Passant Fouad Ismail

Head of External CommunicationFull Time

• Job Details: Head of External Communication, Juhayna Food Industries Responsible for shaping company’s image to external stakeholders through leading on five major departments: 1. PR& CSR: Building and implementing external media narratives around key corporate communications pillars & Juhayna’ s corporate social responsibility endeavors. It involves reactive management of media issues as well as proactively telling stories about Juhayna- who we are, what we stand for, where we’ve come from and where we are going. The role involves a lot of coordination between the company’s different department and internal stakeholders to help build proactive narratives, which can then be used to drive positive media coverage. 2.Media: Managing the media department and media agency, closely monitoring media buying and planning initiatives. Ensuring that all media investments are in line with preset strategy and KPIs. Explores and Implements CMOs (Creative media opportunities for the company's different brands) with a sharp focus on ROI and efficient spending. 3.Sponsorship & Activation: Creatively use long and short term sponsorship assets to build innovative marketing programs which adds genuine value to the company along with managing contractual rights and working with strategic partners to deliver our sponsorship & activation goals. 4. Call Center: Supervising the Call center department to ensure effective resource planning to maximize productivity of resources whether employees or technologies. Regularly reviewing and analyzing call centers statistics as well as CPMU reports (Complains per million unit). Ensuring that the complain process is strictly followed until all cases are closed with consumer visit if required. 5. Factory Visits: Five of our factories are open for external visits 5 days a week. This is a great PR and Loyalty building tool. Supervising the Factory Visits representatives to make sure the visit routine is strictly followed and that we constantly have an influx of visitors of all ages and from different institutions

Executive DirectorFull Time

• Job Details:November 2014- April 2015 Director in Charge - EEDC (Egypt Economic Development Conference), JWT Egypt • Coordinating the work of WPP agencies working on the project (JWT – Richard Attias- Mindshare – H&K) • Developed and thoroughly followed up on a detailed CPS for the conference (from ideation to delivery) • Worked diligently with all partners to turn client requirements into flawless deliverables • Work across multiple teams to produce deliverables (Creative – Event management- Media and PR) • Sourced and developed content for conference collaterals and conference website • Managed the paid Media pre the conference with the team • Main point of contact with Government officials representing WPP agencies (plans- approvals- financials ...etc.) • Developed with the team a comprehensive post Conference report with all achievements and deliverables November 2013- November 2014 Executive Director, JWT Entertainment Egypt • Identify and develop priorities in conjunction with the senior management. • Identify and mitigate risks, seek opportunities for enhancing outcomes and ensure ongoing implementation of objectives. • Responsible for effective communication, goal-setting, delegation and performance evaluations • Prepare financial plans and annual operating budget for management’s approval • Manage the efficient and effective use of the agency’s resources. • Manage/ coordinate the process for content creation ( from ideation to delivery) • Manage the execution and production processes of content initiatives across different channels • Supervise content distribution strategy (how to promote content, increase engagement), not just content creation • Measure the results and develop case studies to document success and/or learnings for future improvements June 2010- November 2013 Media Director, JWT Egypt • Mainly on Egyptian Tourist Authority (ETA): o Analyzed different parameters to formulate the media strategy for ETA across 32 markets (27 international and 5 Arab) o Overlooked media planning, buying, booking and post analysis across all markets o Negotiated global media deals on behalf of ETA (e.g.: MTV, BBC, EuroSport, CNN) o Analyzed global trends and identified possible opportunities for ETA proposing new products(Religious tourism- luxury yachting) as well as new potential segments (youth) o Supervised financial process to ensure smooth operation across markets ( prepayments and on time reimbursement of suppliers) o Worked closely with creative, PR and research agencies for on time delivery of material and comprehensive reporting. • Pitched social and online media to agency existing clients: Schick- Juhayna- Samcrete (Saray)-Renault • Attended strategy meetings for new business: Ikea- Nestle’ ice cream • Channel planning and media buying for some of agency’s existing clients: Contact cars- Shell • Launched social media department o Hired and trained a team of four o Successful campaigns with first time results in Middle East ( Trident- Clorets) o Supervised and remotely managed the community managers in Beirut overcoming the location barrier

Head of Marketing - RegionalFull Time

• Job Details:August 2007- May 2009 Head of Marketing, North East Africa / Nokia Ltd. Egypt • Developed the sales unit strategy in compliance with Nokia’s global vision and brand DNA • Planned the marketing calendar for the sales unit (3 markets- Egypt, Sudan and Libya). • Has led the implementation of marketing plans to position and promote Nokia product portfolio to defined target audiences based upon the global annual plan and investment allocation. • Utilized marketing effectiveness analysis tools (funnel analysis, etc) to determine and prioritize marketing tactics that deliver expected outcomes in terms of sales, margin, brand metrics and consumer segment development. • Extended cluster/area marketing initiatives into appropriate local marketing mix elements; including customer and retail marketing, consumer promotions relevant sponsorships and events resulting in increased sales and relevance with targeted consumer segments. • Collaborated with the area marketing team to develop targeted media strategies that support the advertising and marketing objectives. • Has been accountable for short- and long-term planning, deployment of resources, expense control as well as budget and team management. • Handled the day-to day marketing activities. • Managed the advertising budget for accurate accounting. • Interfaced with finance on budget compliance, forecasting and performance of national advertising spend. • Supported the marketing planning team with preparation of seasonal business and marketing plans. • Cooperated with area customer insights group on measurement of all country advertising campaigns; including copy testing and brand awareness. August 2006-. August 2007 (Channel) Marketing Manager, North East Africa / Nokia Ltd. Egypt • Created the cluster marketing plans aligned with Nokia's portfolio as well as key target segments; based on annual plan and allocated investment • Lead marketing activities and tactics utilizing different tools (brand funnel analysis-segmentation-on track results) to achieve sales targets and drive brand preference ( overall and among key segments) • Localized all campaign elements (ATL-BTL) in alignment with area guidelines. • Regularly Interfaced with Finance on budget compliance, forecasting and spend. • Handled all customer Marketing activities with key eight customers across Egypt, Sudan and Libya to drive sell out and ensure compliance with creative guidelines and CM templates • Managed 360 degrees launch for Hero products including activations (experiential marketing) and/ or road shows • Coordinated with the area's and Sub area's marketing team to develop targeted media strategies that support the advertising and marketing objectives for BGs. • Regularly reviewed the campaigns' effectiveness tracking brand/communication metrics as well as sell through figures • Closely aligned marketing efforts with sales and retail to capture market share as well as drive ASP