Leading a Media Agency and Its Flagship Publication to Profitability During the Egyptian Revolution.
The Business Challenge
I was recruited as Managing Director to execute a full business turnaround of Road9 Media, a creative agency that was undercapitalized and losing money. The mission had an immediate, critical focus: save its flagship publication, the 90-page Maadi Messenger magazine, from ceasing operations—all within two weeks of the start of the Arab Spring.
My Role & Strategic Approach
As Managing Director of the agency and acting Publisher of the magazine, I had full P&L and operational responsibility. My turnaround strategy was to:
- Stabilize Finances: Immediately take control of all accounting and financial statements to cut costs and plot a course back to profitability.
- Optimize Operations & Production: Streamline the magazine’s production by renegotiating contracts with printers and editors, and restructure internal agency departments for maximum efficiency.
- Revitalize Business Development: Overhaul the marketing strategy for both the agency and the magazine to save key client relationships and drive new advertising revenue.
Process & Execution
I directed the agency’s client work while simultaneously leading a complete overhaul of the magazine’s operations. This involved successful contract negotiations with printers and the editing team that immediately reduced costs. Concurrently, I led the redesign of the website and marketing strategies to boost ad sales and increase visibility. I managed the diverse team of designers, developers, and publishing staff through the crisis, fostering a motivated culture that enabled us to continue publishing without interruption.
The Result & Testimonial
This integrated turnaround strategy led to the financial stabilization of Road9 Media and ensured the long-term survival of its core product. The Maadi Messenger not only avoided shutdown but continues in operation through 2024, over a decade later.‘When Joshua arrived, the business was in need of a lot of attention… He has done a lot to turn around a struggling company and I am thankful for his leadership.’ — B.W., managed Joshua at Road9 Media
Time frame: 2011
Purpose: Serve client needs with engaging results
Platform: Small, creative agency (12 employees)
Location: Maadi, Cairo, Egypt
Capabilities: Management, Leadership, Magazine Publishing, Coaching, Marketing, Business Development
Strengths Used: Analytics, Leadership, Negotiation, Multi-Cultural Sensitivity, Responsibility, Budgeting, Reorganization, Marketing
5 direct reports, 12+ total staff
(4 graphic designers, 4 web developers, 2 sales, & 2 admin staff)
Published the monthly magazine, Maadi Messenger
Published the quarterly magazine, Pashion Magazine
Our sites were primarily developed on Joomla CMS, but we began building on Drupal CMS based on development capabilities and client requirements.
“When Joshua arrived, the business was in need of a lot of attention. It was losing money, was under capitalized, and staff were in roles for which they were not best suited. Joshua showed great leadership and tact in dealing with critical and culturally sensitive issues. Through his direction the company is now in a much stronger position.
Joshua was responsible for the financial well being of the company and was therefore responsible for getting all the accounting and financial statements in order. After initially analyzing the financial situation Joshua plotted a course forward to stabilize the company. He rearranged departments and had to make tough decisions on where to cut costs and where to invest time and resources. Event through some difficult decisions, include some pay cuts, he was able to keep his staff motivated and committed to the goals of the company.
An area that Joshua invested in was marketing the company. Joshua analyzed the local and international markets and found areas and products he thought would be most beneficial to focus marketing efforts. In addition to finding new business he was able to save working relationships with some major clients who how become dissatisfied prior to Joshua’s arrival. He was able to negotiate new contracts that were both beneficial to the company and client.
There are many details and examples that I could site showing how impressed I am with Joshua’s business abilities. He has done a lot to turn around a struggling company and I am thankful for his leadership.” — B. W., managed Joshua at Road9 Media
