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SALMA SAAD

SALMA SAAD

Cairo,Egypt

Summary

Strategic and results-oriented Marketing Leader with 10+ years of cross-regional experience in the Digital Financial Technology and Advertising sectors. Demonstrated success in driving digital transformation, leading integrated marketing strategies, and managing high-impact projects across diverse markets including East & West Africa,Egypt,USA, Canada, KSA, Australia & UAE.

Proven ability to translate complex business objectives into scalable digital solutions, having led CRM overhauls, AI-powered automation workflows, and omnichannel campaign execution targeting financial institutions. Adept at managing customer portfolios, launching digital products, and aligning cross-functional teams to accelerate growth and improve operational efficiency.

Holds a Bachelor's degree in Computer Science and an Advanced Marketing Management Diploma. Combines technical fluency with commercial acumen to bridge product, data, and marketing, with a passion for innovation, execution excellence, and sustainable impact.

Overview

11
11
years of professional experience

Work history

Senior Marketing Manager

CIT VERICASH
Cairo, Egypt
01.2024 - 06.2025
  • Report Directly to the Executive Chairman of the Company.
  • Spearheaded multiple digital transformation initiatives, including CRM optimization, AI-powered campaign tracking, and the integration of marketing automation across key channels (LinkedIn, Mailchimp, Zoho , Google Analytics )
  • Established strategic partnerships with key industry influencers for wider reach of promotional campaigns.
  • Drove product launches, leading to increased market share.
  • Developed and implemented regional digital strategies across East and West Africa to increase customer engagement and brand visibility, targeting financial institutions.
  • Led strategic marketing efforts across multifunctional platforms (SEO, SEM, programmatic, email, and content syndication), with measurable impact on qualified lead acquisition and product-market fit.
  • Managed cross-departmental collaboration between Marketing, Business Development, Product, and IT to ensure alignment of digital channels with business goals.
  • Oversaw data analytics dashboards and performance insights, enabling real-time decision-making for C-suite leadership and guiding project reprioritization.
  • Directed digital product storytelling and branding of the Vericash Fintech Enablement Platform—positioning it as a unified digital ecosystem solution for banks.
  • Facilitated project planning and execution of online events, webinars, and content partnerships with influencers and media platforms in east & west africa and egypt
  • Acted as marketing representative in the company’s Digital Innovation Council, contributing to the product development roadmap and digital use-case simulations.
  • Led the development of ideal customer profiles (ICP), mapping customer journeys and identifying critical conversion points to influence product packaging and targeting.
  • Coordinated with internal tech teams to drive the implementation of AI-enhanced client profiling, journey automation, and onboarding flows.
  • Communicate strategic roadmaps, and present marketing and transformation updates to executive stakeholders.

Marketing Manager

CIT VERICASH
Cairo, Egypt
01.2021 - 12.2023
  • Head the Marketing Team (Designers, Media Buyers, Content Creator, Events Coordinator)
  • Collaborate closely with the Business Development Director & CEO to Execute the company's B2B digital marketing strategy and programs, with the overarching goal of advancing the company's business objectives. Primarily focused on the acquisition and retention of new customers, oversee the comprehensive management of all online and offline marketing initiatives, including but not limited to PPC, SEO/SEM, digital LinkedIn campaigns, advertising, webinars, content syndication, email marketing, social media, lead nurturing, channel marketing, and analytics.
  • Efficiently monitor, measure, and manage the company's brand equity and strength, with a strategic emphasis on enhancing brand awareness, fostering relevant differentiation, optimizing value perception, ensuring accessibility, and cultivating emotional connections. Develop and execute a meticulous brand plan with a corresponding budget allocation for both short-term and long-term objectives. Assume accountability for achieving results in alignment with the brand plan.
  • Take the lead in instilling brand understanding and support throughout the organization, acting as a driving force behind initiatives that uphold the delivery of the brand promise. Shape and refine brand messaging, encompassing core values, tagline, campaign themes, and proof points. Effectively manage the brand architecture, presentations, and proposals, while ensuring the consistent maintenance of brand identity.
  • Chair the brand identity council, team, or board, playing a pivotal role in determining identities for new products and solutions. Establish positioning strategies, identify target audiences, and formulate plans with specific objectives across diverse channels and market segments.
  • Track, generate, and analyze reports from all marketing channels, presenting findings to the CEO to define success metrics. Spearhead the management of content and updates for customer touchpoints, establish budget guidelines, actively participate in events, and meticulously document business processes.
  • Assume responsibility for overseeing public relations activities, conferences, events, webinars, and website updates, demonstrating a comprehensive and strategic approach to marketing leadership.
  • Created innovative marketing solutions collaborating with colleagues and senior executives.
  • Analyzed past and present trends to devise recommendations for future strategies.
  • Reviewed marketing for compliance with current brand guidelines.
  • Managed daily operations, incoming requests and long-term planning through continual team and client communication.
  • Generated well-cultivated partnerships in target markets, furthering marketing goal achievement.
  • Identified new customer segments and target audiences to expand reach.

