Mira Elkhashab
Dubai,UAE
Summary
Senior marketing executive with 15+ years of success in driving growth, innovation, and profitability within global FMCG companies including Henkel, Reckitt, and P&G. Known for building high-performing brands, developing strategic roadmaps, and leading multifunctional teams across global and regional roles. Adept at managing complex portfolios, influencing C-level stakeholders, and delivering measurable business results. Passionate about consumer-centric innovation and driving purposeful brand equity.
Overview
13
13
years of professional experience
Work history
Global Category Manager – Laundry (Persil & Le Chat)
Henkel HQ
2023.12 - 2025.07
- Spearheading the global strategy for Henkel’s €700M laundry segment, leading innovation and equity for Persil and Le Chat across 25+ markets.
- Positioned the brand as #1 dermatologist-recommended detergent through scientific claim development, doctor endorsement programs, and sensory testing upgrades
- Launched a new global innovation pipeline for Laundry, aligning R&D, local teams, and claims across geographies.
Regional Category Manager – Home Specialties
Henkel
Dubai
2021.03 - 2023.12
- Led category growth of Henkel’s €130M Home Care portfolio, achieving +30% YoY growth and maintaining the highest profitability globally.
- Launched global multipurpose cleaner platforms, generating €50M in incremental revenue across key markets.
- Orchestrated integrated 360 campaigns, resulting in a 200% surge in consumer engagement and brand affinity.
- Managed end-to-end category strategy including pricing, innovation roadmap, and media planning.
Regional Brand Manager – Dettol
Reckitt Benckiser
Dubai
2020.01 - 2021.03
- Rebranded Dettol personal care range to facilitate expansion within Middle East.
- Drove regional brand equity for Dettol during COVID-19 in hygiene category.
- Partnered with Dubai Municipality for high-visibility Global Handwashing Day campaign.
- Led cross-functional product launches informed by deep consumer insights, enhancing trial and penetration.
Regional Brand Manager – Air Care
Reckitt Benckiser
Dubai
2018.01 - 2020.01
- Reversed double-digit segment decline to +20% growth YTD through revamped brand strategy and execution.
- Improved gross margin by 200bps through promotional mix optimization and supply chain efficiencies.
- Launched Essential Oil Diffuser, which contributed 5% of total category sales within the first year.
Regional Brand Manager – Baby Care
Himalaya
Dubai
2017.02 - 2018.01
- Accelerated category growth to double digits, positioning the brand as #2 after Johnson & Johnson.
- Achieved 3X digital video completion rate via personalized and insight-driven media campaigns.
- Launched baby wipes line, ranking as the #3 brand in Oman within 6 months.
Assistant Brand Manager – Crest & Oral-B
Procter & Gamble
Egypt
2015.04 - 2017.02
- Led Crest relaunch in Egypt, achieving 20% growth over 2 years through pharmacy and retail activation.
- Boosted sales by 150% in 6 months via targeted telesales campaigns with pharmacy distributors.
- Reduced BTL costs by 15% while increasing campaign ROI through smarter media allocation.
Brand Manager – Fiancée
Haircode
Egypt
2014.01 - 2015.04
Assistant Brand Manager – Hair Code, Fiancée
Haircode
Egypt
2013.01 - 2014.01
Education
Master of Business Administration - Marketing
ESLSCA
Bachelor of Science -
Faculty of Pharmacy
CAIRO02.2011
Skills
- Brand strategy development
- 360 Campaigns development
- Team leadership
- Innovation management
- Conceptual design
- Brand archetype analysis
Languages
English
Fluent
Arabic
Native
Timeline
Global Category Manager – Laundry (Persil & Le Chat)
Henkel HQ
2023.12 - 2025.07
Regional Category Manager – Home Specialties
Henkel
2021.03 - 2023.12
Regional Brand Manager – Dettol
Reckitt Benckiser
2020.01 - 2021.03
Regional Brand Manager – Air Care
Reckitt Benckiser
2018.01 - 2020.01
Regional Brand Manager – Baby Care
Himalaya
2017.02 - 2018.01
Assistant Brand Manager – Crest & Oral-B
Procter & Gamble
2015.04 - 2017.02
Brand Manager – Fiancée
Haircode
2014.01 - 2015.04
Assistant Brand Manager – Hair Code, Fiancée
Haircode
2013.01 - 2014.01
Bachelor of Science -
Faculty of Pharmacy
Master of Business Administration - Marketing
ESLSCA