Place: Egypt/UAECompany: Infinity Investments Category: Construction & Telecoms Title: Managing PartnerBrief: Company full set up, Operations, Sales & Marketing. 2 Shopping Malls / Admin/ Medical full delivery. Cash Conversion Cycles, Mall Management. Brands/FranchiseAchievements: 1/ Delivery of 2 shopping malls with regional retail brands in Q1 2025, on time according to all specs (Full Financial /Operational plan to hedge against hyperinflation & deliver according to agreed specs)2/ Putting in an international retail brand ( Hyper). Establishing a full retail / franchise plan in place.3/ Blue print delivery for three extra projects ( New Cairo, New Administrative Capital)

Two year assignment to restructure & generate profitable organic growth for a group of companies in the FMCG domain + theme parc turn key business case. Company: Engineering Office for His Highness Rules of DUBAI / EICMP: owner of Camelicious brandCategory: FMCGAchievements:1. 100 % YoY top line growth, operational cycle reduction, days in inventory drastic cut2. Reduction of COGS, Operational Costs by 40 % / upstream and downstream • Farm & Factory restructuring / modernizing• Factory production batches clubbing, lines efficiency, yield rates and first runs improvement to match market & optimize direct costs3. Built own retail across the UAE including Abu Dhabi airport outlet & Mall of Emirates (7 own stores)4. Restructured the Distributor Model (Modern/Traditional & HORECA including petrol stations) Retail model built on win-win back & front margins in tandem with returns reduction (healthy 20 % commercial margin rule of the retailer) Launch of e-retail & petrol stations availability5. Full brand relaunch, packages new visual identity (based on an extensive ethnographic and segmentation research in the UAE & abroad including China, UK & the US)6. Innovation pipe-line ( SKU expansion by additional SKUs including formula adaptation ) – Ideation, qualification, quantification & full relaunch across trade7. Creative, research and media agencies selection ( RFP ) . Suppliers contract re-negotiations8. Improving inventory current ratios by 500 % 9. Expanding the company's footprint to China, USA & first tier countries

Company assigned to : Baladna Food Industries & WIDAMCategory: FMCG (Dairy, Juice, Meat)Tittle: Chief Commercial OfficerBaladna Food IndustriesAchievements: 1. DNA preparation & full launch of the BALADNA brand ( from the business case to the full national launch )2. IPO preparation & launch (Commercial, Marketing and investments road map) 3. Set up of Generating Demand Department (Sales, Marketing, Quality department/ ISO )4. Planning in implementing the route to market (over 60 routes to cover 100 % of modern trade, 80 % WD HORECA & Traditional) – Al Marai depot acquisition & cross docking in Doha5. 10-year business plan phasing out subsidy (Healthy bottom-line P&L)6. Innovation line (200 SKUs including export branch) – Category & Consumer map ground work conducted to match the preferences of 30 + nationalities needs & purchase power7. Plant based full business casing including R&D planning.Widam Food Company Achievements: 1. Brand relaunch ( Portfolio segmentation, CPG line launch across own retail as well as modern trade )2. 30% YoY top line growth (New business dev in the fresh sector, full primacy of the red chilled meat)3. Full restructure of key departments including Commercial, Supply Chain & slaughter houses (Benchmark: global players like JBS / Minerva)3. Restructure own retail (15 outlets vs. 25, same top line & first time ever positive EBITDA “over 13 % )

Geography : Egypt, Morocco, Tunisia, Algeria, West Africa including Nigeria, South Africa, Kenia, IndiaAchievements : 1. Top line growth by 15 % with an improved EBITDA by 4 pp ( Alpro / Plant based full launch EBITDA booster )2. Full portfolio revisit across all countries (right pack, right formula, right size & adapted price) - conducted the biggest ever blind product tests in tandem with con-joint pricing analysis3. Full portfolio positioning re-visit (Need scopes, Usage and Attitude, Concept & Usage tests involved)4. Portfolio stratification ( Pareto rule implementation to across both supply chain and retail to maximize truck utilization & shelf rotation ) – No cannibalization involved5. Optimization of trade plans across modern trade (coolers, gondola ends & shelf blocks to gain visibility)6. Clean label introduction ( reciprocating consumer trends)7. Kids portfolio restructuring and introduction of new brands ( Dango, Moufid, Dan Animals, Phosphatine )8. Media model restructuring ( E-Commerce, Social listening, SEO/ SEM & consumer diaries )9. Growth Spaces engineering (Innovation from ideation to launch ) tapping into brand new categories like Greek yoghurt, coffee infusions, on the go formats & family size packs10. Increase coverage in Traditional Trade especially where it is significant (West Africa new go to market model using bikes, eco-friendly means & ambient product ranges)11. Introducing the COMAN concept in West Africa with portable cabins to increase inventory current rate and sales12. Protinex line extension in India ( zero sugar, fortification of the core range )13. Full cooperation with GMs & Board to harmonize operations & use synergies14. Plant based full roll out ( business casing & strategic planning )

Lead a 14-member team to deliver company top and bottom-line growth via drawing and executing Brand, Research, Media, Product strategy & action plans (Member of the Commercial leadership team)1. Value Marketed share increase to cross the 34 % (first time even in Qatar)2. Portfolio restructuring via value-based product concept introduction (Segmentation approach vs. old post-paid and pre-paid model)3. Big Data approach in research which lease to 20 % increase of KPIs like SIM CARD primacy and duality amongst the competition loyalists4. NPS, TNPS & Brand Love parameters improvements (especially across all outlets / retail) by 20 % tanks to the 3 promises model in tandem with the fastest network promise

