Open To Work
Atef Heeda
General Manager
Cairo
Summary
Looking for a challenging position in a reputable organization where I can utilize my managerial skills and 26 years of experience in Management, sales and marketing & clinical areas for advancing my career.
Experienced with strategic planning, team leadership, and operational excellence. Utilizes forward-thinking approach to drive business growth and streamline processes. Track record of fostering collaborative environments and achieving measurable results.
Overview
3
3
Languages
1
1
Certification
26
26
years of professional experience
Work History
General Manager – Egypt
Xonox healthcare
2018.06 - Current
- Managing Egypt operation with 20 staff in Cairo and Hurghada offices.
- Managing sales, marketing, finance, production, registration, logistics, customer service, HR functions of the business
- Developed company policies and procedures with CEO.
- Achieved 2023 sales growth of 100% vs LY (EGP10M)
- Developed and executed strategic plans for business growth and expansion, resulting in increased market share.
- Managed a diverse team of professionals, fostering a positive work environment and high employee satisfaction.
- Drove year-over-year business growth while leading operations, strategic vision, and long-range planning.
- Managed budget implementations, employee reviews, training, schedules, and contract negotiations.
Country Manager
AMS
2018.03 - 2022.05
- Managed budgets, financial planning, and forecasting to optimize profitability for the country operations.
- Established strong relationships with key industry players for business growth and expansion.
- Optimized resource allocation, enhancing operational efficiency and reducing costs.
- Implemented process improvements, streamlining workflows and increasing team productivity.
General Manager – Middle East
Nikon Optical Middle East
2015.04 - 2017.12
- Managing middle east operation with total of 31 staff in 3 countries (Kuwait, KSA, UAE) including Ophthalmic Lenses Lab.
- Managing sales, marketing, finance, production, logistics, customer service, HR functions of the business
- Developed QC standard of Kuwait local lab & improved customer service procedures
- Worked with finance manager to enhance cash flow management and minimize risk of growing AR in the region
- Successfully completed company lab relocation project in May 2017 without any service disruption to our customers in the region
- 2016 sales growth of +13% vs LY.
- 2017 sales growth of +18% vs LY ($4.5M).
Clinical Director – Cardiac Surgery
Maquet (Getinge group)
2009.01 - 2014.01
- Introducing Maquet innovative procedure of Endoscopic Vessel Harvesting (EVH) in CABG surgeries to Cardiac Surgeons in the Middle East.
- In theatre training to cardiac surgeons and harvesters on Maquet EVH device (Hemopro and Vasoview 6&7).
- Communicating clinical evidence and tackling opposing clinical publications with our customers.
- Liaising between Maquet cardiac Surgery business unit in USA and our customers in the middle east in clinical and marketing data.
- Training Maquet distributors' staff in the region on clinical background and product knowledge of Cardiac Surgery products.
- Accomplished successfully Maquet cardiac Surgery training at USA in February 2010.
- Certified as Clinical Trainer for Endoscopic Vessel Harvesting from MST hospital in Enschede (Netherlands). Clinical training in July 2011 & June 2012 & June 2013.
- Keeping Excellent relationships with Key Cardiac Surgeons in the 14 countries we cover in the Middle East (e.g. UAE, Kuwait, KSA, Oman, Qatar, Bahrain, Syria, Egypt, Iran,……etc).
CIBA Vision Sales Manager
Amico- CIBA Vision
2003.01 - 2009.01
- Responsible for developing CIBA Vision business.
- Organizing new product launching & training seminars for Key Accounts.
- Technical support and industry updates by CIBA Vision to ophthalmologists & optometrists.
- Responsible for local marketing activities & managing all promotions.
- Developing Key Accounts business.
- Training for sales force.
- Coordinating marketing & logistic tasks between local markets in the region.
- Developing overall contact lens business with distributor.
- Winning CIBA Vision award for best brand awareness campaign in 2006.
- Successfully organized Myriam Faris visit to Kuwait as brand ambassador for Freshlook brand.
- Successfully launched new concept of Silicon Hydrogel contact lens fitting within the region with supportive training to ophthalmologists & optometrists in the region.
