Address: Emirates Towers, Sheikh Zayed Rd, Dubai, UAE
Contact: +971 505578266/ 43273446; Email: email@example.com
SHEREEF HELMY ABDELMA LEK
TOP MANAGEMENT PROFILE
Marketing Management | Retail & Franchise Management | Business Development – IT | Managemnt
Target Sectors: Retail, FMCG, Luxury Goods, Fashion, Food, Consumer Electronics, IT, Luxury Retail & Customized
Professional Services and Management Consulting
My Journey so far…
Almost 2 decades in Marketing Management, Retail & Franchise Management and IT Business Development
with significant exposure in Sales & Marketing, Retail Operations, Market Research, Logistics & Supply Chain
Management, Customer Relationship Management, Vendor Management and Team Building & Management.
Creating Value for Clients Through Proficiency In Overall Business Leadership’
A lifelong attitude of NEVER TO GIVE UP IN ADVERSE SITUATIONS and emerge with SOLUTIONS.
A keen strategist, planner & implementer with expertise in devising strategies aimed at enhancing overall
organizational growth, sustained profitability of operations & improved business performance.
Proficient in conducting detailed Marketing Plans based on ATL, BTL, Professional BTL, and Loyalty Programs,
Affinity Programs based on market study to analyze the latest market trends and tracking competitor activities, and
providing inputs for fine tuning the selling and marketing strategies to Model the strategic Marketing Model with
Multi-Channels Action plans to serve pre-sales Pipeline in both Verticals and Horizontals activities.
Demonstrated history of successfully leading all aspects of retail operations including merchandising, sales,
customer service, inventory, purchasing, supply chain, logistics and process improvements.
High-performing professional with experience in optimizing business operations, business development, sales
forecasting/demand planning, vendor management, expansion of marketing network while managing competition,
consequently achieving high productivity standards.
Astute leader with an aptitude for achieving desired company goals through the fulfillment of client requisites thus
maintaining complete customer satisfaction and creating opportunities for repeat business.
Visionary leader with efficient resource management skills for enhancing service quality and generate repeat
business; promising team player with an ability to train, mentor and lead subordinates to deliver pre-defined
Managerial Competencies include…
Feasibility Studies (Commercial)
Sales & Marketing
Retail Operations (Fashion & Food)
Supply Chain / Logistic
Forecasting / Trend Analysis
Customer Experience & CRM
Team Building & Management
Training & Development
Acknowledged for qualitative delivery of various project phases and Implementing the brands Networks &
awareness through simultaneous management of 4 diverse teams of 4 Retail Fashion & Food Brands (YES MISS,
SOMBRA, FIRAS XPRESS Food Chain, Atyeb Shayaa Lebanese' Xpress Food Chain ).
Set up new 25 Retail stores for 4 different Sports-wear Brands in less than 2 years leading to total growth of 75% in 2
years with 15% extra Market Share.
Opened first 7 BOSE Retail Stores & 12 JBL Retail Stores in Africa, set up retail teams to standardize operations in
parallel to wholesale network for 38 dealers & distributors across 3 countries.
Enhanced operations from 17 branches to 62 branches and catered to International Brands as Ray-Ban, PRADA, and
CHANEL&… resulting in business growth of 450% in 6 years.
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NOTEWORTHY PROFESSONAL CONTRIBUTIONS
ABCO TRDG LLC, Dubai, UAE
General Manager- Retail & Franchise (Fashion & Food), GCC Sep 2012 – May 2013
Company Brief: A top General Trading Company in UAE, ABCO TRDG LLC is a leading wholesale distributor and
manufacturer of all types of Apparel, Foot Wear, Luggage, Hand Bags, Home Linen, House Hold products and Food
Products. It also has services in Real Estate, Logistics and Franchising (YES MISS, SOMBRA, FIRAS Xpress…).
Worked on 9-month contract in reengineering of organizational processes to transition from family to corporate
business with modular structure for major brands like YES MISS, SOMBRA (Retail Fashion), Atyeb Shayaa and
Firas Xpress (Retail Food).
