Salha Mekki
Summary
Senior marketing, business development, and operations leader with 20+ years of international experience driving growth across diverse industries. Proven expertise in strategic planning, operational excellence, branding, negotiation, and team leadership, with a strong focus on customer-centric execution. Fluent in English, Arabic, and Croatian, and skilled at leading cross-functional teams, optimizing resources, and aligning marketing and operational strategies to business goals. Brings a global perspective and results-driven mindset to fast-paced, growth-oriented environments. Seeking to contribute to a dynamic executive team shaping strategy, structure, and sustainable success.
Overview
2025
2025
years of professional experience
1
1
Certification
Work History
IRENA Summit Marketing & Communications Consultant
World Green Economy Organization (WGEO)
- 01.2025
- Delivered a comprehensive post-event report detailing WGEO’s activities, media engagement, and outcomes at the IRENA Summit, ensuring accurate and actionable insights.
- Managed detailed documentation of event proceedings, media coverage, and stakeholder interactions to support transparent and effective post-event analysis.
- Enhanced WGEO’s communications strategy by recommending improved reporting and coordination practices to optimize future event impact and media engagement.
- Consultancy | Event Coordination | Strategic Communications | Media Reporting
General Manager
SUM for Trade & Investment
07.2022 - 07.2023
- Launched and led a pioneering retail startup, delivering Sudan’s first mass-market discount shopping experience combining quality, affordability, and convenience.
- Designed and implemented a business model blending popular consumer brands with advanced services tailored to local preferences.
- Defined organizational structure, hired key leadership roles, and secured cross-functional support to drive execution.
- Developed the overall business strategy, including KPI frameworks and strategic resource allocation to support aggressive growth targets.
- Oversaw full P&L responsibility, managing budgets and optimizing operational expenses to ensure financial sustainability and scalability.
- Established and enforced policies and processes that enhanced operational efficiency and team accountability.
- Led site selection and leasing strategy, securing prime retail locations in key residential areas and overseeing the setup of prefabricated retail units.
- Evaluated and improved operational workflows and financial performance, ensuring alignment with long-term strategic goals.
- Startup Retail Venture | Mass Market Focus
Branding & Communications Consultant
UNDP Sudan
07.2021 - 07.2022
- Created and edited a range of impactful outreach content – including articles, blogs, interviews, and press releases – to increase visibility of UNDP Sudan’s work.
- Strengthened public engagement by translating complex development outcomes into accessible, compelling narratives tailored to national and international audiences.
- Led the development and rollout of branded communications materials and guidelines in alignment with UNDP’s visual identity.
- Collaborated with program leads, the UNDP Sudan Communications team, and external agencies to ensure quality, accuracy, and strategic alignment of all communications outputs.
- Strategic Communications | Brand Management | Media Relations
Group Marketing Manager
Haggar DMCC
04.2015 - 12.2020
- Developed and executed a centralized Group-wide marketing strategy, unifying sub-companies under a cohesive branding, communications, and implementation framework.
- Conducted in-depth market and competitive analysis to inform strategy development, refine brand positioning, and establish comprehensive marketing guidelines.
- Acted as the central marketing lead for Haggar Holding and its subsidiaries, overseeing campaigns, brand equity, customer satisfaction, and market visibility across diverse sectors.
- Directed major branding and rebranding initiatives for key subsidiaries (Pasgianos Food & Beverages, Sudasat, Alnakeheel), ensuring strategic alignment and consistency across all touchpoints.
- Spearheaded post-COVID recovery strategies for key sectors, leading cross-functional initiatives focused on digital marketing, new routes to market, and health-conscious product lines.
- Oversaw the development of integrated marketing content across digital and offline channels, enhancing customer engagement and driving brand awareness.
- Built and maintained strategic relationships with media, partners, and internal stakeholders to amplify communication efforts and support business development.
- Implemented the Group’s ERP Order Management Module to streamline operations and improve sales and marketing coordination.
- Delivered monthly executive reports on marketing performance and strategic insights, supporting informed decision-making at the senior leadership level.
- Strategic Marketing | Brand Leadership | Business Intelligence
Executive Associate
Swedish Trade & Invest Council (STIC)
04.2014 - 04.2015
- Delivered in-depth market research and competitive analysis reports to identify high-potential export/import opportunities in the Saudi market, presenting findings directly to STIC leadership.
- Planned and executed trade promotion activities, including delegation visits, industry events, and B2B matchmaking programs to facilitate commercial partnerships.
