SHERIEN HASSBALLAH

• Spearheaded the launch of three distinct enterprises in Egypt, developing and executing comprehensive brand business plans tailored to each venture’s unique market positioning and target audience.
• Conducted in-depth primary and secondary market research, identifying untapped product development opportunities and shaping product innovation strategies.
• Developed and implemented marketing strategies that significantly enhanced customer engagement and brand visibility, tailored to both traditional and digital channels.
• Designed and optimized content strategy plans, enhancing the customer experience across multiple platforms and ensuring consistency in messaging.
• Improved user experience through the design, testing, and continuous optimization of webpages, driving higher customer satisfaction and interaction.
• Built strong relationships with influencers and key industry stakeholders, driving collaboration and amplifying brand reach through partnerships.
• Collaborated with creative teams including designers, copywriters, photographers, and videographers to deliver impactful visual and written content for a range of projects.
• Partnered with advertising agencies to develop high-impact promotional materials aligned with corporate goals, ensuring consistency across all campaigns.
• Managed and optimized social media campaigns, increasing engagement and conversion rates through targeted content strategies and performance analysis.
• Analyzed consumer behavior data to design and budget media-specific campaigns, ensuring alignment with the company’s advertising objectives and maximizing ROI.

• Steered business growth in struggling industries, navigating challenging market conditions and achieving significant market share gains across multiple sectors.
• Disrupted and optimized brand plans and activity calendars, including leading the New Product Development (NPD) agenda, adapting swiftly to the evolving "new normal" post-COVID-19.
• Strategically managed and executed multiple high-impact projects and campaigns, consistently exceeding business objectives and delivering strong performance.
• Surpassed PNOC targets by successfully implementing a well-managed pricing and downsizing strategy, driving profitability and maintaining brand competitiveness.
• Fully integrated MDLZ Marketing & Digital tools (Playbook, P@S, etc.), enhancing media presence and ROI while strengthening brand equity across key parameters.
• Honored with the prestigious MDLZ Global Marketing Excellence Award for exceptional performance in the Chocolate segment, recognizing outstanding achievements in marketing strategy and execution.

• Revitalized Brand Proposition: Refined and differentiated the brand's value proposition relative to competitors, ensuring consistent market share retention across all core product lines. Successfully introduced high-impact, commercially viable new product developments (e.g., MC, CDM Oreo), driving substantial business growth.
• Exemplary Financial Performance: Achieved double-digit year-on-year growth by strategically managing and executing the Chocolate agenda, consistently surpassing financial targets and key performance indicators (KPIs).
• Strategic Team Development: Spearheaded the development and implementation of people-centric initiatives, laying the groundwork for the new team structure in North & West Africa (NAWA), enhancing organizational efficiency and cohesion.
• Market Share Expansion: Boosted market share from 25% to 32%, securing a competitive Head-to-Head position through targeted strategies and effective market penetration.
• Online Retail Innovation: Pioneered the brand’s entry into the online retail space, successfully launching a diverse chocolate collection on platforms such as Amazon and Giftery, expanding market reach and consumer engagement.
• Regional Market Expansion: Led the strategic launch of chocolate products in Morocco and West Africa, including conducting strategy workshops, managing project execution, and overseeing agency collaborations, achieving a significant milestone in footprint expansion within the MEA region.

• Instrumental in reversing Egypt's Chocolate market trajectory, transforming a negative growth trend of -7% into a positive +5% rebound through strategic market interventions and execution.
• Drove sustained double-digit YoY growth by strategically managing and executing the Chocolate business agenda, consistently surpassing annual commitments (AC) on a monthly basis despite market challenges.
• Navigated complex business conditions in Egypt, successfully leading the Chocolate business through significant disruptions, including a factory incident, the cancellation of key innovations, and severe economic turmoil. Achieved record market share in the total chocolate category, surpassing AC growth targets.
• Led Egypt's pricing strategy in response to a 100% currency devaluation and VAT increases, effectively mitigating gross profit (GP) erosion. Restored margins to category standards, achieving a 40% margin rate despite challenging economic conditions.

