1. MAJOR MEDIA ACCOMPLISHMENTS
Government of Egypt (Ministry of Investment (GAFI):
Summary
From 2005 to 2006, as Vice President of Public Affairs for Fleishman-Hillard (MENA), I
managed the Government of Egypt’s global communications campaign to increase foreign direct
investment (FDI) into the country.
Strategy
The strategy centered on communicating the campaign’s key message: “Egypt – Open for
Business” to specifically targeted nations including: United Kingdom, France, Germany, Italy,
Egypt, Saudi Arabia, Kuwait, UAE and Qatar, China, India, and the United States.
Tactics
The campaign tactics included using video news releases, targeted ads, TV commercials, article
placements in key global business magazines and newspapers, media roundtables with Egyptian
government officials in Europe and the Middle East, in-bound media trips to Cairo, and
leveraging media opportunities at key economic conferences: 2006 Euromoney Conference –
Egypt: A Commitment to Reform Conference in London, the 2006 American Chamber of
Commerce Egypt Investment Conference in New York, the 2006 World Economic Forum in
Davos and the 2006 World Economic Forum on the Middle East in Sharm el Sheikh, Egypt.
Results
The campaign helped garner third party endorsements from the United Nations Conference on
Trade and Development and the World Bank naming Egypt as one of the best places in the
world to invest. And more importantly, the campaign helped increase FDI into Egypt from $1
billion to $5 billion.
Campaign Highlights
“Egypt – Open for Business” TV Commercial
I produced this TV commercial with Creative Labs of Egypt, which was initially broadcast in the
Middle East and North Africa.

2. http://vimeo.com/20054419
Media coverage for the 2006 Euromoney Conference – Egypt: A Commitment to Reform
Conference in London and the 2006 American Chamber of Commerce Egypt Investment
Conference in New York
The highlight of the campaign occurred during the week of March 14 – 17 th, 2006 where I was
responsible for simultaneously generating media coverage for both events.
Interviews of Egyptian government officials, including the Prime Minister, the Chairman of the
Cairo Stock Exchange, the Minister of Finance, the Minister of Investment, and the
Chairman of GAFI appeared on:
Egypt Channel One, Nile TV, Nile News, Egyptian Radio, MENA TV, Egypt Channel One, Dow
Jones, Bloomberg TV, Dandana TV, BBC World Service, Business Monitor International, CNN,
CNBC World , Bloomberg TV, BBC 2 News Night with Jeremy Paxman, BBC World, BBC
Hard Talk, BBC World Service (Radio), CNBC Arabia, Reuters, Bloomberg, Fortune Magazine,
USA Today, Dow Jones, Business Week, Forbes Magazine, Wall Street Journal, Bloomberg ,
CNN International, PAX, DirecTV (which aired on CNBC, CNN, MSNBC, Bloomberg, FOX
News, and CNN Headline News), and World Business (which reaches 250 million people
worldwide on broadcasters such as CNBC in Europe, PBS in the US, Orbit in the Middle East &
Africa and Star World in Asia).
The total global television coverage achieved for the Euromoney London (March 14) and
AmCham Egypt New York (March 16) events was 828.1 million homes.

3. Case Study:
Egyptian Ministry of Investment, GAFI: “ One week in March”
Results
Global Television Coverage achieved for GAFI’s Euromoney London (March
14) and AmCham Egypt New York (March 16) events via FBC Media’s
CNBC Broadcast News Feeds: 828.1 million homes
Channel 4
86 million homes • 24.6 million homes
CNN ORF, Austria
• 86.2 million homes • 3.3 million homes
MSNBC YLE, Finland
• 81.3 million homes • 2.3 million homes
Bloomberg •RTL
•29.5 million homes • 4.5 million homes
PAX Network •VRT, Belgium
• 3 million homes • 4.2 million homes
Fox News •SVT 24 (Sweden)
• 85 million homes • 1.2 million homes
Euronews ANN Arab News
• 114 million homes Network
•Sky Italia • 20 million homes
• 20 million homes ERTU, Egypt
•Deutsche Welle • 35 million homes
•210 million homes JRTV
SABC, South Africa • Broadcast across
• 1 million homes PNA, Syria, N. Saudi
Arabia, Israel and
South Lebanon
Dubai TV, UAE
• 20 million homes

