Business Strategy | Customer Research | Emotional Positioning | ⬆️ Growth, ⬇️ CAC, and ⬆️ Revenue

Most companies don’t struggle because their product is weak, they struggle because they’re talking to the wrong customers, at the wrong time, with the wrong message.

I began my career solving that problem through user research and customer discovery, helping founders identify their best buyers, validate ideas, and bring offerings to market with clarity and speed. My work centered on helping teams stop guessing and start acting on evidence.

In May 2024, I expanded that work into a broader commercial function.
I realized the same analytical skills that uncover customer insights can also be used to build predictable, qualified demand for companies that already have strong delivery but inconsistent pipelines.

Today, I design and operate The Demand System:
a structured, signal-driven pipeline engine that identifies companies entering buying windows, qualifies them with rigor, and creates high-fit commercial conversations every month.

It’s user research applied to revenue that's systematized.

My work combines:
• buying-signal and market intelligence
• structured qualification frameworks
• context-aware personalization
• AI-enabled workflow automation
• weekly reporting for leadership visibility

The result is a demand engine that gives teams consistent, qualified conversations without relying on broad, inefficient outbound.

I work with agencies and B2B service companies that want a more disciplined, data-informed, and predictable approach to generating demand.

If your team needs clearer customer insight, better qualification, or a system that creates demand you can count on, I’m always open to a conversation.

🤪 Abeiene N.

Group Hospitals

Chief Sales Marketing Officer

SYDICINE LTD

Lead and oversee the overall strategy, development, and execution of SYDICINE's vision and mission. Develop and implement effective marketing strategies to promote SYDICINE's brand and services globally.

Build and maintain strong relationships with key stakeholders, including healthcare professionals, organizations, and investors.

Manage day-to-day operations and ensure the company's financial stability and growth.

Continuously identify new opportunities for growth and improvement to enhance SYDICINE's competitive position in the market.

Foster a positive company culture and lead a high-performing team towards achieving goals and objectives.
Stay up-to-date with industry trends and developments to ensure that SYDICINE remains at the forefront of healthcare knowledge sharing.

Represent SYDICINE at industry events and conferences to promote the company's brand and services.

Chief Marketing and Strategy Officer

Tana Africa Capital

Sales and Marketing Director | Group Hospitals and Labs.

- Consistently provided strong leadership and direction to Sales & Marketing teams to achieve sales, margin, and market share goals, resulting in over-achievement of 2021 targets.
- Served as a Service Market Expert, gathering competitive intelligence and developing successful service positioning, pricing, and branding strategies. For example, led the successful launch of Homecare services by conducting marketing research, building a comprehensive strategy, executing a 360 marketing campaign, allocating budgets, assigning human capital, mapping processes, and integrating analytics.
- Worked closely with agency partners to develop marketing plans for new business unit launches, in addition to leading in-house digital, content, creative, and events teams.
- Developed the overall marketing strategy and strategic imperatives for both wellness and illness services, obtaining marketing intelligence on a regular basis and updating assumptions while planning/forecasting.
- Identified and prioritized products and services development opportunities by working with customers and developing strategies that translated customer needs into products and services. Worked closely with hospital managers, quality, and IT departments to ensure successful translation of customer requirements into product features.
- Successfully implemented a marketing automation system integrating CRM, call center, social media, and email marketing channels to create an omnichannel customer journey, resulting in a 125% increase in conversion rates within one month.
- Developed compelling business cases to demonstrate the commercial viability of services such as telemedicine/home care programs and Radiology services.
- Built the structure and hired the entire Marketing and Sales team, including developing competencies, creating job descriptions, work load exercises, establishing KPI trees, and managing physical spaces.

Chief Marketing Officer | Marekting and Sales Director

Andalusia Group for Medical Services

As Regional Marketing Manager, Some of my key achievements include:
- Developed and executed annual marketing plans to achieve results, contributing input to the annual Strategic Plan.
- Led the design and development of an online booking app, from process mapping to wireframes and collaboration with developers, ensuring efficient delivery on time.
- Worked effectively with Senior Sales, Finance, Channel, and other teams to establish and execute service portfolio strategies, business plans, and key initiatives/programs to achieve marketing objectives such as telemedicine, health education, and commercial campaigns with Supply, Quality, and other cross-functional partners.
- Provided input to the board members on all issues related to "upstream" marketing needs based on digital and non-digital marketing research insights.
- Led the launch of new services and accelerated revenue generation through good preparation of prelaunch and launch activities.
- Tracked and updated the dashboard metrics on performance trends, set KPIs, and built competencies of the marketing team, including driving up the conversion rate on digital marketing activities from 23% to 45% in one quarter.
- Guided a complete creative team of content creation, media production, offline materials production, art design, and digital marketing automation, through marketing strategy and consistently achieved outstanding growth and improvements in digital KPIs.
- Came up with content funnels idea from planning to execution and developed the digital back end to enhance the quality of marketing leads and improve conversion rates.
- Analyzed revenue trends and competitive data to seize opportunities utilizing all primary and secondary data, utilizing marketing research tools to gain market insight to support key decisions.
- Managed the talent cycle starting from talent acquisition, talent development, performance management all the way to succession planning.

