Mustafa El Amin
Toronto,ON
Summary
Innovative and strategic leader with over 15 years of experience spanning the social and for-profit sectors, with a proven track record in marketing, A&R, community development, and strategic consulting. Demonstrates unparalleled expertise in steering organizations towards substantial growth, championing social justice, and enhancing global awareness for BIPOC and first-generation Canadians. Adept in leading union negotiations, spearheading sustainability and growth initiatives, and fostering impactful community programs. Skilled in cultivating partnerships and executing high-profile projects across the arts, culture, and entertainment industries.
Overview
10
10
years of professional experience
Work History
Manager, Marketing / A&R (Black Music)
Universal Music Canada
01.2021 - Current
- Orchestrated global and domestic marketing campaigns that significantly increased sales and artist visibility, culminating in gold certification and Juno awards for domestic roster.
- Directed comprehensive marketing strategies and A&R initiatives, fostering artist development and ensuring deep market penetration. This involved closely collaborating with artists and production teams to tailor campaigns that resonated with target audiences and resulted in a 110% increased consumption.
- Cultivated over 20 global partnerships, effectively representing Universal Music across various sectors to forge strategic collaborations. This included negotiating partnership terms, aligning campaign goals with partner objectives, and leveraging these relationships to enhance project visibility and impact.
- Achieved departmental goals by developing and executing strategic plans and performance metrics.
- Recruited and onboarded new employees with training and new hire documentation.
- Set aggressive targets for employees to drive company success and strengthen motivation.
Director of Marketing and Community Partnerships
Operation Prefrontal Cortex
01.2017 - Current
- Initiated and led transformative collaboration with Director X to tackle community violence through mindfulness initiatives, achieving a remarkable 30% reduction in violence and significantly improving community well-being.
- Instrumental in shaping organizational structure, establishing multi-department operations to enhance efficiency and impact.
- Championed partner development and stakeholder engagement, fostering relationships with government bodies, corporate sponsors, and international organizations with track record of success in supporting and amplifying program's reach.
- Oversaw program development and community partnerships, extending mindfulness and violence reduction programs to over 30% of Toronto's most vulnerable communities, marking significant steps toward city-wide impact.
- Led research development, including designing and implementing assessment protocols and data capture methodologies. This strategic approach enabled collection and analysis of critical data, supporting evidence-based improvements and showcasing program's effectiveness and areas for growth.
- Built strong relationships with industry professionals and influencers.
Board Chair
The Jane and Finch Family & Community Centre
01.2015 - Current
- Oversaw budget growth from $4M to $5.5M, enhancing organizational reach and impact.
- Conducted strategic organizational redevelopment through retreats, significantly improving interdepartmental collaboration by 60% and staff morale by 40%.
- Implemented staff training on leadership development and mindfulness, leading to 35% increase in well-being, 50% decrease in burnout, and significantly better mental health support for clients.
- Introduced new roles, boosting staff-driven funding procurement by 40% and aligning team efforts with organizational goals.
- Led union negotiations and spearheaded sustainability and growth initiatives, markedly benefiting the community during COVID-19 by ensuring access to essential services for low-income communities.
- Mentored new board members, providing guidance on roles, responsibilities, and expectations for effective service.
- Leveraged community outreach campaigns effectively boosting brand recognition.
- Oversaw financial management and budgeting, ensuring responsible use of resources and long-term financial stability.
- Facilitated effective board meetings, fostering open dialogue among members while maintaining focus on strategic goals.
- Cultivated company-wide culture of innovation and collaboration.
- Provided recommendations on board of directors on group's effectiveness, actions, and future plans.
Strategic Consultant
Independent
01.2014 - 01.2021
- Identified and supported emergent collectives like 6ixBuzz, Kuruza, and Real Toronto News, plus DJs and community organizers, at their inception. Strategic foresight boosted global recognition, aiding BIPOC and first-generation Canadians significantly.
- Positioned at the nexus of industry, culture, and community, with a sharp focus on social impact investment and scalability, demonstrating measurable outcomes:
- Enhanced global and domestic visibility for over 20 collectives, directly impacting 100+ BIPOC and first-generation Canadian artists and entrepreneurs.
- Maintained leadership in youth, media, and community cultural trends, offering impactful consulting that drove innovation and engagement.
- Drove investment readiness, scaling entities through strategic partnerships and marketing, resulting in 40% increase in international engagement & 35% rise in national community impact, bridging gaps in rural and urban Canadian locales.
- Engaged with a wide spectrum of clients, from media platforms to social organizations, catalyzing Over 30 significant partnerships, Enhancing engagement metrics by 50% & demonstrating strategic initiative adaptability.
- Sourced, nurtured corporate and social partnerships, and ensured streamlined collaboration, optimizing project outcomes and efficiency.
- Improved operational efficiency through the implementation of cutting-edge technologies and automation tools.
- Assisted in development of products and services previously unrepresented in industry to increase shares in new markets
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
- Established long-term partnerships with key industry stakeholders, fostering collaboration and mutual growth.