Key achievements :Coca-Cola System :1. Drove the category expansion and brand development for three brands across GCC countries, North Africa, LEVANT & others (Rani, Barbican and Vimto)(Portfolio restructuring to map consumer and retail changes, entry pack VIMTO, upsized packs Rani, frequency packs Barbican)2. Increased Volume and Value market share of all three categories by an average of 5pp ( Barbican declinations, Vimto exports, Modern Trade focus in KSA and Egypt)3. Conducted a PAN GCC & African ethnographic research and segmentation which lead to new Integrated Marketing Communications model ( Example : Bring them Home VIMTO, Something Different Rani, Brotherhood Codes Barbican platforms)4. Closed all BDC’s with Carrefour, Danube, Manuel, Panda, Bin Dawood, Al Othaim ( Modern Trade) across the region with a win-win approach on back margins, marketing A&P with the lowest level of returns ( below 7%)Potential Joint Venture systemCoca-Cola potential joint venture in Saudi Arabia (2013: c.a. 500 MM euro turn over) Key achievements :Sustained company's revenue growth by 50% YOY for 2 years maintaining healthy EBITDA OVER 13 % That was fueled by the below :A. Full Org Chart restructure (Less for more) COGS optimization, lean factory, focus on weighted distribution & frozen supply chain costs reductionB. Creating a reporting system & data tracking (both Marketing and Commercial KPIs) C. Portfolio de-complexity (900 to 650 SKUs without a loss in share of market) exercise and repositioning of 4 major categories in the company. POSM and digital media focusD. Lead innovation driven product & communication upgrade across GCC countries (both NPD and line extension)

Accountabilities : Still Beverages category Management (Energy, Sports & Tea) (Burn, Powerade, Nestea) Key achievements :1. Nestea & Powerade growth by 4 pp ( Discounter entry with new pack, new formulation and communication platform in tandem with full pack / pricing review to match retail expectations and CATMAN reality)2. BURN ( energy drink) doubling of market share thanks to successful innovations, route to market optimization & brand new communication platform3. Introduced community based marketing for both energy and isotonic drinks which resulted in a sustainable brand equity growth (Brand for me, stands for sports/passions KPIs doubled vs. pre model introduction)4. Lead innovation strategy on the flavor/pack extension tier as well as new product development (example : Nestea zero, Powerade zero & stevia launch )

Accountabilities : Flavoured Carbonated Soft Drinks category Management (Sprite, Fanta, Lift & Kinley, Frisco, Schweppes, Lemonades, Kvass) in Poland, Czech Republic, Slovakia, Estonia, Latvia and Lithuania.Key achievements :1. Increase both shares on market and top line in a shrinking category. That was addressed via a regional repositioning approach aiming at using a combination of sport and life style positioning where applicable. Created new Sprite platform in tandem with a trade model focused on HORECA and Traditional trade where both pack size and perfect serve matter2. Introduced full 360 marketing approach with a two tier strategy for teens and gate keepers (mothers) backed by PR and KOLs to promote healthy life style and link the two generations thanks to emotional cues and functional reassurance (Franchise grew by 22% in a -12% falling category)3. Won Effie for best long term planning backed with solid trade and consumer results

Key achievements :1. Lead innovation and growth strategy on al the B-Brand portfolio in Poland and Baltic countries (Stopped the category fall through addressing key consumer barriers and revisiting the pricing/trade model) 2. Initiated a geo-marketing approach targeting areas of high affinity and minimalizing cannibalization of premium brands. Increase SOM by 10%, worked on a self-financing model3. Worked on a long term acquisition strategy (both inside and outside of the category )

Worked across all Danone key categories both volume and profit drivers in Poland and Baltic countries.Key achievements :1.Lead all yoghurt brands repositioning and turnaround strategy including commercial (price/pack/channel) & marketing pieces delivering a solid growth of market share and consumer traction (+1.5 pp & 0.7 pp volume and value, +6pp on consumer preference, brand awareness and increase on conversion rate) 2.Worked on portfolio stratification projects increasing efficiency by c.a. 15% and profitability by 5pp3.Lead innovation projects introducing non existing at the time categories (Example: drinkable yoghurts with stenols i.e. Danacol) and typical line extensions both flavour and new pack catering to new consumer and retail trends in Eastern Europe4.Lead both commercial and marketing strategy with key retailers using both shopper and consumer marketing data which lead to horizontal expansion in trade especially the growing discounter segment5.Was responsible for Danone's footprint extension in Eastern Europe (Latvia, Lithuania and Estonia) Took part in drafting the strategy, negotiating with distributors and launching key brands applying a 360' media and communication model6.Was part of a task force to launch Operations and brand launch in Egypt and develop a joint venture with South Africa ( Danone-Clover)

Key accomplishments :1.Drafted rafting Confectionary Marketing Strategy in Europe (23 countries) 2.Ran factory budgets, lead efficiency projects to concentrate productions in key areas of Europe (Efficiency increase by 30% on a pan European scale)3.Assisted in in running long term planning both from marketing and sales side to come up with white papers/budgets including top line and bottom line figures