As the Group Media Director at Sky Production Egypt, I handle both offline and online media departments, executing new trends and enhancing the link between offline and online projects. I also expand business with direct clients and follow up on the social media strategy of NRJ Egypt, one of the leading radio stations in the country.With over 17 years of experience in the media field, I have witnessed the huge transformation of the media landscape in Egypt and the region, from the emergence of satellite channels to the rise of digital media. I have a passion for learning and adapting to the new mediums that have changed the scales on both the suppliers and clients levels. I have a certified diploma in international marketing and a postgraduate diploma in psychology of consumer behavior, which help me understand the needs and preferences of the target audience. I have also managed and guided teams, implemented long-term strategies, and developed roadmaps to support both user and business needs in my previous roles as Director of Digital Media at PromOmedia Advertising & Production and Media Director at AB Media Echo.