, North East Africa / Nokia Ltd. Egypt
• Developed the sales unit strategy in compliance with Nokia's global vision and brand DNA
• Planned the marketing calendar for the sales unit (3 markets- Egypt, Sudan and Libya)
• Has led the implementation of marketing plans to position and promote Nokia product portfolio to defined target audiences
based upon the global annual plan and investment allocation.
• Utilized marketing effectiveness analysis tools (funnel analysis, etc) to determine and prioritize marketing tactics that
deliver expected outcomes in terms of sales, margin, brand metrics and consumer segment development.
• Extended cluster/area marketing initiatives into appropriate local marketing mix elements; including customer and retail
marketing, consumer promotions relevant sponsorships and events resulting in increased sales and relevance with targeted
consumer segments.
• Collaborated with the area marketing team to develop targeted media strategies that support the advertising and marketing
objectives.
• Has been accountable for short- and long-term planning, deployment of resources, expense control as well as budget and team management.
• Handled the day-to day marketing activities.
• Managed the advertising budget for accurate accounting.
• Interfaced with finance on budget compliance, forecasting and performance of national advertising spend.
• Supported the marketing planning team with preparation of seasonal business and marketing plans.
• Cooperated with area customer insights group on measurement of all country advertising campaigns; including copy testing and brand awareness.
Job role:
Marketing and PR

"Philip Cotler-what's next in marketing" - Cairo

January 2007 - March 2007

"SOX - financial compliance" - Nokia Corporation

France

January 2007 - March 2007

January 2007 "SOX - financial compliance" - Nokia Corporation-Casablanca
March 2007 "Consumer Segmentation"- Nokia Corporation- Dubai
Feb 2008 "Ramadan Insight" - Nokia Corporation- Dubai
Oct 2009 "Philip Cotler-what's next in marketing" - Cairo
Job role:
Other

(Channel) Marketing Manager

September 2006 - January 2007

North East Africa / Nokia Ltd

United Kingdom

September 2006 - January 2007

Fall 2006-.2007 (Channel) Marketing Manager, North East Africa / Nokia Ltd. Egypt
• Created the cluster marketing plans aligned with Nokia's portfolio as well as key target segments; based on annual plan and allocated investment
• Lead marketing activities and tactics utilizing different tools (brand funnel analysis-segmentation-on track results) to achieve sales targets and drive brand preference ( overall and among key segments)
• Localized all campaign elements (ATL-BTL) in alignment with area guidelines.
• Regularly Interfaced with Finance on budget compliance, forecasting and spend.
• Handled all customer Marketing activities with key eight customers across Egypt, Sudan and Libya to drive sell out and ensure compliance with creative guidelines and CM templates
• Managed 360 degrees launch for Hero products including activations (experiential marketing) and/ or road shows
• Coordinated with the area's and Sub area's marketing team to develop targeted media strategies that support the advertising and marketing objectives for BGs.
• Regularly reviewed the campaigns' effectiveness tracking brand/communication metrics as well as sell through figures
• Closely aligned marketing efforts with sales and retail to capture market share as well as drive ASP
Job role:
Marketing and PR

" Management Problems in Egypt" - Diplomatic club

September 2003 - December 2006

Retail" - Nokia Corporation

France

September 2003 - December 2006

September 2003 "A complaint is a gift/ How to deal with customers and ensure 100% satisfaction" - Motorola
April 2003 " Sales and Customer Acquisition and Retention via telephone"- American Chamber of Commerce
"Emotional Intelligence/Corporate Power and Politics" - British Council
December 2003 " Management Problems in Egypt" - Diplomatic club
December 2006 "Winning at Retail" - Nokia Corporation-Casablanca
Job role:
Other

Sales Support and Marketing Specialist

September 2002 - January 2006

Mobile Devices Business / Motorola Ltd

United Kingdom

September 2002 - January 2006

Fall 2002-2006 Sales Support and Marketing Specialist, Mobile Devices Business / Motorola Ltd. Egypt
• Managed the accounts of both authorized distributors ( Delta and Systel) in terms of targets, strategy and credit
• Handled the sales of handsets (Selling in and selling through)
• Followed up and coordinated the order placements with our office in Dubai/ Singapore
• Tracked the orders shipment, handle the type approvals and supervise the custom duty clearance procedures
• Analyzed the sales inventory reports and manage the stock in channel
• Managed the distribution channels ( with our authorized distributors) and the sales through Motorola outlets
• Developed a quarterly Marketing plan and manage the execution ( ATL/ BTL)
• Planned and implemented Mass Media Advertising ( TVC- Outdoor- Print and Press)
• Managed BTL and trade marketing activities (Shop in shop- Road shows- POS- Display )
• Worked on PR events in collaboration with our agency (Design Tour- Motorola D&G launch )
• Monitored the marketplace and conducted regular SWOT analysis in collaboration with distributors and Motoagents team.
• Managed Motoagents ( group of six) for retail marketing coverage, stock analysis, POS coverage, marketing Campaigns
effectiveness and impact on sales level
Job role:
Other

