MOSTAFA YASSIN

CURRICULUM VITAE

BRAND MANAGEMENT | BUSINESS DEVELOPMENT PROFESSIONAL

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MOSTAFA YASSIN
Mobile: + (971) 50 476 2624 ~ E-Mail: mmostafa.yassin@gmail.com

~ Brand Management & Communication | Business Development | Key Accounts Management ~

Offering over 7 years of quantifiable and cross- cultural experience in various industries
Vision, Strategy & Leadership Brand Development New Market Development P&L Management Strategic Alliances Market Research Post Sales Services Organizational Development Training & Development Key Accounts Management Product Promotion Manpower Leadership

___________________Profit & Value___________________

Business Strategist: Overcome complex business challenges and make high-stakes decisions using experience-backed judgment, strong work ethics and irreproachable integrity. Deft in driving new business through strategic brand development and management to increase revenues. Associated with top organizations like 3M and Google (Internship) during career span. Brand Development Specialist: Characterized as a visionary, strategist & tactician. Adept in conceptualizing & implementing competitive strategies for generating sales, through development of effective branding exercise slated towards the achievement of revenue & profitability targets. Excellent track record of developing digital media campaigns and conducting market research. Consistent record of delivering results in growth, revenue, operational performance, and profitability. Aggressive branding and marketing tactics with strong exposure in Brand Planning including Brand Identity Development and New Product Launch; built solid track record of successful rollout, management and turnaround of fortunes through astute planning and execution. Respect and Leverage Human Capital: Motivate, mentor and lead talented professionals. Expertise in building and motivating teams that well exceed corporate expectations. Innovative and results-driven manager focused on achieving exceptional results in highly competitive environments that demand continuous improvement.

___________________Business Skills___________________
Experienced in charting out divisional / concept business plans & strategies, contributing towards enhancing business volumes &
growth by executing promotional and branding strategies and achieving top / bottom line profitability.

Heading modern Marketing styles, Business Development, Lead Generation and merchandising through effective planning, execution
& branding operations.

Formulating marketing and branding plans as well as leading team members to execute all marketing communication or public
relation programs viz., advertising, marketing campaigns, press releases, ATL/BTL activities, etc.

Overseeing complete business operations, marketing and branding with accountability of profitability, forecasting monthly & annual
sales targets and executing them in a given timeframe.

Providing direction, motivation and training to the field sales team, ensuring optimum performance for all operational & branding related
issues and imbibing a sense of discipline & team work within the work force for effective and smooth functioning of operations.

___________________Career Record___________________
Since Apr13: Al Sharqi Bakery, Dubai - UAE as PIC (Person in Charge) Major Roles: Spearhead business operations and direct teams in Market Research, Branding, Planning, Follow ups Pre and Post-Sales support to ensure client satisfaction. Deliver quality-baked products to a range of clients mainly in educational institutes (Ministry of Education). Assist sales team to derive sales from Integrated Marketing Communication, Media Planning, Consumer Research & Visual Merchandising using all possible mediums of marketing and branding (Internet Marketing, Advertisements, Campaigns, etc.) Develop & implement 360 Degree marketing campaigns - ATL, BTL, Digital marketing, ambient media to garner maximum brand exposure and impact. Identifying prospective clients in the assigned territories, generating business from the existing clientele, thereby achieving business targets. Developing marketing plans designed to assure achievement of agreed to volume, market share and profit objectives. Implementing strategies for acquiring business from clients and effectively using the potential of existing accounts. Building & maintaining healthy business relations with clients and maximizing customer satisfaction by meeting service & delivery norms. Identify new business opportunities, conceptualizing & executing market strategies to drive sales, augment turnover and achieve desired targets.

