I began my career with five years in telecom, driving B2C and B2B growth and pioneering digital propositions through Value-Added Services. A subsequent role in research sharpened my consumer-centric approach and marketing discipline.
In 2012, I joined the tobacco global industry leader, managing brands across Algeria, global duty-free, and leading portfolio and innovation strategy for the EEMA region. I later led integrated marketing and trade (offline and online) for the Maghreb before relocating to Dubai as Director of the Combustible Category for MEA. Since January 2026, I have been leading the Combustible Category at Sampoerna.
I bring a strong track record in strategy and analytics, translating consumer insights into growth by aligning brand building, financial performance, and omnichannel execution.
My international experience has enabled me to lead diverse teams and operate effectively across complex markets.
I am driven to create long-term value—unlocking growth by mobilizing people, shaping strategy, and turning ideas into impactful outcomes.
