A Saudi-based company building a house of brands for Muslims across the world.
Needed to build and scale a house of brands for Muslims across the world, turnaround Iba cosmetics, and drive contract manufacturing and category share in the Middle East.
Led global marketing for a portfolio of four personal care brands across the Middle East, acting as business head for Iba cosmetics in India, driving contract manufacturing growth, and strengthening the innovation pipeline and GTM playbooks.
Turned around Iba cosmetics to be cash positive month on month, closed SAR 3.4 million in contract manufacturing projects, grew NPD revenue share from 3% to 7%, scaled cosmetics category share from 4% to 17% delivering 75% gross margin, and launched the Lafz Hajj Kit achieving SAR 4 Mn revenue.
Successfully established brand presence, operational efficiency, and revenue streams across multiple international markets.