Farida
Radwan
0
Portfolio — Selected Work Cairo, Egypt · 2026

Personal
Portfolio

I'm Farida Radwan — a Business & Marketing student at Coventry University (The Knowledge Hub) with a foundation in economics and a keen interest in Sports Marketing. I work across market research, digital marketing and consumer insights, turning what people actually do into strategy people can act on.

Selected work Download CV
Market Research · Consumer Insight
Integrated Communications · Brand Strategy
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01 — AboutCoventry University

Every project here starts the same way: find out what people actually do, then build the strategy around that.

I'm a Business & Marketing student at Coventry University (The Knowledge Hub), with an academic foundation in economics. Discipline, problem-solving and organisation are what I bring to a team — and I work as comfortably alone as I do in a group.

My interest sits in Sports Marketing, and my dissertation research explores the female sports audience in Egypt. But the thread through everything below is the same: interviews, coding, decision-process analysis — then a recommendation someone can put a budget behind.

I'm currently looking for internship and entry-level opportunities where I can contribute, learn fast, and do work that matters.

0Marketing projects across research, comms, innovation and B2B
0In-depth consumer interviews conducted, transcribed and coded
0Competition placements and certifications
02 — CapabilitiesWhat I do
01

Qualitative research

Interview guide design, in-depth interviews, transcription, simultaneous coding and thematic analysis. Purposive and snowball sampling.

02

Consumer insight

Decision-process mapping, quality cues, switching triggers, value anchoring, and the gap between what people say and what they do.

03

Integrated communications

FACETS analysis, message strategy, channel mix across mass, niche and measured media, and SMART campaign objectives.

04

Brand & product strategy

STP, the marketing mix, new product development stages, positioning, pricing strategy and go-to-market planning.

05

Creative direction

Packaging, out-of-home, social artefacts and campaign identity — briefing and building the work, not just the deck.

03 — Selected Work2025 — 2026
01 Balance Protein Snacks Integrated Marketing Communications
Campaign strategy & artefacts 02 Sila Edible Oil Co. Marketing Insights
Qualitative research & rebrand 03 Adidas Eco Ball Value Through Innovation
New product development 04 Gourmet Ramadan Calendar Marketing, Digital & Social Media
Seasonal product & campaign

The brief

Balance is an Egyptian brand making oven-baked, high-protein snacks. Its 2024 campaign used humour and celebrity endorsement to sell emotional eating as a relatable experience. I analysed it against the FACETS model and found the same failure repeated across every touchpoint: the campaign landed emotionally, but it never showed the product properly, never told anyone where to buy it, and leaned on body-shaming humour that alienated part of its own audience.

The insight

Egyptian snacking is split between diet snacks that feel like deprivation and junk snacks that feel like guilt. Nobody owned the middle. And the emotional territory the original campaign found was right — it was just pointed the wrong way. People don't want to be mocked for losing control. They want to be shown regaining it.

Stop mocking people for losing control. Show them getting it back.

Balance highway billboard featuring Yasmine El-Abd Balance beach activation booth during Sahel season Balance social post mockup

The response

A full reposition around the slogan طعم يشبعك… وصحة تنفعك — taste that satisfies, health that benefits. Balance becomes the middle ground: satisfying, sustained energy, for people with fast lives.

  • New face. Yasmine El-Abd in place of Mohamed Henedy — someone who actually belongs to the 18–35 target rather than talking down to it.
  • Head-and-Heart message strategy. Acknowledge the real stressors, then deliver the functional benefit. Feel → Think → Act.
  • Real consumption moments. Social content built on studying late and post-gym recovery, so consumers mentally rehearse using the product before they buy it.
  • On-ground activations at universities, gyms and Sahel beaches — meeting the audience inside the scenarios the social content depicts.
  • "The Smart Switch" — a PR event with the Ministry of Health that buys credibility on health claims and directly addresses the original campaign's body-shaming problem.

Objectives set

  • +15% online sales through Breadfast, Rabbit and Talabat within one month.
  • +20% engagement rate on new content against the existing baseline.

The business problem

Sila had lost significant market share to Crystal and Afia. It still had strong production capability in Fayoum for sunflower and corn oil — what it didn't have was a reason to be chosen. Consumers said the things that would move them off a preferred brand were better value and higher quality, which meant re-entering with a like-for-like product would start a price war Sila would lose.

