Angelikey Rofael

Stepping into a pivotal role to lead the marketing transformation of Khazna across Egypt and KSA during an exciting phase of growth and reinvention. Overseeing an incredible team of 11 passionate marketers as we shape the future of fintech in the region. I’m focused on driving brand growth, consumer relevance, and strategic impact across both markets. Driving a bold repositioning and rebranding journey to elevate Khazna’s presence, sharpen our purpose, and bring our vision to life through every touchpoint by reshaping our brand identity, value proposition, and communication strategy to better resonate with our diverse audiences. We’re redefining how people perceive and engage with financial services building a brand that’s not only trusted, but loved. With a digital-first mindset, data-driven decisions, and a relentless focus on impact, I’m committed to unlocking new levels of growth, relevance, and customer connection by elevating Khazna as a trusted and essential platform in the region’s financial ecosystem.

During my tenure at Dr. Oetker, I crafted marketing and communication strategies and led several successful product launches, enhancing our market position, expanding market share, and driving revenue growth which supported in achieving the first 1 billion net sales. - I devised & executed commercial strategies that resulted in substantial MS growth for all 3 brands across various sub-segments and categories, encompassing both one-year commercial plans and three-year strategic initiatives. - Acknowledging the significance of data-driven decision-making, I spearheaded the implementation of advanced analytics tools that empowered our team to effectively gather and analyze consumer data. By leveraging valuable insights, we refined our marketing strategies and improved campaign effectiveness, leading to significant increases in ROI. - Utilized market research and consumer insights, I uncovered untapped opportunities and launched innovative product lines including Café O Powdered Milkshake, Flavored Cocoa 3-in-1, Cake Mixes, Mug Cakes, and many others. - Under my strategic leadership, I managed cross-functional teams in the creation and execution of impactful marketing campaigns. - By implementing strong digital marketing strategies, I enhanced our brands’ online presence, improved customer engagement, and drove increased sales. Also, maximizing visibility across diverse media platforms, in retail, and on-ground. - I cultivated strategic partnerships with key e-commerce retailers, enhancing distribution and market penetration. - My dynamic leadership approach had been crucial in motivating and inspiring teams to excel. Through effective coaching and development initiatives, I nurtured a culture of innovation and excellence, thereby enhanced team performance and promoted individual growth. - I led the export business from August 2024 till May 2025 and had successfully achieved the fiscal year budget. - Managed a dedicated team of seven members.

My role was being the orchestrator of the growth campaigns in Egypt & KSA. Positioned Vezeeta to become the platform of choice for healthcare, as a single point of care, by enhancing its brand equity in the market to become the go to App in Egypt as a connecting channel that eases the accessibility to all its different healthcare related services. •Developed Vezeeta's first Brand and Communication strategy since its launch. •Developed and led $800K Digital Marketing Campaign - “Move & Earn” media strategy by identifying the campaign objectives and spend plan while optimizing WoW based on CPR performance, which resulted in overachieving the e-pharmacy targets by tripling the monthly orders for 3 consecutive months. •Led and developed Communications for the Doctors' price-up, new launched products and features (Vezeeta as a Provider – Labs & Clinics) and Q&A feature for Doctors and Patients. •Established & optimized database segmentation plans to maximize revenue and engagement. •Set FY patients retention plan for all verticals for the (new, active, at risk and churn users) in collaboration with the product and data analysts. •Implemented conversion strategies, including but not limited to: coupons, promotions, cross-selling, upselling, bundling, loyalty programs and targeting strategies based on transactions' history or browsing behaviors. •Created conversion funnels based on audience segment and product preference. •Developed insights that can improve Vezeeta's marketing efforts via the quarterly NPS. •Managed Facebook strategies to increase brand awareness and enhance equity. •Utilized industry best practices, carry out landing pages strategies and conduct A/B testing to maximize revenue and ROI. •Successfully transfered knowledge/expertise to my team via training and informal coaching. Leading a team of 5 members (1 MarCom, 2 Social Media and 2 Designers).