- Launched successful digital marketing campaigns that achieved goals for increased website traffic.
- Consulted with clients on business issues and developed innovative proposals.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
- Mentored junior consultants on industry best practices, building strong foundations for their future success in the field.
- Developed creative presentations, trend reports, kitted assets, and product data sheets.
- Streamlined operations with comprehensive process improvements, leading to increased efficiency and reduced costs.
- Conducted market research and reported on clients' competition.
Managing Director
Youth Action Network (YAN)
01.2014 - 01.2018
- Drove significant organizational expansion by strategically recruiting key department heads, securing capital acquisitions, and spearheading real estate developments. This initiative transformed facilities into dynamic community engagement and empowerment hubs.
- Orchestrated multi-year planning and execution of Ruckus Conference, an annual event championing social justice, anti-oppression, and empowerment. Successfully attracted over 300 high school students each year from across Ontario, fostering a platform for dialogue, learning, and activism.
- Oversaw management of a multi-million dollar budget, effectively procuring and allocating funding across departments and programming. Played critical role in maintaining and increasing funding streams, ensuring sustainability and growth of YAN's impactful programming.
- Established a high-performing executive team, recruiting top talent from diverse industries to drive organizational excellence.
- Negotiated price and service with customers and vendors to decrease expenses and increase profit.
- Piloted cross-departmental projects to achieve successful delivery of new initiatives.
- Implemented innovative programs to increase employee loyalty and reduce turnover.
- Fostered an inclusive work environment by championing diversity initiatives and empowering employees at all levels.
- Oversaw operations and provided corrective feedback to achieve daily and long-term goals.
- Reported issues to higher management with great detail.
- Worked closely with organizational leadership and board of directors to guide operational strategy.
- Updated and resolved incidents and managed accessorial charges objectively while maximizing profit.
- Assisted in recruiting, hiring and training of team members.
Education
Executive Management Training Certification - Executive Management
Universal Music Group
Los Angeles, California05.2023
S.M.A.R.T. Mindfulness Educator Certification - Meditation & Mindfullness Education
University Of British Columbia
Vancouver, BC06.2018
PPA Analyst Certification - Recruitment, Retention & Leadership Development
Thomas International
Oakville, ON05.2017
Media Techniques And Marketing Communications Management
Humber College
Toronto, ONSkills
- Leadership & Strategic Management
- Stakeholder Engagement & Partnership Development
- Program Design, Delivery, & Evaluation
- Impact Measurement & Management
- Marketing Strategies & Digital Campaign Execution
- Community Development & Social Justice Advocacy
- Staff Training and Development
- Budget Management
- Managing Operations and Efficiency
- Cross-Functional Teamwork
- Social Perceptiveness
- Public Speaking
- Cultural Awareness
- Negotiations and Conflict Resolution
Additional Projects Initiatives
- Overtown Fest, Miami, FL, Headliner World Group, 2017-01-01, 2017-12-31, Expanded the international reach of Canadian talent through strategic event planning and execution.
- Consulting, Toronto, CA, Various Brands/Media Platforms, 2014-01-01, 2021-12-31, Leveraged expertise in digital marketing and strategic communications to elevate brand presence and engagement.
Education Certifications
- Bachelor of Creative Advertising, Humber College, Toronto, CA, 2014-01-01
- S.M.A.R.T. Mindfulness Educator Certification, University of British Columbia, Vancouver, CA, 2019-01-01
- Six Strings Management Training Certification, Universal Music Group, Toronto, CA, 2023-01-01
Arts Culture Entertainment Experience
- MYSTAND Mentorship Organization, Toronto, CA, Founder and Executive Director, 2013-01-01, Present, Established and led the organization to address socioeconomic barriers and lack of opportunities for marginalized communities, increasing participation in employment training programs by 65%.
- FACTOR, Toronto, CA, Juror, 2018-01-01, Present, Evaluated artists and integrated cutting-edge cultural organizations, enhancing support for developing artists with limited access to resources.
- Manifesto, Toronto, CA, Board of Directors, 2014-01-01, 2018-12-31, Spearheaded the organization's flagship festival relaunch, achieving record attendance and funding, and securing essential operational space through pivotal partnerships.
Languages
English
Native or Bilingual
Arabic
Native or Bilingual
French
Limited Working
Timeline
Manager, Marketing / A&R (Black Music)
Universal Music Canada
01.2021 - Current
Director of Marketing and Community Partnerships
Operation Prefrontal Cortex
01.2017 - Current
Board Chair
The Jane and Finch Family & Community Centre
01.2015 - Current
Strategic Consultant
Independent
01.2014 - 01.2021
Managing Director
Youth Action Network (YAN)
01.2014 - 01.2018
Executive Management Training Certification - Executive Management
Universal Music Group
S.M.A.R.T. Mindfulness Educator Certification - Meditation & Mindfullness Education
University Of British Columbia
PPA Analyst Certification - Recruitment, Retention & Leadership Development
Thomas International
Media Techniques And Marketing Communications Management
Humber College
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