Engy Waheed Salama
Senior Brand Manager
Zaitoon
Summary
Marketing professional with solid foundation in brand strategy and development. Known for creating impactful campaigns that resonate with target audiences and foster brand loyalty. Strong focus on team collaboration and adaptability to changing market dynamics, ensuring seamless project execution. Expert in market analysis and consumer insights, with reliable reputation for delivering results.
Overview
15
15
years of professional experience
19
19
years of post-secondary education
Work History
Senior Brand Manager- Vitrac
Hero Middle East & North Africa
01.2025 - Current
- Responsible for Vitrac Jams & Syrups.
- Optimized budget allocation, ensuring efficient use of resources to drive sales growth and profitability.
- Developed pricing strategies that maximized revenue while maintaining competitive positioning in the market.
- Led market research initiatives to gather insights on consumer preferences, trends, and competitor analysis.
- Increased market share through the execution of targeted product launches and promotional campaigns.
- Improved customer engagement with the creation of compelling content and social media strategies.
- Enhanced brand awareness by developing and implementing strategic marketing plans.
- Evaluated and adjusted marketing strategies based on evolving market conditions, ensuring brand remained relevant and competitive in the industry.
- Implemented data-driven decision making by analyzing various metrics such as sales data, advertising performance reports, and customer feedback surveys.
- Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement.
Senior Brand Manager- BTFS
Hero MEA
01.2023 - 12.2024
- Responsible for Baby Toddler Food as Hero Cereals, Jars, Pouches & Biscuits in MEA
- Manage Marketing of the BTF Category
- Responsible for new product launches
- Marketing planning
- Budget Planning & Tracking
- Monitoring the competitors and plan for the needed actions
- Strategic planning for the brand and the categories
- Managing pricing for different channels and applying promo mechanisms
- Managing the creation of the communication plan for the brand
- Manage the P&L and the overall performance of the brands
- Sales analysis and review to meet brand objective
- Plan promotional strategy for the brands
- Monitoring product formulas and specifications
- Responsible for New Product developments
- Handling the agency for logo & packaging design
- Working with the R&D in formula and product quality preparation
- Co-working with the sales for the sales plan of the product
- Preparing market studies for the NPDs
- Preparing the launch for the new brand among different categories
- Execution and modification of the plan whenever is needed
- Sales tracking and optimization of SKUs if needed
- Handling digital & BTL activities of the brand
- Marketing budget preparation & tracking
- Evaluating brand performance
- Long term plans for brand extension
Deputy Digital Director
Mount PR
06.2022 - 12.2022
- Assists in managing the digital marketing department of Mount PR
- Supervise the digital marketing team
- Build, lead, and manage the digital marketing team
- Set digital marketing KPIs and monitor team progress, ensuring digital marketing department organizational objectives are met
- Leading all digital marketing initiatives from campaign ideation to execution, measurement and optimization and ensuring all digital efforts are integrated with relevant company functions to achieve company objectives
- Business Development plan for Mount PR
- Keep a close eye on the competition, determine realistic benchmarks, and develop strategies to gain a competitive edge
- Develop the business development strategy of Mount PR
- Assign responsibilities on the team for the business development plan
- Decide which tools to use in the business development strategy
- Manage the target of the department within the company
- Assists in building the strategy of the digital department of Mount PR
- Setting the company’s strategic goals
- Working on the department’s target achievement & KPIs
- Work on the expansion plan of the department
Senior Brand Manager
Hayat Egypt
07.2020 - 05.2022
- Responsible for Baby Diapers Brands Such as Molfix, Bebem & Good Care
- Manage both Marketing & Trade marketing of the Hygiene Category
- Responsible for new product launches
- Marketing & Trade marketing planning
- Budget Planning & Tracking
- Monitoring the competitors and plan for the needed actions
- Strategic planning for the brands and the categories
- Managing pricing for different channels and applying promo mechanisms
