Dina Aly

Managing Director & Co-founder, Matter

Dina started her career in 2004 at Fortune Promoseven, managing the pioneer of all brands Coca- Cola, across the region. With a passion for advertising and branding, she additionally took on
various responsibilities as a regional coordinator & producer for the network’s regional hub, which was responsible for handling FP7’s large-scale regional projects and pitches. Spearheading the unit’s success, which later developed into a separate Agency (MI7), she became the unit’s Head of Account Management, where she got exposed to some of the most powerful brands in the region like Madinat Al Arab by Nakheel, Etisalat, McDonalds’, Nescafe, QNB, Fayrouz, KFC, among others. She then took a break from her career to have her two beautiful daughters, where she discovered that passion coupled with discipline make the seemingly impossible possible.
In 2012, she decided to pursue her dream of entrepreneurship and, along with her two partners Mohamed Abbas and Majd El Sherif, they embarked on the exciting journey of building one of the region’s most impactful and fast growing branding agencies, with the purpose to inspire and put Egypt on the map of branding. matter, a multiple award-winning agency, is happy and thriving when they inspire their employees, their clients, the students they work with, the industry, the sceptics and fans of branding, and anyone they engage with. Alongside her partners and a killer team, Dina is proud to have grown matter to boast over 200 impactful brands, that inspire growth across the region and the world, creating game changing brands like EGBANK, FLO, Vezeeta and Imtenan. matter has created solid partnerships and collaborated with international, regional and local giants like Nestle, Heinz, Americana, Pepsico, Savola, Unilever and SODIC among others. matter’s mission is to inspire and impact the industry, continuously collaborating with universities and the ecosystem to ensure the growth of the branding industry in Egypt.
Dina studied at the German School (Deutsche Evangelische Oberschule), where she received her Abitur. She holds a Bachelor of Business Administration with a specialization in marketing, from the American University in Cairo, where she graduated top of her class, and was awarded a spot on the Dean’s Honor List and Merit Scholarship. Dina is always hungry for new experiences. Her passions are innovation, entrepreneurship and sports. She loves to mentor, hold workshops for and work with start ups, she also constantly extends her knowledge, completing various executive courses and programs on innovation and entrepreneurship in some of the most prominent institutions like Harvard Business School and Stanford. She is a founding member and the learning Chair of the Entrepreneurship Organization in Cairo. She is a triathlete, where she continuously learns to extend her comfort zone and break her boundaries.

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