- Collaborated with technical teams and client representatives to drive business development and sales initiatives.
- Acted as a trusted advisor, adapting strategies to client needs and local market conditions, resulting in increased commercial engagement and successful market entry for Swedish firms.
- Consultancy | International Business Development | Market Research | Trade Promotion
Operations & Administration Lead – KSA Launch Team
DaVita
05.2013 - 05.2014
- Co-led the establishment of its first office in Saudi Arabia by overseeing the new office setup, including vendor management, facility preparation, IT and infrastructure coordination, and local compliance.
- Developed foundational administrative systems and office procedures, enabling efficient daily operations.
- Supported recruitment, onboarding, and HR setup for initial hires, ensuring alignment with local labour laws and DaVita’s global policies.
- Consultancy | Organizational Setup | Office Operations | Executive Support | Market Entry
Marketing Manager
AlFaisal University
04.2010 - 04.2013
- Led the full project lifecycle of the University’s rebranding initiative, enhancing the institution’s market positioning and public perception.
- Researched and developed the University’s value proposition, establishing a business services development capability that strengthened external engagement and brand relevance.
- Designed and executed integrated marketing communications strategies to actively promote the University’s mission, academic programs, and services across diverse stakeholder groups.
- Served as the key marketing and communications focal point for major events and campaigns, ensuring seamless coordination and successful delivery.
- Planned and managed high-profile marketing campaigns and events, including open houses, exhibitions, fairs, workshops, and graduation ceremonies, increasing enrollment interest and community engagement.
- Collaborated cross-functionally with academic departments, administration, and external partners to align marketing initiatives with institutional goals.
- Brand Management | Integrated Marketing Communications | Project Leadership
Marketing Manager
Haggar Holding Company
01.2000 - 01.2008
- Directed end-to-end marketing strategy and execution across multiple subsidiaries, aligning diverse product portfolios under a cohesive corporate brand vision to drive market growth and profitability.
- Led the successful rebranding of subsidiaries into a unified Holding Company identity, significantly enhancing brand equity and customer recognition in competitive markets.
- Managed and motivated multi-disciplinary sales and marketing teams, fostering collaboration and performance excellence.
- Utilized deep market insights and competitive analysis to inform pricing, positioning, and promotional strategies, optimizing revenue streams and market share.
- Served as a key strategic partner to senior leadership, translating corporate objectives into actionable marketing plans that supported business expansion and customer engagement goals.
- Championed integrated marketing campaigns – including digital, events, and traditional media – that strengthened brand presence and drove customer acquisition across multiple sectors.
- Established robust monitoring and reporting systems to track marketing effectiveness and ROI, ensuring continuous improvement and alignment with organizational priorities.
- Marketing Leadership | Brand Strategy | Cross-Functional Team Management
Education
Master's - Business Administration
University of Khartoum
01.2003
Higher Diploma - Diplomatic Studies
Ministry of Internal Affairs - Khartoum
01.1997
Political Science and Economics
American University in Cairo
01.1993
Certification
· Marketing Leadership Program | Chartered Institution of Marketing, Cambridge Marketing College 2019
· Effective Management Skills | Neotelis Inc. 2017
· The Strategic Marketing Plan | MERIC Training & Consulting 2016
· Business Skills Program | The British Council 2009
· Leading Effective Sales | INSEAD (France) 2007
· Young Managers Program | INSEAD (France) 2005
· Effective Marketing Communications and Decisions | Sudanese · German Centre for Quality Assurance 2001
References
References available upon request.
Timeline
General Manager
SUM for Trade & Investment
07.2022 - 07.2023
Branding & Communications Consultant
UNDP Sudan
07.2021 - 07.2022
Group Marketing Manager
Haggar DMCC
04.2015 - 12.2020
Executive Associate
Swedish Trade & Invest Council (STIC)
04.2014 - 04.2015
Operations & Administration Lead – KSA Launch Team
DaVita
05.2013 - 05.2014
Marketing Manager
AlFaisal University
04.2010 - 04.2013
Marketing Manager
Haggar Holding Company
01.2000 - 01.2008
IRENA Summit Marketing & Communications Consultant
World Green Economy Organization (WGEO)
- 01.2025
Master's - Business Administration
University of Khartoum
Higher Diploma - Diplomatic Studies
Ministry of Internal Affairs - Khartoum
Political Science and Economics
American University in Cairo
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