Munanageh.com

"Want to pull something great off? Get Muna."
Hi! I'm Muna. I'm from London, but I've worked globally. Mostly with the NAM & EMEA, but also APAC & LATAM.
I'm here to help your brand achieve outcomes you're proud of. Because that's a theme throughout my career: breakthroughs that deliver results.
I've been lucky enough to work with the best people and brands. I speak brand as well as emerging technology, having repositioned established heritage brands, created the TV ad of the decade, as well as built the world's number one training app and my own AI business.
To use the football analogy, you either play the man or the ball; and I play the ball. I'm entrepreneurial, commerical and creative. I love realising big ambitions. I'm fiercely loyal, straightforward and I love working with clever, kind, confident people best. Check out a few words from some of them in the testimonials page.
I hope you can join them and we can do some topnotch marketing and have some fun. Let's go!
Get in touch
The work I enjoyed the most
The world's number one training app: Nike Training Club
"Muna pushes for new thinking... in terms of brand and tech simultaneously...her passion and vision has truly left a mark on the category, and set the stage for executions that connected with our consumer in exciting, innovative ways" - Dorinda Ross, VP Global Consumer Marketing, Nike
NikeWomen was lost. I didn't wait for a client brief. We commissioned research amongst 18-24 years old women, from the US, Europe and Japan. Super varied results, but one thing in common. They all wished they had a personal trainer. In 2010 it didn't exist. So we made one for her. A personal trainer in her pocket. That had two sound files - for music and trainer talking to you for instruction and motivation, which was an app first. Then men started using it, so we made one for him too.
My contribution: I led the team and set the ambition, to beat W+K to the lead idea for the first and only time in AKQA's history with "Make Yourself", wrote the brief, sold the idea, and convinced the Nike team to spend $2m on a training app. Training wasn't a category at Nike, so they were hesitant to support it. But they did. I oversaw all aspects of the launch campaign from the ATL to the app build to CRM.
Results: Launched in 148 countries in 18 languages. Downloaded 30m+ times, and #1 health and fitness app in 23 countries. Created a new category at NIke: digital training. Won countless creative and digital awards.
Ad of the decade: Hovis "Go On Lad"
"Muna was at the heart of this great work, providing a great linkage between the cross-agency team. At her heart she is passionate, persistent and personable, always going that extra mile to deliver what is right" - Jon Goldstone, CMO Hovis
"Muna is a unique talent. She is entrepreneurial, loyal, creatively ambitious and determined" - Helen Calcraft, Chairman Dare
We pitched Premier Foods, won 6 brands but not the jewel in the crown: Hovis. I wouldn't take no for an answer, and stayed close to the marketing director, whilst bedding in and nurturing the brands we did win. Less than 6 months later, we got the account out of McCanns and into MCBD (later Dare). Hovis was having its toughest time with Warburtons increasing distribution in the South and being commercially aggressive. The brand was unloved, as was much of the portfolio, having being acquired recently.
My contribution: I was hands on in the development of the entire campaign, from planning to production, and was the key point of contact for the client and the cross-agency team, ensuring the TTL campaign worked in unison. Protecting the creative was a big part of it, so it was never watered down, through trust and genuinely caring for the brand as much as the client did.
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Results: +14% yoy sales (volume), share price more than doubled, +3.5% SOM, 1000 unsolicited emails/letters from British public after first weekend of campaign launch, Guinness Book of World Records entry. Campaign of the Year, TV Ad of the Year, ITV's Ad of the Decade, IPA Effectiveness Grand Prix.
Launch a new brand: Circler Fashion (formerly Circle of Style)
"A female founder that's revolutionising a category" - Trinny Woodall, Founder, Trinny London
Bay Garnett, the "Queen of Secondhand", told me how hard it was to shop secondhand. So I fixed it. Using AI. Creating a new proposition in preloved. And leveraging AI before it was popular.
My contribution: founded the business, raised investment, designed the product, built the team. CPO, CEO, COO, CMO, HR and Finance. Managing the P&L, and all investor relations. Supplier recruitment and management. Tech roadmap.
