Marketing & Sales Professional with 10+ years’ experience in various global industries largely FMCG

1. MARKETING MANAGER CURRICULUM VITAE
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Ahmed Hamdy
1. CAREER OBJECTIVE
To join a progressive, professional and growth oriented organization in the Marketing & 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.
 Intensive exposure across FMCG major categories (Dairy & Juice, Detergents & Personal Care,
Confectionery, Bakeries & Biscuits, Snacks, Corn flakes, Canned Food, Pasta, Fat & Cooking Oil and
Chilled/Frozen meat & chicken).
 Business transformation, strategy formulation, route to market, new market entry experience.
 MARKG strategies, plans, research and advertising campaigns development & implementation.
 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 communication, presentation and negotiation skills. Particularly strong analytical 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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4. PROFESSIONAL EXPERIENCE - SUMMARY
COMPANY POSITION
PERIOD
JOINED LEFT DURATION
HAYEL SAEED ANAM GROUP – HSA FMCG CONSUMER MRKG MNGR JUN-13 PRESENT
THE EGYPTIAN CO. FOR FOODS – BISCOMISR SENIOR BRAND MANAGER OCT-10 MAY-13 02Y, 08M
HALWANI BROTHERS EGYPT MRKG BRAND MANAGER OCT-09 SEP-10 01Y, 00M
B.TECH FOR TRADE & DISTRIBUTION
MRKG BRAND MANAGER JUL-07 SEP-09
04Y, 01M
SALES DIRECTOR ASSISTANT SEP-05 JUN-07
5. PERSONAL INFORMATION
GENDER Male BIRTHDAY 14-Dec-83 NATIONALITY Egyptian
MARITAL STATUS Married DEPENDENT Wife & 2 Kids RELIGION Muslim
6. REFERENCES
NAME TITLE COMPANY TELE.
Veneet Mohan Former Director, Hair and Oral Care Unilever +971 5055 92011
Ramesh Lal Global Marketing Head HSA Group +971 5010 01243
Ahmed Alsayad CEO BiscoMisr +201 0164 14442
Ghada Soliman Director, Human Resources Halwani +201 2217 99954
Gina Kamel Chief Marketing Officer B.TECH +201 2216 43030
7. CONTACTS
# Cell-Phone (Emirates) +971 56560 9665
# Cell-Phone (Egypt) +201 06422 4622
# Cell-Phone (Yemen) +967 71221 1709
E-Mail Address ahmed.hamdy.al@gmail.com

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8. CAREER MILESTONES
8.1. HAYEL SAEED ANAM GROUP (HSA) – www.hsagroup.com
FMCG 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 via 4 diversified manufacturing companies (YCIC, NADFOOD, YCGSI, GENPACK) and trade
marketing via 3 international trading companies (HSAT, HASCO, NATCO).
 Formulate and assist in the business unit different level strategies including (structuring, staffing,
brand, promotion, service, 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.
 Role KPIs are: MRKG plan SMART objectives – budgets control (sales turnover & marketing
expenditure) – projected profitability – brand market share – 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).
 Dual reporting, to the business unit managing director as line manager and global marketing
director functionally supervisor, managing a team of 14 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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8.2. THE EGYPTIAN CO. FOR FOODS (BISCOMISR) – www.biscomisr.com
SENIOR BRAND MANAGER
Handling 90% of Company Total Business (local sector)
KEY RESPONSIBILITIES
 Lead the consumer & trade marketing efforts locally, through supervising brand team and to assist
the marketing director in company corporate strategy formulation.
 Developing and implementing individual brand and category strategy (14 brands), setting marketing
plans including budget for the whole company, to ensure brand equity is built and well maintained.
 Lead and formulate product development strategy across the range, (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.
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 as a public sector fair brand to modern and trendy international brand.
 New consumer and price segments expansion & penetration.
8.3. HALWANI BROTHERS EGYPT – www.halwani-brothers.com
BRAND MANAGER
Handling 85% of Company Total Business (local sector)
KEY ACHIEVEMENTS:
 3 categories expansion enriching company portfolio & financial position, related diversification
(Processed Chicken, Frozen Seafood & Nectar Juice). That resulted in 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 ATL campaign development & execution (production capacity utilization)
 Best participant (booth) in the Cairo 2010 supermarket exhibition.

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8.4. B.TECH FOR TRADE & DISTRIBUTION – www.btech.com.eg
BRAND 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.)
 Planning & implementing cross exclusive promotions with global brands i.e. Vodafone, TE Data, HP,
Microsoft, Toshiba, Nokia and VAIO.
 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.
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 08th. Dec 2015