Shady Francis
Marketing and Business Consultant
Cairo, Egypt,C
Summary
Resourceful Sales and Marketing Leader with over 12 years of working within the Advertising Technology ecosystem (programmatic advertising), working with the biggest DSPs and SSPs across the globe in addition of working with the biggest brands across different industries. Existing international networks in the Ad-Tech and mobile advertising space. Performance-minded with a proven skills in project management, team building, stakeholder relations and campaign optimization. Ready to offer 12 years of experience to new role dedicated to achieving exceptional results on tight timetables.
Overview
16
16
years of professional experience
Work History
Strategic Digital and Business Consultant
self-employed
Cairo, Egypt
12.2023 - Current
- Provided strategic advice to senior management teams on how to maximize profits and streamline operations.
- Developed and presented business plans for clients to assist in the decision-making process.
- Assisted with creating marketing campaigns to increase sales and brand awareness.
- Developed operational plans that included budgeting, forecasting, and resource allocation.
- Recommended cost-cutting measures without sacrificing quality or service levels.
- Facilitated workshops with stakeholders to discuss challenges faced by organizations.
- Coached employees on best practices in order to improve their job performance.
- Implemented change management initiatives within organizations undergoing transformation.
- Conducted strengths, weakness, opportunities and threats (SWOT) analyses to develop strategic plans for corporate level and business units.
Arabic Channels Digital Director
SAT-7 Satellite Media Services
Cairo, Egypt
11.2020 - 11.2023
- Served as SAT-7's crucial Digital Strategist / Advisor.
- Executed P&L duties.
- Responsible of all the Media buying across the advertising marketplaces from guaranteed to the open marketplace.
- Managed, mentored and developed team of 18 direct reports (Media coordinators, Media acquisitions, Campaigns Specialists, Graphic Designers, Content Creators, Project Managers).
- Worked closely with the COO & CEO to strategize our Media distribution and content creation.
- Created a new Content, branding strategies to strengthen SAT-7 presence on the Satellite, Social Media and Digital platforms.
- Worked closely with the Country and channels Directors.
- Being the Product Owner of SAT-7 PLUS, SAT-7's VOD platform, taking care of its UX / UI strategies, marketing strategies and performance.
- Achieved 102% growth for SAT-7 PLUS in the first year and increased the Social Media ROI by 70%.
- Owned marketing campaigns from initial scope through execution and refinement.
- Supported program outreach by managing marketing communications, public relations and government affairs to maximize branding initiatives.
- Tested and optimized organic and paid acquisition channels and lead generation campaigns.
- Used both traditional and digital marketing strategies to diversify approaches and maximize campaign success.
- Strengthened product branding initiatives by developing communication campaigns, promotional materials, market intelligence information and databases MENA markets to maximize outreach.
- Measured and reported on marketing campaign performance, gained insights and compared results against goals to identify strengths and weaknesses.
- Analyzed consumer behaviors and market trends, adjusting email and advertising campaigns based on current knowledge.
Independent Marketing Consultant
Shady Hany Iskander Francis
Cairo
07.2018 - Current
- Played an advisory role for a different Capital Ventures with $1B turn over to understand the advertising technology ecosystem and their opportunities of investments.
- Presented robust marketing plans to communicate research findings, target market analysis, strategy and budget breakdown.
- Led information-gathering consultation meetings with various clients to determine marketing goals and available budget.
- Crafted effective copy for marketing campaigns resulting in high ROI and exceptional SEO results.
- Managed customer digital marketing strategies to meet quarterly client sales goals.
- Increased revenue by designing and enacting marketing strategies within budget parameters, as well as studying key consumer and market data.
- Advise the different MENA entities to solve their marketing and advertising challenges.
- Designed marketing strategies and monitored effectiveness.
- Addressed marketing needs of customers by creating and designing ads that promoted goods and services of advertisers.
- Researched clients and competitors to ascertain information useful for developing focused marketing solutions.
- Collaborated with various departments to achieve client vision and marketing objectives.
Head of Digital Services & Training
Media Impact International
Cairo
02.2019 - 10.2020
- Leading the Training/Coaching and Media Agency functions within MII in MENA region.
