Campaign’s Faces to Watch, Brand Edition 2021 – Youssef Ashraf Mahmoud, Regional Marketing Manager – Facial Category, Fine Hygienic Holding
Nominated by Shyair Ganglani, Facial Tissues Senior Category Head, Fine Hygienic Holding
The primary difference between a Salesperson and a Marketeer is the scale at which the latter has to convince their audience to take action. Being able to influence millions of people to love your brand. Few are able to do this as naturally as Youssef, who leverages his emphatic style of storytelling blended with his mastery of marketing and business fundamentals to create award-winning communication and campaigns that resonate with his consumers and grows our brand. Since coming on the Facial business for FHH, Youssef has been instrumental at exponentially strengthening our brand fundamentals, growing our Equity, TOM awareness, and consideration scores by double digits. Definitely, a brand builder to keep an eye on in the future.
I started my career with a degree from AUS in BSBA, majoring in Marketing, later to work for Henkel as a Marketing assistant handling the Persil product portfolio for a year. Prior to Covid, I joined Fine Hygienic Holdings as the regional Assistant Brand Manager-Facial Category and in a year, I was promoted as the Regional Marketing Manager. My professional journey so far has helped in strengthening my campaign execution skills through assessing growth opportunities across different matrices, brand development and product positioning in a vast majority of markets across the GCC and the MENA region.
I believe in community harbouring through a combination of team building and collaborating in finding a design solution that brings a fresh narrative to the table mixed with an identity that roars with impact and paves the way for a safe space.
How has Covid-19 changed your job?
At a time the world needed a solution to stay safe, I along with my team developed a strategy that brought peace of mind to the community throughout highlighting our sterilization benefit through various campaigns. Our resilience in times of crisis answered our consumer needs and as a result, Fine secured 20+ global awards, most notable The Sterilized Brand of the Decade and The no.1 Sterilized Tissue in the World.
Community building is the heart of marketing principles, that is why I aspire to lead by example through investing in my own learning by pursuing an MBA in Marketing at the Canadian University Dubai. As I am coming to part, I plan on wrapping up my academia with a PhD.
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