Head of Special Projects Committee, Alashanek

March 2001 - September 2002

Hand Club

March 2001 - September 2002

Fall 2002 Head of Special Projects Committee, Alashanek ya Balady Campaign, SU, AUC
Fall/ SPRING 2001 President of Hand in Hand Club, AUC
Company industry:
Other Business Support Services
Job role:
Other

Vice President of Pro-Action TEAM, AUC

September 1998 - September 2002

Student Union

United Kingdom

September 1998 - September 2002

Fall 1998 Vice President of Pro-Action TEAM, AUC

Extra- Curricular Activities:
Fall 2002 Clubs' Coordinator, Student Union, AUC, Egypt
Company industry:
Primary, Prep, & Secondary School
Job role:
Other

Rapporteur of the European Arab Dialogue Council

September 2000 - September 2001

European Arab Dialogue Council, Model Arab League Conference

Cairo, Egypt

September 2000 - September 2001

Fall 2001 Rapporteur of the European Arab Dialogue Council, Model Arab League Conference, AUC
Fall 2000 Caravan's photo editor, AUC
Delegate of the Emergency Council, Model Arab League Conference, AUC
• Awarded "Best mediator"
Company industry:
Non-profit Organization
Job role:
Training and Development

Head of Donations

September 2000 - November 2000

Cancer Team Club

Cairo, Egypt

September 2000 - November 2000

Fall 2000 Head of Donations Committee, Anti-Cancer Team Club, AUC
Vice President, co-founder of Hand in Hand Club, AUC
Student Representative, Community Service Tour/ Task Force, AUC
• Represented the student body in a committee including the Dean and the Provost responsible for exploring the opportunities of improving the community service on campus
Company industry:
Non-profit Organization
Job role:
Finance and Investment

Assistant Project Manager, Human Resource Department, Click

June 2000 - August 2000

Vodafone

United Arab Emirates

June 2000 - August 2000

Summer 2000 Assistant Project Manager, Human Resource Department, Click/ Vodafone
• Worked on organizing the Summer Internship Program and updating the trainees' database
• Followed the trainees payroll procedures and checked trainees attendance

Community Service Activities:
Company industry:
Telecommunications
Job role:
Other

Member of Shelter Committee

September 1999 - November 1999

Action Club

Cairo, Egypt

September 1999 - November 1999

Fall 1999 Member of the Shelter Committee, Volunteers in Action Club, AUC
Company industry:
Non-profit Organization
Job role:
Community Services

Caravan's Photo Editor

March 1999 - May 1999

Delegate of the Commission on Sustainable Development

Cairo, Egypt

March 1999 - May 1999

Spring 1999 Caravan's photo editor assistant, AUC
Delegate of the Commission on Sustainable Development, Model United Nations, AUC
Company industry:
Journalism
Job role:
Writing and Journalism

Caravan's photographer, AUC

September 1998 - November 1998

Arab Dialogue Council, Model Arab League

September 1998 - November 1998

Fall 1998 Caravan's photographer, AUC
Delegate of the Arab-Arab Dialogue Council, Model Arab League, AUC
Job role:
Other

Former American Vice President AL Gore, and former

June 1995 - August 1995

Seeds of Peace Camp, Misr Language Schools

United Kingdom

June 1995 - August 1995

Summer 1995/96 Seeds of Peace Camp, Misr Language Schools, Egypt
• Met with Former American Vice President AL Gore, and former First Lady Mrs. Hilary Clinton along with the former
American Secretary of State, Warren Christopher
• Awarded and recognized by Former Secretary of the Arab league Mr. Esmet Abdel Megeed and the current Secretary Mr.
Amr Moussa
Workshops attended:
Job role:
Other

Education

The American University in Cairo

January 2009

January 2009

Master's degree, Marketing

Egypt

GPA (point): 3.8 out of 4

GPA (point): 3.8 out of 4

Masters in Business Administration concentration in Marketing and Operation Management
View attachment

The American University in Cairo

January 2002

January 2002

Bachelor's degree, Egypt

Egypt

GPA (point): 3.8 out of 4

GPA (point): 3.8 out of 4

Bachelor degree of Arts Business Administration concentration Marketing 2 minors: Political science ( International Relations - Psychology)
View attachment

AUC

January 1998

January 1998

Diploma, Misr Language Schools

Egypt

Skills

MARKETING
Expert
MARKETING
Expert
Media
Expert
Media
Expert
PR / CSR communication
Expert
PR / CSR communication
Expert
Retail
Intermediate
Retail
Intermediate
MOTOROLA
MOTOROLA
PR
PR
RETAIL
RETAIL
SALES
SALES
THE SALES
Expert
THE SALES
Expert
VXWORKS
VXWORKS

Languages

Arabic
Expert
English
Expert
French
Intermediate

Memberships

SPRING President of Hand in Hand Club, AUC

President

January 2001

co-founder of Hand in Hand Club, AUC

Vice President

of the Shelter Committee, Volunteers in Action Club, AUC

Member

September 1999

Hobbies

  • Reading - Walking - Swimming- Travelling - Music