Ashraf Heleka, Finance Expert in San Diego, CA, United States
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Ashraf Heleka

Verified Expert  in Finance

Management Consulting Expert

Location
San Diego, CA, United States
Toptal Member Since
December 29, 2022

Ashraf is a strategy expert with over 12 years of experience in management consulting, investment banking, and strategy roles at startups. He has four years of experience in strategy and operations at early-stage startups, where he helped drive growth. Before that, he was a consultant at McKinsey, focusing on digital transformation and strategy. Ashraf freelances to drive impact for his clients and continue honing his craft.

Career Highlights

Senior Associate
McKinsey & Company

Education Highlights

Case Studies

Work Experience

Head of Product

2023 - PRESENT
Product School
  • Reported directly to the CEO to help solve executive-level strategic problems and drive key initiatives. Managed a team of 11 experts, product managers, designers, and content creators.
  • Launched two best-selling courses. Led a team that ideated, developed content, created marketing and sales, and launched two courses aimed at product management professionals.
  • Redesigned a website, created sales documentation, and enabled sales reps to increase revenue by XX%.
Focus areas: Product Management, Training, Training & Training Content Development, Digital Marketing Strategy, E-learning, Sales, Marketing

Director of Strategy

2021 - 2022
Lecturio
  • Reported directly to the CEO to help solve executive-level strategic problems and drive key initiatives.
  • Explored a shortlist of five new product ideas, prioritized one product continuing education for physicians, formulated strategy, and aligned cross-functional stakeholders to launch in three months.
  • Redesigned a sales process and provided analysis, research, and content creation to improve salesforce effectiveness by over 10%.
  • Launched new content formats by analyzing learner data, interviewing students and instructors, and working with the product team, leading to increased learner engagement and satisfaction.
Focus areas: Competitive Analysis, Growth Hacking, M&A Strategy, Change Management, Organizational Design, Digital Marketing Strategy, E-learning, Sales, Marketing

Product Development and Strategy Lead

2020 - 2021
Reforge
  • Co-created two highest-grossing courses on "Product Strategy" and "Product Leadership" by interviewing three product experts, synthesizing their insights, and building a storyline that formed the course script.
  • Wrote and edited marketing materials, including blog posts and copy to sell both courses, generating around $4 million in the first year revenue.
  • Engaged with the community, coached students, and continually conducted user research to improve the student experience and product.
Focus areas: Growth Hacking, Growth Strategy, Education, Change Management, Organizational Design, Digital Marketing Strategy, E-learning, Marketing

Senior Associate

2016 - 2019
McKinsey & Company
  • Redesigned an internal training program for emerging McKinsey managers to be more interactive, yielding an over 20% increase in net promoter score (NPS).
  • Developed a five-year strategic plan for a greenfield university leveraging best practices from international universities, MOOCs, boot camps, and other learning modes.
  • Diagnosed the eCommerce profitability of a US-based specialty retailer, identified $X00 million in cost savings initiatives, and developed a strategy to reduce costs for the top three drivers, representing around 1X% improvement in margin potential.
  • Conducted due diligence on the supplier and category management capability of a $X00 million eCommerce player.
  • Co-created a new-to-market financial product promoting homeownership across an underbanked population, around one million households.
  • Developed a high-level strategy and project-managed 20 macroeconomic and finance-focused projects for a governmental entity aimed at diversifying the overall economy by increasing non-oil export contribution to GDP by around three times.
  • Formulated strategy for launching a greenfield digital bank with targeted annual revenue of $X00 million, defined two-year product roadmaps, matched customer segments to key products, and identified fintech partnerships.
  • Assessed a major regional airline's sales channel strategy.
Focus areas: Corporate Strategy, Digital Transformation, M&A Strategy, Competitive Analysis, Change Management, Organizational Design, Retail, E-learning, Finance, Marketing

Senior Analyst | Investment Banking

2012 - 2015
CI Capital
  • Led a team of two interns in valuation for the around $X00 million acquisition of Citibank's consumer banking business by Egypt's largest publicly listed company.
  • Built four advanced operating and financial valuation models for targets in many industries, including consumer goods, real estate, and financial services, with a total valuation of $1.5 billion; synthesized key findings to develop sales documents.
  • Spearheaded the effort to launch the first real estate investment funds in the Egyptian market by researching regulations, developing a pitchbook, and negotiating financial terms with three prospective clients, including real estate developers.
  • Managed portfolio of collateral loans of over $200 million for ultra-high net worth individuals from the Middle East.
  • Coached two junior analysts on financial modeling, valuation methodologies, and pitchbook creation.
Focus areas: Financial Modeling, Competitive Analysis, Pitch Decks, Organizational Design, Finance
2015 - 2016

Master's Degree in Business Administration (MBA)

INSEAD - Paris, France

2013 - 2015

Master's Degree in Finance

The American University of Cairo - Cairo, Egypt

2005 - 2010

Bachelor's Degree in History

University of California, Irvine - Irvine, CA

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