Mariam Abobasha

Brand Manager with four years of FMCG experience across the L'Oréal Paris and Lancôme portfolios, delivering #1 market share positions, award-winning campaigns, and end-to-end influencer marketing programs. Holds an MSc in Marketing and AI (A+) from the German University in Cairo, building a competitive edge at the intersection of brand strategy and AI: hands-on with generative AI workflows, automation, dashboarding, and no-code/vibe-coding tools to move faster from insight to execution. Brings cross-industry, international experience spanning sports tech, real estate/PropTech, and FMCG, applying AI-driven marketing solutions across diverse markets and platforms.

Digital Marketing & Brand CI Lead at PROBIS (2026-01 – Present)

• Owned brand CI and designed client-facing presentations for a German PropTech SaaS, ensuring consistent visual and messaging standards across markets.
• Managed and maintained the company website on Webflow, driving a 25% increase in AEO performance.
• Identified and secured PR opportunities, landing 4 placements to build brand visibility and media presence.
• Ran LinkedIn organic content and paid ad campaigns, growing followers by 35% to expand B2B audience engagement.
• Led email marketing and organic content strategy across channels.
• Built marketing workflow automations to streamline operations.

Strategic Marketing Consultant & Researcher at German University in Cairo (2025-01 – Present)

• Partnered with multinationals including Amazon and P&G to design scalable marketing frameworks for undergraduate students, translating academic research into real-world business problem-solving with a 100% application success rate.
• Taught students to build chatbot and recommendation systems and guided them in applying these to their internships and jobs, with 100% of students creating functional chatbot/recommendation systems for well-known businesses such as Talabat and Rabbit.
• Built the brand identity and led deep market analysis for SEE, positioning it as Egypt's #1 sports AI platform for consumer-centric growth within the MENA region.

Brand Manager at L'Oréal Egypt (2022-06 – 2025-01)

• Spearheaded an innovation and renovation strategy across three L'Oréal Paris coloration brands, capturing #1 market share and doubling annual sales, earning a top 3 company-wide profitability ranking.
• Owned an influencer marketing budget exceeding 100K per campaign across a network of 25+ influencers, leading sourcing, seeding kit design, fee negotiation, and deal structuring end to end, resulting in a #1 Share of Voice position and a relationship-driven influencer network sustained across the portfolio.
• Led a breakthrough equity communication strategy for the Hyaluron Moisture launch, winning an Effie Award and global best practice recognition, and driving a "Purple Wave" of innovation across the Egypt market.
• Pivoted Lancôme's brand image toward a Gen-Z-led, digital-first positioning, capturing #1 Share of Voice and cutting brand losses by 25%, opening a new consumer demographic.

Junior Marketing/Account Manager at Dot-Story (2021-04 – 2022-05)

• Grew audience engagement across social platforms by producing bilingual weekly content and strategic hashtag campaigns for a diverse client portfolio.
• Sharpened service pricing competitiveness through trend and competitor analysis in Excel and PowerPoint, informing a data-driven account growth strategy.

Commercial Development Team Intern (CDT) – PURINA at Nestlé Egypt (2021-07 – 2021-09)

• Built actionable category forecasts for PURINA by identifying growth opportunities and assembling yearly projections, informing data-driven strategy for the Egyptian market.

MSc in Marketing and AI – The German University in Cairo (2025 – 2026)