Ashraf Sherbini

Experience

• 

  LINKdotNET

  Jul 2004 - Feb 2012

  - Creating all front liners scripts- initiating linkdotnet 1st knowledge base- insuring promotions & launch briefings were helping agents deliver information clearly and correctly - responsible for corporate sales- acting as an account manager for large key enterprises- conduct review meetings quarterly to review the business conducted with key accounts

  • Customer experience & internal communication Manager

    Jul 2008 - Feb 2012

  • Corporate Sales Senior account manager

    Jul 2004 - Jul 2008
• 

  Orange Egypt

  Feb 2012 - May 2021

  I collaborated with voice and mobile data teams to develop and implement merging strategies and targets. I oversaw advertising and promotional activities, supervised team KPI setting and reviews, and conducted quarterly business reviews for the CEO and group executives. I also led customer research and business intelligence initiatives.𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀:𝗣𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝘃𝗶𝘁𝘆 𝗮𝗻𝗱 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗚𝗿𝗼𝘄𝘁𝗵: Boosted organizational productivity and revenue, achieving significant market value and volume share growth in a market valued at EGP 15Bn by executing strategic marketing plans.𝗕𝗿𝗮𝗻𝗱 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀: Worked with the communication team to increase top-of-mind (TOM) awareness and share of voice for segment products and services. Delivered impactful campaigns across ATL, BTL, activations, and digital platforms within budget.𝗧𝗮𝗹𝗲𝗻𝘁 𝗔𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁: Played a key role in recruitment, from sourcing and interviewing to hiring new staff.𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗣𝗹𝗮𝗻𝗻𝗶𝗻𝗴: Developed and implemented the segment’s marketing strategy, annual plan, and five-year plan in alignment with Orange Egypt’s corporate strategy.𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Directed digital marketing initiatives, including SEO, content marketing, social media, email marketing, campaign landing page development, retargeting, and marketing automation.𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗢𝘃𝗲𝗿𝗵𝗮𝘂𝗹: Redesigned the segment’s digital marketing strategy, leading to a 134% increase in ROI and lead conversion.𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗺𝗲𝗻𝘁: Led a revamp of product landing web pages and the digital app to improve customer journey and self-management.𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁: Streamlined the product launch process by creating a detailed product development roadmap, ensuring efficient end-to-end execution. Show less In this role, I was responsible for creating engaging briefs for internal and external agencies, providing detailed marketing forecasts and analysis, and generating daily, weekly, and quarterly reports. Additionally, I trained a team, leading it to become the fastest-growing team in the company.𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀:𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗖𝗮𝘀𝗲 𝗗𝗲𝘀𝗶𝗴𝗻: Recognized for designing compelling business cases, assumptions, and financial simulations that secured TTM approvals from the finance team and CEO.𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗜𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻: Formulated and implemented marketing plans and programs, achieving market share growth, profit increase, and expansion of company products and services.𝗠𝗮𝗿𝗸𝗲𝘁 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝗖𝗮𝗽𝗶𝘁𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Assessed and oversaw financial, technological, and demographic factors to capitalize on market opportunities and reduce competitive activity.𝗔𝗻𝗻𝘂𝗮𝗹 𝗣𝗹𝗮𝗻𝗻𝗶𝗻𝗴 𝗮𝗻𝗱 𝗕𝘂𝗱𝗴𝗲𝘁𝗶𝗻𝗴: Devised the annual marketing plan and budget, closely tracked performance, ensured adherence to plans and targets, and applied corrective actions within the allocated budget.𝗔𝗥𝗣𝗨 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗺𝗲𝗻𝘁: Credited with enhancing ARPU by eight points through effective up-selling campaigns and offerings.𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗡𝗲𝗲𝗱𝘀 𝗙𝘂𝗹𝗳𝗶𝗹𝗹𝗺𝗲𝗻𝘁: Identified and met customer needs through the development and implementation of innovative product solutions. Show less

  • Home & Fixed Segment Marketing Manager

    Apr 2017 - May 2021

  • Acquisition, Retention, and Convergence Manager

    Feb 2012 - Mar 2017
• 

  Tanmeyah Micro Enterprise Services - EFG Hermes subsidiary

  May 2021 - Jul 2022

  Head of Products Marketing

  𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗣𝗹𝗮𝗻𝗻𝗶𝗻𝗴: Developed a comprehensive three-year marketing strategy, positioning Tanmeyah as a market leader through product innovation and brand enhancement.𝗠𝗮𝗿𝗸𝗲𝘁 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀: Conducted market landscape analyses, formulated strategies, and prepared annual budgets to drive growth.𝗕𝗿𝗮𝗻𝗱 𝗲𝗾𝘂𝗶𝘁𝘆: face-lifted Tanmeyah’s Brand Identity & CIM, revamped all brand elements across all channels & ran mega branding campaigns on digital to re-position for the target audience.𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: developed & launched a totally revamped portfolio, leading the full cycle (from Ideation to Go to Market)𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁: Initiated and strengthened partnerships to enhance value propositions and company capabilities.𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻: Participated in triggering the efforts to digitize operations & customers interaction. Planted the seed for availing the mobile app as well as built Tanmeya’s first digital lead generation funnels Show less

• 

  Premium Card

  Jul 2022 - Sept 2024

  Marketing Director

  𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Directed marketing unit, including product, CVM, loyalty, acquisition, trade marketing, and communications teams, formulating strategies that enhanced competitiveness and drove significant revenue growth by 40%.𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗚𝗿𝗼𝘄𝘁𝗵: Spearheaded major campaigns resulting in doubled card acquisition and a 300% increase in GMV, boosting annual revenues to EGP 1.5B.𝗠𝗮𝗿𝗸𝗲𝘁 𝗘𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻: Expanded activation points and enhanced value propositions, leading to a 25% increase in market share within a year.𝗕𝘂𝗱𝗴𝗲𝘁 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Efficiently managed a marketing budget generating over EGP 1.5B in revenues, maximizing ROI through strategic resource allocation.𝗝𝗼𝘂𝗿𝗻𝗲𝘆𝘀 / 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 𝗱𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁: Fully revamped and automated customers onboarding journey on the app, as well as re-introduced new IVR tree that is more functional with automated features. Introduced support via WhatsApp and added more than 40 new point of presence for Premium Card across Egypt in a single year𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: Established the digital marketing unit, implementing CRO methodologies that increased conversions by 45% and app installs by 60%. Show less

• 

  Mashreq

  Sept 2024 - now

  Senior Vice President, Head of Mashreq NEO - Egypt