- Managing the creation of the communication plan for the brand
- Manage the P&L and the overall performance of the brands
- Sales analysis and review to meet brand objective
- Plan promotional strategy for the brands
- Monitoring product formulas and specifications
- Responsible for Feminine Care Brand: Molped
- Launching the new category to the Egyptian market
- Manage both Marketing & Trade marketing
- Marketing & Trade marketing planning
- Budget Planning & Tracking
- Monitoring the competitors and plan for the needed actions
- Strategic planning for the brands and the categories
- Managing pricing for different channels and applying promo mechanisms
- Managing the creation of the communication plan for the brand
- Manage the P&L and the overall performance of the brands
- Sales analysis and review to meet brand objective
- Plan promotional strategy for the brands
- Monitoring product formulas and specifications
- Responsible for Adult Diapers Brands Such as Joly & Evony
- Marketing & Trade marketing planning
- Budget Planning & Tracking
- Monitoring the competitors and plan for the needed actions
- Strategic planning for the brands and the categories
- Manage the P&L and the overall performance of the brands
- Sales analysis and review to meet brand objective
- New Product Launches
- Market study for new categories
- Forecast planning for the new brands
- Research for the correct brand concept to face competition
- Product specifications study to match the market
Senior Brand Manager
Misr Pyramids Group
07.2019 - 06.2020
- Responsible for New Product developments of a new cosmetics brand: Care & More
- Handling the agency for logo & packaging design
- Working with the R&D in formula and product quality preparation
- Supervising ministry of Health registration for the products
- Co-working with the sales for the sales plan of the product
- Preparing market studies for the NPDs
- Preparing the launch for the new brand among different categories
- Execution and modification of the plan whenever is needed
- Sales tracking and optimization of SKUs if needed
- Handling digital & BTL activities of the brand
- Marketing budget preparation & tracking
- Evaluating brand performance
- Long term plans for brand extension
- Responsible for the female existing brands 'Glysolid, Kamill, Nail Care & Blondy'
- Strategic Planning for the brands growth & development
- Sales tracking & analysis for the brand performance
- Retail audit analysis to determine key successes and points of improvements
- New line extension within each brand
- Preparing the consumer promotions & trade promotions alongside the sales
- Marketing plan preparation
- Handling agencies for BTL & Digital activities
- Marketing Budget preparation & tracking
Brand Manager
Misr Pyramids Group
04.2018 - 07.2019
- Responsible for New Product developments of a new cosmetics brand: Care & More
- Handling the agency for logo & packaging design
- Working with the R&D in formula and product quality preparation
- Supervising ministry of Health registration for the products
- Co-working with the sales for the sales plan of the product
- Preparing market studies for the NPDs
- Preparing the launch for the new brand among different categories
- Execution and modification of the plan whenever is needed
- Sales tracking and optimization of SKUs if needed
- Handling digital & BTL activities of the brand
- Marketing budget preparation & tracking
- Responsible for the brand 'Glysolid'
- Sales tracking & analysis for the brand performance
- Retail audit analysis to determine key successes and points of improvements
- New SKUs launches through the product family
- Preparing the consumer promotions & trade promotions alongside the sales
- Marketing plan preparation
- Handling agencies for BTL & Digital activities
- Marketing Budget preparation & tracking
Assistant Brand Manager
Evyap Egypt
06.2017 - 04.2018
- Responsible for the Soap Brand 'Duru'
- Responsible for the launch of new projects
- Conducting different marketing activities
- Marketing Budget tracking
- Prepare the launching strategies for the brand
- Co-work with marketing research companies for conducting marketing research & analyzing it
- Co-work with digital agencies for Digital marketing strategy
- Co-Work with BTL agencies for different activities
- Co-Work with ATL agencies for TV adaptation and media planning
- Preparing digital marketing plan
- Prepare the marketing plan and activities for the year
- Co-work with design and other department for POS production
- Co-work with the sales team in the distribution strategies