- P&L responsibility.
- Hired, trained and mentored sales and marketing staff dedicated to employing Google AdWords, Google Analytics and other SEO techniques and metrics sources.
- Part of MII MENA region Leadership Team.
- Having 12 direct reports across the Training & Media Agency departments.
- Trained & coached 40+ organizations targeting the Arab world on Social Media across Egypt, Lebanon, Jordan, Libya, Bahrain, Tunisia, Spain, USA.
- Build training decks and equip leaders/teams with essential digital and social media skills and knowledge, via training programs and workshops.
- Build digital strategies for all organizations we serve from building their Social Media presence to create their mission & vision, content strategy, persona, KPIs, funnel…etc.
- Advise on the best digital marketing channels in the Middle East, by analyzing and researching the market overview and the user’s presence and users’ interactions.
- Help different organizations to setup internal digital and social media teams, processes, tools, and workflow.
- Responsible for 30+ social media pages performance.
- Increased the organization's Social Media Campaign effectiveness by 200+%.
- Built MII’s Media Agency department from scratch to help our customers execute their social media & digital strategies across Facebook, Twitter, YouTube platforms.
- Created the media agency operational workflow from putting together the proposal, MOU, contract, pricing list…etc.
- Build the agency digital team from scratch to have onboard (Content Creators, Graphic Designers, Social Media Moderators, Web Developers...etc.)
- Conducting market research about the Arab world to understand which direction the Christian digital ecosystem should take.
Global Sales & Marketing Director
Cognitev
Egypt
09.2018 - 12.2018
- Manage the whole sales operations, Martech & Marketing teams
- Growing the sales teams in Middle East & USA markets
- Having 8 reports across sales & marketing departments and directly report to the CEO
- Part of the company leadership team
- Close partnerships with Publishers, SSPs and ad-exchange such as (Adform, Double Click, Appnexus…etc) to buy & run ads programmatically.
- Assessing the team’s performance on quarterly & yearly basis
- Present to the whole employees & board the yearly sales & marketing plans
- Handle P&L responsibilities
- Implement & execute sales strategies
- Develop strategy for growing & expanding Cognitev in the international markets (USA, India, Middle East & Africa)
- Work with Direct clients & Media agencies across MENA region
- Educate the market on different marketing models & commercials
- Managing/building direct relationships with senior level executives (CEOs, CMOs, VPs…etc.)
- Develop & implement quarterly & annual sales strategies for the segments with the teams
- Work collaboratively with Key & Strategic Accounts such as (Orange, General Motors, DU, Damac…etc)
- Organize, plan & facilitate productive & relevant strategy meetings with team members & subsequently distribute action & follow-up items
- Build & strengthen relationships with existing & new customers, industry organizations
- Understand the overall market competitors’ strengths & weaknesses, economic trends, supply, & demand etc
- Knows how to sell against them
- Develop & implement effective sales plans for self & each team member – maintaining flexibility to adjust & change with market conditions.
Regional Country Head
RTB House
United Arab Emirates
07.2016 - 05.2018
- Launched RTB House operation in Dubai, by registering RTB House entity, coordinating with Dubai Authority & finalizing all the legal aspects.
- Manage the sales & operation teams.
- P&L responsibilities.
- Implement & execute sales strategies.
- Develop strategy for growing & expanding RTB House's Remarketing DSP within the MENA region.
- Educate the market on different RTB House's DSP engine and how its powered by the ML and AI.
- Working and managing different SSPs accounts in order of increasing RTB House's DSP inventory and demand.
- Closed direct & PMP deals with Publishers in the Middle East & Africa.
- Worked with the biggest Online Retailers, Airlines, OTAs, Classifieds in Middle East to enhance their online presence against competition by increasing their online sales through RTB House AI Retargeting channel.
- Managing/building direct relationships with senior level executives (CEOs, CMOs, VPs…etc.)
- Represent the company externally with government, statutory/regulatory bodies, & business partners/allies.
- Develop & implement quarterly & annual sales strategies for the segments with the teams.
- Work collaboratively with Key & Strategic Accounts.