Conduct new age marketing and branding techniques including Social Media, Web Analytics, SEO/SEM (Search Engine Optimization /Management), E-Commerce, Web Strategy and Digital Research. Ensure production area is strictly in compliance to stringent quality norms. Reengineer production process to improve output and in turn growth for company. Key Contributions & Achievements: Infused new methodologies and production process that successfully saw an increase in production by 80%. Finalized HACCP certification process for facility & team (21 members) Increased distribution by 64% and launched new mega market accounts. Harnessed team skills and led them to develop new mega market accounts that successfully increased distribution by 64%. Increased revenue by over 95% in comparison to 2012 figures and successfully reached 5.6 million AED in 2013. Feb12 Mar13: Mansour Group, Cairo, Egypt as Strategy and Planning Manager

Major Roles: Carrying out sales & marketing, brand research, operations & administration and overseeing competent business strategies to market wide range of products through pre-set budget in excess of USD 20 Million Devising corporate/long-term planning and implementing competent strategies/operations for boosting key retail outlets to generate over $400M in annual sales meeting pre-determined revenue/sales targets. Develop a strong team of 5 direct reporters that delivers results through training and mentoring catered towards increasing top and bottom line results. Drive leadership and development programs to 70 cross-functional team members including Unit Managers, Key Account Managers and Section Managers. Key Contributions & Achievements: Conceptualized and placed in action a strategically designed Social Media plan for an integrated digital marketing campaign for Egypt & region and looking after the entire activation process. Ideated and structured several programs including employee engagement program, online and F2F trainings, social media engagement, internal awareness surveys, internal events and market roadshows /workshops which saw brand awareness exceed over 75% within 9 months of internal launch. Played a stellar role in transforming relationships with global customers including Orascom and Emaar through multi-year joint business planning. Instrumental in the development and execution of go-to market strategies for over 70 types of machines within construction/drilling companies and government entities; collaborated effectively with team members to ensure supply chain operations. Sep10 Jan12: Brand Lounge, Dubai, UAE/Cairo, Egypt as Business Development Director/Brand Advisor Key Contributions & Achievements: Established Al Sayyad Group (worth $700M) throughout Europe and East Asia as the leading phosphate & minerals mining company. Directed the Hayat Water marketing campaign across Egypt; facilitated spending budgets over $1.2M. Recruited, hired, trained and managed a staff of over 12; maintained high levels of employee morale and engagement to ensure retention. Successfully formulated SEO strategies that saw ranking climb up and sustained at top 3 for Google and Yahoo (Organic, unpaid results) for key product search terms for Hilton Worldwide as well as Al Sayyad Group & Hayat Water. Mar08 Aug10: 3M, Cairo, Egypt as Brand Marketing Manager/Assistant Brand Marketing Manager Key Contributions & Achievements: Efficaciously utilized a USD 750K budget channelled towards the management of various aspects of the P&L including top-line sales, price growth, costs, advertising and marketing. Successfully increased market share in Mass channels (Carrefour) for Scotch Tape & Car Care business from 6% to 28% in an 18-month time frame; established 3M/Scotch as the leading manufacturer. Key contributor in implementing an efficient marketing and promotional budget of USD 700K consisting of digital and account specific marketing tactics to grow point-of-sale to 140% over a 52-week time frame

___________________Previous Assignments___________________
Oct06 Feb08: Dubai Properties, Dubai, UAE as Marketer

___________________Internship___________________
Sep04 Apr06: Google, Dubai, UAE as Associate Product Marketing Manager (Intern)

___________________Academic Credentials___________________
September 2006 June 2003 Bachelor of Business Administration (Finance and Banking) from Lebanese American University, Lebanon American Diploma from Sharjah American International School, UAE

___________________Trainings & Certifications___________________

Innovation Thinking (2011) Online Marketing (2010) Arab Future Leaders (2010) TEDx Egypt Organizer (2010) Negotiating Skills (2008) Leaders and Strategic Thinking (2008) Basic Management Skills (2008) Future Commodities Training (2008) Communication Methodology (2008) Up Your Service (2007) HACCP Certified (PIC 2013) Advanced HACCP Program (2013)

___________________Personal Vitae___________________
Date of Birth: Languages Known: Nationality: Visa: October 10th 1984 English, Arabic, Basic Italian Egypt / Canadian residency Employer Sponsored