Results: created first £1m revenue with just £100k marketing spend. 3m data points. Recruited best resale stores on the platform. Influencer marketing including Stacey Dooley, Laura Whitmore, Amy Jackson, Dawn O'Porter, Bay Garnett, Daisy Lowe, Trinny Woodall. Walpole's "Brand of Tomorrow". Part of Google's high potential startup program. Raised from Index Ventures, Revenge Capital, and impressive angels and incredible advisors including the ex CTO IBM Watson, Head of Product at Spotify, and DeepTech and Startup Lead, Google.
Appearing with Trinny on her YouTube & Instagram channels.
Reverse 14 year decline into growth: Budweiser
I was hired into Diageo to run Budweiser (franchised from ABI). Bud had been heavily traded for years, and was on the bar thanks to Guinness. I needed a creative breakthrough and commercial firepower, so my first move was to engage with the salesforce, developing an on-trade program with increased distribution and bar advocacy, and find a creative solution that would create noise. So I recruited Conor McGregor, just as he was about to win his first world title. A punchy move (pun intended).
My contribution: I was the marketing lead, so ran the brand, managed the P&L, briefed and managed the cross-agency team (media, advertising, PR). Working with a fantastic cross-functional team at Diageo, including the excellent sales teams, as well as dealing with on-trade and off-trade customers.
Results: took sales from -13% to +2% yoy, with brewery demands exceeding forecasts. Most talked about campaign in market. Exceeded every KPI, including online views at over 7m, €4m PR value. Sentiment +1690%. FB engagement 10/10 (their top 1%).
Some ways I can help
Ambitious to leverage AI but not sure how?
AI is the most exciting thing to happen to marketing since the internet. You can now bring excting ideas to life quickly and cheaply, and hyper-personalise for better targeting than ever. You can use data in a way that's transformative, and what I love most about it is it's equal parts science and creative, and it's really easy to get started. I've been working with the best in AI, including the ex-CTO of IBM Watson and Head of Product & Personalisation at Spotify, and I'm ready to bring that to your brand.
Brand feeling stuck? Need to drive growth?
Stagnant growth? Tired brand? Over-traded and need to ignite value in your customers' minds. Need a creative breakthrough that'll drive sales? Bring commercial levers together with creative firepower to realise results that benefit the bottom line. Not ROAS, but EBITDA. Revitalising struggling brands is one of my favourite case studies. Find the golden nugget, that may be latent, but still meaningful, and ignite it in an exciting modern way. It's a proven formula.
More engagement with your customer online
I've built a business purely on social, leveraging proprietary data and connecting on owned and earned channels. It's something I've done for a new-to-world brand as well as on Budweiser, and I can help your brand either take this cost effective approach as a pure social strategy or maximise it as part of your media mix.
Aligning commercial with creative
I will help you maximise commercial levers with creative breakthroughs. I've 10x'ed a £100k budget as well as managed $120m marketing budgets on billion dollar brands. Being able to come together around one idea and one nission, with effective stakeholder management. I've never felt more able to understand, with the empathy of experience, what is needed by all parties to activate stronger.
Pitching?
My track record is strong with pitches agencyside, with an 80% conversion rate. I've also grown business organically too.. I'd love to help you get some wins under your belt, or ensure you have the right agency partner to work with. As a client I was lucky to work with the best London agencies, and can help you identify and get the most out of yours, defining the right criteria and brief, and ensuring you have the right team to deliver.
A strong track record
Across food & beverage, beauty, sport, and financial services, consistently delivering great outcomes for world-class brands.
Work involved TV campaigns, tech builds, digital comms, print, PR, media planning and buying, as well as pre-testing and tracking research, both qual and quant. I've covered the gamut of the marketing mix, at the highest levels.
I'm more interested in tackling meaty problems or achieving lofty ambitions than concerned with the sector or medium.
Get in touch
I can't wait to hear from you

muna.nageh@gmail.com
LinkedIn
+44 (0)7963 604482