Sherif Tawfik
Director Of Brand, Marketing And Creative Strategy
Summary
Innovative and creative strategic thinker with a passion for building strong, memorable brands. Possessing a deep understanding of market trends and consumer behavior, able to identify growth opportunities and develop effective strategies for brand success. Exceptional skills in creative development, digital transformation, and brand strategy, leading to successful initiatives and impactful market presence. Expertise lies in driving brand growth through innovation and establishing strong connections with target audiences.
Overview
18
18
years of professional experience
20
20
years of post-secondary education
Work History
Brand Strategy Manager
Beattie + Dane
01.2024 - Current
- Enhanced brand awareness by developing and implementing strategic marketing plans and campaigns.
- Actively participated in new business proposals by providing insightful feedback on how best to position our services against competitors.
- Developed data-driven insights to inform strategic decision-making and drive continuous improvement of the brand''s positioning in the marketplace.
- Mentored junior team members on best practices related to brand strategy management contributing towards their professional development while enhancing overall team efficiency.
- Established strong brand identity by creating compelling visual and verbal messaging for multiple channels.
- Managed agency relationships, ensuring high-quality deliverables in line with the overall brand strategy.
- Devised content strategy to effectively engage target audiences.
Marketing Director
TBWA
07.2022 - 01.2024
- Spearheaded market research to identify branding opportunities, cement strategies and sustain loyal customer base.
- Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
- Developed and presented marketing plans and reports to CEO and shareholders.
- Coordinated with clients on designing effective digital and social media strategies.
- Devised and deployed online marketing plans with effective SEO, social media and viral video campaign strategies.
- Implemented marketing strategies which resulted in exponential growth of customer base.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Kept all campaigns and marketing collateral in line with branding and focused on target consumers.
-
Senior Creative Solutions Manager
AlShaya
04.2021 - 07.2022
- Lead the creative proposition and strategy which addresses the key business challenges within apparel, F&B and wellness sectors within UAE, KSA, Egypt and Kuwait
- Define the creative messaging hierarchy matrix through the consumer funnel stages to build awareness, shifting consideration and drive conversion
- Understand the creative and content role throughout paid, managed, owned and earned channels ensuring communication with the customer is in an integrated way
- Develop customer & country-based (UAE, KSA, Kuwait and Egypt) creative recommendation within annual business planning cycle with the Marcom & brand teams to ensure holistic, efficient multichannel integrated approach
- Lead creative idea generation and story telling which taps into key customer insights and brand pillars
- Experienced in agency management ensuring the very best strategic thinking, planning, and executional practices are delivered across online, offline, instore media mix
- Localized consumer relevant approach to ensure audience engagement through leveraging consumer insight driven creative
- Build strong relationships with other divisions within the Brand & Digital division (Ecom, CRM,) to bring plans to life with the development of channel ‘tool kits' of implementation
- Upscale creative capabilities and output within the individual brands and across the whole marketing organization
- Inspire and lead a team of 10 creative professionals to challenge the norm and foster a collaborative environment
Head of Digital
Memac Ogilvy
06.2014 - 04.2021
- Awarded Bronze Effie Award for Seasonal Marketing in 2019
- Collaborated and acquired clients worth over $2 million dollars yearly on retainer.
- Involved in the digital transformation of VIVA & Jazeera Airways
- Increased productivity and efficiency of digital content at agency by 300%
- Built and led the digital department consisting of 5 team members
- Created positioning and key messages to differentiate business solutions and products in market.
- Determined target demographics and devised strategic marketing initiatives to reach target audiences.
- Developed and promoted corporate brand, images and identity to media and public.
- Directed promotional approaches for over 20 new product launches per year.
- Coordinated with creative team in developing project plans for prioritized initiatives.
- Developed strategy and managed market communications that drove product demand.
- Planned and instituted social media marketing plan for various clients.
- Collaborated with team to define business requirements for organizational processes, achieve productivity standards and adhere to accuracy standards.
- Conducted training in Digital Transformation for the agency and its clients
- Supervised and led employees to high performance levels in cross-functional matrix management structure.
- Organized SEO needs and optimized strategies for short- and long-term campaigns.
- Devised strategies and roadmaps to support product vision and value to business.
Digital Media Specialist
Memac Ogilvy
06.2011 - 06.2014
- Developed paid client ads for use on diverse social media platforms, achieving target KPI's
- Built, implemented and updated effective SEO strategies.
- Maximized strategic approaches by keeping close eye on performance and making appropriate adjustments.
- Saved $10,000 by researching and implementing digital content execution cost-saving initiatives and creating fresh new approaches to long-standing problems.
- Conceptualized and designed abstract ideas, built plans, and delivered details to MD.
- Developed strategy and managed market communications that drove product demand.
- Preserved branding standards of assigned accounts.
- Created storyboards, 3D models, animation and visual effects to meet design goals.
- Anticipated design issues and proved to be proactive in developing effective solutions.
- Developed artistic visual products while working within defined technical constraints.
Webmaster & Art Director
Wataniya Airways
10.2010 - 03.2011
- Developed and maintained the website for Wataniya Airways
- Completely updated and redesigned user experience for the company website.
- Identified and eliminated website bugs to improve user experience.
- Crafted SEO strategy and intuitive interface for the companies site to achieve prominent rankings across top browser platforms, including Google.
- Implemented Google Campaigns and SEO.
- Boosted web traffic by improving navigation,
- Established milestones for projects and prepared all team members to meet aggressive deadlines.
- Represented web team at meetings with executives and discussed project goals and milestones.
Webmaster, Art Director
British International WLL, Period
09.2006 - 06.2010
- Worked with clients to gather and define requirements, establish scopes and managing project milestones.
- Coordinated, created and scheduled content, designs and periodic updates to company website.
- Determined coding requirements for site creation, including e-commerce capability and specialized scripts.
- Designed, implemented and monitored web pages and sites for continuous improvement.
- Designed graphics for websites, logos and promotions for marketing purposes.
- Collaborated with production on task list creation to meet overall project goals on time.
- Managed technological considerations to meet defined goals.
- Mentored junior artists on creative processes.
- Developed art and design concepts.
- Maintained and developed 5 website for educational branches of the company
Education
Bachelor of Science - Computer Science
Arab Academy For Science And Technology
Alexandria, Egypt 09.2002 - 08.2006
Bachelor of Science - Computer Science
Minnesota State University, Mankato
Minnesota, USA 09.1998 - 09.2001
High School Diploma -
The British School Of Kuwait
Kuwait 09.1984 - 06.1997
Skills
Planning & Strategy development
Timeline
Brand Strategy Manager
Beattie + Dane
01.2024 - Current
Marketing Director
TBWA
07.2022 - 01.2024
Senior Creative Solutions Manager
AlShaya
04.2021 - 07.2022
Head of Digital
Memac Ogilvy
06.2014 - 04.2021
Digital Media Specialist
Memac Ogilvy
06.2011 - 06.2014
Webmaster & Art Director
Wataniya Airways
10.2010 - 03.2011
Webmaster, Art Director
British International WLL, Period
09.2006 - 06.2010
Bachelor of Science - Computer Science
Arab Academy For Science And Technology
09.2002 - 08.2006
Bachelor of Science - Computer Science
Minnesota State University, Mankato
09.1998 - 09.2001
High School Diploma -
The British School Of Kuwait
09.1984 - 06.1997
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