Multi-entrepreneur. Founder of Value Branded Content. Expert strategist in Media and Advertising in MENA.
Acquired 17 years of expertise in the media industry where I have developed a unique know-how and approach to the communication industry that allowed me to build the below skills:
- Entrepreneurial Skills: as of 2012, I followed my passion for branded content and established “Value Branded Content”. It’s been a long journey filled with challenges and thrilling opportunities as we were competing with established multinational agencies in the region. With dedication, focus and an innovative approach we managed to build our reputation and unique proposition that led us to gain the trust of major international and local media houses and production companies. We are currently the official representatives of the ad business of National Geographic and the Strategic Partners of Adform in the Middle East and North Africa, a business that generates an average of USD12 million a year in billing.
- Learn, Innovate and Strategize: captured 90% of the Tele Shopping industry in the MENA region by transforming a static linear model into a performance driven one. This was achieved by opening an unprecedented 400 minutes of daily airtime across 23 TV Stations broadcasting in 18 different markets. Those brands were able to advertise for individual products and track them through unique phone codes, this dynamic marketplace generated a total sales of over USD200 million.
-Business consultancy and sales: throughout my career I have been a media buyer, a sales manager of one of the biggest media networks in MENA and an avid business developer in my own company. By understanding consumer behavior and working closely with the leading broadcasters in the Arab World, advertisers and producers, I have tailored different genres of branded content that generated an incremental USD15 million in advertising revenues in a region still heavily skewed to traditional ad formats.