Wasseem Atalla

El Nafoura Square, Mokatem, Cairo, Egypt.

Mobile: (+2) 0122-3910771-Email: wasseem.ata@gmail.com

Career Summary
A “15+” years of experience in the FMCG sector with different corporations whereof “12” years were in brand/product
management. I diversified my work experience in different industries with exceptional track record of heading products
launches and marketing campaigns.

Currently, I do have the blend of the extensive work experience and the essential academic background (MBA), as well
as, other international accredited certificates from a highly reputable international universities. The main focus for the
post graduate studies were in marketing and business arena.

Competencies
Marketing/ Branding: Management: Interpersonal:
Products Launching Portfolio Management Confident Leader & Team Player
Brand/Product Management P&L supervision Proactive
Pricing Strategy Packaging Material Knowledge Transfer
Market Analysis/Research National Promotions Analytical & Critical Thinker
Advertising Campaigns Key Account & Retail channels Adaptable
ATL/BTL Activities Trade Marketing Activities Conflict Resolution
Creative POS Material Merchandising On-going Self learner

Education
Masters of Business Administration (MBA), Maastricht School of Management (MSM), Netherland, Sept. 2015- May 2017
Professional Marketing Diploma, Chartered Institute of Marketing (CIM), UK, June 08- Feb.10
Bachelor of Arts, The American University in Cairo, June 2005
 Major: Business Administration- Marketing (Specialization)

Career-Related Experience
Ghee & Fat Marketing Manager, Iffco Egypt, May 2022-Currently
 Launched new SKU under brand “Amira” ghee to target new customers
 Planned the 360 marketing campaigns for the new and existing SKUs including its ATL, BTL & digital activities
 Managed several market researches tackling new product innovations and changing existing formula
 Audited Censydiam, brand tracker and market segmentation studies for deeper insights for the Oil, Fat & Ghee market
 Analyzing new pack sizes to achieve higher profitability
 Monitoring multiple digital agencies in terms of weekly posts and monthly plan

Marketing & Communication Manager, Kandil Industry for Galvanized Steel, Jan. 2020-April 2022
 Setting the overall marketing strategy for Kandil group.
 Market the existing current range of products with a special focus on the “Prepainted” steel in terms of usage and
utilization in different industries.
 Analyze thoroughly the sales figures by customer, commodity, region, industry, segment and sector for the local and
export market on a monthly, quarterly and annual basis versus prior year.
 Overseeing the company’s attendance at industry-related events, such as trade shows and conferences.
 Looking after the budget of the marketing department to obtain the best ROI.
 Evaluate the company pricing structure for the full products range versus the international market.
 Analyzing market trends for the local and international markets.
 Preparing and presenting quarterly and annual reports to senior management.
 Managing the design and production of promotional materials, such as websites and brochures.
 Working on updating company profile catalogue.
 Shooting updated documentary on the manufacturing facility.
 Restructure the current CRM system for better customer relationship.
 Managing the giveaway choices and distribution for the major.
 Generating new business leads via different means of communication.
 Enhance brand awareness among the existing B2B clients.
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 Category Manager (Koki Poultry), Americana Group (Cairo Poultry), Jan.2019- Dec.2019
 Developed different pricing scenarios to adapt with market changes in partnership with finance and develop teams.
 Led the brand’s financials by close monitoring on the budget allocation and expenditure
 Worked closely with the sales team to deliver company’s sales targets and achieve desired market shares
 Coached and developed the marketing team
 Led the implementation of all product related activities that creates higher efficiencies on Brand Profitability in terms of packaging,
product specs and pricing structure through working with R&D, Sales, Procurement and Finance departments.
 Monitored the innovation progress and business plans for new launches
 Analyzed the monthly business achievements for the respective brands or product categories
Senior Brand Manager (Koki Poultry), Americana Group (Cairo Poultry), Sept.2012- Dec.2018
 Supervised the P&L for each SKU
 Planed the monthly promotions for key accounts customers
 Conducted marketing studies, whether on current products or new products.
 Analyzed the annual ROI contracts for the major key accounts
 Reviewed the SKUs’ performance and monthly achieved volumes/profits with the sales teams
 Analyzed the market trends on monthly basis using “AC Nielsen” retail audit
 Conducted extensive trainings for the sales team during new product launches
 Monitored marketing activities for competitors via utilizing trade marketing team
 Observed brand presence against competition via regular trade visits for different outlet types
 Managed the merchandising team (150 employees) with the help of the trade marketing specialist.
Brand Manager (Americana Beef), Americana Group (Cairo Poultry), Feb. 2008- Aug.2012
 Conducted successful Ramadan campaign on Facebook page for Americana Premium
 Created various Oracle reports to get better insights on the overall performance for SKUs
 Managed mega events for Americana FMCG companies during 2012
 Demonstrated exceptional communication skills among different departments
 Created daily reports to monitor SKU availability & performance in different sales channels
 Developed intensive training program for the trade marketing specialist
 Assisted in creating market researches to identify market trends and opportunities for the beef category
Main Achievements
 Launched 3 new brands in the Egyptian Market for beef & chicken products under the brands (Koki Secrets- Americana
Premium- Baladana Cold Cuts)
 Managed 20+ TV commercials and ATL campaigns
 Maintained 94-98% MS point in bone-in category
 Sustained 65-70% MS in bone-less products category
 Gained 25% MS points for Koki Strips over 24 months to reach the 2nd market player in chicken strips market
 Achieved 20% MS points for Americana beef products