I led Birell & NAB Category to share leading position in Egypt. •Fully responsible for the portfolio P&L •Led the development of the overall NAB innovations' category strategy that is aligned with the corporate vision by identifying the gaps in the market and within NAB portfolio; latest NPI launch is Fayrouz Coffee. •Planned regular market research and identifying knowledge gaps to be tackled through research (quality issues, ad previews and new brand concepts). •Worked closely with the Non-Alcoholic global team on all the local major innovations, brand & equity strategies. •Reconstructed Birell marketing strategy to maximize long term sales and profitability, thus, win market shares. Repositioning strategy to revive the manhood platform after 13 years moving from “Man-up” to “Brotherhood”. Adjusted recipe, revamped the packaging, and launched 275ml OWGB to increase penetration, hence, drive sales. •Developed plans/strategy of the brand (1-year commercial operational plan and 3 years strategic plan). •Covid-19/Ramadan Campaign: Being agile and proactive to develop effective and positive content in responsible ways amid the crisis. •Launched counter-attack digital campaign due to Schweppes Bold relaunch in the market. •Developed and implemented favorable pricing structures balancing firm objectives against customer targets. •Worked closely with Commercial, Finance and SC teams on the NAB portfolio SKUs rationalization project (strategy and implementation). •Achieved Birell equity rating of 7.8 after 1 year in role, highest since start of measurement. •Established digital marketing strategy for Birell, achieving industry leading engagement rates and video completion rates on Facebook from market average 9% up to 29%. •Over-achieved the global KPI reach optimization from 35% to 60%. •IDDM implementation with around 80% of Birell digital content. •Fully led the brands’ events, sponsorships, and partnerships. •Developed and coached a team of 3 members (1 BM & 2 JBMs).

Led & managed Birell marketing strategy and all its related marketing activities. • Responsible for Birell development, brand optimization and commercial plans by leading the innovation & equity agenda. • Led Price and Pack Architecture project for the entire NAB category. Set clear price and pack strategy and a solid innovation funnel to ensure growth. • Led the advertising agencies in translating brand marketing objectives into creative communication material. • Responsible for ATL media allocation, BTL plans and manage effective deployment for the brand budget. • Gained +2 PP market share within the plain malt category. • Monitored closely BHT & Retail Audit and reacted to market changes. •. Fully responsible for the portfolio P&L. • Responsible for the ROI analysis for all activations and promotions. • World Cup Campaign in 2018: Explored new boundaries with personalization at scale campaign that was executed in Russia across 3 different cities. • A.C.N 360 campaign with unconventional on-ground execution. Average reach across all portals was around 74% vs. benchmark of 35% and CR of 50% vs. 27% global KPI. • Fully led the brands’ events, sponsorships, and partnerships. • A team of one direct report.

Led & developed marketing strategies and activities for global beer brands (Heineken & Desperados) and local brand (Meister Max) in Egypt. • Heineken MS grew +2.5% from 2016 to 2018 by building brand awareness and usage through impactful marketing campaigns and consumer promotions. • Developed 3 years' strategic plan for premium international beer (Heineken & Desperados) to take advantage of market opportunities. • Achieved Brands' contract, delivering on growth and profitability targets. • Reassessed and worked on optimizing Desperados' pricing 1 year after its launch to unlock brand's potential, successfully enabling price reduction after implementing huge Cost Value Engineering (CVE) project with global team by saving EGP 2.60/bottle in COGS. • Took the initiative with Heineken global digital team and created the first alibi platform. • Brought Barcelona's legend “Carlos Puyol” in 2016 as part of Heineken UEFA Campaign. • Brought "UEFA Champions League Trophy Tour" in April 2017 and Trophy Ambassador “Ryan Giggs” in collaboration with CA department and partnered up with the Ministry of Tourism to promote tourism in Egypt for the second year in a row. Earned free media coverage worth of $2M. • Initiated and signed a 3-year contract (2015-2017) with one of the top local events’ organizers for the biggest music festival that is held annually in Gouna and named it after Heineken “Heineken Sandbox Music Festival” with 10% increase in partnership fees YoY which was beneficial for the brand as the devaluation took place in Nov 2016 which resulted in 37% inflation. • Fully led the brands’ events, sponsorships, and partnerships. • Pioneered with ATL advertising in a dark market, lifting up brand awareness (Heineken) with avg. 13%. •. Fully responsible for the portfolio P&L. Awards & Recognition: • Heineken Global Commerce Awards (Shortlisted) 2017: TT in Egypt.

• Gold Effie's Awards, MENA, 2014: Clorets Cinnamint launch of the year. • Silver Award Festival of Media Awards, MENA, 2014: Clorets Cinnamint. • Lynx Awards MENA (Bronze) 2014: Chiclets Fresca launch. • Crystal Awards MENA (Bronze) 2014: Chiclets Youth Marketing Winner. • Crystal Awards Africa (Bronze) 2014: Chiclets re-launch campaign. • Best integrated marketing communication plan Clorets across EEMEA 2014. • 2011 & 2012 Market Share award EEMEA (Fastest Gum Growth). • Best integrated marketing communication plan Clorets & Halls across MEA 2011.