Senior Marketing Lead

CIT VERICASH
Cairo
01.2020 - 01.2021
  • Collaborate with the Business Development Director in executing the company's B2B Digital marketing strategy and Programs in order to support the company's business objectives.
  • Focused on acquiring and retaining new customers through the management of all online and offline marketing programs including PPC, SEO/SEM, digital LinkedIn campaigns, advertising, webinars, content syndication, email, social, lead nurturing, channel marketing and analytics.
  • Monitor, measure and manage Company's Brand equity/strength, increase brand awareness, relevant differentiation, value, accessibility and emotional connection.
  • Develop brand plan & Budget allocation (short & long term), be responsible for results against brand plan.
  • Drive brand understanding and support throughout the organization, champion/drive initiatives that support delivery of the brand promise.
  • Manage the brand architecture & Presentations and proposals, maintain brand identity consistency.
  • Chair the brand identity council/team/board, help determine identities for new products/solutions.
  • Establish positioning, identify target audiences, and develop plans with specific objectives across different channels and segments.
  • Track & generate & analyze all channels reports and report it to CEO to define success.
  • Manage content and updates for customer touch points, establishing budget guidelines, participating in events, documenting business processes.
  • Manage PR Activities, conferences, events, webinars & website updates.

Senior Business Development Manager

Paraguru Marketing Consultancy
Cairo, Egypt
10.2016 - 12.2019
  • Help in improving an organization's market position and achieve financial growth.
  • Defines long-term organizational strategic goals.
  • Build key customer relationships, identifies business opportunities, negotiates and closes business deals and maintains extensive knowledge of current market conditions.
  • Dealing with the internal team, marketing staff, and other managers to increase sales opportunities and thereby maximize revenue for their organization.
  • Find potential new customers, present to them & ultimately convert them into clients, and continue to grow business in the future.
  • Help Account managers' team in managing existing clients and ensure they stay satisfied and positive.
  • Finalizing deals & Contracts, follow up with Account managers on clients & accounts renewals, upgrade existing contracts by upgrading services or budget.
  • Approve all external presentations on solutions and services that meet or predict clients' future needs.
  • Setting up in-person meetings or phone appointments with prospective Marketplace sellers.
  • Managing and updating own business development contacts and data via company CRM.
  • Prioritize targets in terms of size of potential seller and likelihood (degree of difficulty) of acquiring.
  • Setting up and managing schedule of seller workshops.
  • Protects organization's value by keeping proprietary information confidential.
  • Play a marketing coordinator role onboarding Seller Partners in a professional manner while staying committed to company values to reflect the quality of company standards.
  • Secured sustainable partnerships to drive revenue growth.
  • Optimised service delivery with customer feedback incorporation into business plans.

