Muhammad Shalaby Email & Phone Number

Cairo, Egypt

• Manage all the marketing activities of Raya Trade 7 Business Units in Egypt & Nigeria.• Empower and delegate 20 team members to the marketing operations across Raya Trade. • Manage the marketing activities for Braun, Kenwood, Delongi and Sary.• Set the communication strategy, budget and its ATL & BTL elements.• Overlook the social media performance and digital communication for all Business units.• Manage Public Relations activities to increase Raya brand awareness. • Manage the internal and external communication at Raya Trade.• Participate and implement the marketing strategy.• Utilize the resources efficiently to achieve the corporate goals.• Strategically positioning Raya as the ultimate destination for Home Appliances.

Egypt

o Plan and manage the launch & promotion campaigns for TV, Home Appliances, Mobiles.o Planned and executed the biggest & important national campaigns for TV 2020 - 2022.o Launched 2022 AV lineup featuring the mega celebrity, Amir Karara.o Launched the “The Frame” with Hany Saad & Dorra in 2020, 2021.o Executed several on-ground activations, like El Gouna Film Festival 2021.o Strategically positioning Samsung in the premium segment through the Lifestyle TVs. o Launched Note 10 Lite mobile in collaboration with 6 Tech Influencers in 2019.o Launched the 8K TV lineup featuring the face of the Egyptian Pharaoh King Tutankhamun.o Participated in the production of several digital copies for Customer Service. o Planned & managed the launch & promotional campaigns across several divisions. o Set the communication strategy, budget and its ATL & BTL elements.o Brief & handle agencies to ensure smooth campaign execution.

Egypt

o Launched the 1st digital campaign of music copy for A70/ 80 mobile series with Amir Eid, Cairokee.o Launched digital marketing campaign for S10 mobile achieving remarkable growth vs S9.o Planned & successfully launched the new Galaxy A Series targeting the mid tier.o Supported in the launch of both Galaxy Note 9 & Note 10.o Reached Galaxy Note 9 target audience by optimizing SNS posting.o Integrated several digital tactics to achieve KPIs for the new Galaxy A7 & A9.o Launched the 1st CS digital campaign reaching over 24M views in less than 1 month.o Brief, manage & monitor digital agencies to ensure the campaigns' best execution.o Responsible for the media buying for all Samsung digital campaigns.o Liaison the launch of several landing pages to increase CTA & complete user journey.o Managed CDM platform to create awareness for monthly promotions & increase store footfall.

Cairo Governorate, Egypt

• Responsible for marketing all TV and, Home Appliances products.• Prepared 2018 visual merchandising display guides for mobile phones, TV and HA.• Used consumer insights to launch the new Flex4D refrigerator in 2018.• Launched TV product lineup using ATL & BTL tools in 2016 - 2017.• Launched the new Twin Cooling refrigerator lineup in 2016.• Re-launched ADW washing machine in a more appealing way to consumers in 2016.• Executed the 1st B2B Forum to introduce Samsung Enterprise solutions in 2015.• Create monthly promotional activities to support in achieving sales targets.• Managed Marcom team to fulfill all marketing business needs.• Localize global marketing assets to suit Egyptian consumers.

Egypt

o Managed Finish & Airwick brands in Egypt & North African countries.o Planned 2013, 2014, 2015, 2016 marketing plans.o Launched several SKUs for Finish & Airwick.o Executed several in-store activations in modern trade to gain shelf share.o Monthly analysis of brands P&L & market share across assigned countries,o Created several joint promotional campaigns to increase Dishwashers market penetration.o Conducted strategic partnerships with dishwashers’ brands for Finish.o Executed in-store promotional activities & shop branding for dealers & hypermarkets.

Cairo

o Managing Ariston, Indesit, Daewoo and Miele Brands.o Responsible for marketing over 5 product categories in each brand with over 200 productso Created the most successful marketing campaigns for Free standing & Built-in products.o Doubled the brands market share with limited marketing budget.o Created several innovative POSM & display stands.o Prepared Marketing Plans 2011& 2012 for Ariston, Indesit, Daewoo and Miele.o Created 1st Ariston showroom to promote Built-in product range.o Carried out successful washing machines campaign with Henkel in 2011 & 2012.o Implemented successful Spring Campaign with Philips that achieved sales targets, 2011.o Executed joint promotion with Reckitt Benckiser, 2010 & 2011.o Maximized brand awareness and increased sales through promotions in Al Ahram Insert, 2010.o Planned & executed Ariston Summer Campaign, 2010, 2011.o Executed several activities in 2010 that increased market share in comparison to 2009.

Egypt

o Responsible for Whirlpool and OCEAN brand activities.o Responsible for all BTL activities for White Point & Hoover brands.o Executed White Point outdoor summer campaign 2009.o Planned trade promotions in fairs: Electro-tech & Supermarket 2009, CIF 2010.o Prepared the Brand Plans of Whirlpool and OCEAN for year 2010.

Smart Village

o Handled the Domain Names account and the Special Clients account.o Executed marketing activities to promote for Intellectual Property services in Egypt. o Utilized on line marketing tools to promote international conferences.o Organized 2 of the main TAGorg conferences in 2008 & 2009o Created the Marketing Officers Manual to standardize communications with clients.o Planned the Corporate Social Responsibility (CSR) activities in-line with United Nations Global Compact UNGC.o Developed the Marketing Plans for Saudi Arabia and Bahrain year 2008.

Egypt

o Assisted in setting the marketing and sales plans 2005 & 2006.o Improved the repositioning of TIBA and SASHO in the light house holds market. o Enhanced the packaging of all SASHO productso Handled Key Accounts such as Carrefour, Hyper One and Metro market. o Attended international exhibitions 97th Canton Fair, China, 2005.

Postgraduate Diploma In Digital Business, Digital Marketing Strategy, A

This Post Postgraduate Diploma in Digital Business is a joint program between MIT & Colombia Business School.

Bachelor Of Science (Bs), Political Economy, 2.9

Activities and Societies: o International Conference on Information Technology (ICIT) (2003/2004) o International Student Leadership.

Bachelor Of Arts - Ba

Bachelor Of Arts - Ba

Bachelor Of Science (Bs), Political Economy

Bachelor Of Arts - Ba

Education record

Education record

Bachelor Of Arts - Ba

Bachelor Of Arts - Ba