Seasoned Commercial and Marketing Director with over 24 years of experience in strategic and operational management of commercial and marketing activities in the FMCG (Fast Moving Consumer Goods) sector. Recognized expert in the development and launch of leading brands, multi-channel management (export, mass retail, traditional trade, modern trade, direct sales, public tenders, digital), and the implementation of innovative strategies to maximize commercial performance and ROI.
Core competencies: Business Intelligence (Power BI, Qlik), advanced budget management, development of multidisciplinary teams (sales, marketing, R&D, IT), digital transformation project management, and expertise in innovative product development. Proven track record in revenue growth, expansion into local and international markets, and optimization of commercial processes.
Multi-sector profile having led teams of 30 to 70+ employees within leading industrial groups in Tunisia (SICAM/Bayahi, Magro/Magasin General, Slama Freres, Zammit Alicap/BRIMA, Somboula, Assad). Brand portfolio managed includes local leaders (SICAM, NEJMA, ASSAD) and premium international brands (HEINZ, BONDUELLE, REDBULL, MARS, BARILLA, LA VACHE QUI RIT, ORANGE). Pioneer of product category launches that became indispensable standards on the Tunisian market.
Professional Experience (6)
Commercial and Marketing Director
Brands managed: SABRA and BRIMA. Reporting to the General Management, with a key strategic role in the management and development of commercial and ma...
Brands managed: SABRA and BRIMA. Reporting to the General Management, with a key strategic role in the management and development of commercial and marketing activities.
• Commercial and marketing strategy: Development and implementation of commercial and marketing strategies to strengthen the competitiveness of SABRA and BRIMA brands in the canned food market, premium positioning, targeted communication campaigns.
• Rigorous budget management: Definition and monitoring of commercial and marketing budgets, optimization of advertising and promotional investments, ensuring operational profitability.
• Sales team management: Motivation and management across different channels (key accounts in mass retail, wholesalers, retailers, public tenders, export), setting ambitious targets, field coaching, improvement of individual and collective performance.
• Key account management: Development and strengthening of relationships with strategic partners (Carrefour, Monoprix, Geant, Aziza, major retail chains), high-level commercial negotiations, merchandising plan deployment.
• Multi-channel optimization: Differentiated strategies by channel (mass retail, HoReCa, traditional trade), product offering and commercial terms adaptation, maximization of coverage and market share.
• Business Intelligence and reporting: Creation of advanced dashboards for daily KPI monitoring (sales by product/channel/region, ND rates, promotional ROI), monthly performance reviews with general management.
Commercial and Marketing Director
Reporting to the General Management, with a key strategic role in the management and development of commercial, marketing and research & development a...
Reporting to the General Management, with a key strategic role in the management and development of commercial, marketing and research & development activities.
• Multi-product portfolio management: Commercial and marketing direction of 3 strategic sectors — Vegetable oils with the leading brand NEJMA (#1 in Tunisia), B2B and export vegetable fats, Household products with the flagship brand ROYAL.
• Innovation and product development: Complete supervision of the innovation cycle (R&D, design, consumer testing, industrialization, commercial launch), successful creation of the DUO+ healthy range (oils enriched with Omega 3/6/9) with premium positioning and immediate commercial success.
• Multidisciplinary team leadership: Management of 60+ employees (multi-channel sales, marketing, product R&D), fostering a culture of innovation and performance, weekly strategic meetings.
• Leading brand development: Consolidation of NEJMA as the undisputed leader in packaged oils in Tunisia, positioning of ROYAL as the classic soap reference, 360° branding strategies.
• All-channel commercial expansion: B2B sales development (industrial, HoReCa), significant growth of private label brands, export reinforcement (Libya, Sub-Saharan Africa), e-commerce launch.
• Operational excellence: Development of detailed business plans by product/brand/channel, sales and purchasing budgets with rigorous monitoring, supply chain optimization.
Operations Director and Senior Management Controller
• Complete operational management: Oversight of all commercial activities (mass retail, wholesalers, public tenders, HoReCa, La Cave Privee e-commerce...
• Complete operational management: Oversight of all commercial activities (mass retail, wholesalers, public tenders, HoReCa, La Cave Privee e-commerce platform - premium wines and spirits), and local and international procurement operations.
• Management control excellence: Development of sales budgets by channel/customer/product and purchasing budgets by supplier, daily monitoring of actual vs. forecast performance, detailed reporting to general management and foreign partner suppliers.
• Financial management and risk control: Implementation of sophisticated customer risk management systems (scoring, guarantees, credit insurance), rigorous monitoring of outstanding balances and collections.
• E-commerce development: Launch and growth of La Cave Privee (premium e-commerce platform), innovative digital strategies, influencer partnerships.
• Team leadership: Motivation and management of sales teams across multiple distribution channels and local and international procurement teams.
Sales Director and Senior Management Controller
Brands managed: SICAM (local leader), HEINZ, BONDUELLE, REDBULL, MARS (M&M'S, SNICKERS), HOLLYWOOD, PERFETTI-VAN MELLE (MENTOS, CHUPA-CHUPS), LA VACHE...
Brands managed: SICAM (local leader), HEINZ, BONDUELLE, REDBULL, MARS (M&M'S, SNICKERS), HOLLYWOOD, PERFETTI-VAN MELLE (MENTOS, CHUPA-CHUPS), LA VACHE QUI RIT, HERO, BARILLA, UNCLE BEN'S, ORANGE Tunisia.
• Strategic commercial leadership: Direction of all commercial activity (local SICAM production + exclusive distribution of premium international brands), management of a portfolio of 15+ prestigious brands, supervision of 70+ multi-channel sales representatives.
• International brand development: Negotiation and signing of exclusive distribution contracts with major global brands (HEINZ, BONDUELLE, MARS, REDBULL), development of launch and growth strategies, relationship management with Europe/Middle East regional headquarters.
• Revolutionary product innovation: PIONEER of the launch in Tunisia of the canned tomato range (peeled, diced, crushed) — products that became indispensable standards and essential substitutes for seasonal fresh tomatoes. Complete project supervision from R&D to commercial launch, creation of an entirely new market category.
• Marketing and branding excellence: Design and deployment of 360° marketing campaigns (TV, radio, billboards, digital, field activations), positioning of SICAM as the leading brand and quality reference, new product launches with in-depth market research.
• Organizational and digital transformation: Implementation of state-of-the-art Business Intelligence tools, creation of advanced reporting systems, development of strategic dashboards, automation of commercial processes.
• Financial management excellence: Development of investment and expansion business plans, commercial and marketing budgets by brand/product/channel with rigorous monthly monitoring, in-depth profitability analysis, continuous product mix optimization.
• ORANGE Tunisia distribution: Development of a parallel telecoms product distribution activity (SIM cards, top-ups, accessories) across the group's entire distribution network, creation of a significant new revenue stream.