Description

Senior commercial leader with 18+ years of experience transforming FMCG businesses across the Middle East, GCC, Africa, and Asia. Proven track record in delivering measurable gains in profitability, market share, and brand equity through integrated leadership across sales, marketing, and business development. Known for rebuilding commercial models, launching high-potential categories, and designing scalable business systems that align strategy, structure, people, and execution across diverse markets. Skilled in P&L ownership, RTM design, trade marketing, and portfolio optimization. Recognized for results-oriented leadership, managing high caliber, cross cultural teams, and driving sustainable growth in complex, competitive environments.

Holds an MBA in International Management & Innovation, with a focus on global strategy, agile transformation, entrepreneurial leadership, and embedding innovation into organizational culture and capability.

Languages

Arabic
Native or bilingual
English
Fluent

Workplace preferences

Can work on-site

Dubai City (up to 50km)

Monde Nissin (Thailand),
Commercial Head (Middle East)
August 2023 - Today (2 years and 10 months)
Dubai - United Arab Emirates
• Rebuilt and led the full commercial strategy across the Middle East, covering sales, marketing, business development, and route-to-market planning from the ground up.
• Achieved profitability and market share growth in the UAE by restructuring pricing, trade terms, and investment strategy to drive sustainable value creation.
• Revived the Saudi Arabia business through distributor restructuring, channel realignment, and volume recovery initiatives, restoring growth momentum.
• Established a strong regional footprint in Qatar, Kuwait, Bahrain, and Oman, including distributor setup, execution frameworks, and in-store activation to secure market presence.
• Redesigned RTM models and partner operating structures across all markets, integrating sales coverage, execution planning, and field capability building through structured training.
• Launched new product categories based on market potential and category insight, supported by integrated marketing campaigns, in-store activations, and social media initiatives to drive awareness, trial, and portfolio expansion across key channels.
• Drove distributor performance through KPI dashboards, joint business plans, and performance governance.
• Directed regional trade marketing strategy, ensuring MSL alignment, planogram execution, and brand activation that improved in-store visibility and accelerated sell-out.
Emirates Macaroni Factory,
Head of Sales & Business Development
February 2021 - August 2023 (2 years and 6 months)
Africa and Asia Market, Namur, Belgium
• Led commercial operations across 6 brands and 37 distributors, managing a team of 8 regional managers across four international regions.
• Launched new categories and premium brands, expanding the portfolio and capturing high growth segments.
• Appointed as Managing Director of MADA, a direct distribution unit, delivering AED 15M in 18 months while overseeing full commercial, supply chain, and financial operations.
• Expanded into India and restructured Saudi Arabia, increasing category share through localized GTM strategies and distributor realignment.
• Strengthened performance across modern trade, HORECA, and e-commerce, driving channel reach and execution.
• Achieved +7% share growth in UAE and +9% in Oman through improved GTM, field capability, and trade investment efficiency.
• Doubled profitability by focusing on margin accretive channels and optimizing operational costs.
BrandAid,
Business Consultant
January 2020 - January 2021 (1 year)
Syria
Advised clients across FMCG, retail, and other sectors, delivering market assessments, commercial strategies, and operational improvements. Supported business planning, pricing, and go-to-market execution to enhance profitability and performance.