Rendered support to trading & whole-sale business; set up/ activated new retail fashion, food business channels
including associated franchise models & franchise marketing in the GCC and Egypt regions.
Developed & implemented strategies aimed at retention/ enhancement of existing market share.
Focused on management of Express Food and Fashion Retail Stores (Firas Xpress, Atyeb Shayaa Lebanon's fine
dining, YES MISS& SOMBRA) encompassing market survey/ study, feasibility study per store per brand, definition
of marketing & communication business model with ATL, BTL, Professional BTL & On-line activities,
Specified detailed tasks/ activities with regards to content management, loyalty and affinity programs.
Set up new organizational hierarchy, structure & organization based on approved strategic VMV model.
Defined action plans based on business requirements, marketing/ communications strategy for business channels
based on hybrid dynamic integrated model.
Built new Retail Fashion & Retail Food business including preparation of Retail Master Plans, Retail Structure,
Retail Operations, Marketing and Business Tracking.
Involved in preparation of budgets, recruitment of team members, brand management, market intelligence/ survey
process, market positioning.
Implemented Retail Franchise Model for each Brand & Concept including franchise manual/ booklets, franchise
marketing/ operations model.
Audio & Security Technology Holding SAE, North Africa
Managing Director Retail & Operations, Jun 2010 – Aug 2012
Company Brief: The largest system integrator in Egypt, Audio & Security Technology Holding SAE is specialized in
Audio-Visual Solutions & CCTV Systems in addition to Bose Retail Business Network. The company is the sole agent for
world’s top 15 brands in Audio-Visual, Sound Systems, and Retail & Networking solutions (BOSE, JBL…) & (Pavarotti
Italian Food Chain & Cina-Monster).
Implemented annual business plans, groomed & mentored various business departments' managers.
Defined marketing & development plans encompassing marketing channels, below & above the line advertising,
market surveys & competitors analysis based on risk and treasury management.
Evaluated operation quality to implement process improvement initiatives.
Conducted need based training sessions for the marketing team aligned to business requirements.
Coordinated activities related to setting up of marketing programs/ protocols, contracts, events (Marketing Strategy
Based on Blue Ocean local best practices).
Issued monthly, quarterly, biannually & annual performance evaluation statements/ detailed reports to evaluate
Managed Food Retail Stores (Cina-Monster & Pavarotti Chains); conducted market study & survey, set up team
building, marketing & communication models.
Worked on ATL, BTL, Professional BTL & affinity and loyalty programs with corporate & advanced marketing
protocols/ specialized events.
Upgraded plans with on & below the line periodic activation programs.
Activated BOSE & JBL Audio Visual Brands in the Retail Markets.
RA Sport SAE, Cairo, Egypt
Vice President Marketing and Operations, Egypt Libya Sudan Jun 2008 – Jun 2010
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Company Brief: One of the largest retails in Egypt, RA Sport SAE is a trading company specialized in the field of
sportswear and sports accessories (adidas, Timberland, GEOX, Quick Silver…).
Spearheaded operations of 5 Departments under the business sector (Sales, Marketing, Business Development, and
Operations & Client service).
Implemented department action plans & knowledge transfer with the department manager.
Issued annual business plans, periodic business upgrade plans across various departments.
Involved in recruitment, grooming & mentoring of divisional managers.
Conducted training sessions on structure, standards, operations, administrations, quality measures, periodic
reporting and evolution process.
Defined Business Sector Structure, Hierarchy & Business Channels, and Strategic Business Sector Plan including
periodic Business Sector action plans.
Liaised with the BD manager in development of best practices and BUP to optimize performance.
Coordinated with finance & business heads with regards to training & people development programs, courses,
diplomas, workshops, customized training, future people development - business programs.
Defined strategic roadmap & annual scope of business; implemented new brands in the local market as GEOX and
Quick-silver based on new hybrid dynamic marketing and operations multi-channel model localized to the local
JOLY Optics SAE, North Africa
Director - Marketing and Sales, Jan 2003 – Jun 2008
Company Brief: Established in 1997, Joly Optics is an Egyptian joint stock company that specializes in Fashion optics.
