Bassem Abdul Ghani Email and Phone Number
VP Marketing | Brand & Digital Architect | Servant Leader | Ex-Mondelēz | Ex-Unilever | Ex-PwC at
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Agthia Group PJSC
Bassem Abdul Ghani's Location
Dubai, United Arab Emirates, United Arab Emirates
Bassem Abdul Ghani's Contact Details
Bassem Abdul Ghani personal email
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About Bassem Abdul Ghani
Bassem is an accomplished international senior marketing executive with a proven track record of building and scaling iconic brands, delivering record share progression, leading transformative change, improving equity metrics and creating enterprise value across diverse categories and geographical regions across Eastern Europe, Middle East and Africa. For more than 20 years, Bassem’s skills revolve around envisioning future-back strategies, driving business agendas, building strong team environments, fostering open communications & delivering sound Business/Brand results. He believes that business transformation comes from creating a culture of authenticity, transparency, and empowerment under a clear and inspiring vision. Bassem is well known within the industry for his disruptive attitude in challenging the status-quo, and offering innovative ideas to the business. He doesn't rest to business challenges, and with his fresh perspectives, adds value and opens new potentials. He is well acknowledged by his teams for his constructive, genuine coaching style and inspiring leadership. Bassem's passion lies in building human capacities & capabilities, thus spends a large time training and uplifting skills of business colleagues through 1:1 coaching sessions, public speaking and in class training programs.Bassem's diverse experience in different industries and companies has equipped him with a well-rounded understanding of the marketing landscape. He is skilled in identifying market trends, analyzing consumer behavior, and developing innovative marketing strategies to drive business success through various marketing positions in Mondelez, Unilever, Juhayna Dairy Industries, PricewaterhouseCoopers and Minlo.HIS PASSION POINTS:* The power of Diversity: across people, background, styles, experiences and thoughts* The Consumer: understanding their needs, trends, inspiring them with brand narratives and experiences * The Team: they are the source of energy, the journey to enjoy and the legacy to leave behindHIS SIGNATURE STRENGTHS:* Future back disruptive strategy design* Brand Building/Innovations* Digital transformation* End to End financial management
Bassem Abdul Ghani's Current Company Details
Agthia Group Pjsc
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VP Marketing | Brand & Digital Architect | Servant Leader | Ex-Mondelēz | Ex-Unilever | Ex-PwC
Bassem Abdul Ghani Work Experience Details
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Vice President Marketing SnacksAgthia Group Pjsc Mar 2024 - PresentAbu Dhabi, Abu Dhabi, Aehttps://www.agthia.com
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Non Executive Board MemberNaqla Jun 2021 - PresentCairo, Eg -
Senior Marketing Director; Middle East, North Africa & PakistanMondelēz International Oct 2021 - Mar 2024Greater Chicago Area, Il, UsBassem's role is in leading a team of +35 marketers across Middle East, North Africa & Pakistan, growing the chocolate, baked snacks, gum & beverage business agenda across the region. He has managed to grow company's flagship brands Cadbury Dairy Milk, Milka, Oreo, Tang, Trident & Clorets across the markets alongside local brands; Moro, Mandolin, Flake, Merendina, Barni and Tonik... Bassem led the region to land award winning activations & equity programs across different brand selections.Bassem grew the Gum business to reach leading share positions in North Africa. He designed a brand/product strategy that turned around a decelerating performance in Pakistan to a double digit growth journey, driven by a strong brand foundation, clear price pack strategy & a solid innovation funnel. He has successfully expanded the chocolate footprint into new white space across the region & drove Egypt to grow consistently over the span of 3 years; in addition to reaching a highest ever share in KSA. Bassem has led his team to take risks, embarking on new digital journeys and exploring new boundaries with personalization at scale campaigns across the region. Awards:MENA Effies (Oreo & Friends, Oreo Lunar treats)Dubai Lynx (Oreo)Effie Awards Pakistan (Cadbury)Dragons of Asia ( Cadbury Pakistan) -
Marketing Director Chocolate & Biscuits, Middle East North Africa And Pakistan MenapMondelēz International Apr 2020 - Oct 2021Greater Chicago Area, Il, UsMondelez International, is an American multinational confectionery, food, and beverage Fortune 500 company consisting of the global snack and food brands such as Oreo, Chips Ahoy!, TUC, Belvita, Milka, Côte d'Or, Toblerone, Cadbury, Trident, Chiclets, Halls and TangBassem's role is in leading a well rounded team of 20 marketers across Middle East, North Africa & Pakistan to manage the chocolate and biscuits business agenda across the region. He is set to manage company's flagship brands such as Cadbury Dairy Milk, Oreo, Belvita and Milka across the markets alongside local jewels such as Moro, Mandolin, Flake, Ritz, Barni and Bimo...During this time, Bassem has been able to lead his team to reclaim leadership position in Biscuits (Morocco), strengthen makes positioning for chocolates (Pakistan), drive share gains for Oreo brand across MENAP and land award winning activations and equity programs across different brands.
