Events and Awards

Mohamed El Sharkawy From Unilever: Real Time Is The New Currency

Mohamed El Sharkawy, Global Senior CMI Director Hair Care at Unilever in London, is one of the keynote speakers at the Marketing Kingdom Cairo 2, Egypt’s biggest international marketing event, taking place from 26-27 October at Fairmont Towers in Cairo.

Mohamed’s 15 years of Unilever experience has allowed him to explore and lead different positions in CMI (Consumer & Market Insights) where he worked in different countries and roles (Egypt, UAE, Saudi, Thailand, Singapore, China and now in UK, across different Local, Regional and Global roles).

His current role is Global Senior CMI Director – Hair Care, where he is heading the CMI function for Hair, one of the biggest and fastest growing categories in Unilever. He is also leading Innovations & Pack testing for Personal Care and has led the Nielsen Innovation relationship from Unilever side in 2011-2014, where he worked with Nielsen on developing latest Innovation Testing techniques for Unilever, with Nielsen BASES taking the best agency award for Unilever in 2014.

His tips for marketers in Egypt and the region are:

  1. Move from a “wait & decide” mindset to “Launch & Adjust”
  2. Information is not power anymore, Actions are what will give you the Edge
  3. It is too risky not to take risks
  4. Don’t choose two of these three anymore “Fast, Cheap or Good Research”, you should always ask for the three
  5. “Real Time” is the new currency

To see Mohamed and 12 other marketing gurus from Instagram, Facebook, Twitter, Google, Shazam, Sony Music and Tetra Pak, get your ticket today for the Marketing Kingdom Cairo 2 by visiting the event’s official website

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