www.ums.com.eg

A Boutique Consultancy firm which specializes in Revenue Growth Management and Segmented Execution for FMCGs across the region . We pride ourselves on “Unleashing Opportunities for Business Growth and Revenue Optimization”

XLERATE, LLC , Newport Beach, CA A Venture Investment Company currently vested in the fast growing Men’s care industry Owner and CEO An upscale Men’s care business venture in Newport Beach specializing in Men’s grooming and skin care as well as Retail sales of high-end men’s care products with overall sales potential of $1.5M annually.• Established a Newport Beach territory development plan based on demographics optimization• Led build out of $200k salon and infrastructure to accommodate 1,500 sq. feet facility for business development • Instituted numerous processes and procedures to organize cash cycle and management governance achieving 80%+ customer retention • Hired and trained staff to optimize revenue while providing best-in-class customer service• Implemented multi-tier Marketing and Advertising Campaign to build awareness and trial of the service platforms in various social media and below the line channels • Full P&L and balance sheets, payroll and operations responsibility

A Global Consultancy firm which main focus is to support SMEs in developing Commercial capabilities in order to grow revenue and collaborate with customers to execute in the challenging and highly competitive market place • Led several clients in Egypt and the USA into a strategic planning process which was designed to drive revenue in diverse industries such as Publications, Food & Beverage, Health and Wellness Travel & Leisure and Advestising. • Build client’s organizational capabilities with an emphasis on designed systems and process to help streamline implementation, measuring and adjusting • Implemented various sales and marketing training seminars and workshops designed at building skills and competencies to increased productivity • Provided Executive Career coaching for top management at Lafarge Cement Cio. levels at various industrial firms for future job placements in the market-place• Build and implemented a Revenue Growth Management training module and execution platform aimed at optimizing multi-tiered growth streams

Led and developed North and West Africa Business Unit customer value creation and commercial leadership capabilities in line with company growth manifesto• Led the Commercial teams in 15 countries throughout the business unit• Developed key strategic revenue growth Shopper Marketing based plan • Implemented holistic sales and marketing capability assessment and building initiatives • Enforced a rigorous Right Execution Daily culture throughout the business unit• Formed key strategic alliances with top key customers in the various geographies• Executed Bottler Sales department restructuring in Egypt, Algeria and Libya

Led the restructuring and turnaround of the $150M Beverage Market in Algeria• Led the franchise business in Algeria comprised of three bottling partners with more than 2,500 employees • Grew company sales volume by 15% year on year through aggressive geographical expansion and bottlers sales force restructuring• Increased market share by 10 points through introduction of new product lines and innovative consumer propositions across the non-alcoholic beverage segments • Expanded profits by 95% through an aggressive pricing and revenue management model• Built strong team for highly qualified executives to lead the country’s development

Provided direction and leadership in building system execution and revenue management capabilities throughout the system in key African and Middle East countries. Established differentiated competitive advantage. Provided President and COO with seamless business continuity support and management tools.• Built sustainable system execution capabilities and infrastructure to significantly improve in outlet execution and customer service• Significantly improved strategic brand planning through the introduction of tools and operating systems designed around occasion based marketing • Designed measurement dashboards to provide top management with just in time information to significantly improve measurement and adjusting culture

Developed and managed all operational aspects of an assigned territory encompassing 11 countries within French West Africa (BGI's domain) and achieved pre-set targets for volume of 70 mm u/c and Operating Income of $16.1mm over the '01 plan period.

Developed and managed all operational aspects of an assigned territory encompassing 10 countries within the "Equatorial Coca-Cola Bottling Company" domain, resulting in a 80% volume growth over the assigned period, contributing positively to the company's profitability.

Significantly improved Core Brand health, through the development and implementation of relevant targeted consumer preference programs within all countries (21) of the West Africa Region, contributing in both volume and brand contribution growth.Successfully built marketing department within the region, which provided better focus on each of our core brands while improving management of all consumers' related programs with Bottlers.

Defined and developed long and short-term strategic marketing guidelines for the Gillette core business in Egypt, delivering volume and profit objectives, while substantially increasing unit share. Reinforced the role and responsibility of Marketing department by building a dedicated team of marketing professionals that successfully contributed to the development of the all product categories with target consumers.

Successfully implemented unified marketing programs within six different bottling companies, contributing to the establishment of a leadership position within the soft drink industry in Egypt.

Managed a vast sales and marketing team at the Coca-Cola company owned Bottling operation (IAWC), resulting in substantial volume & profit growth of both PET and Post-Mix operations within the Egyptian market place.

Developed and executed multi media advertising plans for all core brands of the company, helping to refurbish and enhance brand image, while creating a positive consumer perception of those brands. Established respective advertising budgets by allocating to all related activities.

Supervised 14 Bottling plants throughout Egypt, ensuring the proper implementation of various sales and marketing programs resulting in increased distribution coverage and outlet base contributing to share gains within the assigned territory.