- Launched the first one-day color contact lens by CIBA Vision.
- Liaise between CIBA Vision and different local markets of the region and gather product and market feedback to help improving CIBA Vision strategy towards Middle East region.
- Technical support and training of eye doctors on fitting guidelines from CIBA Vision.
- Special focus to develop clear contact lens business of CIBA Vision.
- Winning CIBA Vision award for the highest growth of clear contact lens business in the IDM (International Distributors Market) in 2003.
Territory Manager
Medicals International
2001.01 - 2003.01
- Managing sales of contact lenses, surgical eye implants, laser equipments in Heliopolis.
- Introducing new surgical products to key customers & opinion leaders.
- Providing Clinical Support to Ophthalmologists in theatre (for IOLs and eye implants).
- Maintaining a network of advocates by providing quality scientific information to KOLs (Dr. Hussein Shaker, Dr. Fathi Fawzi, Dr. Mamdouh El Kafrawy, Dr.Karem Kolkeila,……etc).
- Fitting of Rose-K lenses to keratoconic patients with highly successful rate at key doctors clinics.
- Contributing in launching Biomedics & TriKolor contact lens brands to key accounts & maximizing sales of these products.
- Financial and administrative duties.
Clinical Research Associate
Aventis Pharma
2000.01 - 2001.01
- Acting as part of the clinical team to implement protocols of Multi-center international clinical trials in Egypt.
- Conducting trials with key opinion leaders in Oncology, Cardiology, Diabetes fields.
- Double visits with Aventis Medical Representatives to key doctors for handling scientific problems and claims about Aventis portfolio.
- Regular scientific updates to Sales & Marketing departments on competitors claims.
- Participation in preparing and giving medical background training as part of Aventis training courses to new staff (medical representatives).
- Scientific information support to Marketing department to help designing product launch and market strategy considering market dynamics and trends.
- Monthly Medico-Marketing meetings with Marketing department.
Education
M.B.B.S. - Bachelor of Medicine & Surgery
Ain Shams University
Cairo, Egypt1997-01
Skills
CRA (Clinical Research Associate) basic & advanced trainingAventis
Advanced selling skills : (PPP) Physician Partnership ProgramAventis
Negotiation skills: The Effective Negotiating by Karrass
CLOA (Contact Lens Association of Ophthalmology) Certified
Mini MBA course : By knowledge academy – Cairo
Planning skills : experienced in planning annual marketing calendar
Event management : successfully organized Myriam Faris visit to Kuwait in 2007 as a brand ambassador for Freshlook color contact lenses
Building a winning brand : by CIBA Vision – Damascus, 2004
Operations management
Team leadership
Project management
Team building
Performance improvement
Business development
Budget analysis
Strategic planning
Time management
Building a winning brand : by CIBA Vision – Damascus, 2004
Certification
Bachelor of Medicine & Surgery - Ain Shams University
Interests
Reading : personal development, philosophy, literature, Music : playing keyboards, Playing tennis : reached semi-final in university championship 1997
Timeline
General Manager – Egypt
Xonox healthcare
2018.06 - Current
Country Manager
AMS
2018.03 - 2022.05
General Manager – Middle East
Nikon Optical Middle East
2015.04 - 2017.12
Clinical Director – Cardiac Surgery
Maquet (Getinge group)
2009.01 - 2014.01
CIBA Vision Sales Manager
Amico- CIBA Vision
2003.01 - 2009.01
Territory Manager
Medicals International
2001.01 - 2003.01
Clinical Research Associate
Aventis Pharma
2000.01 - 2001.01
Bachelor of Medicine & Surgery - Ain Shams University
1997-12
M.B.B.S. - Bachelor of Medicine & Surgery
Ain Shams University
Quote
Whatever you can do, or dream you can, Begin it. Boldness has Genius, Power and Magic in it.
Von Goethe
Personal information
- Birth date : 11 December, 1972.
- Gender : Male.
- Nationality : Egyptian.
- Marital status : Married with two kids.
- Driving license : Egypt.
Reading, Music, Tennis
English : Fluent
Spanish: Learning
Arabic: Mother tongue