Aladdin Elalfy

Aladdin Elalfy is the SVP of Marketing at PayActiv. Prior to joining PayActiv, Aladdin served as the Global Marketing Director at AFEX from September 2013 to August 2021. In this role, Aladdin was responsible for developing the global marketing and communication strategy encompassing advertising, public relations, events, branding and communication with key objectives of generating leads, establishing and growing target market share.

In addition to their responsibilities for global marketing strategy, Aladdin also built, managed and mentored the global and regional Marketing teams across the Americas, EMEA and APAC ensuring all activities were in line with the Business Plan. Aladdin promoted the company’s products and services to the right market segments as well as identifying new sustainable revenue streams via digital and traditional marketing channels.

Aladdin utilized analytical tools and digital platforms to lead user design research projects, better understand customer behavior and turn results into viable strategy. Aladdin also led the global implementation of the marketing automation strategy to drive lead acquisition and increase customer engagement.

Using sales forecasting and strategic planning, Aladdin ensured the sale and profitability of products and services while also analyzing business developments and monitoring market trends. Aladdin identified key trends in customer behavior and formulated plans to increase acquisition, retention and wallet share. Aladdin also analyzed data from all marketing channels to better position the company for increased customer engagement and responsiveness.

In their role as Global Marketing Director, Aladdin also created a marketing KPI and reporting

Aladdin Elalfy reports to Safwan Shah, Founder & CEO. They are on a team with Janet Sutherby - HR Director, Michael Biscotti - VP, Channel Sales, and Michael Gregorio - VP, Product.