· Leading the marketing and trade marketing efforts for baby diapers (Molfix, Bebem, GoodCare) and Fem Care categories (Molped), driving impactful results.· Setting targets for the upcoming years by localizing global brand strategies and crafting comprehensive marketing and trade marketing calendars, all while effectively managing budgets.· Orchestrating the development and execution of innovative brand pipelines to ensure sustained growth and market leadership, based on data driven decisions.· Playing an integral role in the Sales and Operations Planning (S&OP) process, driving productive business discussions to achieve company-wide key performance indicators (KPIs).· Developing Integrated marketing campaigns, both above-the-line (ATL) including TV ads and digital campaigns, and below-the-line (BTL) including sampling and roadshows. · Skillfully managing celebrity partnerships for each brand.· Conducting thorough market analysis through qualitative and quantitative research, including Consumer research, Retail Audit, Brand Health Tracking (BHT), Concept Tests, Focus Groups, and Shopper Studies, to gain valuable consumer insights and inform strategic decision-making. · Managing and mentoring a team of brand professionals, assigning tasks that allows space for creativity, development, and working cross functionally.Achievements:· Reaching 88% brand awareness in 1 year for the newly launched brand; Molped· Launching the viral GoodCare diapers TVC with more than 100k+ organic user generated content in just 3 months· Managing & speaking in Hayat’s Molfix relaunch event with 500+ attendees

· Successfully led the launch of Hayat's latest product category, Molped Feminine Care, demonstrating proficiency in brand development and positioning, and strategic product introduction. · Collaborated seamlessly with media planning and buying agencies, exercising adept management of the annual advertising budget to optimize brand exposure and reach.Achievements:· Receivied NielseniQ’s BASES breakthrough innovation award for “Molfix Pants”, representing the baby care category in Egypt· Initiated the 1st celebrity brand ambassador for Molfix that resulted in achieving the highest market share for the brand in 4 years.· Managed Molfix mega launch event and attending as a speaker with 350 + attendees· Handled Molped’s Brand Ambassador deal

· Managed the newest category in the company, including 4 brands.· Conducted periodical competitive analysis and utilized market research and consumer insights to identify opportunities, monitor industry trends, and enhance brand relevance.· Executed ATL (TVCs) & BTL activities and plans along with global strategy teams.· Developed & lead the company’s first national promotion, under the supervision of the ministry of social solidarity and consumer protection.Achievements:· Achieved growth in the tissue business with 60% vs 2019, surpassing sales budgets with 25% while keeping a healthy category split· Achieved market leadership with Familia, and doubling the market share· Launched a 3rd brand; “focus” to compete in the B2B market.

Head hunted to support in the company’s new category launch (tissue category)Launching Papia and Familia brands in the Egyptian marketRepresenting the brands in and attending as a speaker in the Hayat’s regional launch event with 350+ attendees

Relaunching the brand and doing a complete portfolio revampDeveloping new products and responsible for cross functional teams management

Managing merchandising and auditing programs for companies like P&G, Mars, Danone, Iffco and Redbull.