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Marketing Director Chocolate, Middle East & AfricaMondelēz International Aug 2016 - Apr 2020Greater Chicago Area, Il, UsBassem's role is in leading a well rounded team of 25 marketers across Middle East & Africa to manage the chocolate business agenda across the region. He is set to manage the company's flagship brand Cadbury Dairy Milk across the markets alongside local jewels such as Moro, Mandolin, LunchBar, PS, Flake, Perk, etc... in addition to landing global innovations successfully into the markets.Short term results that Bassem led and influenced the team in the markets was mainly: bouncing back lost market leadership in both Egypt and South Africa while turning around a decline trend to accelerated double digit growth in Pakistan. Bassem was able to inspire and lead the team to win with activation programs that were featured on Twitter reports and adstheworld.com portal. In addition to leading a white space entry project, landing Milka into the market of Morocco and becoming the number one chocolate in the market.Bassem has been part of an award winning team in South Africa, through 2016 the team received several awards:-Loerie Award, South Africa 2016 for the LunchBar TVC-Second place at the Sunday Times Top Brands Awards for LunchBar, South Africa 2016-JC Decaux Award for 5Star & LunchBar outdoor, South Africa 2016-National Twitter Award for P.S. brand, South Africa 2016
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Marketing Director Equity & Innovations Chocolate For Eastern Europe, Middle East & AfricaMondelēz International Jan 2015 - Aug 2016Greater Chicago Area, Il, UsBassem's role was to manage the equity and innovation agenda for more than 15 regional & local jewel brands across Eastern Europe, Middle East & Africa. Brands in his scope:(1) Alpen Gold (brand #1 in Russia & Eurasia) - Successfully led major innovations into the markets with 3x overachievements(2) Korona (brand #1 in Ukraine) - Successfully renovating the core equity and landing global innovations into the market and brining back lost market leadership(3) Moro (brand #1 in Egypt) successfully regaining market leadership with a comprehensive brand strategy in place(4) LunchBar (brand #1 in South Africa) successfully regaining market leadership after implementing a comprehensive brand bundle program(5) Others (Mandolin, Chomp, Perk, PS, Picnic), growth of Perk double digits after stagnation and turning around Mandolin to a growing brand post a decline phaseBassem led a brilliant and passionate team of 6 marketers who successfully injected more consumer love and consumption to the brands.. resulting in positive brand equity KPIs and successful innovation expansion
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Marketing Director - Mashreq, Gum, Candy & Powdered BeverageMondelēz International Feb 2012 - Dec 2014Greater Chicago Area, Il, UsBassem's role was focused on managing the gum, candy and powdered beverages agenda across Egypt, Lebanon, Syria and JordanBassem was able to land the brands to a record leading position and market share in both Egypt and Lebanon & delivering award winning communication programs through the years: (1) Gold Effies Awards, MENA, 2014: Clorets Cinnamint launch of the year (2) Silver Award Festival of Media Awards, MENA, 2014: Clorets Cinnamint(3) Lynx Awards MENA (Bronze) 2014: Chiclets Fresca launch(4) Crystal Awards MENA (Bronze) 2014: Chiclets Youth Marketing Winner(5) Crystal Awards Africa (Bronze) 2014: Chiclets re-launch campaign(6) Crystal Awards MENA (Bronze) 2013: Clorets Socializer Lebanon activation(7) Best integrated marketing communication plan Clorets across EEMEA 2014(8) Best integrated marketing communication plan Trident across EEMEA 2013(9) Best integrated marketing communication plan Trident across MEA2012(10) Best integrated marketing communication plan Trident, Clorets, Halls across MEA 2011(11) 2012 Market Share award EEMEA (Fastest Gum growth)(12) 2011 Market Share award EEMEA (Fastest Gum growth)
