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Marwa Hassan: Having the consumer at heart and generating awareness through campaigns that speak directly to the consumer builds brand equity

Marwa Hassan is now the Head of Marketing and Innovation of Global Food Industries’ (GFI) Frozen Division.

Marwa’s expertise in this field has been honed and shaped by her two decades of experience in building brands across Africa and the Middle East. With a creative background and a bachelor’s degree in advertising, Marwa kicked off her career by joining Nestle Egypt’s first strategic trade marketing department 20 years ago. Starting with visual merchandising to building local and global brands across the region, since then Marwa has never looked back and moved further ahead in pushing big brands like Nescafe, Nido, Maggi and Heinz into every household of the markets where she worked.

During such time, Marwa was pro-actively involved in the launch of Nescafe 3-in1 through massive in-store activations, as well as planned and executed the first digital strategy of Heinz Middle East and Africa.

“I believe the most genuine way to build a brand’s equity is by generating awareness through a 360-degree approach,” Marwa says. “This includes accompanying the consumer throughout his shopping journey – from writing the shopping list at home to the point of purchase. And in doing so, we must make the journey as relevant and enjoyable as possible. So, whether it is an in-store or online purchase, ‘the moment of truth’ is where it makes all the difference.”

And now, in her role as Head of Marketing and Innovation at GFI’s Frozen Division, Marwa’s priority is to transform GFI’s frozen food brands into household favorites.

“A clear 360-degree approach from OOH to online to in-store, everything starts and ends with the consumer,” Marwa adds. “Having the consumer at heart is and always has been the key to my success. My biggest passion is to build brands that last for a lifetime. This can only be possible by having an in-depth understanding of consumers, fulfilling their needs, and working side-by-side with partners and customers. Having a great shopper and consumer understanding has truly shaped my career to what it is today, and I intend to continue utilizing this knowledge to help GFI achieve its ambitious business growth targets and to fulfil my mission to bring GFI’s frozen food brands to greater heights.”