Marketing & Coach Director

Professional Profile

Award-winning Business Development and Marketing Professional with over 20 years of experience within both F&B & FMCG Industry. Proven expertise in driving profitable growth in competitive sectors through developing comprehensive, innovative marketing and business development strategies. Proficient in leading both traditional and digital marketing campaigns. Highly effective at developing pricing structures, channel partnerships and promotion strategies. Result-oriented growth catalyst and multi-faceted leader with rich career history marked by significant sales growth, successful & creative new product launches and innovative strategies.

CORE COMPETENCIES

Marketing Plans & Strategies Annual Marketing Calendar Business Plan Team Leadership Public Relations Product Management Product Development Brand Development Franchise Development New Markets Digital Marketing Social Media Marketing Online & Offline Campaigns Creative Campaigns Risk Management Budgetary Management Contractual Negotiations Collaborations Relationship Development Stakeholder Management Supplier Management Customer Service Deal Closure

Career Summary

Head of Marketing Dec 2022 – Present

Al-Thiqa Food Group Company – Food Division

TFGC currently has the Restaurant sector, FMCG & Manufacturing sector, F&B Venture Holding Company. BRANDS (MEAT CHOPS,THE CHOPPER, SHRIMPY, CHICSTER, BU SHANAB, HBR, GIA, ODASHI, THE JAPANESE BUTCHER, BACKBURNER, WAFRETTO COFFEE, MARYOOL)

KEY ACHIEVEMENTS

• Implemented marketing strategy to establish QSR & CDR brands in the market.

• Successfully steered uplift of brands.

• Complete rebranding and launching of Chichster which achieved #2 Trend on Twitter (October 2023).

• Managed effective Digital & Social - based on Media Matrix & aggregators.

RESPONSIBILITIES

• Defining & managing a comprehensive go-to-market strategy & plan for business that includes data-driven marketing, P&L management, brand management, sales, enabling agility, technology inclusion and market analysis.

• Rendering services as a Learning Coach and building a high-performance team acquired with latest technique, and technology for future proof success and consistency.

• Providing proactive analytical leadership & support; delivering inputs pertaining to market expansion and technology modernization.

• Ensuring new business generation & customer retention.

• Formulating marketing plan and directing the execution of marketing campaigns.

• Identifying gaps in market opportunities, producing relevant messaging & creative contents and a conversion funnel to acquire qualified sales opportunities.

• Managing activities for entire life cycle of the various new projects including brand initiatives, trade & consumer promotions.

• Facilitating brand management, product development activities & driving growth in terms of value volume by introducing new marketing ideas & concepts across the division.

• R&D for competitive products, maintaining comparison and evaluation; gathering insights on shaping direction of the product.

• Controlling budgets, sales forecasts& reports, as per business plans & requirements to achieve maximum sales & enhancing business revenue.

HUSSEIN EL-SAYED

Kuwait

***************@*****.***

linkedin.com/in/hussein-el-sayed-b010a119/

+965-***-***** / +201*********

Head of Marketing Dec 2019 – Nov 2022

Food Choice Company

Food Choice Company provides solutions in the Culinary Market in Kuwait. Distributing high-quality premium Food & Beverage products to Five-star Hotels, Luxury Restaurants, Coffee Shops, High Profile Bakery Pastries, Kuwait Aviation, and Retail Market. KEY ACHIEVEMENTS

• Full Distributor & RTM strategy for Food Choice Company,

• Created annual strategy plan per brand (Push & Pull Strategy) positioning & shelf visibility. Total 14 brands across Retailers.

• Effective negotiations with suppliers on JBPs to ensure in-store execution excellence. RESPONSIBILITIES

BRANDS (MONIN, ANCHOR, BONNE MAMAN, NESTLE PROFESSIONAL, PHILADELPHIA, MOVENPICK, FEVER-TREE, ESTRELLA DAMM, SAN BENEDETTO, VALRHONA., DRINK DRY, VELDHUYZEN KAAS, ST MICHEL, CASA RINALDI, NORSK SJOMAT AS, PASTA ZARA, MAGIC SEASONING, LA COSTENA, LUSSORY)

• Enhance the Brand Visibility, Brand Awareness & Brand Activation.

• Develop & building value chain based on landed cost & accordingly build the competitive pricing strategy to maintain profitable GP.

• Aggressive planning and tracking of sales basics, productivity & category focus.

• Support in all BDA & contract negotiations and discussions with retailers & Food Service customers

• Managing all display allocations, lead proper execution & tracking returns from display.

• Working with sales team on a level, guiding & supporting them for sales growth

• Proper allocation & execution of the allotted budget along with proper execution of effective POS materials

• Build the effective marketing & promotion calendar fitting the effective consumer call to action campaigns.

• Managing & building strong relationship with suppliers to ensure effective market support. Group Head of Marketing March 2016 – Nov 2019

Al-Thiqa Group, (Kuwait, UAE, Lebanon, Iraq)

KEY ACHIEVEMENTS

• Increased ROI by over 30 % over a one-year period.

• Established innovative successful marketing strategies for Al-Thiqa brands (Shrimpy, Bushanab, Eggslut, Chicster, HBR, Backburner, GIA, Al Dannah fishers Co., Al Messilah Fishers Co., ALTCO Co.) RESPONSIBILITIES

• Fully accountable for marketing activities; developing innovative strategies to promote and enhance Group brands and directing marketing teams in proper implementation of said strategies and marketing plans.

• Ensuring marketing plans are aligned with the Group’s overall strategy.

• Directing brand marketing activities within designated markets.

• Researching and analysing industry marketing trends to ensure optimisation of brands’ offerings.

