Marketing Director
Delta Media Company
Total years of experience :19 years, 10 Months
Being in charge of our Biggest account; that is, Saudi TV, I joined Delta in order to make a difference in the way they make business with Saudi TV. Delta was used to serve the Saudi TV from the hardware point of view; Namely, Delta is in charge of maintenance for all of equipments, studios and the like. This relationship lasts for more than 20 years. But, Saudi TV were looking for the soft stuff; namely, the quality thing in terms of programs', channels' branding, presenters and the like. That's why I came in. I started looking for a global affiliation in the area of TV production and we made affiliation with Media Pro - a Spanish company specialized in TV production ( the producers of Al Jazeera Bein sport channel). After this affiliation we won more than bid for revamping Saudi TV in terms of programs' enhancement, presenters' training, channels' branding. Recruiting top-notch female and male presenters wasn't an easy job. We started selecting then training then evaluating. each process took too much effort and time. For instance, for the process of training, we chose the best trainers that have long history in TV especially in the area of presenting programs and news bulletins.
We won the bid of producing the news bulletin both in Arabic and English. We revamped the whole thing starting from Program decor to buying the latest technology like touch screens. We have profited deeply from the affiliation with Media Pro as they have vast experience with Spanish TV in terms of News bulletins.
Programs' grids, we reshuffled some programs timings according to highly-peak times and normal times in terms of TV viewing.
I aimed to work vertically and horizontally. Vertically through getting more business from our Biggest account; and horizontally through getting new business. We produced documentaries for new clients such as Kind Sultan hospital in Riyadh.
Another revenue stream was getting more business from leasing our own studio in Riyadh. Having programs of other channels to be shot and edited in our studio.
Another studio that we have is in Cairo; 250-meter studio that is equipped for transmitting news bulletin and programs for Saudi TV.
We were asked by Saudi TV officials to reproduce one of the political programs; that is, شئون الساعة program. we revamped the program except the presenter of the program. The set-up was in our studios and so is shooting and editing.
Al Madina Establishment is a leading establishment in Saudi Arabia; Publishing daily and weekly publications such as Al-Madina daily newspaper and Al-Waseet weekly free tabloid.
I was in charge of leading 22 salesmen in our head office in Jeddah.
I achieved 10% increase in sales by end of 2008 comparing to 2009 though the global crash hit the market by Sep. 2008.
in the second year we achieved 15% increase comparing to the previous year.
In the third year, we achieved 20% increase
In the fourth year we achieved 28% increase.
I used to have a weekly meeting with the team revising the competitors' moves every Sunday morning. The salesman have their own sayings reg. what's new in the market and the loke. Also, I was monitoring salesmen performance daily through an advanced management system that reveals each salesman's achievement. Keeping abreast, daily, on each one's sticking to discounts and profitability was of importance to me.
A quarterly appraisal was sent to each salesman analyzing whether he achieved the quarterly target, how many new clients he got, the profitability he did to the company and the like. before handing the appraisal with each one I was discussing it with each one and discussing the way forward.
I used to have a customer call call with each salesman on a weekly basis.
That was my methodology in terms of leading the team. Such methodology was applied to both the daily newspaper and the weekly tabloid.
Before joining Dar Al Fouad hospital, Dar Al Fouad hospital was positioned as A+ hospital targeted for the upper class. It has a good reputation of having first class service in a first class way. It was Known as the best place to operate heart operations in. The Hospital was established in 1997 and has a vision since then of becoming the best hospital in the Middle East in the field of Heart surgeries. To reach this vision, Dr. Hatem Elgabaly, Chairman and one of the shareholders of the hospital, worked by time on having an affiliation with a reputable medical entity in the field of heart surgery. He got affiliated with Cleveland Clinic. Such affiliation helped Dar Al Fouad get big shareholders such as Dalah Elbaraka group, Fetaihi, when the hospital decided to raise money.
Upon getting the JCI accreditation (Joint Commission International), an international accreditation in the field of heathcare as the first hospital in the middle east to win this accreditation. This accreditation helped the hospital to go regional and international as well. I was chosen at this stage to market the hospital outside our borders.
I came in to position the hospital not only locally but regionally as well. We capitalized on the accreditation from the Joint Commission International as the only and first hospital in the middle East to win this global accreditation.
We started out marketing campaign throughout the middle East in order to get more patients.
I marketed the hospital through health and medical expos in Jeddah, Bahrain, Kuwait, Dubai, and Khortoum.
I ran medical symposiums in Doctors' syndicate throughout Egypt in order to establish a strong base of referring doctors and in so doing strengthening doctors' loyalty to the hospital.
Worth mentioning I was acting beside being in charge of marketing in the hospital as a sales manager as well. I was reporting to the CEO and I was monitoring and having a weekly meeting with the 12 salesmen with the attendance of the CEO.
a daily meeting was done with some of them in order to make sure they are on track.
Due to the emphasis on getting more money from the corporates - that is the credit - as well as getting money from the individuals (cash patients), we managed to increase our sales in the first year by 40%.
Dream Media Company is the media owner of Dream TV station that owns Dream 1 & Dream 2. It is considered to be the first non-governmental TV station in Egypt. It was launched in 2002 with basically 3 main departments: Programming, engineering, and production. It capitalized from its start on the 2 well-known figures in the media industry at that time - Eng. Osama Elsheikh, and Hala Sarhan. The 2 TV channels went well at the very beginning but after 6 month the station looked for how to make money - that's how I came in. I figured out the revenue streams and I found none. The first stream was to get advertisers to spots their commercials on the channels. Some of the local advertisers were advertising on 2 of our programs; But, the MBUs (the media buying units) who has the international brands were not willing unless there is a syndicated and endorsed research agency that tells how Dream TV is positioned versus the other TV channels. A third stream was selling our production to other TV stations. A fourth stream was the IVR and sms tickers.