• Strategic Portfolio Management: Developed and implemented a comprehensive strategy for the Countline segment, defining a clear vision and establishing distinct roles for each brand within the portfolio to drive alignment and performance.
• Category Leadership: Led and executed all category strategic initiatives, translating high-level plans into actionable strategies and driving successful outcomes across the category.
• Exceptional Brand Performance: Achieved outstanding results with Moro Eg Local Jewel, surpassing benchmarks in market share, brand awareness, consumption, and equity measures. Recognized with the EEMEA Marketing Excellence Award 2013 (with Moro ranked in the top 5) and shortlisted for the LYNX Film Award.
• Award-Winning Campaigns: Flake garnered multiple accolades, being shortlisted three times at the MENA Crystals for: 1) Best Women’s Campaign, 2) Best Use of Ambient Media, and 3) Best Use of Social Media.

• Recognized for Strategic Excellence: Awarded the KRAFT “Values In Action Award” for the successful launch of the Global Oreo Brand in Egypt and the relaunch of Tuc in the Egyptian market. This initiative significantly influenced the Biscuits Category dynamics, aligning with the strategy to premiumize the portfolio and reduce reliance on mass-market brands by leveraging Kraft’s global platforms.
• Global Media Recognition: Honored with the KRAFT “Oreo 10 Global Award” for outstanding media execution during the Oreo launch.
• Strategic Business Planning: Developed a comprehensive 5-Year Business Strategy and established Category Strategic Priorities for the year, ensuring alignment with long-term goals.
• Project and Initiative Management: Oversaw and controlled all business projects and initiatives to achieve strategic objectives and business goals.
• Annual Marketing and Financial Planning: Managed the creation and execution of the Annual Marketing Plan and Marketing Calendar, including:

- New Product Development (NPD) Calendar
- Annual Sales Forecast
- Monthly volume and value budgets by SKU
- Media and Advertising Plans
- Profitability targets through strategic portfolio management

• Award-Winning Performance: Honored with KRAFT's "Above & Beyond Call of Duty" for exceptional marketing leadership and execution.
• Strategic Marketing Planning: Led annual marketing strategy development within budget, ensuring alignment with brand goals and financial constraints.
• Project Oversight: Managed marketing projects to stay within budget and meet deadlines.
• Profitability Management: Ensured brand profitability by enforcing pricing strategies, maintaining margins, and monitoring competitor pricing.
• Product Innovation: Developed practical and innovative ideas for new product growth.
• Budget and Forecasting: Set and reviewed monthly volume and value budgets by SKU, monitored sales, and adjusted forecasts as needed.
• Media and Promotion Control: Allocated and monitored media and promotional budgets, ensuring budgetary compliance.
• Sales Coordination: Produced sales forecasts, coordinated with Production Planning, and maintained regular contact with the sales team and regional trade outlets.

• Established and launched the 'JUHAYNA Professional Catering Line,' including juices, dairy, and cooking products, to become 30% of company Net Revenue within 1 year.
• Developed and implemented the division's market strategy, creating a strong catering identity and structure.
• Enhanced visibility in the catering community through targeted campaigns, networking, and active participation in industry events.
• Conducted market research to identify product requirements and managed media relations for the division's launch.

• Developed annual marketing plans in collaboration with the sales team to meet organizational goals.
• Managed the full product line lifecycle, budget, and marketing communications for the Cream category.
• Identified new market opportunities and assessed category performance to recommend strategic adjustments.

• Oversaw product performance, developed marketing plans, and executed integrated marketing campaigns.
• Managed brand positioning, advertising, media planning, and budget monitoring.

• Managed product performance, marketing mix, and fully integrated marketing campaigns.
• Oversaw brand positioning, media planning, and budget control.

• Assisted in developing marketing strategies, brand positioning, and budget monitoring.

• Supported yearly marketing plan preparation, new service launches, and managed advertising agency communications.

• Developed and executed marketing and PR programs, coordinating with relevant parties for successful implementation.