4. Genoil Corporation:
Summary
From 2007 – 2008, as Vice President of Global Sales and Marketing, I rebranded, developed and
managed strategic media, investor and public relations programs for Genoil, a Canadian based
international engineering technology development company, including the successful global
launch of a new commercial marine product, the Crystal Sea Separator.
Strategy
The strategy centered on positioning the company as an innovative technology leader that
develops innovative oil and gas separation technologies and marine technologies. This included
rebranding the website http://genoil.ca/ and all marketing materials.
Focusing on the new branding tagline, “engineering technology for the future”, the key messages
to the media were that the company’s GHU® oil and gas separation technology is a cost-effective,
efficient process for the simultaneous desulfurization and upgrading of heavy, high-sulfur crude
oil. The higher quality and cleaner oil produced provides a superior feedstock to conventional
refineries and increases the yield of gasoline, diesel and jet fuel.
On the marine side of the business, the key message was that the Crystal Sea Separator is a cost-
effective, efficient system for the treatment of bilge water in ships resulting in the elimination of
ship pollution.
Tactics and Results
Genoil Hydroconversion Upgrader GHU®
We aggressively positioned the COO/EVP with key industry and trade publications like:
Oilsands Review, Hydrocarbon Processing, and major news outlets like Reuters as an expert
on heavy oil refinement. We then positioned our Global Head of Business Development, the
former chief geologist for ARAMCO, as an oil industry and oil market expert with cable news
outlets like CNBC and Bloomberg News.
A look at three up- Is bottomless-barrel refining INTERVIEW - Tech firm Genoil
and- coming field possible? aims to lighten China crude slate
upgrading systems. Hydrocarbon Processing - September 2007 Reuters - 09 May 2007

5. Oilsands Review -
October 2007
Crystal Sea Separator
Targeting key industry and trade publications beginning in November 2007, we launched an
aggressive and new media relations strategy resulting in stories about the Crystal Sea and its
technology in key trade industry publications: Tradewinds, Mariner Life, Marine News,
Marine Propulsion, Engineering News, and Sea Technology.
Investment is needed to curb oily Bilge-water-treatment system Genoil’s Crystal Sea
violations prevents ship bilge pollution Bilgewater Separator
Tradewinds - November 2007 Engineering News – November 2007 Mariner Life - August 2007
............................................ ............................................ ...........................................
.
Genoil’s New Water Treatment Satisfying tougher bilge

6. Marine News - August 2007 discharge standards
Marine Propulsion - July 2007
Kontek Industries:
Summary
From 2004 to 2005, I co-created and managed a strategic communications for the company, an
innovative homeland security manufacturer.
Strategy
The centerpiece of the strategy was to re-position the company, which was recovering from the
fallout of the telecom industry turndown, as an innovative technology leader providing state-of-
the-art homeland security, critical infrastructure, and force protection solutions for U.S.
government and private sector facilities.
Tactics
Re-branding the company included creating a corporate website: http://kontekindustries.com/ .
Then using a media campaign targeted towards the U.S. military, homeland security trade
publications, TV, and radio along with key business champions (the Missouri congressional
delegation, the U.S. military, and private sector customers), we were able to garner national
attention (including the Wall St. Journal, New York Times, and Washington Post) and build
the company’s reputation for manufacturing the world's most technologically advanced vehicle
and delay access barriers, blast resistant barriers, guardhouse shelters, and telecommunication
shelters.
Results
The new communications program resulted in numerous new contracts being awarded to
the company and total sales increasing from $2,000,000 to $40,000,000.