Feb 2024 – Present · 2 yrs 4 mos · On-site

• Lead turnaround strategy across Egypt, Morocco, and Algeria, optimizing marketing operations and improving unit economics
• Own regional P&L, drive cost reductions, customer acquisition, retention, and profitability through integrated performance model

Apr 2023 – Jan 2024 · 9 mos · Egypt · On-site

Feb 2021 – Mar 2023 · 2 yrs 1 mo · Egypt

• Oversaw $30M+ in paid media across 10 countries, managing ROI-focused campaigns with lifecycle segmentation
• Built CRM architecture, attribution models, and marketing automation for full-funnel visibility and retention
• Drove 40% improvement in ROAS and 20% uplift in retention through predictive segmentation and channel mix rebalancing

Nov 2019 – Feb 2021 · 1 yr 3 mos · Egypt

Apr 2018 – Oct 2019 · 1 yr 6 mos · Cairo Governorate, Egypt

• Structured CAC/LTV model, optimized spend, and launched new revenue streams (B2B, corporate accounts)
• Achieved 7x revenue growth with improved margins and customer retention

Sep 2016 – Mar 2018 · 1 yr 6 mos

• Developed Mass segment marketing strategy achieving H1 Budget & customer satisfaction KPIs
• Led Mass Segment Market moves calendar ensuring innovative products aligned with strategy
• Introduced a new successful brand targeting mass segment focusing on recharge which enhanced ARPU & activity
• Ensured brand image unification across channels including Digital
• Established partnerships serving brand positioning
• Managing channel performance through proper incentives ensuring product availability & visibility

Jun 2015 – Sep 2016 · 1 yr 3 mos

• Launched ATL & CVM offers for different segments addressing duality and increasing share of wallet
• Led customer experience unification for different segments across different tough points, making tariff choice & offer opt-in easier
• Managed all consumer segment revenues KPIs

Aug 2013 – Jun 2015 · 1 yr 10 mos

• Developed the first fully integrated Add-ons platform in the market targeting Mass Market Segment catering for different segments usage and budget needs increasing service users ARPU by 33% and their activity by 20% as well as enhancing their overall satisfaction
• Launched CVM Offers targeting customer activity & spend

Nov 2010 – Jul 2013 · 2 yrs 8 mos · Egypt

• Revamped prepaid tariffs portfolio through launching a variety of new segmented tariffs, increasing revenues & enhancing customer loyalty.
• Led support functions teams, research, pricing, Marcom & analytics, to develop a variety of offers targeting prepaid segment.
• Designed actionable dashboard presented to CXOs reporting major KPIs performance & highlighting issues with clear action plan. .

Jul 2009 – Oct 2010 · 1 yr 3 mos · Egypt

• Led numerous commercial projects targeting short- and long-term commercial strategy with least TTM and spot on customer experience enhancing overall competitiveness

Jan 2008 – Sep 2008 · 8 mos · Egypt

• Led the launch of Mobinil’s 3G network in record time of 9 months.(One of the fastest 3G network rollout in the MENA region) Managed Technology teams involved in the launch, two new vendors, and the cross-functional teams including Marketing, Sales and Customer Services.
• Facilitating weekly manager-level and vendor progress meetings, ensuring action items delivery and resolution of problematic issues.
• Reporting weekly progress and highlighting risks and critical issues to the Technology leadership team comprising of the Vice President of Technology and his direct reports.The timely and glitch-free launch was appreciated by the CEO and Chairman.

Jun 2007 – Dec 2007 · 6 mos · Egypt

• Helped set up and ensure success of the central Program Management Office, an effort sponsored by the COO to enhance and improve network performance through a series of initiatives to respond to increasing competitive pressure in the mobile operator market.
• Led conceptualization and execution of various initiatives with different technology functional heads investigating network quality and performance through numerous sources of data. Outcome were analyzed and resulted in specific improvement recommendations presented to Technology Department leadership.

Nov 2006 – Jul 2009 · 2 yrs 8 mos · Egypt

• Successfully led a team to implement enhanced 3G packet core and make first call in 20 days.
• Managed a series of projects to upgrade network capacities and HW and SW following vendor road map. The projects were a success as customer impact was negligible and it enabled smooth migration to 3G and enabled deployment of new content rich services increasing ARPU.

Jan 2004 – Nov 2004 · 10 mos · Egypt

• Led nationwide campaign educating & activating data services