Hesham Nawwar

Over three years leading Oxi Fabric Care Category, I experienced numerous business successes and milestones. But the greatest achievement for me was passing on the knowledge and skills to my team, empowering them to become the next business leaders’ successors. Setting a new strategic direction for Oxi Fabric Care was both challenging and rewarding, as each sub-segment targets a different consumer tier with distinct consumption behaviours. But it was always doable, because as we say: “Oxi is up for it!”. As business leaders and marketers, we measure our success through facts and figures, and I’m proud to share the following topline achievements from Aug ’21 to Aug ’24, based on Nielsen data: 1) Fabric Care Category, Ø On a MAT level, Oxi grew from a 34% share in Aug ’21 to 46% in Aug ’24 and widened the gap between Ariel by 39 share points on Aug’24 from 9 share points on Aug’21. 2) High Suds Powder Segment, Ø On a MAT level, Oxi grew from 43% share in Aug ’21 to 52% in Aug ’24 and widened the gap between Ariel by 47 share points on Aug’24 from 12 share points on Aug’21. 3) Low Suds Powder Segment: Ø On a MAT level, Oxi grew from 27% share in Aug ’21 to 41% in Aug ’24 widened the gap between Ariel by 28 share points on Aug’24 from 6 share points on Aug’21. 4) High Suds Gel Segment: Ø On a MAT level, Oxi grew from 16% share in Aug ’21 to 40% in Aug ’24 and exceeded Persil by 17 share points for the first time. 5) Low Suds Gel Segment: Ø On a MAT level, Oxi grew from 14% share in Aug ’21 to 30% in Aug ’24.

Oxi Fabric Care Category • Developed a new strategic direction for Oxi Fabric Care category by acquiring a new platform • Set Category objectives for product, price, distribution and advertising/promotion for the various sub-categories • Designed annual operating plan of marketing initiatives within set budgetary parameters • Led and managed projects for all sub-categories’ initiatives through cross functional coordination • Managed all aspects of the brand assigned to including promotional activity, new product development, and financial management. • Ensured that profitability, share and volume targets are achieved in line with AOP Objectives • Key Achievements A) On Category Level 1. Oxi gained 4 share points on MAT level and 6 share points pointing time. “Nielsen” 2. Oxi Increased its numeric distribution by 7 points & weighted distribution by 5 points. “Nielsen” 3. Oxi is the 3rd most chosen brand in Egypt 2022. “Brand Footprint 2022 – Kantar” 4. Oxi achieved 10% volume growth & 38% value growth against 2021 5. Oxi decreased its overall spendings VS revenue by 1.5% against 2021 B) On High Suds level 1. Oxi gained 5.6 share points on MAT level and 10 share points pointing time. “Nielsen” 2. Oxi increased the gap with the competition by 26 share point. “Nielsen” 3. For the first time in Oxi’s history to be parity in its SKUs wights with its main competitors 4. Launched a new successful Oud fragrance with a tactical awareness campaign which met our audience expectations and enhanced our user’s experience C) On Low Suds Level 1. Oxi gained 2 share points on MAT level and 4 share points pointing time. “Nielsen” 2. Oxi acquired a new platform and launched a new equity copy while leveraging on its brand ambassador’s come back 3. Oxi managed to upgrade and maintain its pricing strategy by decreasing the gap with its main competitor to reach 10% for the first time 4. Introduced a new fine fragrance to fit its new preimmunize approach

Crystal Ghee Category • Developed a new strategic direction for Crystal ghee category by focusing more on the area with the most opportunities. • Created a full IMC plan to support the new brand strategic direction linked with a yearly budgeted calendar. • Controlling and implementing the brand communication budget. • Analyzing monthly both the national sales productivity and brand achievement by category. • Key Achievements: 1. Acquired a new platform “Al Falahy”. 2. Headhunted a new celebrity to support our new claim beside our iconic brand ambassador. 3. Implemented/executed a full supportive plan in the areas (SUE & WD) with the most opportunities and gained almost 3 share points in these regions. 4. Implemented several successful engaging digital campaigns with our new brand ambassadors. 5. Achieved a growth of 250% in 2020 versus 2019 while managing the full e-commerce platform for the whole food category in Arma.

