Fayçal El Herrif

-Regional Head and Responsible for the P&L strategy, execution and management of the Maghreb and West Africa Fragrances XX MCHF business and across 12 countries.

-Attained +23%YoY growth in 2024 and highest GPM in the region

-Established a new regional office in Casablanca, Morocco and -General Management of 3 commercial and technical offices across the cluster in Morocco (regional HQ), Algeria and Ivory Coast and teams.

-Conducted regular performance reviews, setting clear expectations and supporting employee development initiatives

-Implemented strong C-Level relationships across both regions promoting capabilities across Fragrances & Beauty portfolio.

-Successfully managing a team of 11 direct reports and reporting to regional President and member of regional leadership.

• Full P&L responsability (>80MM CHF) overseeing 14 countries region with P&L, Capex, Opex, Commercial, and Offices management, within Taste & Wellbeing division. Reporting to Regional Head South Asia, Middle East and Africa T&W division.
• Leading WCA organization to deliver annual business goals, define and execute long term strategy and transformation.
• Re-defined Taste business strategy in WCA,re-designed market facing structure (distribution channels and local teams), set and delivered an ambition for emerging WCA sub-region, built very high performing cross-functional team and achieved >50% CAGR profit YoY.
• Established and implemented 3–5-year strategy designed to maximize growth and financial value of market for Taste Division.
• Attained +11.8% CAGR (2020-2022)
• Driving operational effectiveness strategy and product transfers projects: achieved over 2000 tons transfers to SAMEA plants in two years and leading SAMEA volumes transfers.
• Driving yearly pricing strategy across all segments and implementation top-down across regions to drive regional strategy for top and bottomline growth.
• Leading team of 6 direct reports and 11 indirect reports leadership and management– coaching, mentoring, setting KPIs, monitoring.
• Member of South Asia, Middle East, Africa Leadership team.

• Managed Consumer Solutions BU (Dow Food&Pharma and Dow Home&Personal Care) in Maghreb and Africa (excld South Africa)
• Accountability for XX M$ sales plan for two businesses in the assigned geography.
• Achieved + 38 % in topline in 2 BU's in 2016 vs 2015 and 46% gross profit 2016 vs 2015 in Maghreb/West Africa region.
• Managed the distribution channels' strategy for the relevant product/Geographic mix in Maghreb (1 distributor) & West Africa (3 distributors, 1 agent).
• Lead Business Development studies for Middle East & Africa Region
• Managed Cross functional marketing project developments across India, Middle East and Africa (Ethnic Hair, Powder vs Liquid Laundry in Africa and Middle East).

• Grew customer base by identifying needs to deliver relevant product solutions that met client budgets and schedules.
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• Analysed Go-to-market data and produced modelling to identify trends and process efficiencies.