• Developing compelling, engaging social media and marketing campaigns in line with corporate brand guidelines and constantly reviewing campaigns to test effectiveness and identify areas of improvement.

• Coordinating marketing activities with other depts to ensure uniformity of purpose - collaborating with customer service, product development and communications teams to create effective content based on feedback from B2B and end-users. PR & Marketing Manager Dec 2012 – Feb 2016

The Sultan Center Group - Restaurants

KEY ACHIEVEMENTS

• Successfully managed the marketing and PR strategies of 15 brands: Ruby Tuesday, Abou el Sid, Butchers’ Den, Prime & Toast, Wasabi, the Burger Hub, Pizzetta, Pickles, Wok Hay, Jeans Grill, Pintxos, Ward O Heil, Ward O Sharbat, Layalina Café, and Mearmisha

RESPONSIBILITIES

• Accountable for the marketing dept. Coordinated activities of team members in implementing complementary tools.

• Developed and implemented business plans, marketing plans and strategies to meet expectations of Kuwait’s target audience towards the brands’ assets.

• Oversaw franchise opportunities and operational demands to gain understanding of their requirements with a view to providing applicable marketing strategies.

• Tracked and calculated organisation’s ROI; compiled monthly reports for the attention of senior management. Marketing & Public Relations Manager – Kuwait & GCC Oct 2007 – Nov 2012 National Arabic Company – Intercontinental Crowne Plaza Hotel (Restaurants) KEY ACHIEVEMENTS

• Established marketing depts. and recruited personnel for NAC branches in Kuwait and Egypt

• Launched the grand opening of several branches: Egyptian branch of Ruby Tuesday brand on a Nile boat and City Stars shopping mall, and Kuwaiti branch of Ruby Tuesday in Al Shaab Village shopping mall and 360 malls.

• Launched grand openings in Kuwait: Peppes Pizza in 360 Mall, and Spa Aqua Tonic in Crowne Plaza & Intercontinental hotels.

RESPONSIBILITIES

• Managed marketing and PR strategies of five brands: Ruby Tuesday, Peppes Pizza, Sakura, Ayam Zaman, and Noukhaza

• Oversaw franchise opportunities and operational demands to gain understanding of their requirements with a view to providing applicable marketing strategies.

• Developed and implemented business plans, marketing plans and strategies to meet expectations of target audience towards the brands’ assets.

• Accountable for the marketing dept. Coordinated activities of team members in implementing complementary tools.

• Managed promotional activities including participation in trade shows; collaborated with production managers and advertisers to ensure brands received positive reviews.

• Worked closely with franchisees in MENA region.

• Tracked and calculated organisation’s ROI; compiled monthly reports for the attention of senior management. Marketing & Public Relations Manager Aug 2001 – Aug 2007 Al-Nahda Al Massriya Publishing Firm – Al Nahda (Egypt) KEY ACHIEVEMENTS

• Managed the grand opening of Cairo’s International Book Fair, 2005 – 2007

• Developed close working relationships with Egyptian media.

• Established the company’s electronic publishing dept. RESPONSIBILITIES

• Developed and managed media plans and campaigns

• Communicated and negotiated with authors, writers, and other artists on procedural matters.

• Oversaw the export and importation of books.

• Arranged local events and managed book fairs to ensure exposure and community participation.

• Optimised marketing and public relations activities to ensure strong contribution in generating income for the organisation.

• Collaborated with the business development team in exploring new frontiers for potential customers to help boost the organisation’s profile.

• Developed close working relationship with Cairo’s international book fair. Awards

Marketing 2.0 – Outstanding Leadership Award/ Marketing Dubai/ Kuwait, 2024

Global 200 Power Leaders in Marketing & Communications Dubai / Kuwait, 2023

Marketing 2.0 – Outstanding Leadership Award/ Marketing Dubai/ Kuwait, 2022

Most Valuable Player – Ruby Tuesday GCC Kuwait, 2011

Best Marketing Team – Crowne Plaza Hotel / Intercontinental Hotel Kuwait, 2008 Professional Development

• Skillacademee – Certificate of Excellence, Digital Marketing 2019

• Skillacademee – Certificate of Excellence, Search Engine Optimisation (SEO) 2019

• Skillacademee – Certificate of Excellence, Search Engine Marketing (SEM) 2019

• Skillacademee – Certificate of Excellence, Fundamental of Digital Marketing & Google Analytics 2019

• Skillacademee – Certificate of Excellence, Social Media Marketing (SMM) 2019

• International Certified Trainer from the American Board (BITA)

• Certified TOT

• Canadian Training Center of Human Development – Certificate, Power of Self Confidence

• Diploma in Neuro Linguistic programming (NLP)

• American University of Cairo – Certificate, Organization Behaviour

• American University of Cairo – Certificate, Marketing Management

• American University of Cairo – Certificate, Principles of Management

• American University of Cairo – Certificate, Computerized Accounting Certified Marketing Coach & Speaker

• Co-founder for Registered courses “Emotional Advertising” Brand & “Mars / Venus Advertising” Brand

• Speaker at Kuwait Pioneers Dinner Series. - 14 March 2023

• Speaker at 'The Kuwait Trailblazers Present: The State of Retention Marketing. - 22 August 2023

• Speaker at CET (Customer Engagement Technology) World Series conference: How to build a local brand in Emerging countries with higher ROI. - 25 September 2019

Education

MBA Marketing Oct 2015

Phoenix University of Tempe, Arizona, USA

Bachelor of Business Administration and Marketing

Cairo University, Egypt

High School Diploma 1989 – 1992

Riverside Military Academy, Atlanta, Georgia, USA

Competencies

IT Skills: MS Office including Excel and PowerPoint; Oracle. Languages: Arabic-Mother Tongue; English-Fluent

References Available Upon Request

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