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AI for Marketing & Sales is a two-day programme from Menova for commercial teams, taught by Ahmed Amrousy — Head of Marketing & PR at Nile Air and a marketing leader with 25 years at Electrolux, Samsung, Cadbury Egypt and Nahdet Misr. It applies generative AI across the full commercial cycle, from segmentation and campaign development to sales enablement, on the team's own brand and data. It runs on-site in Egypt, Saudi Arabia and the UAE, or live online.

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From campaign brief to pipeline — AI applied by someone who has run the function for 25 years.

Taught by someone who has carried the number

Most AI-for-marketing training is delivered by AI specialists who have never owned a marketing budget. This one is not. Ahmed Amrousy runs marketing and PR for Nile Air, Egypt’s largest private airline, and spent two decades before that leading marketing at Electrolux, Samsung, Cadbury Egypt and Nahdet Misr.

That shows up in what the programme refuses to teach. There is no time spent on generating social captions. The two days go to the work that is genuinely expensive: segmentation, brief writing, bilingual campaign development, competitor reads, and turning sales conversations into assets.

The Arabic problem, addressed directly

Generative models produce Arabic that reads as translated English. For a regional brand that is not a small aesthetic issue — it is the difference between copy that lands and copy that gets rewritten. A dedicated block of the programme deals with this: how to brief for Arabic that reads as written, and how to hold voice across a bilingual campaign.

What you leave with

  • Build audience segments and personas from your own CRM and research, not from guesswork
  • Produce campaign concepts and copy that survive a brand review, in Arabic and English
  • Compress the brief-to-first-draft cycle from days to hours without losing brand voice
  • Turn call notes, proposals and objection handling into repeatable sales assets
  • Run a competitor and market read that would previously have needed an agency

Programme outline

01

The commercial case, honestly

  • What AI actually shortens in a marketing function, and what it does not
  • Why most AI-generated marketing copy fails a brand review — and the fix
  • Arabic and English output: where models are strong and where they are not

02

Audience, segmentation and insight

  • GCSE-F applied to CRM exports, research decks and transcripts
  • Building personas grounded in evidence rather than workshop opinion
  • Live demonstration on the client's own customer data

03

Campaign development

  • POCAB for brief writing, concepting and headline generation
  • Holding brand voice across a full campaign — the style-guide-as-context technique
  • Bilingual campaign work: producing Arabic that reads as written, not translated

04

Sales enablement

  • Turning call notes into follow-ups, proposals and objection libraries
  • Account research and pre-call preparation in minutes
  • Where AI belongs in the pipeline and where it damages trust

05

Measurement and the operating rhythm

  • Reporting and performance narrative without the manual assembly
  • Building the team's shared prompt library and review standard
  • A 30-day plan naming which recurring deliverable moves to AI first

Who it is for

  • Marketing, brand and communications teams
  • Digital, performance and content teams
  • Sales teams and commercial leadership
  • Agencies serving clients in Egypt and the Gulf

Frequently asked questions

Who teaches the AI for Marketing course?

Ahmed Amrousy, Head of Marketing & PR at Nile Air and Executive Education Instructor at the American University in Cairo. He has led marketing at Electrolux, Samsung, Cadbury Egypt and Nahdet Misr across 25 years, so the examples come from having run the function rather than from having read about it.

Does the course cover Arabic content production?

Yes, and it is one of the reasons teams in the region choose it. The programme covers where models produce Arabic that reads as translated, how to brief for Arabic that reads as written, and how to hold a bilingual brand voice across a campaign.

Is this course for marketing or for sales?

Both, and deliberately so. The commercial cycle does not stop at the campaign, and the most valuable exercises in the room happen when marketing and sales work the same customer data together. Teams can also take the two functions separately.

What will the team actually produce during the session?

Working assets on the client's own brand — segments and personas from real CRM data, campaign concepts and copy, a sales objection library, and a shared prompt library the team keeps.

How long is the programme?

16 hours across two days. It can also be delivered as four half-days, which suits commercial teams that cannot leave the pipeline unattended for two consecutive days.

Can it be delivered for an agency rather than a brand?

Yes. Agency delivery shifts the emphasis towards throughput and multi-client work — holding distinct brand voices, and where AI-assisted work must still be disclosed to a client.

What does it cost?

Pricing is set per client against team size, seniority, duration and city. Email ahmedamrousy@aucegypt.edu with your team size and objective for a written proposal within two working days.

Talk to Ahmed

Every Menova programme is scoped to the client. Book a short call — or send the team size, seniority and objective — and you get a written proposal with agenda, duration and price within two working days.

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