- Organize, plan & facilitate productive & relevant strategy meetings with team members & subsequently distribute action & follow-up items.
- Build & strengthen relationships with existing & new customers, industry organizations.
- Understand the overall market competitors’ strengths & weaknesses, economic trends, supply, & demand etc. & knows how to sell against them.
- Develop & implement effective sales plans for self & each team member – maintaining flexibility to adjust & change with market conditions.
- Establish & adjusts selling prices by monitoring costs, competition, & supply & demand.
- Maintain sales staff by recruiting, selecting, orienting, & training employees.
- Maintain sales staff job results by counseling & disciplining employees; planning, monitoring, & appraising job results.
- Contribute to team effort by accomplishing related results as needed.
- Supervise all teams involved in RTB House Dubai (Sales, Account management, Legal, PR, etc).
- Looking after, the overall Business Development & Partnerships.
- Grew the team to Zero to 6 members & managed to move the company into a new office within Dubai Internet City.
- Grew the company revenue from $0 to $7 digits per year.
- Onboarded 25 new businesses within the first year & Growing the company by 120% QoQ.
Regional Business Development Manager
Vizury, MENA Region
United Arab Emirates
04.2015 - 11.2015
- Identify potential & existing clients, & build advertising revenue from display performance campaigns
- Engage directly with prospects & clients via cold calls, emails, Linkedin InMails as appropriate within my territory to ensure a robust pipeline of opportunities.
- Pitch Mobile Viszury's DMP (Data Management Platform) to existing & new mobile clients.
- Responsible for the App reengagement / retargeting ‘’Go to Market’’ plan for new markets penetration.
- On-boarded new App clients in the region across different verticals such as (Jumia Nigeria, Jumia Egypt, Dubizzle, Opensooq, Anghami, Easytaxi, Careem, OLX...etc.)
- Achieved +130%+ growths Quarter on Quarter for the in Apps targeting solutions
- Engage with senior-level executives (Digital Directors, VPs & CMOs) at client companies to demonstrate how Vizury can drive revenue to their business
- Secure meetings with direct clients (advertisers) & Digital Managers at media agencies.
- Develop very comprehensive proposals for clients across the region
- Pitch the new retargeting technologies across devices to the following verticals (Travel, Entertainment, Finance, Hospitality & Automotive)
- Screen potential business deals through analyzing market strategies, deal requirements, potential, & financials; evaluating options & resolving internal priorities.
- Follow up with the Account Managers on the campaigns performance to ensure the campaign goals are met & achieved.
- Negotiate contract renewals & budgets spend.
- Maintain a good relationship with all the stakeholders involved in the deal
- Arrange & participate in internal & external client debriefs
- Attend industry functions, such as association events & conferences.
- Engage directly with prospects & clients via cold calls, emails, Linkedin InMails as appropriate within my territory to ensure a robust pipeline of opportunities
Regional Sales Account Manager
Yahoo, Emerging Markets
United Arab Emirates
05.2011 - 12.2014
- Responsible for driving sales & handling the after sales of Key accounts.
- Present Yahoo’s programmatic media buying platform to all big 5 media agency groups (OMD, Vivaki group...etc).
- Contributed to over than $12M in total year on year & successfully generating a total of $5M quarter on quarter.
- Develop relationships with media planners & buyers across different agencies
- Update the weekly sales pipeline.
- Propose the new Native Advertising solutions to all clients & showing the beneficial attribute.
- Work closely with Digital Managers at media agencies to agree on the best plan & product placement
- Create proposals to help clients achieve their marketing goals
- Work with the cross-functional teams to develop & market category based advertising solutions, messaging, case studies, upfront strategies & business reviews
- Drive influence & action through Yahoo!’s products, reviewing analytics & performance data, establishing meaningful goals, defining clear success metrics & delivering increased impact & reach through Yahoo!’s online platform
- Handle media agencies across UAE, Qatar, Lebanon, Jordan, Morocco & Turkey
- Handle relationships with an assigned set of clients/agencies – Specifically related to: day to day relationship, servicing, full knowledge of advertiser’s brand objectives & key deliverables
- Expand & develop strong relationships with clients.
