MARKETING MANAGER CURRICULUM VITAE

Ahmed Hamdy

1. CAREER OBJECTIVETo join a progressive, professional and growth oriented organization in the Marketing or Sales function where I am able to contribute my experience and expertise in Brand strategy and management, and where I am able to grow professionally and personally.

2. PERSONAL PROFILE Marketing & Sales Professional with 10+ years’ experience in various global industries largely FMCG. Knowledge and experience across a wide range of FMCG categories (dairy, juice, biscuits, wafer,

confectionery, cake, candies, chocolate, crispy snacks, lollipops, corn flakes, halva, molasses, tahini, jam, pasta, noodles, canned beans, fat & cooking oil, toilet soap, powder & liquid detergent, processed meat & chicken and frozen meat & chicken).

Experience in business transformation, strategy development, route to market, new market entry and commercial support.

Creation & implementation of marketing strategies and plans, market research and advertising campaigns.

Ability to translate concepts and ideas into practical plans and activities Decision maker at both strategic and operational levels. Exposure to international FMCG markets in Egypt, Yemen and the GCC. Strong marketing, communication, presentation and negotiation skills. Particularly strong analytical

and computer skills. Ability to act independently with minimal supervision; self-starter.

3. KEY HIGHLIGHT Managing an entity wide transformation project involving 8 companies across Yemen with 13,000

employees with almost a billion USD annual turnover. Strategy development for a multi-division business unit with turnover in excess of USD 850 Million. Key participant in the development of the HSA group global brand strategy.

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MARKETING MANAGER CURRICULUM VITAE

4. PROFESSIONAL EXPERIENCE - SUMMARY

COMPANY POSITIONPERIOD

JOINED LEFT DURATION

HAYEL SAEED ANAM GROUP – HSAFMCG CONSUMER MARKETING MANAGER JUN-13 PRESENT

THE EGYPTIAN CO. FOR FOODS – BISCOMISR

SENIOR BRAND MANAGER

OCT-10 MAY-13 2Y, 8M

HALWANI BROTHERS EGYPT BRAND MANAGER OCT-09 SEP-10 1Y, 0M

B.TECH FOR TRADE & DISTRIBUTION BRAND MANAGER JUL-07 SEP-09 2Y, 3M

B.TECH FOR TRADE & DISTRIBUTION SALES DIRECTOR ASSISTANT MAR-06 JUN-07 1Y, 4M

CITI BANK – CONSUMER FINANCE SALES REPRESENTATIVE SEP-05 FEB-06 0Y, 6M

5. PERSONAL INFORMATIONGENDER Male BIRTHDAY 14-Dec-83 NATIONALITY Egyptian

MARITAL STATUS Married DEPENDENT Wife & 2 Kids RELIGION Muslim

6. REFERENCES Veneet Mohan Former Director, Hair and Oral Care Unilever +971 5055 92011Ramesh Lal Global Marketing Head HAS Group +971 5010 01243Seifeddine Memmiche Marketing Director HAS Group +967 7340 35420Ahmed Alsayad CEO BiscoMisr +201 0164 14442Ghada Soliman Director, Human Resources Halwani +201 2217 99954Gina Kamel Chief Marketing Officer B.TECH +201 2216 43030

7. CONTACTSHometown Address 30 Zoheir Sabry St., branched from El-Tayran St., Nasr City, Cairo, Egypt# Cell-Phone +201 06422 4622 & +967 712211 709# Landline +202 23866 502E-Mail Address ahmed.hamdy.al@gmail.com

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MARKETING MANAGER CURRICULUM VITAE

8. CAREER MILESTONES

8.1. HAYEL SAEED ANAM GROUP (HSA) – www.hsagroup.comFMCG CONSUMER MARKETING MANAGER

Handling 38% of Yemen Region Business (FMCG local sector)

Key Responsibilities Lead & enhance Yemen FMCG business unit marketing & sales efforts in both levels consumer

marketing for 4 manufacturing companies (YCIC in business & confectionery business, NADFOOD in dairy & juice business, YCGSI in cooking fat & detergent and GENPACK in pasta, dessert & chocolate business) and trade marketing for 3 trading companies (HSAT, NATCO and NPMC).

Formulate, and assist in the finalization of business unit strategy formulation including budgets, calendars, schedules, structure, staffing requirements, product market plans, positioning, brand, product, promotional, services, distribution, communication and pricing strategies.

Business unit comprehensive marketing plan formulation includes marketing objectives relating to sales, market share, profitability, trend-setting, satisfaction, loyalty schemes and etc…

Focal participator in the group global business strategy formulation and synchronize local & regional efforts, guidelines, etc.

Role KPIs are: achieving marketing plan SMART objectives – budgets control (sales turnover & marketing expenditure) – projected profitability achievement – company/brand market share growth – brand equity & health check (tracker, retail audit) – channel growth and efficiency – shelf off-take, share in shop handling, availability, visibility rates – innovation rollout – project management (rolling plan /evaluation) – department turnover rate.

