Hype Energy Drinks
Brand Manager
Global energy beverage brand (founded 1994 by Formula One driver Bertrand Gachot). Two and a half years as Brand Manager in Egypt: brand strategy, trade marketing, go-to-market, and product launches.
What I built, scaled, or owned.
Brand Strategy, Egypt
Led the brand's media strategy across Egypt, growing presence through trade marketing, retail activation, and consumer campaigns.
Trade Marketing & Retail
Developed and executed seasonal trade plans covering shelf visibility, POS materials, and in-store promotions across key retail and modern trade accounts.
SKU Launches
Launched Hype Protein Bars and the Mojito flavour with end-to-end go-to-market plans built with the Dubai headquarters: consumer positioning, budget, retail execution, and on-ground activation.
Offline-to-Online Loops
Built brand activation loops across events, concerts, and summer campaigns, connecting on-ground presence to digital follow-through.
Ambassadors & Influencers
Recruited and managed the student ambassador programme and an influencer network across Egypt.
Sponsorship
Closed an exclusive sponsorship with Trapped Hub Egypt at Al Futtaim's Cairo Festival City.
Mobile Marketing
Launched SMS marketing, 30% retail purchase increase. Mobile-exclusive promotions drove 20% aggregator transaction volume increase.
Influencer & Affiliate
Influencer programme reached 5M with 45% engagement-rate increase. Collaborations with Egyptian celebrities including rapper Abo El Anwar and Amir Eid (Cairokee).
The output.
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