Who are our industries?
Technology & Digital
Consumer Goods and Retail
Consumer Goods and Retail
Encompassing technology, telecommunications, fintech, ICT, data analytics, and digital transformations. Businesses that rely heavily on technology and digital solutions
Consumer Goods and Retail
Consumer Goods and Retail
Consumer Goods and Retail
Industries like FMCG, retail, beauty and esthetics, and e-commerce. It encompasses businesses focused on delivering products directly to consumers
B2B Industries
Consumer Goods and Retail
B2B Industries
Business-to-business (B2B) sectors, representing companies involved in various industries such as manufacturing, technology,
who we are
Tarek Saadi - Managing Partner
Mustafa Moussa - Managing Partner
Mustafa Moussa - Managing Partner
Tarek is a seasoned executive with a remarkable 30-year career in the ICT industry, known for his expertise in opening new markets across the Middle East, Africa, and Asia. His exceptional track record of driving revenue growth and elevating customer satisfaction is a testament to his prowess in market expansion and the execution of strategies that enhance operational excellence while harnessing technology to meet evolving business and client needs. Tarek has honed his skills working for prestigious international companies like Ericsson, collaborating with a diverse range of local, regional, and international operators, Fintech providers, and Content Developers. Throughout his illustrious career, Tarek has consistently demonstrated exceptional leadership, providing executive guidance to steer teams towards diverse objectives, including expanding businesses, pioneering telecom innovations, and executing complex projects.
Mustafa Moussa - Managing Partner
Mustafa Moussa - Managing Partner
Mustafa Moussa - Managing Partner
Mustafa is a distinguished marketing leader with over 30 years of experience in driving growth and transformation across diverse industries in Asia, the Middle East, and Africa. His expertise lies in crafting and executing comprehensive marketing strategies that merge data science with storytelling for growth and customer loyalty.
Mustafa's career spans pivotal roles in renowned organizations across multiple industries in FMCG, Retail, Automotive, Healthcare and many more. He has contributed his expertise to leading companies such as Americana Foods, Al Safi Danone, Al-Futtaim Group representing global brands from Ikea, Zara, M&S, Toyota and many more, PepsiCo, and Procter & Gamble. Throughout his career, Mustafa has championed brand building rooted in local insights, strategic partnerships, and innovation in developed and emerging markets. His journey reflects his commitment to excellence in strategic marketing and customer-centric approaches
Lutof Qaddoumi - Managing Partner
Mustafa Moussa - Managing Partner
Lutof Qaddoumi - Managing Partner
With over 30 years of executive management in worldwide operations and functional leadership, as well as a track record of expanding multinational brands and companies into new regions, brand management, marketing, manufacturing and strategic planning, Lutof is renowned for business and commercial acumen to develop competitive business strategies that work. He has consistently delivered high revenue and profit growth across a wide variety of publicly traded and privately held leading companies, including Procter & Gamble, PepsiCo, Sovena MENA, and as consultant for major investors. Throughout his career, he has rapidly transformed businesses by implementing effective, competitive marketing strategies, allowing teams to exceed revenue, profit, and market share targets. In addition, he has successfully developed multinational affiliates in the MENA area from idea to launch