Driving IDP licensee SP and IELTS operations across 7 different markets in GCC, Africa and CIS is an exciting and challenging role. Over the past 3 years, I worked with our partners to set up new offices, train teams and expand geographical presence. Strong revenue and EBIT growth has been delivered and we continue to strive for more.

As IDP undergoes a second transformation to build a digital platform and connected community to guide students on the journey to study internationally,I am working closely with the Delight Customer project team and regional leadership team to drive the implementation of this digital transformation to set IDP ahead of the market. My current focus is on strengthening our digital marketing capabilities by adding new roles for SEO, content development and lead nurturing. I am supporting the set up of contact center in the region to enhance leads qualification and customer service. Driving the day-to-day business with the team remains critical to ensure we are meeting our top and bottom line targets for both student placement and IELTS business lines.

Developed and led a team of 3 Destination Managers and 4 e-marketing executives to drive the planning and implementation of marketing activities for 12 offices and 28 IELTS test centers across the Middle East, with a total marketing budget of $400K. Working closely with Middle East regional management team, we have successfully implemented the multi-destination strategy and grew total Middle East sales by AUD 7 million from 2011 to 2014, and EBIT by 275%.Collaboration with Destinations Managers and Country Directors in successful implementation of multi-destination growth strategy across Middle East network growing student placement sales from AUD 2.1 million in FY11 to AUD 2.9 AUD in FY14.Managed the development of 4 web sites with English, Arabic and Turkish versions, increasing web leads by 500% from 2012 to 2014.Establishing IDP Middle East presence on social media; Facebook pages for student placement and IELTS with total followers of 42k and 60K respectively Worked closely with Regional IELTS Operations Manager to launch 12 new test centers in the past 2 years, growing total IELTS volume by 13% and improving market share by 3.1 ppt in FY14.Implementation of IELTS online registration on Middle East and Turkey web sites to improve customer journey and drive test sales. Online registration accounts for 90% of total registrations in Saudi and Turkey; hence, significantly reducing workload on test centers administrators and proving convenience for candidates.Consolidation of IDP student recruitment Roadshows resulting in increased client participation and improving events revenue by 30% in FY14. Managing IDP sponsorships and participation in key regional events and exhibitions and negotiating packages with organizers to enhance IDP exposure and increase ROI - Working with Central Marketing Team on implementation of global initiatives in Middle East and providing guidance on branding and collaterals development.

I Led a team of 1 Category Manager and 3 brand managers to drive planning and execution of the business unit marketing agenda with a budget of $2 million across 6 markets. We managed to achieve double digit growth of NCH Egypt OTC portfolio, including Pain Cough & Cold, Derma and GIT brands from 2008 to 2010 and improving SOM from 3.8% to 4.1%.• Managed marketing planning, budgeting and forecasting for Operating Unit product portfolio.• Led the development and launch of Novartis Pharmacist Academy to train freshly graduated pharmacist on category management, selling skills and customer service with 400 pharmacists trained in 1st year.• Worked with National Sales Manager on the development of trade promotions to drive in-market sales.• Collaborated with Novartis Consumer Health Gulf marketing team on adaptation and airing of Voltaren Emulgel global TV advertising campaign to consolidate brand market leader position in the Middle East.• Liaison with Global Brand Teams to ensure local alignment with global strategies. • Collaborated with sales, finance, regulatory and product supply to protect Spasmo Canulase profitability by discontinuing 10-tablet pack and launching a 30-tablet pack. • Led launch of Dynamisan into the key multivitamins and minerals category in Egypt and Near East• Managed relationship with global/local advertising agencies to ensure optimum brand servicing.• Commissioned and managed marketing research projects to guide Spasmo Canulase repackaging and Dynamisan launch in Egypt.• Led the organization of quarterly cycle meetings to train sales teams and align them on products marketing messages.

Grew Novartis Consumer Health Cough & Cold and Pain categories from LE 37.2 million to LE 70.2 million over 2004-2008.Re-launched Comtrex and Excedrin into Egyptian market in 2007 and growing their sales by 20% and 30% respectively in 2008. Developed marketing plans, forecasts and budgets for global, regional and local OTC brands, including Voltaren, Otrivin, Excedrin and Triaminic. Managed the development marketing support materials including advertising copies and POS materials through advertising and BTL agencies. Managed media buying for strategic brands through media agencies. Monitored brands performance and brands health indicators. Set strategic directions for categories' growth. Initiated and managed new product launches /line extensions.Provided monthly reports on brands performance to regional management. Drove market/consumer research projects with research agencies. Analyzed market/competitor activities and devised response plans.

into the Egyptian market. Developed annual brand plans in-line with global and regional strategies to improve sales and profitability of consumer healthcare brands, including oral care, nutritional products and OTC drugs. Managed the execution of planned advertising and promotion activities with agencies, ensuring that quality and designs are in line with corporate standards and costs are minimized. Planned and executed new product launch activities. Collected consumer & competitive information through retail audits and customized consumer research, and analyzed the data to evaluate business position and identify business opportunities. Monitored sales performance through different distribution channels and supported sales activities. Developed sales forecast and shipments plan based on sales and stocks

Launched Al Nakhla brand into the Egyptian market.Collected and analyzed market/trade information for the Halawa market. Qualified and commissioned research agencies for consumer research projects. Developed brand plan for Al Nakhla halawa. Conceived and implemented marketing activity plan for Al Nakhla launch. Developed Al Nakhla primary and secondary packaging development. Developed communication support plan for AL Nakhla launch and managed implementation with Advertising Agency. Monitored competitive activity and market trends through retail audits. Monitored brand sales and supported sales activities.