I worked on Maximizing the 2 channels' revenue streams that consist of: TV commercials, programs' sponsorships, airtime, IVR, and SMS interactivity
2. Developing our marketing strategy. in order to come up with a marketing plan I started with researching. In order to know exactly where do we stand in market we needed to research. For the research to be accredited and accepted by the advertisers i needed to commission an accredited research agency. I hired AC Nielsen to conduct a quantitative research throughout Egypt in order to gauge where we are in the minds of our viewers. With a sample of 1039 respondents we came out with fresh insights - at that time- on where do we stand, how we are positioned, and the like.
out of this research I hired a reputable advertising agency; that is Leo Burnett, to work on coming up with a clear identity for both Dream1 & Dream 2.
After I executed the identity and coming up with new programs we started marketing our highly viewed programs to both the corporates (MBUs) and local companies.
The research & Advertising is available upon request.
Ogilvy advertising is one of the best 5 advertising agencies in the world. David Ogilvy is considered to be the Godfather of Advertising. With its headquarter in New York and offices worldwide. Ogilvy's key accounts at that time were Some of Unilever's brands, Nestle chilled dairy. Memac is A Lebanese advertising agency headquartered in Beirut and affiliated with Ogilvy in order to serve Ogilvy's Clients.
I joined Ogilvy in order to be in charge of 2 brands of Unilever - Dove and Exona - and also Nestle chilled dairy.
at that time Dove was placing a huge budget in order to lead the global market of soap. Dove is targeted towards the upmarket.
Lintas Advertising was one of the largest advertising agencies in the world in the last decade of 20th century. It's head office was in New York, USA. Its main accounts were Coca Cola, some of Unilever brands, Coca Cola and Sprite brands, KFC, and Pizza Hut. Look advertising agency was the 2nd best advertising agency in Egypt in last decade as well, The affiliation between the 2 had been made in 1997 and in consequence Look was in charge of the above mentioned brands in Egypt. I was at Tareq Nour Advertising agency at that time; who was the best advertising agency in Egypt. When KFC & Pizza Hut brands moved on to Look because of the affiliation with Lintas Look looked for advertising manager to be in charge of the 2 brands.
I was in charge of Lintas accounts: KFC, Pizza Hut. Another brand I was in charge of - Oriflame brand. I was working with Lintas team worldwide with 2 indians from Lintas' end In Cairo office; one Indian branch manager, one Indian Creative director.
Luckily, the 3 brands were market leaders.
I also got Sara cosmetics company with its brand Alyssa Ashly Body lotion. I got this client through my relationship with with Sara Company. I served Sara only from the production point of view. I produced the TVC in Greece and aired it through our media agency.
Tarek Nour is the first advertising agency in Egypt in the last quarter of 20th century.
Tareq Nour started out in 1976 with The TV production niche. before his appearance, the advertising in Egypt and middle east was just newspaper ads. Tareq Nour collaborated with Americana foods in Kuwait and started producing TV ads for Americana brands such as KFC, Pizza Hut and the like. The TV commercials were aired through the whole region and it was a hit at that time. Because of that Tareq Nour, by time, produced all the TV commercials for the big brands in the Whole region. Everybody considers Tareq Nour the Godfather of TV production and so he continued as such. By time Tareq served clients as a full-fledged advertising agency. Tareq Nour started to think of getting more business from the Gulf area and this can't be done without having an existence there. We opened an office in Riyadh in 1994 serving America brands, Al Essa air conditioning. we served those brands just from the TV production perspective; Namely, not working as a full-fledged advertising agency but rather a TV production house. Such a niche helped us to get market leaders such as Jarir Bookstore, Saudi German Hospital. Jarir was the first book store to advertise through TV and so was Saudi German Hospital.
We weren't in conflict with the full-fledged advertising agencies in the Gulf as they all needed a reputable TV production house.
Alkhaleejiah is a Saudi media house. It is the sole advertising representative of the highly-read newspapers and magazines such as Al Sharq Al Awsat Newspaper, Arab News, Al Majala, and Sayidaty magazines.
i started out as a sales rep.; selling advertising spaces in these media vehicles. My big accounts were Saudi America Bank, Alrabie Saudi Dairy Company.
I worked on my own to get new supplements for these media. i issued a supplement about the National Day of Ireland. I got advertisers to advertise in this supplement. Also, I issued a computer supplement on my own.
I started out at Tarek Nour Advertising as an Account Executive. I worked for a short time as I got a good offer from Alkhaleejiah Advertising in KSA.
This 6-month-period was very good for me to understand the advertising business. Tarek Nour was at that time the best advertising agency in Egypt and was considered to be the Godfather of TV advertising.
Course Grade 1. Student Orientation B 2. MIS A 3. Corporate Finance A 4. International Business A 5. Advanced Marketing A 6. Strategic Marketing A 7. Marketing Research A 8. Strategic Management A 9. B2B Marketing A 10. New product Marketing A 11. Research Methods B 12. HR management methods A 13. Business Ethics A The MBA certificate and transcript are available upon request.
Getting my mini-MBA course in Buiness Finance
Getting my MINI - MBA in Project Management
a 2 - days - workshop.
A leadership seminar arranged by Oxford school of business.
A 2-days-workshop on leadership and personal change.
A 2-days-workshop on leadership
