Hazem Ibrahim
Dubai,United Arab of Emirates
Summary
Dynamic professional with 12 years of experience in brand management, e-commerce, and marketing across the MENA region. Proven track record in team leadership, P&L management, and business strategy within top organizations like L'Oréal and Unilever. Instrumental in driving market share growth for leading FMCG brands, achieving significant e-commerce success. Currently leads a team of 8+ while managing DMC unit and Fabric Cleaning marketing strategy.
Overview
13
13
years of professional experience
5
5
years of post-secondary education
Work history
Marketing Lead - Fabric Cleaning Arabia
Unilever
Dubai, UAE
11.2025 - Current
- Own fabric cleaning strategy end-to-end, translating consumer insights into winning innovation, communication, and portfolio plans.
- Lead integrated marketing campaigns across TV, digital, social, and in-store to drive penetration, equity, and growth.
- Manage P&L and pricing architecture, ensuring profitable growth through strong forecasting and ROI discipline.
- Collaborate cross-functionally with R&D, supply chain, sales, and agencies to deliver flawless execution at scale.
- Accelerate growth in the Saudi Arabia market, shaping localized brand strategies that leverage Vision 2030 opportunities, ecommerce expansion, and evolving consumer behaviors.
Digital Marketing, Media &Commerce Head- Home Care
Unilever
Dubai, UAE
01.2024 - Current
- Lead DMC unit for home care in Arabia, managing team of five to ensure integrated brand media, digital marketing, and e-com plans.
- Oversee entire DMC ecosystem, from media planning to data-driven marketing, digital commerce, channel strategy, and retailer execution, aligning with category priorities
- Develop and execute three-year e-commerce strategy for home care, leading annual strategy implementation
- Established Sketch Pro studio, an in-house AI-powered creative model enabling rapid, culturally relevant content creation at scale.
- Drove the strategic launch of Cleanipedia Arabia as a creator-powered content hub, scaling engagement through collaboration with hundreds of regional influencers.
- Collaborate with media team to create holistic media plans that leverage data and insights for effective targeting and build brand power.
Digital Commerce Manager – Home Care
Unilever
Dubai, UAE
04.2022 - 12.2023
- Oversaw entire e-commerce business for home care brands such as Omo, Comfort, Surf, Jif, Lux Sunlight, and Seventh Generation
- Responsible for crafting and executing e-commerce strategy across channels including Pureplay, Fast Delivery, Aggregator Apps, and Omnichannel
- Directed shopper and performance marketing teams, achieving notable improvements in ROAs, CTR, new to brand, conversion rates, and incremental revenue percentage
- Accountable for financial outcomes and e-market share growth, delivering 45% CAGR over three years and sustaining online market share index at 125% compared to offline
- Participated in negotiations of annual joint business contracts with key retail partners, detailing advertising and commercial initiatives
- Led eNRM initiatives, optimizing assortment, pricing, packaging, and promotions.
Brand Manager – Skin Cleansing
Unilever
Dubai, UAE
04.2018 - 03.2022
- Managed Lifebuoy and premium cleansing brands in gcc region, transitioning to Lux & mass cleansing brands in January 2020
- Achieved +110-basis points market share gain by leading Lifebuoy into naturals segment
- Led Lux to be back to market leadership in GCC post covid period
- Oversaw launch preparations for two new GCC market brands
- Held full P&L accountability, driving top and bottom-line growth
- Presented category insights to senior stakeholders and developed data-driven marketing strategies for diverse ethnic groups, resulting in market share increases
- Led internal teams and agencies on IMC execution, securing multiple industry awards such as lynx & Effie’s.
Senior Product Manager -Hair Care
L’Oréal
Cairo, Egypt
02.2017 - 03.2018
- Held end-to-end ownership of L’Oréal Paris Elvive brand in Egypt & Sudan
- Supervised one team member as assistant brand manager for hair care
- Developed category marketing plans, leading to 67% increase in value and +160 basis points in market share gains
- Managed annual budget, forecast planning, and full P&L responsibility
- Initiated and led comprehensive Hair Care 'Usage & Attitudes' study, improving market insights and supporting development of localized product mix.
Product Manager -Skin Care
L’Oréal
Cairo, Egypt
01.2015 - 01.2017
- Managed full portfolio of L’Oréal Paris Dermo Expertise and Garnier Skin Active in Egypt
- Collaborated with Executive Committee to strategize on brand direction, route to market, and new market opportunities
- Led multiple integrated marketing campaigns and product launches, propelling Garnier to #1 spot in Egypt's face cleansing category
- Directed cross-functional projects related to category, involving sales, trade marketing, logistics, and finance departments.
Marketing &PR Head
AIESEC in Egypt
Cairo, Egypt
05.2013 - 07.2013
- Part of multicultural team of seven nationalities, mentoring 17 local AIESEC offices in Egypt
- Managed team of seven members to execute AIESEC Egypt's marketing and PR strategy
- Served as official spokesperson for the organization in Egypt
- Handled relationship management with government, key corporate partners, and international organizations including UNDP and UNV.
Education
Bachelor of Science - Mechatronics Engineering
Arab Academy for science and Technology
Cairo , Egypt 09.2009 - 06.2014
Skills
- P&L management
- Marketing
- Leadership
- Team building
- Leadership
- Ecommerce strategies
- SEO
- Media planning
- FMCG expertise
- Problem-solving
- Brand development
- Project Management
Languages
Arabic
Native
English
Fluent
French
Advanced
Affiliations
- Reading
- Exploration & traveling
Work Eligibility
UAE Golden Visa Holder - Valid till 2033
References
References available upon request.
Timeline
Marketing Lead - Fabric Cleaning Arabia
Unilever
11.2025 - Current
Digital Marketing, Media &Commerce Head- Home Care
Unilever
01.2024 - Current
Digital Commerce Manager – Home Care
Unilever
04.2022 - 12.2023
Brand Manager – Skin Cleansing
Unilever
04.2018 - 03.2022
Senior Product Manager -Hair Care
L’Oréal
02.2017 - 03.2018
Product Manager -Skin Care
L’Oréal
01.2015 - 01.2017
Marketing &PR Head
AIESEC in Egypt
05.2013 - 07.2013
Bachelor of Science - Mechatronics Engineering
Arab Academy for science and Technology
09.2009 - 06.2014