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Summary

  • 11 years of expertise spread across marketing and sales operations within multi-national environments in the Pharmaceutical industry
  • 4 years experience in managing digital marketing initiatives in GCC 
  • Expertise in handling new brand launches & CSR initiatives
  • Originator mentality with strong analytical and communication skills combined with the ability to lead cross-functional teams to meet organizational goals

Awards and achievments

2015             Best Innovative Campaign for Panadol Hot Lemon & Honey  - Malasiya

2013             Project Excellence Award for MOH DIACARE & LEAD Personality - Spain

2012             Diabetes Top Achievers Award 3 years in row - Dubai

2011             AmarylM Master award for launching digital campaign - Cape Town

2008             Winner of  Telfast Best Practice Campaign Competition - Dubai    

Work History

Feb 2016Present

 Product Manager

Valeant - Medpharma Division
  • Launch of TheraPearl® (www.Therapearl.com) in GCC to generate USD5M, crafted full commercial plan with 5 years P&L for the region, from-scratch campaign & POSM in big retailers such as Boots® .
  • Introduce TheraPearl® directly to consumer in addition to HCP detailing through trade marketing activations, outdoor advertising and TVC 
  • Re-branding of La Femme® -a personal hygiene product- in cooperation with R&D, QA and regulatory teams. Revamped outer & inner pack artwork, actual product & sample size plus 2 separate campaigns to HCP & DTC. Working with IML on mall branding & product dispensing at washrooms. Growth trend shows +37% vs last year in GNE.
  • Assigned in collaboration with Valeant BDM to close the deal in commercializing Actipatch® (www.actipatch.com) in MENA region. Product is commercialized in 2017
  • Manage Medpharma OTC Generics portfolio (USD9M) control P&L and OPEX. Portfolio includes Dandruff shampoo, baby cream, Antibiotic, cough syrups 
  • Support Medpharma market access strategies to new markets in North Africa through market research analysis & setting pricing strategies
Jun 2014Oct 2015

Brand Manager - Arabia Region

GSK Consumer Healthcare

Marketing Plan Development:

  • Build Panadol® COLD+FLU® MAPs plan to generate GBP32 Million annual revenue in Arabia region (GCC/KSA/NE), .
  • Re-positioned existing SKU (Panadol CF HLH) in Arabia region through a new campaign as a structured plan to resolve a brand crisis. Results:1.7% increase in KSA MS, 0.5 in UAE on MAT and 11% in customer recommendation rate by GFK tracker.
  • Launched a new "DAY & NIGHT" campaign to HCPs in Arabia region
  • Manage A&P budget spend & reconciliation, product forecasts, and future growth of NPIs and market testing for new products.

Marketing Optimization:

  • Optimized resources spend on existing 5 SKUs of COLD+FLU® portfolio according to PM to improve bottom line. Results: 6% increase in top-line corresponding to 2% improvement in PM and 14% increase vs PY.
  • Collaborate with global category & regional teams in driving regional market roll-out to ensure excellence in execution of the 360 plans.
  • Track campaign's ROI to shape the margin improvement agenda for marketing function & report annual margin expansion target
  • Lead GSK side of the agencies relationship to create of world-class advertising

Trade Marketing & Media support:

  • Validate all DTC communication in-store & manage outdoor activities 
  • Validate GSK ATL & BTL  communicated messages & story-lines in media channels (TV, Radio,Social media and POSM) and Handle MOH approvals of them.
  • visits(Hypermarkets & pharmacies) to monitor product messages on POSM

Digital Projects Management:

  • Launched PharmacistFirst online portal which communicates GSK brands to both consumers & pharmacist(PANADOL® PHYSIOGEL® ENO® HORLICKS® SYNSODYN®).
  • Social Media Content Management of Panadol Arabia Facebook and Twitter accounts
  • Initiator of “Keep calm & wellness”an internal mic-rosite engages GSK Arabia staff 
  • Analysis of Ipad Sales App (CLM tool) for measuring sales efficiency

Sales Team Support:

  • Remodeled GSK product training tool-kit on Wellness products portfolio (11 SKUs) for new joiners in GSK resulted in product knowledge improvement from 56% to 94% 
  • Market visits to ensure 100% alignment to GSK advertising and promotion policies.

Business Analysis:

May 2011May 2014

Pharma Marketing Associate - Diabetes

Sanofi

Project Management

  • Initiator of “MOH DIACARE” project aims at products penetration in 87 accounts in UAE. Task-Force leader of cross-functional teams on the project execution on 3 year LRP aims for USD 3.5M revenue
  • Apidra® product enlisting in UAE MOH accounts initiated €96K on CIF
  • 15% increase in Lantus® MS with corresponding decrease in competitor’s MS
  • Established SANOFI as strategic partner to EDS & DHA in supporting Type1 Diabetes Kids at schools through launch and circulation of UAE Schools Bill of Rights
  • Assigned as event manager for local & international congresses responsible for booth conceptualization and  on-ground management
  • Assigned for product training & field coaching to sales interns.
  • KOL management inside health authorities to leverage SANOFI brand equity in UAE and add incremental dollars to the diabetes franchise 
  • Analyzing sales KPIs (LS & IMS) to ensure success of sales & marketing plans within Diabetes unit in UAE territories.

Digital Projects management:

  • Developed iBGSTAR® digital marketing launch plan (YouTube® channel & FB page). Attracted 5000 members to iBGSTAR® Facebook group through integrated offline & online campaign.
  • Managed an online patient-to-patient community “My Diabetes Story” in GCC
  • “e-vent” initiator; an email marketing campaigns aimed at optimizing attendance rate for SANOFI launch events of new products. 60% improvement in customer attendance granted in 1 year.

CRM programs monitoring:  Worked closely with diabetes marketing head to ensure tracking of implemented patient programs (TRYit )

 

May 2007May 2011

Senior Medical Representative

SANOFI

Area: UAE .Line: Diabetes. Products: LANTUS® APIDRA® AMARYL® 

  • Launch of Lantus® new devices CLICKSTAR®. Results: AED250K revenue in first year.
  • 4% MS uplift in 2010 as result of implementing TRYit patient program in my territory
  • Performing monthly sales forecast and analysis for Dubai team.
  • Identify territory business potentials & manage territory dynamics.
  • KOL management: engage KOLs in the company awareness activities, 
  • Participates and represents the company in relevant industry forums.
  • Run meetings & product presentations to customers in UAE
Jul 2005Apr 2007

Medical Representative

Novartis

Accountable for Bone promotion and launch of Flotac® in Egypt

Sep 2002Apr 2004

Event Organizer

DeltaMed

A local company specialized in organizing medical events and congresses.

Education

Sep 1999Jul 2004

Bachelor of pharmaceutical sciences

Egypt

Personal Information

Residence Address: Dubai, UAE                                         Visa Status: UAE Residence Visa    

                                               Arabic: Mother tongue/  English: Fluent

Extracurricular Activities

Member of “ELEVATE” Global women network 
Travel & Hiking             Reading                    Fishing                   Running

 

Portfolio

Portfolio case, references & credentials are available upon request