& FMCG
The Project
A family-owned food manufacturing group in Port Said with over 3,000 employees across multiple operating divisions. This was not a marketing brief in the conventional sense — it was a full-scale rebuild of how the business worked from the inside before anything was ever taken to market. The engagement began at the boardroom level in my capacity as Vice Chairman, and extended to redefine how the group operates, how it looks, and how the market sees it.
Impact
A 3,000+ employee group moved from a fragmented operational structure to a unified system, with a new identity, redesigned product lines, and a fully integrated digital presence.
Scope of Engagement
Executive Governance · Business Diagnosis · Organizational Restructuring · Identity & Product Redesign · Marketing Strategy · Full Digital Execution
Dive Deeper
Diagnose the system before intervening
The first decision was to stop marketing something that wasn’t ready. Divisions were operating in isolation, HR ran without a unified procedure manual, and executive decisions were made without a written frame of reference. I built the group’s first unified operating system to connect every division under one logic, and issued a complete HR procedures manual codifying roles, workflows, and authorities. This invisible layer — the one the end customer never sees — was the precondition for everything that followed.
Think Bigger
Redefine how the group looks and what it delivers
Once the internal system stabilized, we turned to what the market sees. I redesigned the group’s visual identity end-to-end to reflect its true scale and ambition, and reengineered the product lines to compete on more discerning retail shelves. In parallel, I authored the strategic marketing plan that defined priority markets, message architecture, pricing model, and distribution channels — so that identity, product, and strategy became three faces of a single decision.
Go Further
Scale the impact through an integrated execution system
The final phase translated everything above into deployable touchpoints. We designed and built the website as a serious B2B interface, ran professional product photography sessions across every line, and produced the corporate profile and product catalog to standards fit for prospective export clients. We then launched and managed the social media channels as a daily extension of the brand voice — not as a separate activity.
The result: a family-owned industrial group that looks, operates, and speaks like a top-tier institution. Sales increased by 40% in the first year, 75% in the second year. Exporting products and opening new markets in Kuwait and Jordan.