Method

An exploratory qualitative study, because a new concept with no local precedent has no historical data to quantify. Nine in-depth interviews of 20–30 minutes, purposively sampled across primary household shoppers and home cooks aged 21–75 — eight women and one man, Gen Z through to baby boomers, spanning a range of cooking confidence. Interviews were recorded, transcribed, then simultaneously coded so a single statement could carry two overlapping meanings at once, and analysed thematically across quality cues, motivators and barriers, price sensitivity and value anchors, and switching triggers.

They aren't buying oil. They're solving a messy kitchen.

Sila rebrand billboard mockup Sila cooking oil bundle packaging The three Sila squeeze bottles: Fry, Everyday, Finish Sila social post mockup Sila refill pouch range

What came out of the interviews

The "hidden bottle" problem was near-universal. People hide their oil because it's ugly, greasy, heavy, or the cap leaks — and then they buy on autopilot anyway. Legacy brands are strong exactly where they're judged (oil quality) and weak where nobody was competing (the experience of actually using it). That gap was the wedge.

The recommendation

  • The Sila Chef's Bundle — three squeeze bottles split by cooking job rather than by oil type: Fry, Everyday, Finish.
  • Reframe the category. Not a grocery item but a counter-worthy accessory. The marketing sells the relief of not having to hide the bottle.
  • The olive oil anchor. Leading with the premium olive oil makes the frying and everyday oils read as included rather than charged for — the bundle becomes a deal, not an expense.
  • Names tested with participants, because the English labels didn't land: تحميرة (Tahmira), تقلية (Ta'leya), تتبيلة (Tatbeela).

The gap

Millions of people play football every day on asphalt and concrete, in extreme urban heat. Standard footballs are engineered for moderate grass pitches — on those surfaces they distort, blister and degrade fast, which puts players in a loop of buying and being disappointed. Nobody was building for the surface most of the world actually plays on.

The product

The Eco Ball: a heat- and abrasion-resistant street football with an outer layer of recycled end-of-life tyre rubber, extending the existing "Move for the Planet" mandate. Classified as new-market disruption — a new product line, new to the company — serving an underserved segment currently splitting its money between generic, low-quality substitutes.

Built for the ground people actually play on.

Adidas Eco Ball campaign poster — Waste Into Wins
Campaign key visual — "Waste Into Wins"

The business case

  • Borrowed infrastructure. Rather than building new synthetic manufacturing lines, partner with the existing end-of-life tyre recovery ecosystem — Pirelli already turns ELT rubber into football pitch surfaces, which proves the material's durability and shock absorption in a sporting context.
  • Value-based pricing. A higher upfront price justified by a longer life and fewer replacements.
  • Grassroots go-to-market. Seed prototypes with respected local street players pre-launch, then launch through sponsored street tournaments that double as live demonstrations on real asphalt.

Adoption barriers, and the answer to each

  • Nobody notices → radical transparency: the only football made from recycled automotive tyres.
  • No clear difference → vulcanised tyre material and an asphalt-specific design, against grass-pitch standards.
  • Buyers don't trust you → a durability warranty plus user-generated proof from the pre-launch seeding phase.
  • No one takes action → price framed explicitly as long-term cost, not upfront spend.

The opportunity

Gourmet Egypt is a premium grocer whose range is built almost entirely on one-time gifting. Ramadan is the country's biggest consumption season — 97% of Egyptians participate annually and 76% raise their food and beverage spending — and Gourmet had nothing that lived across the whole month rather than a single moment in it.

The insight

Ramadan is built out of daily ritual: fasting, prayer, Iftar, gathering. A product that slots into a rhythm people already have will always beat one that asks them to build a new one. And with 86% of Egyptians prioritising family time during the month, the format had to be something a household opens together.

Thirty days, thirty surprises — one door at a time.

Gourmet Ramadan Advent Calendar concept
The Ramadan Advent Calendar — thirty numbered doors

The product

A luxury Ramadan countdown calendar: thirty individually curated doors holding flavoured dates, infused olive oils, oriental sweets, seasonal tea sachets and vouchers redeemable in store — with a piece of kahk behind door thirty to mark the start of Eid, and a share of every calendar's profit going to a partnered non-profit. It borrows the Christmas advent format and reinterprets it for Ramadan, in a market where almost nothing like it exists.