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Category Manager - Mashreq, Gum & CandyMondelēz International Mar 2010 - Jan 2012Greater Chicago Area, Il, UsBassem's role was to lead a $125+ million category across Egypt & Levant, reporting directly to the MD & dotted line to the regional VP of categories with an “over-achieved rating” for 3 years in a row. Bassem led the Gum, Candy & PB category to a share leading position in the market across Egypt & Lebanon.His main responsibilities during this assignment was to:- Working with global/regional category teams on all major innovations, brand & equity strategies- Managing a team of 8 marketers across three categories (6 in Egypt & 2 in Lebanon)- Managing and leading all category innovation plans from idea till implementation- Accountable for initiating Egypt/ Levant "Annual Media Brief", working with Media Agency to conclude "Annual Media Plans" for joint Egypt/ Levant activation and for Egypt specific activation.- Developed and implemented a strategy for revamping Chiclets gum across the region- Accountable for working with Levant Trade Marketing Manager to identify in market issues/ opportunities and developing Levant Brand Plans (POA, POB and POC) including any market specific activities.- Managing monthly forecasting/planning process for the region to meet contract commitments- Creating and testing new gum/candy and PB product concepts into the market.Achievements:(1) Grew gum category three folds in 3 years(2) Grew Trident brands from 2% in Egypt to over 20% in two years and 35%+ in Lebanon(3) Developed award winning advertising campaigns for Halls, Clorets, Chiclets and Trident(4) Rolled out successful local Trident and Clorets 360 camaign into the region (Morocco and Turkey)(5) Launched a Tang innovation that became the number 1 selling SKU in Carrefour
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Senior Brand Manager - Mena, Gum & CandyMondelēz International Oct 2008 - Feb 2010Greater Chicago Area, Il, UsBassem was responsible for managing and growing a portfolio of brands such as Clorets, Trident, Chiclets, Halls and Eclairs across Middle East and North AfricaDuring this time, Bassem was able to quadruple the Eclairs business through price pack expansion programs and portfolio expansion on Halls. In addition the Trident brand was the fastest growing brand across the portfolio to grow 3 folds.
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Marketing ManagerMinlo: Tank I Koldair I Uno I Braun Dec 2007 - Sep 2008Cairo, EgMinlo is the leader of Water Solutions in Egypt, handling the manufacturing and operations of a wide range of products across: Filtering, Chilling, Heating and Preserving under the famous brands Tank, Koldair and Uno.Bassem's role was to manage and lead a $20 million portfolio including 3 categories in the field of water products & appliances (plastic water coolers, water filters, thermal products)His main responsibilities were to:- Designed a strategic brand development project to build a corporate brand architecture with 3 international agencies (based in Europe)- Planned for all new initiative outsourcing products (sourced from Europe/China)- Handled a complete brand identity turnover project across all the product portfolio- Developed an internal budget control system for the marketing department- Developed and implemented strategic projects for the water filter categoryAchievements:- Responsible for major activation projects in selected key accounts and exhibitions leading to become the top supplier for Carrefour 2008- Developed the Category of water coolers and acquired prominent shares of shelve in developed markets- Doubled sales in Supermarket fair 2007- Tripled sales in CIF 2008 to break the 1 MEP target -
Category Marketing Manager, DairyJuhayna Dairy Nov 2006 - Nov 20076Th Of October, EgJuhayna Food Industries is a leading Egypt-based manufacturer specialized in the production, processing and packaging of milk, yogurt, juice and juice concentrate. . Bassem headed the UHT milk and creative cooking innovation category. He was responsible for 80 SKU’s representing $65 million portfolio including Juhayna Milk (full, half & skimmed), flavored milk, cheese, creative cooking and Bekhero yoghurt, milk and cheeseBassem was responsible for:Setting a 5 years strategy and execution plan to achieve medium term goals for both Juhayna & Bekhero brands. In addition he designed the 5 year communication and innovation strategy. He was responsible for all briefing with agencies on communication platforms and strategy alignmentAchievements:Bassem successfully designed & executed a full-fledged national campaign for the re-launch of Bekhero yoghurt and milk resulting in a 25% increase in sales across several regions -