Business Development Manager

Paraguru Marketing Consultancy
Cairo, Egypt
04.2015 - 10.2016
  • Help business Manager to meet sales and revenue goals (Egypt, US, Canada & KSA).
  • Design plans to achieve company goals and create strategies to combat potential revenue losses.
  • Create presentations, videos, proposals to inform potential or existing clients about company's products or services.
  • Ensure that clients are satisfied with the company at all times and will bring in repeated business by resolving any outstanding issues.
  • Inform their company of new contacts and marketing opportunities.
  • Helping the sales team with creating lists of keywords and packages with quotations.
  • Creating demo accounts on the first page of Google.
  • Plan & execute Google search display campaigns.
  • Optimizing campaigns to meet goals and objectives.
  • Measuring conversions and ROI for all campaigns.
  • Setting a periodical reporting system for all clients.
  • Follow up calls for all clients.
  • Handling customers' inquiries and complaints.
  • Planning for next term, cross-selling & adding appropriate ideas to boost performance according to previous term stats.
  • Managing social media campaigns on Facebook.

Sales Trainer & Coach

Centro Global Solutions - Matrix Advertising
Cairo
03.2014 - 04.2015
  • Design and develop comprehensive sales training programs that align with the organization's sales objectives and strategies.
  • Create training materials, presentations, and documentation to effectively convey sales methodologies, product knowledge, and selling techniques.
  • Facilitate onboarding sessions for new sales representatives, ensuring a smooth and effective transition into their roles. Introduce new hires to company policies, products/services, and sales processes.
  • Identify areas for improvement in sales skills and tailor training sessions to enhance those specific skills.
  • Conduct ongoing assessments to gauge the effectiveness of training programs and make adjustments as needed.
  • Provide one-on-one coaching sessions to sales representatives, offering personalized guidance on sales techniques, objection handling, and relationship building.
  • Offer constructive feedback to individual team members to encourage continuous improvement.
  • Introduce and reinforce a consistent sales methodology across the team to ensure a unified and strategic approach to selling.
  • Stay current with industry best practices and incorporate relevant sales techniques into training programs.
  • Ensure that sales representatives have in-depth knowledge of the products or services they are selling.
  • Coordinate with product or service teams to stay updated on new offerings and changes.
  • Establish key performance indicators (KPIs) for the sales team and use them as benchmarks to measure individual and team performance.
  • Analyze performance metrics to identify areas for improvement and implement targeted training initiatives.
  • Lead or contribute to sales meetings, providing training updates, addressing challenges, and sharing success stories.
  • Foster a collaborative and positive learning environment within the sales team.
  • Leverage technology and training platforms to enhance the delivery and accessibility of training materials.
  • Maintain accurate records of training activities, attendance, and performance evaluations.
  • Generate reports on training effectiveness and present findings to relevant stakeholders.
  • Stay informed about industry trends, sales methodologies, and training techniques through continuous learning.
  • Attend workshops, conferences, and other professional development opportunities.

Education

Advanced Marketing management Diploma - Marketing

Auc

Bachelor's degree - Computer Science

El Shorouk Academy

Skills

  • Data Analytics
  • Customer Acquisition
  • Digital Marketing
  • Partnership Development
  • Social Media Marketing
  • Budget Administration
  • Social Media Platforms
  • Digital transformation management
  • Digital transformation strategy
  • Market Analysis
  • Brand Development
  • Strategic Planning
  • Business Development
  • P&L Management
  • Project Management
  • SEO Optimization
  • Sales & Business Development
  • Performance Marketing

Languages

Arabic
Native
English
Fluent
French
Elementary

Timeline

Senior Marketing Manager

CIT VERICASH
01.2024 - 06.2025

Marketing Manager

CIT VERICASH
01.2021 - 12.2023

Senior Marketing Lead

CIT VERICASH
01.2020 - 01.2021

Senior Business Development Manager

Paraguru Marketing Consultancy
10.2016 - 12.2019

Business Development Manager

Paraguru Marketing Consultancy
04.2015 - 10.2016

Sales Trainer & Coach

Centro Global Solutions - Matrix Advertising
03.2014 - 04.2015

Bachelor's degree - Computer Science

El Shorouk Academy

Advanced Marketing management Diploma - Marketing

Auc

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SALMA SAAD