- Owned & lead Africa markets by executing new processes between Yahoo’s internal team & Yahoo’s resellers team who based out of South Africa
- Lead the resellers team towards the right selling approach, update them with the latest product’s updates & delivered a full training in their offices at Cape Town & Johannesburg
- Lead junior Account Managers, provide them with a full training & ensure they can independently handle their own accounts
- Point of contact (POC) between all Teams (Editorial, Studio, Advertising technology, Advertising operations).
- Work very closely with the advertising technology and advertising operations teams to ensure the launch of all campaigns.
- Ensure clients delivering all assets/Material needed internally for Ad-Tech Team/Ad-Ops team to build the Execution event
- Produce analytical & recommendation reports for big projects
- Following up on all invoicing/billing related with clients & ensure all invoices received by clients
- Ensure revenue is correctly recognized for each month & quarter
- Grew the African market by 60% Quarter on Quarter.
Senior Technical Advisor
Vodafone Egypt
Cairo
11.2009 - 04.2011
- Handling Client’s phone calls and make sure all the client’s requests done.
- Troubleshooting Mobil phones and guides the customers on their phone step by step till we get the issue resolved.
Moved to the Blackberry & USB Modems Technical support teams to support BBs and USB Modems. - Handling side tasks across the team includes the numbers/performance of the team member.
- Approaching the team on how to improve the performance and explain the Tricks to help on all.
Technical Support Representative
Vodafone Egypt
Cairo
03.2008 - 11.2009
- Handle Client’s phone calls and make sure all the client’s requests done
- Troubleshoot Mobil phones and guides the customers on the phone on step by step till we get the issue resolved
- Provide a technical support to Blackberries and USB Modems.
Education
International Executive MBA - International Marketing & Corporate Entrepreneurship
International School of Management
Paris01-2026
Bachelor Degree - Engineering & Technology, Communication Engineer
Academy Cairo
01.2006
St. Fatima School
01.2001
Skills
- Marketing Collateral
- Marketing campaign management
- Customer Relationship Management (CRM)
- Competitive and Trend Analysis
- Brand-building strategies
- Partnership Marketing
- Product Launch
- Tactical planning
- Data Management
- Team management
- Networking
- Issues resolution
- Contract negotiation
- Budget control
- Recruiting and hiring
- Strategic brand management
- Story pitching
- Proposals and presentations
- Business growth and marketing strategies
- Performance monitoring and evaluation
- Public speaking
- Staff development
- Budget oversight
- Training and mentoring
Languages
- Arabic: Native language
- English: Fluent
- 5
Languages
Arabic
First Language
English
Proficient
C2
Timeline
Strategic Digital and Business Consultant
self-employed
12.2023 - Current
Arabic Channels Digital Director
SAT-7 Satellite Media Services
11.2020 - 11.2023
Head of Digital Services & Training
Media Impact International
02.2019 - 10.2020
Global Sales & Marketing Director
Cognitev
09.2018 - 12.2018
Independent Marketing Consultant
Shady Hany Iskander Francis
07.2018 - Current
Regional Country Head
RTB House
07.2016 - 05.2018
Regional Business Development Manager
Vizury, MENA Region
04.2015 - 11.2015
Regional Sales Account Manager
Yahoo, Emerging Markets
05.2011 - 12.2014
Senior Technical Advisor
Vodafone Egypt
11.2009 - 04.2011
Technical Support Representative
Vodafone Egypt
03.2008 - 11.2009
International Executive MBA - International Marketing & Corporate Entrepreneurship
International School of Management
Bachelor Degree - Engineering & Technology, Communication Engineer
Academy Cairo
St. Fatima School
Similar Profiles
Benjamin BrownBenjamin Brown
Independent Lawn Care and Snow Removal Service Provider at Self-employedIndependent Lawn Care and Snow Removal Service Provider at Self-employed
Abdul HaleemAbdul Haleem
Freelance Designer at Self-EmployedFreelance Designer at Self-Employed
Maria SebastianMaria Sebastian
Housekeeper at Self-employedHousekeeper at Self-employed