Amr El Badry

• Lead, define and implement Vodafone's strategic brand positioning across 30+ markets, 550m customers, 130k staff based on deep data driven insights and cross functional collaboration
• Develop all the standards, guidelines, best practices and tool kits for brand positioning, comms, creative direction and execution to ensure clarity, consistency and effectiveness
• Spearhead all global ATL, BTL communications at scale across traditional, digital and social channels from brief to in-market delivery build from, & back to, the master-brand
• Define, develop and govern the brand identity standards, global brand site, high-quality identity-led assets production and generator tools.
• Drive key strategic global sponsorships: strategy development, markets management, activation, content generation and influencers collaboration (ex. Porsche global partnership, E-sports and CNN)
• Cross function stakeholder management for the respective projects and Board-level influencing driving enhanced brand and business results
• Overseeing global agencies relationships and performances (including global creative pitches) to elevate creative outputs and effectiveness
• Leverage customer insights, segmentations and journey mapping to inform relevant and engaging communications
• Managing and growing a global community of 30 markets (60 Spocs) to ensure consistency for brand globally, a deep understanding the market's unique needs and challenges. fostering strong relationships with local agencies, providing clear guidelines, and leveraging best practices.

Key achievements:

• The future is exciting repositioning oversaw across 36 markets with 1.6bn TV reach, 3bn digital reach, 350m+ video views and generating 1,500+ PR articles
• Together we can repositioning led and orchestrated it across 29 markets with 500M TV reach, 2.1 Bn digital reach with €300m media spend during lock down in under 6 months
• First to launch Vodafone new Business brand: a new positioning, creative, format, and global assets to 25+ Vodafone markets with €50m media spend in under 5 months
• Drove twice award-winning brand identity refreshes in 30+ markets, 550m customers and 130k staff
• Led the first 5G mobile gaming competition in the world across 14 markets with 352M reach, 19.8M engagements and 50K sign ups in addition to managing 5x local events, live-streams, content and assets generation, influencers, in game branding and the finals in Milan's gaming week
• Led award-winning Youth campaign in 18 markets with 460m reach, 43m engagements & 2.8m CTRs
• Launched DreamLab App global campaigns across 17 markets reaching 464m customers, 1.2 million app downloads and shortlisted for Cannes awards twice .
• Led, managed and hosted the global Brand Forums (F2F and virtual) for the past 7 years, managing all logistics, agenda, speakers, engagement and serving as MC, achieving a 92% satisfaction rate
• For the first time in the history of the brand launched Vodafone's award-winning audio identity celebrating our global cultural differences and cultivating our unique optimistic personality across 30+ countries, enhancing brand awareness and recall by 11% in 1.5 years and resulting to a saving of £400K using Bespoke AI sonic tool
• Launched a unique global transactional platform across 30+ markets, featuring bold, branded, and modern tactical comms. The platform became the most downloaded asset in the brand's history, second only to the logo.
• Vodafone's global brand site relaunch (DAM), live in 35 markets serving 80k users globally. Completed in under 6 months (new features & integrations, journeys, architecture, taxonomy, clean up, new look & feel), significantly boosted user usage, engagement (31%) and satisfaction (9.8/10 site survey), with notable increases in daily logins (19%), asset reviews, and new feature usage.
• Developed and Launched “Vodafone Lighthouse” Strategy: A disruptive change, a new way of working with key EU markets to deploy common strategic platforms, build campaigns at scale and re-use re-apply. Y1: £2.8M savings, Y2: £5.7M savings. Now reported in Exco and is a BAU.
• Remarkable track record in building, managing and engaging global communities

• Built and delivered Vodafone Egypt consumer and enterprise communications' strategies, and platforms based on thorough research and cross functional departments collaboration
• Each platform launched with a mega multiphase launch campaign using unique developed comms platform and channel strategy which successfully led to increased awareness & engagement.
• Delivered Vodafone Egypt ATL Comms calendar within the given budget and timely
• Constantly watched the market situation, dynamics and conducted market researches to assess the effectiveness of existing campaigns and identified opportunities for improvement.
• Built a top-performing team by setting clear objectives, monitoring results, providing feedback, removing obstacles, solving problems, growth plans, motivating and rewarding successes.
• Managed our business partners, different agencies assuring best output while creating harmonies with the teams.

• Delivering Vodafone brand promise and purpose through brand led communication with a clear purpose to connect emotionally
• Developing and managing the mother brand calendar to build a dialogue with customers with a clear purpose to connect emotionally supporting our key brand differentiators.
• Applying the global guidelines and adapting them to fit our local market. Assuring consistent brand communication across the different departments.
• Working very closely and effectively with our team, stakeholders and the agency ensuring their close involvement, alignment and best outcome for the various projects.

- Key Achievement:

• Won the Global Best Brand ID and enterprise ad format rollout across all vodafone markets
• Won Gold in the Effies for the best social media use
• Adaptation of local image bank globally
• Awarded as the best employee for last 3 years (X-rated)

• Responsible for all marketing retention activities and propositions for the Post pay base

Key Achievement:

• Enhanced Post-pay overall churn rate by 18% and Saved 2% of our hybrids base (average of 10K customers generating 340K monthly)
• Revamped the existing Suspension Promos and developed new inactivity and churn propensity models which enhanced the inactivity and churn prediction
• Succeeded in sustaining and increasing post-pay NPS within my scope

• Responsible for all marketing communication campaigns for Enterprise, internet, prepaid and Roaming and International (ATL, BTL, Base communication, Digital and direct marketing communication etc…)
• Developed consistent and world class communication across all touch points
• Repositioned the enterprise segment as a total comms provider
• Helped establish a leadership position for Blackberry, Mobile Internet & Mobile Connect in Egypt
• Built a prepaid successful communication platform “Hakawy” which helped us in gaining differentiation Vs. competition while meeting the required communication and business objectives
• Developed a unique award winning P&S innovations platform “Sel3awa” which had a great positive impact on the business from a communication and business front.

• Fully in charge of 10 of strategic key accounts
• Maintained quality service by building a productive relationship with the customer and solving all problems and managed to reach nearly zero complaints
• Succeeded in maintaining and increasing existing account revenues (10% YOY)
• Awarded the Vodafone 2007 Year overall performer, Top sales achiever, Top data sales / Top blackberry sales

• Responsible for the development of all communication including ATL & BTL, media planning, budgeting, PR, website and events
• Assisted in structuring a marketing information pool and in analysis of the auto industry in Egypt
• Supervised and led the organization of several specialized and non-specialized exhibitions / events such as Formula- Automech- Peugeot challenge cup-and Alex Fair.
• Adapted international guidelines and developed standardization for all advertisements