When I first started working with First Cosmetic, the exclusive distributor of global brands like Schwarzkopf and Indola, they already held an impressive 90% market share in the cosmetics trade for salons in Egypt. But their internal marketing engine needed a reset, better structure, clearer roles, and a leap into the digital era.

My Mission:
Elevate the performance and productivity of the marketing team, build a solid online presence for the company, and support digital transformation across operations.

Phase 1: Team Transformation

The first challenge was internal. The marketing team had potential but lacked specialization, clarity, and structure. I started by:

• Assessing each team member’s role and potential
• Restructuring the team and onboarding experienced profiles
• Defining clear responsibilities and KPIs for everyone
• Implementing a daily reporting system, weekly alignment meetings, and structured learning tracks

The result? A more accountable, motivated team with visibility on their goals and performance.

Phase 2: Digital Marketing 

When I arrived, there was no digital strategy. No ad manager. No content structure. Just scattered efforts. Right before a major industry exhibition, we had zero digital assets ready to support outreach.

So I rolled up my sleeves and:

• Built a landing page tailored for the event
• Launched performance ads myself, supported by the team for data review and logistics
• Coordinated with sales partners to ensure invitations were delivered and followed up

The result?

• Over 6,000 salon owners, barbers, and distributors attended
• We captured and organized their data for future targeting
• Promoted new product lines through social campaigns before the event to drive booth traffic

Phase 3: E-commerce Launch

We knew the future was digital, so we began transforming the company’s 3 brand websites: First Egypt, Schwarzkopf, and Indola.

• Developed rich, optimized content
• Managed product photography in a dedicated studio
• Built e-commerce capabilities with full backend logistics
• Collaborated with shipping companies to streamline order fulfillment
• Managed full social media channels: content, ads, SEO, performance

First-month results?

• 1,250+ orders across the platforms
• Managed a team of 12 driven marketers & content creators

Phase 4: Product & Market Strategy

In parallel, I worked with the leadership on:

• New product development
• Market research & pricing strategy
• Identifying trends and consumer behavior shifts
• Designing packaging and positioning strategies

This helped the company understand its audience better and make smarter, faster decisions.

Looking back, this was more than just a marketing project.
It was a business transformation journey—one I’m extremely proud of.

Grateful for the opportunity to make a tangible impact on a legacy business, and to be surrounded by passionate, hard-working teammates who made all the difference.