Norhan AlSarraj has over 20 years of experience in international media distribution and marketing. She has extensive experience launching over 120 TV channels worldwide and negotiating distribution agreements. Her roles have included developing niche language TV platforms in North America, Latin America, and Australia. She is currently the Head of Distribution and Digital Media at Arab Radio and Television, where she works to increase channel penetration globally.

1. Norhan AlSarraj
Mobile: +2012 2214 3839
1
Executive Summary
 Diversity Leader with extensive experience in building solid distribution systems for Pay
Television Networks.
 Developing multi-channel, multilingual, and multi-brand platforms.
 Extensive knowledge in initiating territory development and business expansion to
broadcasters, DBS platforms, cable operators, and commercial users on a worldwide basis.
 Broad experience in content customization and niche market trends.
 Track record in Grass Root Marketing strategies that consistently deliver results and
increase market share focusing on specified regions.
 Skilled in leveraging organizational resources and strengths – people, capital, technology,
service offering, competitive position – to drive revenues, profits and performance.
 Dominant Negotiation skills, substantial knowledge in contracts and legal commercial drafting of
distribution and channel agreements.
 Expertise in building solid and productive relationships with international broadcasters.
Key Achievements
 Resourcefully positioned the organization as the leading aggregator, premier distributor
of niche language channels to ethnic communities in North/ LatinAmerica and Australia.
 Provides cross-brand leadership and distribution for Arabic, and Italian Pay TV Channels
across Global mainstream platforms in the US since 1996.
 Launched and developed Arabic, Greek and Italian KU band Pay Television platform in
Australia operating since 1997 .
 Built collaborative relationships with international broadcasters to secure premium
content that specifically caters to individual markets.
 In alliance with corporate partners, develops and implements plans that enable TV
channels to achieve strategic and financial objectives within every territory.
 Negotiated and secured Exclusive Representation and Distribution Agreements with major
Arabic, Italian and Greek broadcasters on a worldwide basis.
 Exclusively developed customized Pay TV channels targeting different markets globally.
 Built alliances and jointly packaged ART channels with International broadcasters, generating
excellent added value to operators’ programming lineup.
 Extensive knowledge and experience in fighting piracy and participating with the Audiovisual
Anti-Piracy organizations to prevent unauthorized streaming and illegal distribution of
international television content..
 Successfully launched over 120 TV channels on leading Cable Operators and DBS platforms
worldwide.
PROFESSIONALEXPERIENCE:
ARAB RADIO & TELEVISION (ART)Cairo, Egypt InternationalMediaDistribution
Head of Distribution & Digital Media Jan 2015– present
ARAB RADIO & TELEVISION (ART)Cairo, Egypt InternationalMediaDistribution
International Marketing & Business Development Manager Feb 2001– Jan2015

2. Norhan AlSarraj
Mobile: +2012 2214 3839
2
ARAB RADIO & TELEVISION (ART)Cairo, Egypt InternationalMediaDistribution
International Marketing & Business Development Manager Feb 2001– 2015
 Develop operational efficiency strategies to ensure monthly subscription growth and
revenue generation.
 Direct and manage regional and local offices in North America and Australia.
 Identify potential global distribution opportunities to increase penetration of ART
& Niche channels
 Develop Pay TV platform with ART as the core programming.
 Create, review, negotiate and approve contractual, distribution and
representation agreements with partner channels, operators and technology providers on a
global basis.
 Select and interface daily with local authorized distributors and agents in North America &
Australia to ensure effective distribution.
 Develop and manage retention and incentive programs.
 Creating integrated and multi-tiered marketing global strategies for branding of new as well
existing channel line ups.
 Construct innovative and cost-effective solutions for enhancing competitiveness, increasing
revenues, and improving customized packages forregionalmarkets.
 Analyze performance of all channels and viewership ratings across markets and conduct
performance evaluation to either improve performance or replace low rated channels.
 Review operational and technical delivery mechanisms to ensure Development of
streamlined operations,reducedoperatingcostsandgreaterprofitability.
 Interfacedailywith partnerchannelsandmaintainstrongandsolidrelationships.
ARAB RADIO & TELEVISION (ART)Cairo, Egypt InternationalMediaDistribution
Affiliate Marketing Manager Jan 1997 - Jan 2001
 Prepare marketing plans for the distribution of the channels in the global market.
 Monitor and approve advertising and PR campaigns.
 Overlook ART International offices and regional call centers.
 Ensure aggressive distribution and marketing campaigns in coordination with operators
in every region for the promotion of our channels.
 Conduct regular psychographic and demographic research among target and existing
subscribers to ensure the channels' feedback is considered in packaging of bouquets.
 Initiated and maintained alliances with major content providers and major operators.
 Revise and amend international agreements for affiliation with new satellite providers and
carriage agreementswith operatorsworldwide.
 Prepare competitive analysis across different markets and strive to achieve a competitive
advantage at all times.
 Oversee daily operations and manage the marketing, advertising, and PR strategies of
Arabic, Italian and Greek Channels in the international markets.
 Closely coordinate with programming divisions to ensure viewing habits, demands of target
audience in each market, as well as prime time of different time zones are online with
programming grids.
 Identifying new distribution opportunities in different markets for Arabic channels.
 Formulate & Lead the annual marketing plans for the Channels.
 Assess Marketing & sales progresses to evaluate growth and ensure corporate
objectives are consummated.
 Monitor and evaluate new technologies for delivery of Channels worldwide

3. Norhan AlSarraj
Mobile: +2012 2214 3839
3
Creation Department
ARAB RADIO & TELEVISION (ART)Cairo, Egypt Creative Department
Creative Assistant Jan - Dec 1996
 Supervise the creation Department, design of promotions, production, editing and airing
schedules.
 Directed advertising promotions for the Bouquet and the channels.
 Interfaced daily with Departments to ensure promotions are conducted based on the brief
plans.
 Establish strong network and effective working relationships with other channels to
ensure creating consistent cross advertising campaigns.
 Develop strategic plans for development of the screen and syndicated programs on the
channels.
 Directed TV Generic promotions for the Channels.
 Wrote the script and creative of several promotions.
 Directed several promos for different programs.
Live Colors Magazine
Department Editor July 1994 - Dec 1995
 Monitored layout and creative of articles and was responsible for editing all departments.
 Wrote numerous special departments and cover stories in the magazine.
 Assisted the creative of photos and illustrations.
 Managed over than twenty departments like health, beauty, arts, music, film, travel...
 Continued extensive development of various departments of the magazine.
 Initiated and developed a unique theme for departments per issue basis.
 Communicated directly with the readers and handled the feedback of monthly inquiries.
 Formulated marketing and PR strategies to promote the magazine in the Egyptian Market.
EDUCATION:
Integrated Marketing Diploma, IAA Marketing Communication Diploma, International
Advertising Association- AUC Jan 2001
Bachelor of Arts, Mass Communication, American University in Cairo, June
1994 Major: Advertising and Public Relations
Minor: Economics and Psychology
General Certificate Of Education (GCE), University of London, British Council, Cairo, May 1989
SKILLS
Language skills:
Excellent mastering of written and spoken English Arabic, spoken
Computer skills:
Knowledge of all major common computer programs.
PERSONALDATA
Nationality: Saudi
Marital Status: Married

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