FMCG Assistant Merchandise Manager for OPSS & Beverage, Carrefour Egypt, Feb.2006-2008
 Attained 30% sales increase via successful promotions
 Negotiated suppliers' annual contracts efficiently which led to a 15% increase in department’s profitability
 Restructured 40% of the Plano-Grams for Frozen Food & Beverage sections based upon market share analysis
 Assisted in the arrangement of the promotional areas
 Monitored sales fluctuation cycles throughout the whole year
 Supervised a team consisted of 30 workers
 Communicated with 500+ suppliers for 4000+ products

Personal Information
Language Knowledge: Fluent in Arabic & English
Military Service: Exempted
Marital Status: Married
Date of Birth: 13 Sept. 1981

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 Certificates & Credentials
Certified Courses

 Professional Marketing Diploma, Chartered Institute of Marketing (CIM), UK, 2008- 2010

 Advertising and Society, Duke University, (US), 7 weeks

 Marketing Mix Implementation Specialization, IE Business School, (Spain), 24 weeks

 Marketing Mix Implementation Specialization
 Marketing Mix Implementation Capstone
 Brand and Product Management
 Pricing Strategy
 Channel Management and Retailing
 Integrated Marketing Communications

 Organizational Leadership Specialization, NorthWestern University, (US), 16 weeks

 High Performance Collaboration: Leadership, Teamwork, and Negotiation
 Leadership Communication for Maximum Impact: Storytelling
 Leadership Through Social Influence
 Leadership Through Marketing

 Marketing Strategy, Cornell University, (US), 12 weeks

 Developing an Agenda for Change
 Social and New Media Marketing
 Creating and Communicating the Value of Your Brand
 Targeting Product and Service Designs to Customers' Needs
 Applied Marketing Strategy and Decision-Making Tools
 Leading for Creativity and Innovation

 Big Data Analytics, University of Pennsylvania (Wharton), (US), 28 weeks (In Progress)
 Customer Analytics
 Marketing Analytics
 People Analytics
 Operation Analytics
 Accounting Analytics

** The original certificates for the above courses can be sent separately based upon request.

Non-Certified Courses

 Introduction to Marketing, University of Pennsylvania (Wharton), (US), 4 weeks

 Learning How to Learn, University of California, San Diego (US), 4 weeks
 Successful Negotiation- Essential Strategies and Skills, University of Michigan, 4 weeks
 The Brain and Space, Duke University (US), 6 weeks
 Psychology at Work, University of Western Australia (AUS), 4 weeks (In Progress)
 Social Psychology, Wesleyan University (US), 6 weeks (In Progress)

** For the Non-Certified courses, some certificates can be provided based upon request

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