Ramez Hosni

Strategic Brand Management

• Develop, execute, and oversee the marketing strategy for each brand, ensuring consistency across all 550 branches.
• Ensure each brand's market positioning aligns with the company's overall objectives and resonates with the target audiences.
• Conduct market research to understand customer preferences and competitive dynamics in the Egyptian market.
• Position each brand distinctly to avoid overlap and maximize reach across demographics.

Multi-Channel Campaign Leadership

• Design and oversee campaigns across digital, traditional, and emerging channels tailored to the local market.
• Lead initiatives to enhance customer engagement and loyalty across all touchpoints, leveraging CRM and digital marketing tools.
• Use data analytics to track and optimize campaign performance, implementing improvements as needed.

Customer Experience & Brand Consistency

• Drive a consistent customer experience across all branches, focusing on service excellence and brand promise.
• Implement brand guidelines, ensuring compliance across branches to maintain quality and uniformity in brand presentation.

Budgeting & Resource Management

• Oversee marketing budgets for each brand, prioritizing high-impact activities and efficient resource use.
• Align financial strategies with brand objectives, ensuring ROI from all marketing efforts.

Leadership & Collaboration

• Lead a marketing team, nurturing talent, and aligning team activities with the strategic goals of each brand.
• Work cross-functionally with sales, operations, and product development teams to ensure cohesive execution of brand strategies.
• Act as the primary spokesperson for the brands, representing them in industry events and public forums in Egypt and beyond.

Innovation & Market Adaptation

• Stay current on industry trends, digital marketing advancements, and customer insights specific to the Egyptian market.
• Adapt strategies for local details while leveraging data to predict and adapt to market changes, ensuring each brand remains competitive.

• Launched set of targeted campaigns based on establishing concrete customers' segmentation that resulted in incremental revenues of almost 1% on monthly basis
• Oversee current status, 360 view (Patients behavior and segments, Brands identity and perception, business lines, etc..)
• Defining current Brands specifications (footprint, Geo locations, average daily patients and Sales)
• Product research and design, supervising project managers and leading product marketing campaigns
• Market Situation including all market players and competition
• Set up loyalty strategy, covering commercial, communications, financial, and technical aspects
• Responsible for the Acquisition, retention, and engagement of customers on loyalty program and increasing Patients' value
• Driving the development of new data-driven segmentation and scoring techniques as well as customer engagement strategies for building and implementing CVM marketing automated/ongoing use cases
• Building, designing and automating event base campaigns to promote IDH products based on customer specific events and utilize predictive models to match customers' needs
• Creating up-sell and cross-sell activities/programs to increase customer engagement and control life cycle
• Bringing together data analytics and customer research into an integrated plan that assess the current pricing setup and recommend needed modifications, if any
• Establishing and Leading the Data Transformation strategy and integrating it as a key player within company transformation projects, generating actionable insights and contributing to the ongoing assessments of the running commercial plans
• Increased revenue by developing and implementing strategic business plans and initiatives.

Launched Kazyon Plus application, Kazyon market digital arm, from scratch through building a full team that includes E-commerce, Data Science, Loyalty and Business development, Payments, and Technical Development.

E-Commerce

• Oversee E-Commerce operations and performance end to end through developing and tracking the execution of the needed business plans
• Closely work with all departments stakeholders to maintain harmony between traditional offline and new online operations
• Leading cross-functional team in managing, optimizing and reporting on E-Commerce channel with the objective of driving sales, including:
• Sales Operations and Supply Chain – develop and deploy the right mix and assortment
• Content Management - maintain the development and execution of flawless, A+ product listings including descriptions, images and enhanced content
• Work closely with the Marketing team to boost traffic and sales opportunities from paid, owned and earned channel

Data Science and CVM

• Driving the development of new data-driven segmentation and scoring techniques as well as customer engagement strategies for building and implementing CVM marketing automated/ongoing use cases
• Building, designing and automating event base campaigns to promote Kazyon products based on customer specific events and utilize predictive models to match customers' needs
• Creating up-sell and cross-sell activities/programs to increase customer engagement and control life cycle

Payments

• Payments solution through which Kazyon customers are able to pay bills (Mobile, Utilities and much more)
• It is available within Kazyon stores and it will be available digitally through application

Marketing

• Develop the annual marketing plan based on the company strategy and marketing budget to achieve goals and targets
• Execute marketing campaigns in different communication channels ATL, BTL and Digital, following the brand guidelines and ensuring excellence in execution
• Brand management for Private Label products with more than 30 brands and 150 SKUs (name, design, packaging, product quality, price, size, planogram, launches, sales and promotions)
• Manage all partnerships like CSR, Banking and Telecom operator

Loyalty

• Set up loyalty strategy, covering commercial, communications, financial, and technical aspects, leading to the launch of “Kazyony”; Egypt's largest grocery loyalty program
• Responsible for the Acquisition, retention, and engagement of customers on loyalty program and increasing basket size value

Leading the Mass market segment end to end from strategy to calendar execution.

Full ownership of the customer & revenue KPIs of this segment ensuring the highest customer & revenue market shares for the mass market segment.

Mass Market segment Strategy and Calendar:

• Establish the vision and the strategy for Mass segment calendar aligned with company vision and mission defining Mass market segmentation and prospects

Developing Innovative Mass Market segment Proposition:

• Develop innovative propositions for Mass market segment based on targeted segments specifications for acquisition, retention and revenues to achieve the budget and enhancing Mass Segments products and services

Accountability and Ownership of Overall Mass Market Segments:

• Revenues : Accountable for the overall Mass market segment products & services, revenue and profitability, through profit and loss analysis, monitoring daily figures across all touch points and adjusting forecasts, establishing pricing and creating a value propositions in addition to the ownership of Mass market share and value share vs. competition
• Acquisition : Formulate marketing strategies to develop the business and achieve the mass market base and gross adds KPIs leading to the growth of Orange's base through the launching of acquisition/recharge promotions and tailored offers
• Retention : Responsible for managing mass market segment proactive and reactive retention programs and segmented value propositions to increase customers' stickiness & loyalty and to deliver a differentiated customer experience

Strategic role in Mass Market Segment Sales Channels Development:

• Oversee sales channels strategy, plan and develop Mass segment channel specific propositions and apply the best commission/pointing stricter per sales channel for the Mass segment products

Develop Mass Market Segment Customer Experience and Lifetime Management:

• Oversee the vision and the strategy of the Customer Experience & customer lifetime Management for youth segment in addition to working on choosing the best partners

Managing Mass Market Segment Team:

Proactively manage and motivate the team to be highly professional and results oriented management

• Improve Mass Market Segment Team Performance: Work to improve employee performance through personal coaching and identifying training and development needs and the daily soft skills improvement

• Prepaid Revenue growth of 7% YOY
• Enhancing the Emergency Credit platform that resulted in 30% increase YOY revenues
• Managed the new prepaid portfolio post-launch activities reaching 17% penetration within the base