Fady Berty
Director, Artist & Label Services @TMN, The Orchard, Sony Music Entertainment NYC.
Cairo
Summary
Accomplished Creative Operations Executive with extensive experience at Sony Entertainment, specializing in optimizing digital distribution frameworks and enhancing revenue growth through strategic innovation. Proven expertise in steering complex projects, implementing robust governance systems, and fostering high-impact collaborations across creative, technical, and business domains. Dedicated to elevating artist experiences and ensuring seamless catalog integrity within an evolving digital landscape.
Overview
12
12
years of professional experience
6
6
Certifications
Work History
Director, Artist & Label Services
TMN, The Orchard, Sony Music Entertainment NYC.
11.2023 - Current
- Strategic Leadership & Operational Oversight: Orchestrated end-to-end operations of the Creative Production Design Center, executing a comprehensive integration framework for artist portfolio management between The Orchard and digital platforms. Oversaw a high-impact portfolio encompassing 1,500 artists, driving revenue generation of $1.3M in Q4 2024 while achieving a 23% revenue growth across H1 and H2 2024. This milestone, recognized as a strategic success story, underscored operational excellence and enhanced digital distribution scalability within the Design Center.
- Monetization Governance & Catalog Integrity: Led a transformative, enterprise-scale initiative throughout 2023 and 2024, orchestrating a team of 35 senior technical and backend software engineers to architect a next-generation monetization system. Established and enforced comprehensive governance frameworks to ensure precise metadata management, rights clearance, and compliance across all distributed content. Engineered and deployed sophisticated monitoring systems designed to proactively identify and remediate revenue leakage from monetization deviations across digital platforms, culminating in a 7% increase in CPM and establishing a new standard of operational excellence.
- Digital Partnership & Ecosystem Alignment: Spearheaded high-impact strategic partnerships by directing global process owners to streamline and optimize the escalation framework between The Orchard and Spotify, reinforcing collaborative efficiency and issue resolution across critical digital platforms. Cultivated and maintained robust relationships with key stakeholders across DSPs, architecting cohesive strategies that enhanced catalog optimization, content discovery, and revenue scalability, driving superior ecosystem alignment.
Production Manager
TMN, Sony Entertainment NYC, the Orchard.
11.2021 - 08.2023
Head of Cairo Local Delivery Management
Orange Business Services
11.2018 - 11.2021
Head of Order Delivery Management
Orange Business Services
11.2016 - 11.2018
ODM Team Lead (VMS Services & EM&IC)
Orange Business Services
06.2016 - 11.2016
Order Delivery Manager
Orange Business Services
11.2015 - 06.2016
Provisioning & Ordering Creation Manager
Orange Business Services
01.2013 - 11.2015
Education
Bachelor of Technology - Communication & Electronics Engineering
Arab Academy For Science & Technology & Maritime T
Cairo, Egypt 04.2001 -
High School Diploma -
Cleopatra Language School (Ex-Woodley)
Cairo 04.2001 -
Skills
- Conflict Resolution & Negotiation
- Strategic Leadership & Visionary Thinking
- Talent Development & Succession Planning
- Change Management & Organizational Agility
- Performance Management & Accountability
- Diversity, Equity, & Inclusion (DEI)
- Cross-Functional Collaboration & Synergy
- Communication & Influence
- Employee Engagement & Retention
Accomplishments
Orchestrated Comprehensive Catalogue Migration Initiative (TMN, Sony Entertainment NYC, the Orchard 2023)
- Spearheaded the migration of 50,000+ records from 30 labels to Sony’s The Orchard platform, ensuring data integrity, metadata accuracy, and monetization readiness. Led cross-functional teams to achieve zero data loss, optimize workflows, and drive approximately $1.9 million in revenue growth, positioning catalogs for scalable, long-term success.
Led and Oversaw Dual Operational Teams (Orange Business Services 2020).
- Led and managed 70+ staff across ODM and LDM teams concurrently, ensuring seamless execution of high-stakes projects within tight deadlines.
EU Transformation Project (Orange Business Services 2021)
- Successful transformation for the headcount management of the EU local delivery teams across Netherlands, Belgium & Nordics countries towards Cairo LDM for 1200 ongoing projects at that time, for 1K Customers.
Live Performance & Global Touring Excellence:
- Established a successful parallel career as a musician, producer, DJ, and mixing/mastering engineer since 2008. Co-founded trance duo Fady & Mina, achieving international acclaim through tours across 18 countries and performances at major festivals like Tomorrowland, DreamState, and ADE. Collaborated with leading labels like Armada Music and partnered with top artists such as Armin van Buuren, building a powerful network within the global electronic music scene. This extensive network and industry credibility directly led to Sony’s acquisition. Since 2018, transitioned to a solo career, producing music for high-profile TV commercials and large-scale shows in Egypt.
Certification
The orange way for Customer service.
Additional Information
Career Performance Highlights (Orange Business Services | 10 Years)
- Consistent high performance: Achieved exceptional performance ratings over a decade, with 15 Exceed Expectations, 3 Fully Successful High, and 2 Outstanding Performance appraisals.
Timeline
Director, Artist & Label Services
TMN, The Orchard, Sony Music Entertainment NYC.
11.2023 - Current
Production Manager
TMN, Sony Entertainment NYC, the Orchard.
11.2021 - 08.2023
Microsoft Certified, Dynamics 365 Fundamentals – Microsoft.
02-2019
Head of Cairo Local Delivery Management
Orange Business Services
11.2018 - 11.2021
Head of Order Delivery Management
Orange Business Services
11.2016 - 11.2018
ODM Team Lead (VMS Services & EM&IC)
Orange Business Services
06.2016 - 11.2016
Order Delivery Manager
Orange Business Services
11.2015 - 06.2016
Provisioning & Ordering Creation Manager
Orange Business Services
01.2013 - 11.2015
Bachelor of Technology - Communication & Electronics Engineering
Arab Academy For Science & Technology & Maritime T
04.2001 -
High School Diploma -
Cleopatra Language School (Ex-Woodley)
04.2001 -