An agile commercial leader with extensive experience in managing distributor and export models. Strong background in sales, marketing, consumer insights and shaping of company expansion. Have a proven track record in business development and brand growth.


  • Regional Director MEA

    at DMK Baby GmbH

    September 2016 - at Present


    • Full responsibility of Middle East & Africa P&L and functional responsibility (Sales, medical & consumer marketing, finance, supply chain and legal). Ensured continuous market growth, delivering +7% volume. • Managed a mix model; distributor & export ensuring accelerated brand growth. • Developed a robust commercial long-term and short-term strategy in line with company vision and mission and in consultation with key stakeholders for the MEA region, through building effective relationships with senior leaders, customers and their teams • Ensured complete adherence to company policies, regional and country specific regulations by all internal and external parties • Compliance officer for Middle East & Africa region • Built the medical detailing knowledge book • Expanded the regional foot print by adding 8 new markets through identification of suitable partners and distributors who were aligned with company values and objectives.

  • Regional Director MENA


    January 2014 - August 2016


    • Full responsibility of MENA P&L across all brands. • Drove business growth year on year by more than 17% in value (15% volume), through effective planning, portfolio management, setting pricing strategies, running trade promotions & identifying best route to market. • Effectively managed distributors across the region through setting annual targets & plans, closely monitoring performance and running detailed product training events. Distribution management also entailed retaining efficient distributors, replacing poor performers & hiring new ones. • Launched key brands in new markets; Iraq & Egypt resulting in a 3% incremental volume to the MENA region. Launched Organix Baby Food in GCC, Iraq & Jordan.

  • Marketing Manager


    April 2007 - December 2013


    • Led the launch of new campaigns for Anchor Milk (Fonterra flagship brand in the region) resulting in an increase of 9 points of volume share. Managed the re-launch of Anlene in GCC to become the market leader in its own segment. • Launched Maternal Milk & Toddlers Formulas through the development of comprehensive plans and effective leadership of a number of cross-functional and regional teams (Sales, Marketing, Supply Chain, Regulatory & Finance) resulting in timely & effective execution. • Increased the foodservice sales volume by 10% through executing launch & sales events to the fraternity to improve customer conversion rate, strengthen relationship with current customers and acquire new ones.

  • Regional Consumer Insight Manager

    at Unilever (MEA & Turkey)

    March 2006 - March 2007


    • Enabled the successful launch of Clear Shampoo in GCC through running an extensive research plan. Clear gained 5% share in the first 6 months. • Instrumental within Asia Africa team, setting and gaining the approval for the 3-year strategy for AMET.

  • Marketing Manager


    April 2004 - February 2006


    • Established the department to support sales initiatives & drive growth through designing fragrance concepts, setting launch plans & identifying latest trends.

  • Strategic Account Planner


    March 2003 - March 2004

    Makkah Province

    • Led all strategy work for the agency & effectively demonstrated agency capabilities resulting in landing 2 new pitches & growing current business.

  • Consultant – Business Development

    at TNS (GCC & LEVANT)

    August 1996 - February 2003


    • Launched the first & most comprehensive Online study in MENA region. • Managed the BAT account with revenues of $4.5 Million.


  • Digital Marketing Professional Certificate

    at The Wharton School of the University of Pennsylvania

    2019 - at Present (1 year)

  • B Sc. Major Mathematics, Minor Economics

    at American University in Cairo

    1988 - 1993 (5 years) Muḩāfaz̧at al Qāhirah

  • High School

    at College de la Sainte Famille

    1976 - 1988 (12 years) Muḩāfaz̧at al Qāhirah


  • Arabic Native

  • English Negotiation

  • French Conversation