Marketing Leadership · MENA Mobile & Retail
Marketing leadership that builds category-defining brands.
Eleven years leading brand and growth marketing for Xiaomi, Dubai Phone, POCO and Tecno — with the numbers, not just the titles, to show for it.
Brand Strategy360° CampaignsPerformance MarketingP&L & Budget OwnershipTeam Leadership
Selected Business Transformations
Proof, not portfolio.
From Retailer to Premium Brand
Dubai Phone- Challenge
- Seen as a distributor, not a destination.
- Strategy
- Repositioned as a premium multi-brand retailer.
- Impact
- 500M+ EGP delivered. Apple Authorized Reseller won.
From Challenger to Category Leader
Xiaomi- Challenge
- Near-zero awareness in a Samsung-led market.
- Strategy
- Six years of digital-first brand building.
- Impact
- 99% awareness. #2 brand in Egypt.
From Product Launch to Gaming Culture
POCO- Challenge
- One more phone launch, easily ignored.
- Strategy
- Built gaming culture, not a campaign.
- Impact
- Egypt's largest gaming-first launch.
Community BuildingBrand GrowthBusiness TransformationMarketing Leadership
Explore My Journey →Infinix 2016Xiaomi 2017Dubai Phone 2023Tecno 2026
Brand UniverseView all →
Explore by Capability
Where the work lives.
Communication Marketing
Celebrity, TV, OOH, digital, PR and live events — organized by capability, not by brand.
Explore →
Product Marketing
The decisions behind five real launches — planning, positioning, go-to-market strategy.
Explore →
Marketing Frameworks
The internal strategic-planning discipline behind the campaigns — SWOT, budget allocation, retention design.
Explore →Have a marketing problem worth solving?
moustafa.abbas1707@gmail.com · LinkedIn · Cairo, Egypt