Expert Details
Partner and Managing Director
ID: 739091
United Arab Emirates
Entrepreneurial: since 2012, Expert has pursued his passion for branded content and established “Employer." This long journey has been filled with challenges and thrilling opportunities -- for instance, Expert's firm competing with established multinational agencies in the region.
With dedication, focus and an innovative approach, Expert's firm managed to build their reputation and unique proposition that led them to gain the trust of major international and local media houses and production companies. His group is currently the official representatives of the ad business of a household name in global storytelling and the Strategic Partners of Adform in the Middle East and North Africa, a business that generates an average of $12 million a year (USD) in billing.
A thought leader in innovation and strategy, Expert captured 90% of the Tele-Shopping industry in the MENA region by transforming a static linear model into a performance-driven one. This milestone was achieved by opening an unprecedented 400 minutes of daily airtime across 23 TV Stations broadcasting in 18 different markets. These brands were able to advertise for individual products and track them through unique phone codes. This dynamic marketplace generated a total sales of over $200 million (USD).
Business consultancy and sales: Throughout his career, Expert has been a media buyer; a sales manager of one of the biggest media networks in MENA; and an avid business developer in his own company. By understanding consumer behavior and working closely with the leading broadcasters in the Arab World, advertisers and producers, Expert has tailored different genres of branded content that generated an incremental $15 million (USD) in advertising revenues in a region still heavily skewed to traditional ad formats.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 2005 | Degree: Bachelor of Honor | Subject: Economical and Monetary Policies | Institution: Université Saint Joseph |
| Year: 2004 | Degree: Bachelor of Sciences | Subject: Economics | Institution: Université Saint Joseph |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2012 to Present | Employer: Undisclosed | Title: Partner and Managing Director | Department: |
Responsibilities:Expert founded this company with an innovative idea and sales approach to undertake niche advertising opportunities using product placements and content creation. Among other achievements, he:• Introduced for the first time the process of measuring and evaluating the product placements in Arabic TV Series. • Recruited, trained and managed the sales and execution teams within the company. • Created and sold Advertising and Branded Content on National Geographic (part of Disney), on which Expert's firm holds its exclusive representation in the MENA region (Middle East/North Africa) since 2018. • Handled and led a distribution and operations tech-stack solution – which is considered one of the top digital solutions providers for advertisers. • Took charge of the company strategy, position and expansion in different markets (Middle East and North Africa). • Has been responsible for buying and selling the Audio-Visual content with carried product placement and broadcasting them on different Pan Arab TV stations as well as Digital Platforms. • Handles negotiations on behalf of Tele Shopping clients that the company holds exclusive representation for: this role covers data analysis, advertising space on TV stations, stocks management, products diversification, relationship with distributors in different countries, etc. • Manages the financial operation of the company and is responsible for the P&L. |
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| Years | Employer | Title | Department |
| Years: 2009 to 2012 | Employer: Abu Dhabi Media | Title: Sales Manager | Department: |
Responsibilities:Expert:• Managed the TV advertising sales team across Abu Dhabi Media (ADM) channels: Abu Dhabi Al Oula, Abu Dhabi Al Emarat, Abu Dhabi Drama, Abu Dhabi Sports Channels (Free to Air & Encrypted) and National Geographic Abu Dhabi; and accountable for total targets. • Led the planning and negotiations of ADM Marketing & Advertising activity in the GCC and Egypt. Member of the committee that prepared the ADM RFP for assigning an Agency of Record. • Developed the pricing strategy, sales packages and the commercial policy of TV Sales Department along with the annual clients’ commitments (agencies and direct). • Initiated a creative sales approach with integration and implementation opportunities offered to advertisers. • Established the product placement and branded content entity within ADM. In charge of pitching, selling, developing branded content, producing the branded programs and linking content to different mediums (TV, Magazines and Websites). • Introduced the Gross Rating Points (GRP) sales approach, which resulted in attracting new clients to advertise on ADM TV platform. • Participated in establishing the 3600 Packages involving ADM different media in one proposal dedicated to specific advertisers. Package includes Newspapers, Magazines, Websites, Radio and TV as well as production of TV and Radio commercials. • Member of the Broadcast Unit in charge of commissioning new TV Series and TV Shows productions, acquiring new content and distributing library content to Arab broadcasters. |
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| Years | Employer | Title | Department |
| Years: 2006 to 2009 | Employer: Optimum Media Direction (OMD) | Title: Senior Sales Executive | Department: |
Responsibilities:Expert:• Handled the media buying for several accounts such as: EITC-du, Dubai Holding, Jumeira, Mercedes-Benz, Emirates Airline, etc. • Managed CSR campaigns for governmental clients across GCC. • Controlled budget savings, added values and negotiations. • Implemented new and creative opportunities that increased the ROI for the media campaigns. • Launched new products/projects to maximize awareness. • Involved in the planning procedure to answer client briefs and requests. • Responsible for annual buying reviews and accounts profitability. |
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