This document contains a personal statement and resume for Shereen Salah Mahmoud Abdul Kareem, who is seeking a new position as Director of Marketing & Digital Sales & Marketing. She has 26 years of experience in marketing, most recently as Senior Regional Marketing Manager for Azur Hotels & Resorts, where she achieved annual online sales increases of 310% and average room rate increases of 10-15%. Her skills include market research, project management, digital marketing, social media strategy, and data analysis. She holds various operation, management, sales, and marketing certificates.

1. Shereen Salah Mahmoud Abdul Kareem
58 Charles De Gaule Street, Dokki - Giza
01007403400
Personal statement
A conscientious and professional Marketing Expert, Regional Director of Digital
Marketing & On-line sales, currently seeking a new position as Director of Marketing
& Digital Sales & Marketing. A highly organised and efficient individual, whose
thorough and precise approach to targets has yielded excellent results for 26 years of
experience. Recent achievements with my current employer include but not limited to
on-line annual sales increase by 310% growth ratio with average room rate increase
by 10-15% for the last 6 years.
Key Skills
 Market trend’s research,
 Consumer behaviour research and insight,
 Solid critical thinking,
 Project management,
 Analytical skills, and problem solving
 Creative & innovative approach,
 Holistic approach to all elements of the marketing plan, from tradeshows to
twitter feeds,
 The ability to work under pressure and to meet deadlines,
 Experimentation,
 Excellent spoken and written communication skills,
 Negotiator & and professional in closing contracts,
 Collaboration and team-leadership skills,
 Possess the ability to work under pressure and within strict deadlines by
fostering a strong sense of pro activity and result orientation,
 Possess excellent communication skills due to constant contact with both
internal and external guests, especially dealing with guest’s enquiries and
complaints,
 Maintain a good working relationship with all members of staff in all Hotels and
also possess the ability to work on own initiative and prioritise work.
Employment History
Senior Regional Marketing Manager, Azur Hotels & Resorts, Egypt (10 Resorts
& Hotel) 30,000L.E net current salary
(July 2010 – Present)

2. Achievements and responsibilities:
Specific duties:
To be responsible of the Marketing Department, to be creative & maximise operational
efficiency, reporting directly to RDSM.
Marketing:
 Design, implement, and facilitate annual marketing plan for all the hotels (11
Hotels & Resorts),
 Develop and administer marketing database which includes client and prospect
information, mailing list applications, etc.
 Local & Oversee newsletter campaigns,
 Develop and execute customer acquisition and retention marketing programs,
web based, database, and direct to consumer marketing,
 Approve all print advertising and manage graphic designers on ad creation,
 Create creative packages in order to boost reservation,
 Change product mix, create new products in order increase revenue,
 Liaise between Hotel operation and other regional offices in order to promote
all resorts
 Create events in the hotel during the year (parties, launching events)
 Follow up on events done by the Resort, (LHM)
 Establish relationship with resort outlets in order to create synergies and
promotional activities to increase income from F&B department,
 Design and implement new menu and review menu engineering and pricing
strategy,
 Establish marketing strategies to meet each hotel objectives separately,
 Work closely & directly with General Managers,
 Conduct & evaluate customer research, market conditions, competitor data and
adjust marketing plan accordingly,
 Manage the Marketing department budget. Delivery of all marketing activity
within agreed budget.
 Recommend appropriate policies regarding pricing, promotions, products and
market evaluations and marketing plans,
 Conduct hotel presentations,
 Submit monthly Marketing Activity Reports in an agreed format to the owners,
managing director, shareholders and RDS&M,
 Negotiate and administer all marketing contracts including payment terms.
 Supervise all trade shows preparation, presentations, booths (design &
implementation), and all marketing materials.
 Work closely with the sales managers and reservation departments.
 Drive strategy, plan and execute marketing initiatives for new projects, menu
changes, special menus, remodels and rebranding campaigns.
 Travel regularly to each hotel.
 Embed a revenue management and yielding culture.
 Part of the key business decisions making team for choosing new properties to
manage.
Financial Requirements:

3.  Achieve revenue and occupancy from on-line booking for the financial year as
agreed and predetermined with the GM, RDSM, RFM for all Resorts.
 Set budget & forecast for on-line booking and ensuring targets are achievable
and realistic with growths year on year.
 Operate within the annual budget guidelines, monitoring and controlling, on an
ongoing basis, departmental costs to ensure performance against budget so to
maximum revenue and ensure profitability is achieved for each hotel.
Separately.
 Part of the key business decisions making team within the hotel controlling the
optimum market mix according to budget, market conditions and recent
forecasts and situation.
 Part of the key business decisions making team for choosing new properties to
manage.
 Prepare statistical performance as necessary.
 Be aware of market trends and competitive set, monitor and evaluate as
necessary.
 Hold regular meetings and training with the operational team, concerned
departments and Front Office team with regards to day to day rate strategies.
To have excellent skills to use all the e-marketing software, social networks,
and creativity
On-line booking & Digital Marketing:
 Conduct regular research analysis of existing and new digital marketing
platforms to determine effectiveness,
 Manage online hotel review platforms and vendors (Trip Advisor, Holidaycheck,
Zoofer), booking engine platform (booking.com and its affiliates, Expedia, etc.),
 Implement SEO on all web sites,
 Create and send emailing shots in Low season,
 Supervise the Web site design and maintenance,
 Design, build and maintain our social media presence
 Identify trends and insights, and optimize spend and performance based on the
insights
 Plan, execute, and measure experiments and conversion tests
 Evaluate emerging technologies. Provide thought leadership and perspective
for adoption where appropriate
 Act as overall business development consultant for the hotel manager/owner
for online booking channels
 Oversee revenue management and distribution strategy of each hotel and
manage day to day yield operations.
 Daily pick-up analysis, strategy adjustments and reporting.
 Establish all the strategy of (Social Media, FB, Twitter, Instagram, Google+,…),
 Perform competitive benchmark studies and follow market trends.
 Create and maintain a 12 month rolling demand calendar.
 Create and develop pricing strategies in conjunction with the individuality of
each hotel.
 Provide weekly dynamic forecast of expected results, variances and budget
comparisons.
 Responsible for assessing, analyzing and pricing group business strategies

4.  Analyze overall monthly hotel performance and provide summary report with
recommendations to improve long term strategies.
 Ensure all related systems are configured correctly, validated and working to
full capacity
 Ensure web site booking process is maintained up-to-date and functional.
 Ensure hotel personnel is fully competent in the use of all systems
 Work in liaison with hotel sales and reservations departments as a team.
 Regularly check the input and the quality of data
 Responsible for best practice standards to include: competitor analysis;
environmental scanning; market modeling; distribution yield management;
business mix yield management; length of stay yield management; inventory
availability by channel; pricing control and new pricing concepts,
 Create special promotions on Social Media, on-line booking engines, reviews
platform websites supervise all needed designs,

Achievements:
 260% growth ratio in on-line sales from 2014-2015 with rate increase of 10%
minimum to 12.7% maximum,
 310% growth ratio in on-line sales from 2015-2016 with rate increase of 15.6%
maximum.
 Increase conversion rate from .06 to 2.79
 Increase hotel scores to 7.9 (minimum score) and to 8.7 (maximum score) on
reviews platform websites
Records are available upon request unless competition or confidentiality prohibits.
Previous experience:
 2007 – 2010 : GREEN Environment Consultants – Deputy Managing
Director
 2004 – 2007 : GREEN Environment Consultants – Marketing Manager
General Objective:
 To maintain and further the activities and continuing success of GREEN as one
of the leading environmental consultancy firms in the Middle East.
General Functions:
 Overseeing the day-to-day activities of GREEN Corporate offices, programs
and projects.
 Exercising professional oversight over all operational activities within GREEN
corporate offices.
 Providing direct representation with Clients, partners and shareholders.
 Meeting with shareholders, partners and project managers to publicize and
promote GREEN.
 Actively Participating in ongoing program evaluation, strategic planning and
marketing.

