Passent Hamed
About Passent Hamed
Passent Hamed is the Brands Operation Media & DTC Group Manager at Procter & Gamble, responsible for leading advertising activities and direct-to-consumer initiatives in the Near East countries.
Brands Operation Media & DTC Group Manager
Passent Hamed holds the position of Brands Operation Media & DTC Group Manager at Procter & Gamble. In this capacity, she leads a team of 10 and collaborates with Media/DTC agencies in Egypt and Lebanon. Her responsibilities encompass all 'above the line' advertising activities, including TV, radio, print, and outdoor advertising, as well as 'below the line' target marketing in the Near East countries. She also oversees the annual communication planning process, including media reviews, strategies, and competitive reporting.
Previous Role as Media Manager at Procter & Gamble
Before her current role, Passent Hamed served as a Media Manager at Procter & Gamble from 2001 to 2006. Over the five-year span, she focused on optimizing media strategies and managing various advertising initiatives. Her experience in media management laid a strong foundation for her current responsibilities in leading media operations and direct-to-consumer strategies.
Education and Marketing Expertise
Passent Hamed completed her Bachelor's degree in Marketing at The American University in Cairo, from 1995 to 2000. Her academic background in marketing provided her with the essential knowledge and skills needed to excel in her professional roles. The education she received has been instrumental in driving her innovative approaches in media and marketing at Procter & Gamble.
Innovations in Advertising Strategies
Throughout her career, Passent Hamed has pioneered several innovative advertising strategies. She launched Pampers radio tips on Negoum FM, marking the station's first tips idea. Additionally, she innovated outdoor advertising strategies using creative mediums such as 3D shapes and rotating billboards. These initiatives have significantly contributed to the visibility and effectiveness of Procter & Gamble's brands.
Spearheading Direct-to-Consumer Initiatives
Passent Hamed leads several direct-to-consumer initiatives at Procter & Gamble. Notable projects include the Pampers hospital program, which connects with new parents, and the Always school program, aimed at educating young girls. These initiatives not only promote brand awareness but also engage directly with consumers, enhancing Procter & Gamble's market presence in meaningful ways.