• Changed the nature of the company from being just a holding company that establishes companies offering non-banking digital financing services to an operative revenue-generating company that creates white-labelled digital solutions for financial institutions.• Developed 2 platforms as service solutions for factoring and consumer finance targeting banks and NBFIs.

Founding member of both Prime FinTech & Endorse• Established Prime Fintech and its subsidiary Endorse to offer digitally-driven non- banking financial services powered by a strong AI module to achieve instant approvals.• Successfully launched 3 lines of businesses (consumer finance, leasing & factoring) in less than a year, becoming the pioneer NBFI of acquiring 3 licenses from the FRA under one entity.• Strategized unique value propositions for lines of businesses capitalizing on market white spaces and offering a seamless customer experience.• Designed and delivered a unique Supply Chain Finance (SCF) digital platform developed in-house catering to all types of factoring techniques.• Created an AI-driven consumer finance platform and Super App. empowered by a collaborative ecosystem of selective strategic partners to reach our goal of becoming the first lifestyle and communities based NeoBank, offering financing solutions for young generations.• Developed a dynamic and behavioral scoring system for banked, underbanked and unbanked individuals and businesses.

• Created a collaborative financial ecosystem and launched operations in Egypt market.• Introduced a disruptive cross-border mobile financial services in the region.• Developed a 3 year strategic expansion plan into Africa market.• Successfully rebranded and repositioned the company.

- Took ADIB from a legacy-banking environment to the most digitally advance Islamic bank in Egypt.- Digitizing the bank internally and externally- Launched a portfolio of digital channels in less than 2 years:• State of the art Internet & mobile banking solution • Electronic settlement service • Electronic utility bill Payment solutions - Leading the development of the e-Wallet initiative, which is part of a national movement to increase the Financial Inclusion in Egypt.- Heading the Business requirements for the implementation of CRM with 360-degree customer view & campaign management

• Maintained a successful partnership with the 2nd largest mobile operator and expanded our portfolio of VAS services.• Increased overall company’s profitability by 23% over the last 18 months and sustained a positive EBIDTA for 2 years.• Succeeded in penetrating the 2 largest operators in the country after 9 years of non-cooperation.• Optimized OPEX by 20% in the last 12 months without hampering the quality of service.• Partnered with the largest content providers in the region to enrich our portfolio.• Created a foolproof system for uploading and approving content acquired from different content providers.

• Established a fully operational startup marketing consultancy.• Delivered marketing strategies, business plans, branding and media mixes to both startups and established companies in automotive, retail and catering suppliers, financial magazines, aesthetic medical centers and advertising companies.

• Re-launched the mother brand to appeal to higher end customers through revamping all flagship retail outlets and modernizing the portfolio of products.• Developed and launched customer retention and referral programs. • Expand our regional footprint through opening our first store in Dubai.

• Grew the market share base of CDM by 8% through improving the effectiveness through trade initiatives.• Improved top of mind awareness and increased consumer pull by building consumer-centric initiatives.• Launched Cadbury SMS wafer to capture share within growing wafer segment through a 360° ATL campaign and in store activation campaign.

• Increased the company’s turnover 6 times in a period of 4 years.• Drove the growth of the cakes market at double digit on yearly basis and acquired a sum of 30% market share in one year through the diversification and expansion of Molto Cake franchise.• Expanded the portfolio of Edita products through launching new candy and salty snacks brands.• Developed a new pricing strategy and maximized the firm's profitability while ensuring consumers satisfaction.

• Effectively launched a lifetime dial-up package and grew the company’s dialup customer base 4 times.• Led the free Internet market with 45% share within 6 months of launch through a disruptive marketing campaign.