Dual reporting, line manager is the business unit managing director, functionally reporting to group global marketing director, managing 12 junior marketing & sales managers.

Key Achievements: Contributed as team member on designing group organization focused on strategic businesses unit

(SBU) over existing geographical focus. Contributed as a team leader of FMCG global brands mapping and brand keys formulation. Brand & SKU rationalization project, done over the course of one year, resulted in a move from 149

to 39 brands across the FMCG business with a corresponding reduction in SKUs from 592 to 241. Contributed as team leader of distribution system restructuring project (RTM) route to market. Leader of sales & distribution (SD) modules on SAP ERP system, COPA and Business intelligent

reporting designing and implementation. Led project to improve productivity of FMCG distribution companies in Yemen. Conducted Deep-

Dive with cross functional teams to identify issues and developed solutions for key issues identified. Established an MIS reporting system for distribution companies to take data from Handheld

Terminals and provide key reports to help management at all levels to run operations. Contributed as team member on projects: companies restructuring, organization structure design,

job descriptions, management committees, corporate functions – roles and reporting, financial reporting & MIS and strategic planning processes.

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MARKETING MANAGER CURRICULUM VITAE

8.2. THE EGYPTIAN CO. FOR FOODS (BISCOMISR) – www.biscomisr.comSENIOR BRAND MANAGER

Handling 90% of Company Total Business (local sector)

Key Responsibilities Lead the consumer & trade marketing efforts for the local company (sales in Egypt), through

supervising the brand team and to assist the marketing director in the development of annual brand strategies.

Developing and implementing individual brand strategy, setting marketing plans and targets for the whole company (14 brands in the product portfolio) in order to ensure brand Equity is built and well maintained.

Lead and formulate product development strategy across product range handled to ensure new or enhanced products meet category requirements (I.e. features, packaging, designs, specifications, and pricing supported by comprehensive P&L Analysis).

Reporting to marketing director, managing 6 marketing specialists, merchandisers and graphic designer and supervising 2 junior brand managers.

To lead the BiscoMisr product development committee.Key Achievements:

20% incremental sales growth of new products for the financial year 2012. Contributed as key team member on profit enhancement project, average 5 points, (47% absolute

net profit growth in 2012 vs. 2011 ) Repositioned BiscoMisr brand in the premium price segment of the Egyptian market, moving it from

its earlier position as public sector economy brand with modest quality through brand repositioning, consistent, coordinated marketing and support activities.

8.3. HALWANI BROTHERS EGYPT – www.halwani-brothers.comBRAND MANAGER

Handling 85% of Company Total Business (local sector)

Key Achievements: Assisted in the penetration of 3 new categories to enrich company portfolio (related diversification),

(Processed Chicken, Frozen Seafood & Nectar Juice). This resulted in a 18% YTD Sep10 sales growth. Design and implement various consumer cross-promotions (i.e. Molasses & Tahini, Halva & Cheese). Maa’moul re-launch campaign (35% value share in 2010 vs. 21% in 2009). Burger & LCD campaign development & execution (production capacity utilization) Best participant (booth) in the Cairo 2010 supermarket exhibition.

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MARKETING MANAGER CURRICULUM VITAE

8.4. B.TECH FOR TRADE & DISTRIBUTION – www.btech.com.egBRAND MANAGER

Handling 20% of Company Total Business (local sector)

Key Achievements: Planning & implementation of the brand launch campaign focused at driving a new strategic

segment to B.TECH customers (teen eagers & young adults). Creation of the brand identity, theme, store concepts and other brand architecture elements. Leading varicose strategic projects such (franchising, ATM machines, B.STOCK, virtual shop and etc.) Cross exclusive promotions with some global brands i.e. Vodafone, TE Data, HP, Microsoft, Toshiba,

Nokia & VAIO including planning & implementing. Values for people program (Cultural Excellence Project) part of Internal marketing Communication. B.TECH African Cup campaign 2008, including "events & contest, PR covering, giveaways and etc." Corporate Social Responsibility – Ramadan Bags of Love & Wayana charity.

8.5. Citi Bank – www.citibank.com/egyptSALES REPRESENTATIVE

Key Achievements: Acquired CNE ART and Olympic group to Citibank client list.

9. EDUCATION & CERTIFICATES Master of Business Administration “MBA”, certified from Arab Academy for Science and Technology

and Maritime Transport, Egypt branch. Grade - Excellent. Bachelor of Commerce, Ain Shams University, Accounting Department, 2005. Grade – Pass Basic Business Skills Acquisition (BBSA) certified from Berlitz College, Cairo, Egypt. International computer driving license “ICDL”. The Brand Name & Far Beyond certificate sponsored by STEPS.

10. COMPUTER & LANGUAGE SKILLS Very good knowledge about SAP, COPA, Business inelegant, Microsoft Axapta, Discovery, Oracle &

Alpha operating & reporting systems. Super-user Microsoft Office (Power Point, Excel, Outlook, Word). Arabic is a mother tongue & English level is very good written & spoken.

Updated 13th. May 2015

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