1. Ayman’s Profile
I am a 50-year-old with more than 25 years of experience. My experience spanned across
several areas within Finance, Business Planning, Business Solutions, Internal Controls, SOX
Compliance, COSO roll out and some Merger and Acquisition assignments.
I have started my career with Audit Office as an Auditor where I gained wide and diversified
experience in several business sectors between Banking, Industrial, Hotels and Insurance.
One year later I have decided to move out and accepted senior accountant role in a very
challenging project owned by, Egyptian, Lebanon JV Company, to operate and manage the Cairo
Tower, Sharazad and Cleopatra hotels. The role was very demanding to shift these outlets from
public sector management system to private sector management system.
In Jan. 1989 I have accepted an offer from Gillette Egypt and joined the team as the financial
accountant for its newly acquired subsidiary in Egypt (family owned). I have moved around in the
Gillette system after exceeding the expectations on the Finance and Business agendas for the
Egypt operations. This was successfully demonstrated in my lead to the Control function and the
lobbying for the Industry Sales Tax reform. After two years in that position, I have moved to
Credit Control section to play a key role and to lead projects of providing ERP solutions "Forth
Shift System".
18 months later, I was promoted to the position of credit controller fully responsible of setting
and implementing the credit policy and procedures, controlling marketing budget and
enhancement all types of sales analyses.
Three years later, I have assigned to Finance Manager Position with a key objective to revamp
the systems and people capabilities of the Finance organization. Expectations exceeded when
Corporate Audit accorded the operation the top rating in Controls and organization capabilities.
During the next five years a restructure process took place including factory shutting down; I was
assigned as a task force leader responsible for moving the business operation from direct sales to
in-direct sales, assigning 20 exclusive distributors across Egypt. Early 2002 second restructuring
had been implemented by moving to one exclusive distributor in replacing the 20 distributors.
In July 2002, I moved to Pepsi Cola Egypt as the Sales & Marketing Operation Finance Manager
where I gained the planning functions insights, built and demonstrated my strategic thinking
skills. Concurrent to that role I also covered the commercial Controller function controlling $200
million revenue, $20 million discount & allowance budget and $30 million marketing expenditure
October 2005, I promoted to Financial Controller position leading all finance function across
seven plants and thirty one sales distribution centers. This role also covers SOX compliance and
the respective COSO roll out.
In July 2007, I moved to Amer Group "One of the largest local group of companies" as a
Corporate Finance Director. My role was leading the Finance function in the newly established
business transformation division, which entails the evaluation of the business operating models in
the different Real Estate and Construction companies "Five Mega projects with total business size
$600 Million. In addition to the a above, managing the finance team of Hospitality and
Restaurant management business line "Chilies, Joni Carrion's….restaurants and Porto Marina &
Porto El Sokhna Hotels
In Aug. 2008, I moved to new challenge position In Momen Group for foods the largest Egyptian
food sector in Egypt as Group Chief Financial Officer, Group Board Member and Group Investment
committee Member. My role is set up the foundation for its transformation from family owned
business to international corporate form starting with necessary corporate governance
implementation and regional and international expansions. New finance and IT restructure
process had been achieved and high calibers had been haired to lead group short and long term
plans.

2. 1- Oracle ERP system had been implemented across all group companies with fully
automated and integrated functions. "Momen Group Oracle implementation had been
selected as one of the best implementation in Middle East within the year of 2010".
2- Aggressive local and international expansions for Momen Group restaurant concepts "Pizza
King, Momen Chain & Planet Africa" is in place".
3- New JVs companies in Malaysia and Dubai had been signed and related execution started
in Jan 2011.
4- New food industrial business acquisition is in process.
5- Adding new distribution and trading line had been added and related financial and
investment support had been achieved with more than US$ 50 million revenue and us$ 5
million Capex investment.
6- Well establish Islamic Finance financing agreements had been added to the group with
first class banks in Egypt to support group expansions.
7- Total group valuation had been increased from LE 650 million on 2008 to LE 750 million
on 2009 and expected to be LE 1.2 billion on 2011.
Regards,
Ayman El Serougy