Haytham ElBendary

Haytham ElBendary is a Professor of Marketing at IE Business School (IE University), Spain, and serves as Business Unit Director at Masafi LLC in Dubai. He combines over 25 years of corporate leadership in multinational firms like PepsiCo and Coca-Cola with academic roles, including Adjunct Professorships at IE and Singapore Management University. His expertise spans International Marketing, Brand Strategy, and Data-Driven Decision Making.

Academic Background:

• Current DBA Candidate (2016 intake) in Information Systems & Business Analytics at IE Business School
• Executive MBA from IE Business School & Brown University (2015)
• Certified in Competitive Intelligence (ACI, 2016)
• Postgraduate Management (University of Liverpool, 2007)
• Bachelor's in Commerce from Alexandria University (1992)

Research Focus: Strategic marketing in FMCG sectors, leveraging analytics for customer engagement, distribution optimization, and new product launches. His work bridges academic theory with practical industry challenges in global beverage and food markets.

Professional Experience:

• 2019–Present: Business Unit Director (Masafi LLC, UAE/GCC)
• 2017–2018: Professor of Marketing (Singapore Management University)
• 2017–2019: Sales & Marketing Director (PepsiCo Saudi Arabia)
• Extensive leadership roles in PepsiCo, Kraft Foods, and Coca-Cola across Middle East markets

Teaching Strengths: Integrates 25+ years of C-suite experience in multinational corporations, emphasizing real-world applications of marketing strategy, channel development, and revenue management.