- Co-work with the sales team in the pricing strategies
Assistant Brand Manager
Evyap Egypt
08.2015 - 05.2017
- Responsible for the Baby-care (EvyBaby Diapers -Wipes)
- Responsible for Baby-Care & Personal Wash for Middle East & Africa
- Responsible for the launch of new projects
- Conducting different marketing activities
- Marketing Budget tracking
- Assist in the launching strategies for the brand
- Co-work with marketing research companies for conducting marketing research & analyzing it
- Co-work with digital agencies for Digital marketing strategy
- Co-Work with BTL agencies for different activities
- Co-Work with ATL agencies for TV adaptation and media planning
- Preparing digital marketing plan
- Assist in preparing marketing plan
- Co-work with design and other department for POS production
- Coordinate with the sales team to launch the product in the market
- Analyze different market trends and competitors activities
- Overlook activations and different events
Marketing Specialist
Unicharm Middle East & North Africa
08.2014 - 08.2015
- Responsible for the Baby-care (BabyJoy Tape Diapers & BabyJoy Culotte)
- Conducting different marketing activities
- Hospital Sampling Project
- Assist in the launching strategies for the two brands
- Co-work with marketing research companies for conducting marketing research & analyzing it
- Co-work with digital agencies for Digital marketing strategy
- Preparing digital marketing plan
- Assist in preparing marketing plan
- Co-work with design and other department for POS production
- Coordinate with the sales team to launch the product in the market
- Analyze different market trends and competitors activities
- Overlook activations and different events
E-Marketing Specialist
Unicharm Middle East & North Africa
06.2013 - 06.2014
- Launching the brand site & the corporate site
- Writing website content
- Preparing digital marketing plans for the brands 'BabyJoy' & 'Sofy'
- Cooperate with social-media agencies for different activities
- Using social media analytic tools to evaluate the performance of the brands and the competitors
- Monitoring new trends in the digital world
- Responsible for the Sizes of Newborn & Small sizes in the baby diaper category
- Conducting marketing activities such as: Retail Audit, assisting in preparing the marketing strategy
- Assist in different branding activities
- Assist in marketing research activities
- Competitor Analysis
Sales Planning
Unicharm Middle East & North Africa
07.2012 - 06.2013
- Responsible for analyzing sales results and tracking sales performance
- Assist in the setting targets for different sales channels
- Competitor analysis
- Preparing sales analysis reports
Marketing Specialist
Dewan Consulting
08.2010 - 12.2011
- Responsible for the different marketing activities of the company
- Preparing Marketing plans for the different company products
- Prepare presentations for products to clients
Education
Master of Business Administration - Marketing
Arab Academy for Science & Technology
01.2012 - 01.2014
Bachelor of Business Administration - Marketing & International Business
Arab Academy for Science & Technology
01.2006 - 01.2010
Thanaweya Amma - Science Section
Memphis Language Schools
01.1993 - 01.2006
Skills
Expertise in Microsoft Office
Sales support
Competitor analysis
Creative direction
Influencer marketing
Advertising management
Marketing communications
Marketing expertise
Personal Information
- Date of Birth: 10/28/89
- Nationality: Egyptian
Timeline
Senior Brand Manager- Vitrac
Hero Middle East & North Africa
01.2025 - Current
Senior Brand Manager- BTFS
Hero MEA
01.2023 - 12.2024
Deputy Digital Director
Mount PR
06.2022 - 12.2022
Senior Brand Manager
Hayat Egypt
07.2020 - 05.2022
Senior Brand Manager
Misr Pyramids Group
07.2019 - 06.2020
Brand Manager
Misr Pyramids Group
04.2018 - 07.2019
Assistant Brand Manager
Evyap Egypt
06.2017 - 04.2018
Assistant Brand Manager
Evyap Egypt
08.2015 - 05.2017
Marketing Specialist
Unicharm Middle East & North Africa
08.2014 - 08.2015
E-Marketing Specialist
Unicharm Middle East & North Africa
06.2013 - 06.2014
Sales Planning
Unicharm Middle East & North Africa
07.2012 - 06.2013
Master of Business Administration - Marketing
Arab Academy for Science & Technology
01.2012 - 01.2014
Marketing Specialist
Dewan Consulting
08.2010 - 12.2011
Bachelor of Business Administration - Marketing & International Business
Arab Academy for Science & Technology
01.2006 - 01.2010
Thanaweya Amma - Science Section
Memphis Language Schools
01.1993 - 01.2006
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