Taking it to market

  • Two targets. Upper-middle-class households aged 25–55 in Cairo, and corporate buyers, since Ramadan corporate gifting is its own tradition.
  • Rapid skimming on price — high launch price plus heavy promotion, justified by exclusivity and a limited edition run.
  • Exclusive distribution through Gourmet's flagship stores and its own e-commerce platform, keeping full control of quality and the customer experience.
  • Pre-order for Gourmet Society Silver, Gold and VIP members, so the calendar arrives before the first Iftar.
  • A thirty-day influencer programme — food and family lifestyle creators unboxing one door per day, turning the product's own format into a month of continuous visibility.
04 — Further WorkAlso in the portfolio
The Sky Pro Collection — Concrete x EgyptAir client proposal
Business-to-Business Marketing · KH5019MKT · 2026

Concrete × EgyptAir — The Sky Pro Collection

A client proposal defending a uniform contract against a cheaper offshore bid, by reframing unit price as total operational cost: a fully local vertically-integrated supply chain, 48-hour prototyping against six-to-eight week offshore lead times, a co-branding halo effect, a four-hour "Tarmac to Terminal" delivery guarantee, and a crew discount ecosystem that turns a procurement line item into an HR retention asset.

05 — Current ResearchDissertation proposal

Exploring local market needs and strategic opportunities for female audiences in a rapidly evolving global sports landscape.

ExploratorySemi-structured IDIs Snowball sampling10–15 participants

Globally, women have stopped being a niche inside the sports audience and become one of its most valuable segments — and rights holders have rebuilt their commercial strategies around that. In Egypt, the market still runs on male-default assumptions. Women turn out in force for AFCON and the World Cup, then get treated as an event-based spike rather than year-round consumers.

Almost all the existing literature is Western, and quietly assumes women already have free physical access to sporting spaces. In the MENA region marginalisation is spatial and structural, not just conversational — so the models don't transfer. That's the gap this research sits in.

  1. What motivations and behaviours explain the female fan experience in sports today?
  2. How do international sports trends shape the expectations of female consumers in Egypt?
  3. Which social and cultural barriers prevent consistent engagement beyond mega events?
  4. What marketing strategies are needed to convert Egyptian women into active sports consumers?
06 — Experience& Certifications

Consulting Intern — The Board Consulting Group

July 2026
  • Drafted qualitative discussion guides for real estate and higher-education studies across consumer, broker and parent segments, applying projective techniques and competitive-landscape probing.
  • Wrote unit topline reports from fieldwork, distilling each segment into themes, verbatims and client-ready findings.
  • Built a themed competitive landscape analysis, and supported brand-equity questionnaire design, NPS and quantitative induction alongside a marketing communications deck.

Awarded through the Marketing Insights Competition — see Awards below.

Rotational Intern — Kenzz

June 2026
  • Rotated across three teams — Commercial, Marketing and Product — at a fast-growing e-commerce business.
  • Audited the full product catalogue for the Commercial team: cleaned the dataset, then identified and prioritised conversion, margin, returns and stock-risk issues, including suppliers driving abnormal return rates.
  • Reviewed a month of paid media across Meta and Google, ranking campaigns to scale, restructure or pause — and identifying cart abandonment as the largest recoverable opportunity.
  • Contributed to a seasonal campaign brief and developed concept films for the Marketing team.

Awarded through the Kenzz Research Proposal Competition — see Awards below.

Admissions Assistant Intern — Coventry University (The Knowledge Hub)

Feb 2025 – Sep 2025
  • Supported the admissions team in processing student applications and managing recruitment data.
  • Assisted prospective students with inquiries, providing detailed information on programme requirements.
  • Contributed to campus events and administrative tasks to ensure a smooth enrolment process.

Sales Associate — The Home Depot (Canada)

May 2020 – Jul 2021
  • Managed customer inquiries and provided expert product recommendations in a high-volume retail environment.
  • Developed strong communication and negotiation skills while meeting sales targets and KPIs.
  • Handled inventory management and floor organisation to optimise the customer shopping experience.
Awards & Certifications
Marketing Insights Competition — Winner & Internship Recipient The Board Consulting Group & Coventry University
2026
Kenzz Research Proposal Competition — 2nd Place & Internship Recipient Kenzz & Coventry University (The Knowledge Hub)
2026
Future Stars Award Ceremony — Admissions Assistant Intern Coventry University (The Knowledge Hub)
2025
07 — ContactCairo, Egypt

Let's
talk

Portrait of Farida Radwan
radwannfarida@gmail.com +20 106 444 8474 LinkedIn — farida-radwan Download CV
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