• Developed the strategic direction and 5 year strategic plan for the brand lined with the main corporate objective by strengthening our fighter brand “Dairy” and introducing a new high tier brand “La Classe”. • Developed the new brand identity and brand position that fits the targeted audience for both lines. • Created a full IMC plan for the brand’s re-launch linked with a yearly budgeted calendar. • Controlling and implementing the brand communication budget. • Analyzing monthly both the national sales productivity and brand achievement by category. • Key Achievements: 1. Dairy: – Increased our sales for Dairy by 87% to reach 1.5K tons on monthly basis. – Adjusted the price points to compete in this low tier segment. – Implemented a package revamping for the whole portfolio. – Introduced a new variant to fit this segment requirement. – Implemented a heavy TVC campaign to announce on our new design and hammer on our competitive features. 2. La Classe: – Introduced a new high tier brand to enhance our company’s portfolio & profitability. – Focused on the processed cheese segment through introducing our new cups and shredded variants. – Achieved the highest growth occurred in the company in both MT & KR channel through implementing an aggressive hammering campaign which lasted for 3 consecutive months. – Launched the social media platform for LA Classe which achieved a marvelous organic reach & engagement.

Brand: Bimbo & Corona Biscuits Range Job Responsibilities: • Developed the strategic direction and 5 year strategic plan for the brand lined with the main corporate objective. • Developed the new brand identity and brand position that fits the targeted audience. • Created a full IMC plan for the brand re-launching linked with a yearly budgeted calendar. • Creating new communication radio Ad for Bimbo range. • Controlling and implementing the brand communication budget. • Analyzing the national sales productivity monthly and brand achievement by category. • Key Achievements: 1. Invested in Bimbo, creating a delicious line extension and introducing it to the market through targeting different price points to fit the mass market. 2. Implemented a facelift for Bimbo by keeping its main known identity. 3. Implemented different offline activities to celebrate Bimbos’ return and to introduce the new family. 4. Launched Bimbo interactive social media platform Bimbo بيمبو. 5. Introduced new wafer SKUs in terms of different sizes & flavors to fit the target audience requirements.

Brand: Coffee Break • Developing the new strategic direction for the brand lined with the main corporate objective. • Developing the new brand identity and brand position that fits the targeted audience. • Implementing a full IMC plan for the brand re-launching linked with a yearly budgeted calendar. • Controlling and implementing the brand communication budget. • Monitoring market trends, consumer behavior and competitors’ activities to identify opportunities and key issues. • Briefing and managing different agencies to ensure the development of an efficient brand communication campaign. • Developing an effective integrated working relationship with different internal stakeholders departments “Sales, Operation, Purchasing & Finance”. • Analyzing the national sales productivity monthly and brand achievement by category. • Developing and maintaining relationships with external suppliers.

• Brand: Giardino • Developing the brand strategy in line with corporate objective in respect of volume contribution and brand volume market share. • Developing the new brand identity and brand message that fits the brand's targeted audience. • Implementing a full IMC Plan for Giardino for 3 years. • Developing and implementing the brand tactics through preparing and utilizing a market study based on consumer insights with SMART recommendations. • Preparing the annual brand plan and gaining the needed approvals for implementation. • Developing an effective integrated working relationship with different internal stakeholders departments “Sales, Operation, Purchasing & Finance”. • Developing and managing the brand standards in the area of product, packaging, price, advertising and other communication methods. • Preparing the yearly calendar and yearly budget that includes all activities and targeted communication tools. • Briefing and managing different agencies to ensure the development of an efficient brand communication campaign. • Developing, controlling and implementing the brand communication budget. • Managing all marketing, communication and promotional activities for Giardino. • Managing the direct brand’s market research activities including taste testing, product tasting, leaflets participation and market scan. • Analyzing the sales productivity monthly and brand achievement by category. • Following up the sales team through organized market visits each week on different territories. • Developing and maintaining relationships with external suppliers. • Managing new brand development projects that benefits our targeted customers and contributes in our brand growth.

• Marketing Department • Product Manager “Fresh Products” • Responsible for the product process from the raw materials till the shelf display • Merchandiser’s Team leader • Following up the Sales Representatives/Area Managers • Implementing Monthly Promotions (BTL) • Implementing Annual\Monthly Targets • Implemented the Annual Market Plan • Implemented the total Marketing Budget for this year

• Sales Representative (Complimentary Department) • Customer service • Creative and attractive product display • Getting required data and information concerning the market

• Awarded the Certificate in Professional Marketing, Fulfilled all the assessments requirements of CIM "Charted Institute Of Marketing" Exam Board February 2017

Major: Finance & Marketing