Brand Manager, Dove & OmoUnilever Mashreq Sep 2004 - Oct 2006Blackfriars, London, GbUnilever is a British-Dutch multinational consumer goods company co-headquartered in Rotterdam, Netherlands, and London, United Kingdom. Its products include food, beverages, cleaning agents and personal care products. One of the oldest multinational companies, its products are available in around 190 countries.Bassem was led & managed Dove and OMO brands across the geography of Egypt & LevantHe reported to the Levant Marketing Manager and was responsible for a diverse cross-categoryproduct range (skin cleansing, hair care, laundry, body care) representing over $20 million in salesrevenue.Bassem was responsible for:• Leading the sub-category (cross-functional) teams for both OMO and Dove;• Evaluating brand activation ideas in Egypt & analyzing financials for both brands on a monthly basis;• Determining SKU price levels and promotion policy and monitoring brand profit margins and budgetallocation;• Responsible for ATL media allocation for Dove Cream Bar in Egypt;• Day-to-day sales follow-up and meeting with trade partners to identify monthly needs for effectiveselling;• Planning regular market researches and identifying knowledge gaps to be tackled through research (quality issues, ad previews, new brand concepts);• Analyzing retail audit and tracker data and reacting to market changes accordingly;• Reconstructing marketing strategy for OMO Egypt and planning for launch of new products to winmarket shares.Achievements:• Achieved a 22% growth in revenue for Dove Egypt in 2005;• Designed and kicked-off a mega OMO re-launch in Jordan;• Launched Dove Shampoo in Egypt by designing a national BTL activation with the agency acrossnational key account and retail channels, achieved a 4% market share in 2 months. -
Management ConsultantPricewaterhousecoopers Jul 1999 - Jul 2002GbPricewaterhouseCoopers is a multinational professional services network headquartered in London, UK and is the second largest professional services firm in the world. It is one of the Big Four auditors.Bassem's role in PwC was working as a management consultant evaluating potential projects during the feasibility stages. He was exposed to different clients and projects. Bassem was involved in designing selling proposals for potential clients in the fields of telecommunication, education, marketing implementation, food industry, tourism, advertisement, etc; He designed and delivered promotional material for the firm;Across his project management functions, he maintained client relationship and managed progress, under limited supervision, for a business plan regarding the establishment of a sports academy in the State of Qatar;He was engaged in a national tourism project to study the market feasibility, soundness and macro-economic viability of the initial idea;He contributed to the HR consulting services by preparing organizational designs, high-level accountability structures, job descriptions for high level managerial positions and self employee assessments;He collected data to explore the possibility of manufacturing, licensing, distributing and retailing Beverly-Hills Polo Club products in Egypt;He investigated the market potentials for Elf Oil to penetrate the Egyptian market
Bassem Abdul Ghani Skills
Fmcg
Trade Marketing
Customer Insight
Marketing Management
Brand Management
Market Planning
Market Research
Competitive Analysis
Shopper Marketing
Marketing Strategy
Brand Equity
Product Development
Segmentation
Customer Marketing
Key Account Management
Cross Functional Team Leadership
Advertising
Marketing
Brand Development
Brand Architecture
Pricing Strategy
Marketing Communications
Brand Awareness
Pricing
Management
Product Launch
Consumer Behaviour
Market Analysis
Business Planning
Strategic Planning
Marketing Research
Business Strategy
Forecasting
Team Leadership
Strategy
Fast Moving Consumer Goods
Bassem Abdul Ghani Education Details
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The American University In CairoBusiness Administration -
American International School In EgyptHigh School/Secondary Diplomas And Certificates
Frequently Asked Questions about Bassem Abdul Ghani
What company does Bassem Abdul Ghani work for?
Bassem Abdul Ghani works for Agthia Group Pjsc
What is Bassem Abdul Ghani's role at the current company?
Bassem Abdul Ghani's current role is VP Marketing | Brand & Digital Architect | Servant Leader | Ex-Mondelēz | Ex-Unilever | Ex-PwC.
What is Bassem Abdul Ghani's email address?
Bassem Abdul Ghani's email address is ba****@****ail.com
What schools did Bassem Abdul Ghani attend?
Bassem Abdul Ghani attended The American University In Cairo, American International School In Egypt.
What are some of Bassem Abdul Ghani's interests?
Bassem Abdul Ghani has interest in Children, Technology, Education, Hanging Out With Close Ones, Reading, Poverty Alleviation, Site Seeing, Surfing The Net, Lecturing.
What skills is Bassem Abdul Ghani known for?
Bassem Abdul Ghani has skills like Fmcg, Trade Marketing, Customer Insight, Marketing Management, Brand Management, Market Planning, Market Research, Competitive Analysis, Shopper Marketing, Marketing Strategy, Brand Equity, Product Development.
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