Ahmed Hatem
Palm Jumeriah
Summary
Innovative Marketing leader with 20+ years of experience with a proven track record of consistently exceeding revenue goals delivering exceptional marketing campaigns based on established and innovative strategies. Results-oriented bringing expertise in brand management and digital marketing transformation.
Overview
24
24
years of professional experience
1
1
Certification
Work History
Marketing Director
KFC - Americana-Kuwait Food Co
01.2017 - Current
- Setting the strategic pillars & foundation for KFC brand turnaround achieving over $1.5 Billion in total revenue; highest sales growth globally across YUM system.
- Managing one of the biggest budgets across the region with focus on ROAS and ROI to achieve the overall brand financial goals.
- Leading the digital transformation strategy to drive the digital revenue channels representing 50% of the total brand sales.
- Overseeing the launch of KFC loyalty program in the MENA region, be it the 1st market across KFC system, achieving unrepresented results in terms of number of sessions & order frequency.
- Working closely with Tech team to launch CDP providing a single view of the customer & leading to cross channel engagement , personalization, and media optimization.
- Co-defined digital guest experience with Tech team to improve UI/UX on the App & Kiosk leading to improving conversions rate & AOV.
- Future Proof the business by securing customers' journey on key channels through a segmented strategy on country, category & channel basis.
- Defining the overall Home delivery business to grow market share on aggregators while managing customer migration & retention on own digital assets; leading to growing the overall delivery business by double digit growth YOY.
- Oversaw P&L to ensure healthy EBITDA & brand Gross margins are being met through SMART pricing & Menu engineering.
- Localizing social media handles by market to drive customer engagement & strengthen Brand affinity
- Leading a team of over 25 Marketers across 12 markets & building an enviable talent house not only within Americana but globally.
Marketing Director
Americana-Kuwait Food Co
01.2009 - 01.2017
- Led the business development strategy for KFC, Pizza Hut, Hardee’s, TGI Fridays, Krispy Kreme, Red Lobster, The Counter Burger, Olive Garden in the UAE
- Launched the first E-commerce platform for KFC/Pizza Hut in the MENA region, producing 3rd highest sales globally
- Earned highest sales growth & budget achievement across Americana group
- Developed award-winning digital content 'Flying Bucket' for KFC becoming global best practice; published across 70 publication and was taken as a case study by Facebook & GMR
- Implemented Day Part strategies for the 1st time in the region for QSR & casual dining categories adding 3-5% incremental sales growth in 2009
Assistant Marketing Manager
KFC, Americana-Kuwait Food Co
01.2005 - 01.2009
- Highest budget achievement across the Mena Region
- Instituted effective “Open Kitchen” PR campaign to educate on Bird Flu effectively increasing brand sentiment.
Account Director
Tarek Nour Advertising, DDB Worldwide
01.2001 - 01.2005
- Provided strategic planning for key accounts in marketing and business development for Major clients like Pepsi, Vodafone, Carrier etc
- Pitched to new accounts and explored new areas of development within portfolio
- Offered guidance on creative output and developing available information.
Account Executive
Mullen Lowe
01.1999 - 01.2001
Education
Diploma -
Chartered Institute of Marketing (CIM)
2009
Master of Business Administration - undefined
ESLASCA University
2005
Diploma - Integrated Marketing
American University
2002
Bachelor of Arts - Integrated Marketing Communication
American University in Cairo
Egypt1999
High School Diploma -
Stratford High School
Houston 1994
Skills
- Digital Transformation
- Digital Marketing
- Market Analysis
- New Business Opportunities
- Brand Development
- Analytics and SEO
- Strategic Planning
- Communications Management
- Brand Positioning
- Creative Thinking
- Partnership Management
- Change and Growth Management
Certification
- Marketing Planning Meeting, Dallas, USA (2023)
- Digital Marketing seminar (2012)
- Youth Marketing Forum (2007)
- YUM Restaurants Intl. Operation and Marketing College, Oman (2022)
- YUM Restaurants Intl. Marketing College (BYA), Bangkok, Thailand (2019)
- KFC planning meeting, Malaysia (2018)
- Spring Board Seminar, DDB Worldwide (2004).
- Negotiation and Presentation Skills Program Certification, AUC, Cairo (2000)
Additional Information
- Breakthrough Award for delivering double digit sales (2022)
- Leading 50 Marketers in Middle East and GCC by Gulf Marketing Review (2016)
- YUM Big Leap Forward Award for lifting entire business (2011)
- Action Hero Award for increasing Pizza Hut & KFC sales by double digits (2010)
- Marketing Excellence Award for best marketing in region for 3 consecutive years
- TGI Award for Best Marketing Execution (2014)
- Launching "KFC Flying Bucket" a global award winning campaign published by over 70 publications and taken a case study by GMR & Facebook Digital marketing case study (Flying KFC bucket takes off on Facebook - Digital Training Academy).
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Quote
Judge a man by his questions rather than his answers.
Voltaire
Timeline
Marketing Director
KFC - Americana-Kuwait Food Co
01.2017 - Current
Marketing Director
Americana-Kuwait Food Co
01.2009 - 01.2017
Assistant Marketing Manager
KFC, Americana-Kuwait Food Co
01.2005 - 01.2009
Account Director
Tarek Nour Advertising, DDB Worldwide
01.2001 - 01.2005
Account Executive
Mullen Lowe
01.1999 - 01.2001
Diploma -
Chartered Institute of Marketing (CIM)
Master of Business Administration - undefined
ESLASCA University
Diploma - Integrated Marketing
American University
Bachelor of Arts - Integrated Marketing Communication
American University in Cairo
High School Diploma -
Stratford High School
- Marketing Planning Meeting, Dallas, USA (2023)
- Digital Marketing seminar (2012)
- Youth Marketing Forum (2007)
- YUM Restaurants Intl. Operation and Marketing College, Oman (2022)
- YUM Restaurants Intl. Marketing College (BYA), Bangkok, Thailand (2019)
- KFC planning meeting, Malaysia (2018)
- Spring Board Seminar, DDB Worldwide (2004).
- Negotiation and Presentation Skills Program Certification, AUC, Cairo (2000)
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