With over two decades of experience, including 11 years in the FMCG sector overseeing prominent brands and innovation initiatives, I possess comprehensive expertise in retail strategic development, route-to-market strategies, extensive footprint expansion, brand management, and successful growth programs. My track record showcases numerous achievements in product launches, impactful repositioning, achieving double-digit growth, and increasing market share significantly. In 2013, I transitioned into the energy sector, joining Shell & Vivo Lubricants—a Shell joint venture. Here, I led Marketing & Corporate Communication in Morocco, contributing to the brand’s success in the region. My professional journey expanded to a Pan-African scale in September 2015 when I assumed responsibilities at Vivo Energy (Shell). In this role, I strategically managed Sales and Distribution for Retail Consumer, directed Marketing and Strategic planning continent-wide, and led initiatives in brand development, loyalty management, and digital transformation. Overseeing operations across 23 countries, including North Africa, East & West Africa, South Cone, and Islands, I played a main role in driving growth and expanding the brand’s footprint in Africa