Bassem is an accomplished 20+ years experienced senior marketing executive with a proven track record of building brands, record share progression & improving equity KPIs across different geographical regions & various categories. He is skilled at envisioning strategies, driving business agendas, building strong team environments, fostering open communications & delivering sound results. Bassem is currently the Marketing Director at Mondelez International, leading the categories across Middle East, North Africa & Pakistan, where he joined the company back in October 2008. Prior to 2020, Bassem led different equity and innovation roles across Middle East, Africa and Eastern Europe.
Over his tenure in Mondelez, Bassem grew the Gum business to reach leading market positions in Egypt & Lebanon. He led the business in Russia to strengthen leadership position & drive brand engagement & relevance with consumers on the largest local chocolate brand. He set forth a strategy that turned around a decelerating performance in Pakistan to a double digit growth momentum, driven by a strong brand foundation, clear price pack strategy & a solid innovation funnel. He has successfully expanded the chocolate footprint into new white space across the region & drove the largest market (Egypt) to grow consistently over the span of 3 years. Bassem has led his team to take risks, embarking on new digital journeys and exploring new boundaries with personalization at scale campaigns across the region.
Bassem’s professional experience has been build across the marketing field within Multinational & International companies, as he worked his career through various marketing positions in Unilever, Juhayna Dairy Industries, PricewaterhouseCoopers and Minlo.
Bassem is well known within his colleagues with his disruptive attitude to the status-quo, and fresh ideas he brings into the business. He doesn’t rest to business taboos and challenges and with his new perspectives adds value and opens new potentials. He is well acknowledged by his teams for his constructive, genuine coaching style and inspiring leadership.