Ahmad Manna Interview
Ahmad Manna is a rare breed of entrepreneur whose journey demonstrates ingenuity, resilience, and an unwavering commitment to both his teams and his investors. With over 20 years of cross-market experience, Ahmad is the architect behind three dynamic companies BTL Promotions, Sanadeeg, and Okazzi each a testament to his ability to spot market shifts, build for scalability, and deliver tangible results with BTL Promotions in 2005, he expanded across the Middle East and Asia, serving leading global brands like McDonald’s and Pepsi. He later transformed Sanadeeg from a loss-making venture into a profitable business by focusing on private labels and export channels. Most recently, in 2024, Ahmad launched Okazzi, a digital-first platform offering over 20,000 promotional products across 40+ countries, cementing his reputation as a forward-thinking leader in business growth and innovation.
Inspiration behind BTL
We started the interview by asking, “What inspired you to start BTL Promotions, and how did it grow from a small startup into a global company?”
Ahmad Manna replied, “Starting BTL Promotions was born out of a simple need to provide creative, high-quality promotional products with a personalized touch. I began the company in 2005 with just $500 in capital, working from Jordan with a strong belief in the power of branding. With a background in sales and advertising, I understood the gap in the market and was determined to fill it. Over the years, we grew organically by prioritizing quality, trust, and customer satisfaction. As demand increased, we expanded our operations, opened branches in China, KSA, Oman, and the UAE, and partnered with some of the world’s biggest brands like Philip Morris, Hempel, EY, Unilever, PepsiCo, and McDonald & more. Every step forward was driven by creativity, reliability, and a willingness to evolve. Today, our presence in multiple regions and our global manufacturing network allow us to offer thousands of tailor-made promotional solutions, while still holding onto the personal, hands-on approach we started with.”
From Corporate World to Entrepreneurship
The Arab Today: As Group CEO of multiple businesses, how do you manage your time and ensure each company thrives?
Ahmad Manna replied, “Managing multiple companies BTL Promotions, Sanadeeg, and Okazzi – requires a clear vision, strong leadership teams, and smart use of technology. I focus on strategy and innovation while empowering my teams to lead day-to-day operations. Each company serves a unique purpose: BTL specializes in promotional solutions, Sanadeeg simplifies wholesale FMCG e-commerce, and Okazzi is our digital platform for global corporate gifting. I’ve invested heavily in building a custom ERP-CRM system that automates workflows and allows seamless decision-making across branches. This system has been a game-changer, especially for decentralization and growth. I stay involved where it matters most big-picture direction, new partnerships, and brand evolution. I believe in surrounding myself with passionate, capable people who align with our mission. By creating autonomy within a unified culture of excellence, we’ve been able to scale sustainably while staying agile in competitive markets. It’s not easy, but passion and clear purpose keep everything moving in harmony.”
Unique Value Proposition of BTL Promotions and Okazzi
The Arab Today: What makes BTL Promotions and Okazzi stand out in a crowded promotional product industry?
Ahmad Manna replied, “What truly sets us apart is our ability to combine global reach with local personalization. BTL Promotions has built a reputation for delivering high-quality, creative tailor-made promotional items that reflects each client’s brand identity. With access to over 200 manufacturing partners around the world, we offer unique solutions at competitive prices without compromising on quality. Our deep relationships with global clients like Nestlé, McDonalds, EY, Hempel, Philip Morris, Pepsi and many others didn’t happen overnight they were built on consistency, trust, and a shared focus on impact and deliverables. Okazzi is a natural choice for businesses seeking smart and effortless global gifting solutions. On the other hand, brings digital convenience and top-notch technology to corporate gifting, replacing a sophisticated process with a unique fun experience that even non-professionals would enjoy. It allows businesses to customize and order products in just a few clicks, with delivery in as little as three days. And through our advanced AI technology, each client will have a gifting expert to guide them through the process and help them select the right fit for their target audience and budget. Whether it’s one piece or bulk orders, we’ve made gifting effortless. Both brands serve different needs but follow the same philosophy: innovation, flexibility, and client-first service. In a competitive space, it’s our adaptability and attention to detail that keep us ahead.”
Challenges that Shaped the Journey
The Arab Today: What challenges did you face in your journey, and how did you turn them into opportunities?
Ahmad Manna replied, “Every chapter of my journey came with its own set of challenges, but I’ve always believed that adversity brings clarity. One of the biggest hurdles was managing rapid expansion each new market brought cultural and operational complexities. From Jordan to China, Oman, KSA and the UAE, maintaining consistent service was demanding. Another turning point came during the pandemic. Our corporate gifting business slowed down, so we quickly pivoted and launched our own PPE brand SQUAD offering washable masks and sanitizers under a registered trademark. It wasn’t just survival, it was reinvention. Another challenge was streamlining operations, which led us to develop a fully customized ERP-CRM system over two years. Today, it allows our teams across regions to work smarter and faster. Through all of it, my mindset remained the same: be flexible, stay focused on the customer, and never stop improving. These challenges shaped us into the resilient, forward-thinking company we are today.”
Future Vision and Entrepreneurial Legacy
The Arab Today: What does the future look like for the corporate gifting and promotional industry, and how are you preparing for it?
“The future of corporate gifting lays in three key areas Convenience, (The value of user-friendly technology), sustainability, and personalization. Clients today want more than just branded products; they want meaningful, memorable experiences. At BTL Promotions, we’re actively developing eco-friendly gifting options and packaging that align with global sustainability goals. With Okazzi, we’ve already built a platform that’s quick, user-friendly, and scalable across regions streamlining experience process and offering top notch technology to create unforgettable customer services which gives clients the freedom to shop locally and deliver globally. We’re also exploring AI and data-driven personalization so we can recommend products that truly match a client’s brand and budget. For me, it’s about staying ahead by listening to the market and being bold enough to lead change. Corporate gifting is evolving from a transactional industry into an emotional touchpoint for brands. Our goal is to keep innovating, remain adaptable, and continue being the trusted partner businesses turn to when they want to leave a lasting impression because in the end, every gift tells a story.” Ahmad Manna concluded
Connect with Ahmad Manna on LinkedIn
For more information visit Okazzi, BTL Promotions, and Sanadeeg
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