Considered as one of the top leaders in the optics market, it has 69 branches located at different locations in Cairo &
Alexandria (Ray-Ban, PRADA, VERSACE, CHANEL, VOGUE, D&G…) & (Alien Le Notre Food Retail Chain).
Planning, Marketing & Retail Responsibilities:
Prepared Detailed Annual Business Plans, set up marketing programs/ protocols, contracts, events aligned to
Implemented value added services to be used in marketing programs, protocols, contracts and new marketing
Issued monthly, quarterly, biannually & annual performance evaluation statements/ reports to evaluate various
channels. Conducted periodic (Treasury Analysis) to develop performance quality and key ratios.
Developed operation process in branches by setting/ following up on standards & day to day operations.
Monitored branch performance & issued periodic reports of each branch.
Performed quarterly treasury analysis to each branch and to each group of Branches.
Identified branch’s requirements from goods, employees, customized marketing & advertising, promotional
Alien Le Notre Food Retail Marketing and Management:
Implemented new stores; activated new products & opened new destinations/ markets.
Focused on management of merchandising, supply chain and logistics.
Conducted periodic evaluation of corrective actions & business upgrade plans (BUP).
Designed & implemented marketing & communication models including ATL, BTL, Professional BTL & Marketing
Loyalty & affinity programs with various types of marketing protocols/ projects.
Global Technologies International LLC, Dubai, UAE
Business Development Manager, (Management Consulting & Professional Services) Apr 1998 – Sep 2002
Responsible for formulating business upgrade plans & business development plans.
Conducted feasibility study and market survey to track competitor activities for further development of the
Developed and implemented strategic marketing and development plans including marketing channels.
Measured operations quality and the ideas to enhance the operation process.
Identified corporate needs and accordingly devised strategies.
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Connected the operations to the marketing through a set of orientations and training.
Orascom Technology SAE, Egypt
IT Projects Manager, Feb 1996 – Mar 1998
Established, planned and executed complete IT systems solutions for mid and large scale enterprises including
software/hardware solutions and connectivity through networks / WAN or using satellite solutions and Fiber
Involved in debugging, support and enhancement of all the running solutions.
Issued the technical part of the tenders and negotiated Bids & Proposals.
Guided and motivated team members to the peak performance.
IDSC - Information & Decision Support Center, Cairo, Egypt
IT & Networks Projects Supervisor, Jan 1995 – Feb 1996
Working in a part-time basis in the National Project (Grow IT) as Lead Strategic Consultant for Marketing Strategies
& Sales Force Optimization from 2008:2012 to develop e-commerce business & opening new markets and regions.
Working as a free-lancer Consultant for Market Surveys, studies, Quantitative and Qualitative analysis, feasibility
studies (Commercial & Financial), preparing Investors Presentations, Master Business Planning, Team Building &
Performance development for Projects in MENA & GCC from 2006:2012 with CID Consultants& ATOS Consultants.
Post Graduate Professional Diploma in Marketing Management, American University in Cairo (AUC), 2006
MBA (Finance), American University in Cairo (AUC), Cairo, 1998
Post Graduate Professional Diploma in Management Information Systems (MIS), Information Technology
Institute (ITI), 1994
Bachelor's Degree in Communications Engineering, Cairo University, 1993
Management & Strategic Management Instructor in MIU (Misr International University) , Cairo, Egypt
Marketing & Operations curriculum Instructor in Edinburgh MBA Program in AUC continuing education - PG
programs, Cairo, Egypt.
PMP Course Instructor in Cairo University Continuing Education.
Date of Birth : 27th
Languages Known : English & Arabic
Marital Status : Married
Dependents : 2
Current VISA Status : Residency VISA in UAE Valid up to Jan.2015 with NOC Available
Divining License : UAE Driving License, Egypt Driving License & International Driving License
References : Available Upon Request
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PART-TIME PRIVATE PRACTICES EXPERIENCES