Regional Marketing Manager

Regional Sales Manager

TTM Associates Ltd

-Developed the yearly plan for Talent, Leadership, and Commercial solutions in Healthcare, resulting in the growth of revenue and improvement in team performance.
-Possessed a deep understanding of Healthcare Leadership, commercial competencies, and technical skills and behaviors required in Pharmaceutical, Health insurance, Medical devices, Healthcare Providers, and Hospitals sectors.
-Revamped Digital and Multichannel engagement in healthcare solutions, including designing landing pages, developing infographics, and launching solutions online for B2B engagement, which increased traffic towards the websites and social media followers using the latest technologies such as QR codes.
-Ensured the websites were in perfect health and the CMS systems were updated in a timely manner, resulting in the proper management of the Social Media strategy and achieving set KPIs.
-Designed and implemented an Omnichannel plan, including the customer experience, resulting in improving awareness about ttm solutions and exceeding planned leads generation.
-Planned, designed, and implemented Virtual Academies using multichannel to create buzz around them and catch up with the latest trends in Healthcare commercial market.
-Developed content material for the Digital Strategy, including articles, case studies, and monthly social media content calendars for all company social media pages.
-Collaborated with several Digital Agencies, resulting in successful implementation of digital actions aimed at achieving target KPIs.
-Conducted several waves of Marketing research to detect the clients' unmet needs and acted accordingly, resulting in the implementation of non-digital actions that met target KPIs.
-Planned and managed budgets for conferences and proposed advertising and other relevant promotional actions to build brand recognition.
-Built brands from scratch using branding principles, branding personas, analyzing functional and emotional facets to come up with brand personality.

Regional Healthcare Brand Lead - Middle East

Sanofi

Spearheaded a team of 9 Medical representatives, effectively executing strategic marketing plans to achieve sales targets for the Cardiovascular and CNS Line.
Strategically allocated company resources to optimize productivity and played a crucial role in developing the annual Marketing and Sales plans.
Proactively engaged with customers in both government National health insurance and private sectors, cultivating strong relationships to drive sales growth and customer loyalty.

District Sales Manager CVS / CNS Line

District Sales Manager - Vaccines 

Pfizer

Senior Product Specialist - Vaccines and Biotech

Product Specialist.

Medical representative - respiratory / devices

As an accomplished Chief Marketing Officer with a deep understanding of the healthcare industry's challenges and goals, I am committed to revolutionizing the Hospital, pharmaceutical, and Healthcare sectors by driving sales revenue and expanding market share.

I thrive in crafting and implementing strategic plans, rallying teams around a shared vision, accomplishing bold objectives, and optimizing business development processes.

Boasting a successful history in sales, marketing (digital and traditional), customer relationship management (CRM), branding, and advertising across various Middle East regions, I hold a prestigious triple-crown Executive MBA and have over 16 years of experience working with industry-leading companies such as GSK, Pfizer, Sanofi, and TTM Associates.

My notable achievements include:

🔷 Spearheading teams in digital engagement, content creation, events, omnichannel marketing, design, and media production, driving up conversion rates from 32% to 45% within a single quarter.

🔷 Creating patient education initiatives, content funnels, and branding for over 30 healthcare specialities, while incorporating digital back-end and marketing automation systems to increase revenue by 34%.

🔷 Delivering triple-digit growth for the hypertension portfolio within a year.

As a dynamic, cooperative leader with exceptional interpersonal abilities, I excel at uncovering business opportunities and fulfilling diverse roles that demand both analytical and inventive expertise in digital marketing, sales, product/service launches, and operations. Furthermore, I am highly skilled and adaptable in fast-paced settings that require meticulous attention to detail and a forward-thinking approach.

I am enthusiastic about utilizing my skills and experience to foster growth and innovation as a Chief Marketing Officer in the healthcare industry.

taplio

The Battle

🤪 Abeiene N.

HADY HASHISH

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