Co-Founder
Recettes de Vie, Worldwide
Total years of experience :29 years, 3 Months
Food to change the world. Recettes de Vie/Recipes of Life is a strong community around the world united by food and sharing. All profits distributed to charity.
● Created the concept and published a new book that mixes recipes with social sharing and brings together
heritage, values and food.
● Launched 3 hard cover books and 500 pages books (2008 and 2014) supported by 21 sponsors and
enjoying extensive media coverage.
● Developed and conducted special events
From concept to execution, this unique luxury conference needed to create a strong emotional engagement with its regional and international community: 100 speakers, 600 guests, 50 media, student competition and start-up boot camp.
● Created a pop-up coffee shop, Le Café du Marché, as a unique experience of networking, fine food and
discovering new universes.
● Collaborated with different luxury brands from design, fashion, accessories, decoration, arts and culture.
● Updated yearly the coffee shop concept & look and feel to match conference theme.
● Prepared event advertising strategy, built the digital and traditional media plan to offer a holistic
approach for the brand.
Established in the 1930s, Al-Futtaim is one of the most progressive regional family business houses trading brands such as Ikea, Toyota, Lexus, Marks and Spencer.
● Launched a new lifestyle cosmetic brand in standalone stores in Saudi and the UAE targeting
millennials.
● Conducted Focus Group Discussions in Saudi and UAE amongst locals and expatriates of different ages
to identify their profile, beauty concerns, motivation, media usage.
● Prepared and presented competitive market analysis with brand equity, store concept, price positioning and best practices.
● Recommended marketing and communication strategy to develop brand awareness, and drive traffic to the boutiques. Implemented an influencer strategy for both countries.
One of the most prestigious Swiss luxury watchmaker, jeweler and high jewelry. Founded in 1874 and part of the Richemont group.
● Prepared the Middle East Business Plan for the Marketing and Communication strategy for Possession
jewelry collection launch.
● Participated in team recruitment.
● Re-set and structured a new relation with the media agency and other suppliers.
● Prepared 360 briefs for the activation agency pitch. Managed the pitch and the recommendation.
● Managed the various communications and PR activities during the structuring period.
● Motivated sales team buildup and motivational with regular interactive communication.
● Experienced the power of strategy change and innovation to become the star brand.
European leader for plastic household products with quality and design made in Spain.
● Visited FMCG retailers and distributors and presented a full insight report.
● Generated sales and managed order and delivery across UAE, Bahrein and Kuwait.
● Positioned the brand and achieved sales in highly competitive price driven market.
Established in 1979, Al Tayer Group introduced brands to the Middle East in automotive (Ferrari, Ford, Maserati), retail (Harvey Nichols, Bloomingdale) and businesses in perfumes and cosmetics.
● Managed Interparfums portfolio - Van Cleef & Arpels, Mont Blanc, Boucheron, Jimmy Choo, and
Elizabeth Arden brands with Juicy Couture and John Varvatos.
● Implemented sales plans and marketing strategy. Aligned with principles the brand image monitoring.
● Negotiated favorable locations and personalized units for the brands. Succeeded in positioning Mont
Blanc and Jimmy Choo as segment leaders for the period.
● Managed and controlled aspects of brands stock management to ensure right product mix and quantities
to maximize sales and profits.
● Supervised team of 13 promoters and monitored performance.
One of the MENA most influential privately-owned media companies, established in 1997 and operating in
digital, mobile, events, media and tech.
● Established brand positioning and advertising strategy for magazines and business sites: Trends,
Communicate, Arabies, Haya Mbc, Kippreport.
● Developed and launched TV ads. Recommended media plan.
● Adapted communication strategy in a traditional media turmoil environment with the rise of digital.
St Hubert is one of the continuously growing French leaders of the food industry.
● Dealt with the strategic brand St Hubert and main contributor to the company. Promoted from Brand
Manager to Marketing Manager - 300M€ turnover
● Managed St Hubert spread and yoghurt business: 5-year business plan, branding, product development, packaging, advertising, marketing, media planning, P&L.
● Launched St Hubert Omega 3, a new health product which became the company success story. Created a new advertising saga that led to over 30% sales increase.
● Managed team of 5: 2 Senior BM, 1 Junior BM and 2 assistants and helped team grow and develop
vision and communication skills.
Kimberly-Clark Corporation is an American multinational personal care corporation that produces mostly paper-based consumer products Huggies, Kleenex, Kotex, Le Trefle and Scottex.
● Promoted from Product Assistant, Sales Manager, Product Manager to Trade Marketing Manager - 125
M€ turnover. Optimized the strong connections between sales and marketing on all brands.
● Developed four key customers: Carrefour, Promodes, Casino and Intermarché and set up the department and relation with the customers. Achieved results at 100% of budget and promotional plan objectives.
European Business School in Paris. Exchange program in London and Madrid.
