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Summary

  • 11 years of expertise spread across sales & marketing operations within multi-national environments in the Pharmaceutical & FMCG industries
  • ATL & BTL integrated management in OTC sector
  • 4 years experience in managing digital marketing initiatives in GCC 
  • Expert in handling NPD, NPL and 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

2016             3C Award - Consumer Centricity Champion - Turkey

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

2014             Pandol DAY and Night Campaign Global Award - London

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 Pharmaceuticals
  • Achieve $35M of OTC portfolio through integrated strategic & tactical plans, indirect management of sales force & trade marketing teams and ongoing Sales/MS tracking
  • Launch of TheraPearl® (www.Therapearl.com) in GCC to generate $5M, crafted full commercial plan with 5 years P&L for the region, from-scratch HCP & Consumer campaigns and over 900 POSM in big retailers such as Boots®
  • PR & digital marketing plans preparation for TheraPearl to be active in 2017
  • Re-branding of La Femme® -feminine hygiene category- in cooperation with R&D, QA and RA teams. Revamped outer & inner pack artwork, actual product & sample size plus 2 separate campaigns to HCP & DTC. Growth trend shows +37% vs LY in GNE.
  • 2017 La Femme® launch in Egypt expanding feminine hygiene market.
  • Assigned in collaboration with Valeant BDM to close the deal in exclusively commercializing Actipatch® (www.actipatch.com) in MENA region in 2017
  • A&P budget & OPEX control for OTC portfolio and bi-annual NPV adjustment.
  • Market research & consumer insights analysis to prepare investment plans with ROI 
  • Project lead in commercializing Generics portfolio in North Africa. Succeeded in closing $6M distribution deals in Kenya,Ughanda,Rwanda,Tanzania & Ethiopia
  • Coaching marketing interns on basics of product, agency & vendor management  
  • Committee member of "ME Intern" program for hiring interns
  • Life cycle management of  Medpharma mature OTC/Generics portfolio ($9M) which includes Dandruff shampoo, baby cream, Antibiotic, and cough syrups.
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 an approach to crisis management. Results:1.7% increase in KSA MS, 0.5 in UAE on MAT and 11% in customer recommendation rate by GFK tracker.
  • Crafted a new "DAY & NIGHT" medical detailing campaign to HCPs in Arabia region
  • 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 GCT (Global Category Team) in driving regional market roll-out to ensure excellence in execution of Panadol 360 plans.

Trade Marketing & Media support:

  • Collaborate with ME brand lead & media head to implement COLD+FLU media plan
  • Validate GSK ATL & BTL  communicated messages & story-lines in media channels (TV, Radio,Social media and POSM) and Handle MOH approvals of them.
  • Validate all DTC communication in-store & manage outdoor activities 
  • Mass market visits (Supermarket&pharmacy) 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
  • 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%

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

Education

oCT 2016nOV 2016

Lean Six Sigma Black Belt

IASSC
20152016

Lean Six Sigma Green Belt

IASSC
19992004

Bachelor of pharmaceutical sciences

Egypt

Personal Information

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

                                               Arabic: Mother tongue/  English: Fluent