5. Essential Functions:
 Evaluates and recommends changes to fiscal controls and fiscal policies to
ensure efficiency and maintain compliance within administrative frame.
 Provides financial analysis, budgeting and projections on annual basis.
 Monitor and evaluate budget and amend -if needed- to maintain GREEN on the
right financial tracking.
 Coordinates work of all divisions with other project managers.
 Participates in the development of strategies and approaches to address
GREEN issues and priorities.
 Prioritizes and directs development, implementation and enhancement of
investments and planning within the financial systems.
 Defines GREEN investment strategy, practices and oversees GREEN portfolio
of investments.
 Participates in the development of financial forecasts, including GREEN
operating and capital budgets.
 Participates in the development of intermediate and long-term revenue,
financing strategies and the development of methods for financing GREEN
programs and projects.
 Directs the preparation of financial reports as required by the CEO; prepares
periodic financial reports for CEO & Partners to summarize performance and
future financial and operational plans for GREEN.
 Create policy, standards and procedures manual for GREEN corporate office.
 Coordinate between sister branches to maintain smooth operation.
 Develop work plan, manage risks and deliver outputs to time and standard.
 Lead and manage a team – setting objectives and giving regular feedback on
performance.
 Ensure that all team members are fully utilized, have opportunities to develop
and play to their strengths.
 Work effectively with relevant department head/s and project management
team/s aiming to provide smooth operations and comfortable working
environment.
 Ensure a strong focus on impact.
 Ensure that there are good mechanisms for turning policy recommendations
into actions.
Ensure all work is analytically rigorous and evidence-based.
Summary
 2001 – 2004 : Hilton International – Executive Assistant to the Vice President
of Operation - Middle East & Africa
 1998 – 2001 : Hilton Egypt – Executive Assistant to the Regional Director of
Purchasing.
 1994 – 1998 : McDonald’s Corporation – Restaurant Manager
 1992 – 1994 : AKA Duty Free – Brand Manager (Toys, watches, men’s
accessories, businessmen toys, luggage, tote & handbags & Jewellery)
 1991 – 1992 : Bahrain Sheraton – Sheraton Plus Project, Assistant Project
Manager

6.  1989 – 1991 : Cairo Sheraton Casino & Tower – management training
 1988 – 1989 : Mena House Oberoi – management training
Education:
Faculty of Commerce, Cairo University 1992.
Major Specialty
Business Administration
School Name
Orouba Language School
PROFESSIONAL CERTIFICATION:
Operation Certificates:
 Basic Operation Course in Managing 5 star restaurants.
 Intermediate Operation Course in Managing 5 star restaurants.
 Advanced Operation Course in Managing 5 star restaurants.
 Profit & Loss Statement for 5star restaurant.
 Scheduling Labour & Management.
 Ordering & Inventory for 5star restaurant.
 Cost Control (Labour & Food & Paper) for 5stars restaurant.
 Cleanliness & Sanitation for 5stars restaurant
 Controlling Waste, Cash & Yield for 5stars restaurant.
 Management certificates:
 Self-Development.
 Telephone Manners.
 100% Total Customer Satisfaction.
 Handling Customer Complain.
 4 Steps Method of Training.
 People Motivation
 Productivity
 Communication Skills
 Business Counselling
 Leadership
 Delegation
 Follow up Skills
 Time Planning
 Prioritization
 Now Action

7. Sales & Marketing Certificates
 Train the Trainer - Marketing Seminar
 Train the Trainer - Sales Growth
 Telemarketing
 Technical Training Certificates
 Equipment Maintenance
 Basic Safety Procedure
 Training Certificates
 Training Methodologies
ISO Certificates: (basic requirements training)
 QMS - 9001:2000
 EMS - 14000
 OHSAS - 18000
 FSMS & HACCP - ISO22000
Gab analysis and diagnostic study
 Project Management
 Cost Effectiveness
 Risk Assessment
Tender & Proposal Writing skills
 ToR
 EoI
Certified Mystery shopper
 5 stars restaurants
 5 stars hotel
Hobbies & Interests
I am involved in landscape photography; I volunteered during the tourism crises in the
last few years to have full photo sessions for all my hotels. I have been involved several
times in dog rescue and arrange for temporary fosters. I like travelling, safari, and
diving.
Citizenship : Egyptian
Children : 1 daughter, 18 years
References
Will be submitted with supporting documents and records upon request.