About us
The SFINX team is made up of corporate executives and business leaders with a proven track record of building sustainable businesses and practical real-life achievements, considered subject matter experts in Marketing and Commercial.
Who we are
Track record
70+
Projects completed
36
Countries
20+
Experts
Meet our experts
SFINX International experts are based on 5 continents and come from 15 countries. We leverage the expertise of this team and deploy the right people to each project based on its requirements.
Founder & CEO
Dubai, UAE
33 years of experience in Marketing, General Management & Sales in P&G, Unilever, Pepsi Foods and 16 years in the Coca-Cola System, including Global Vice President for Commercial Leadership.
General Management | Strategy Development | Consumer & Shopper Marketing | Sales | Portfolio & Pricing Architecture | Route To Market | In-Store Execution
Rio de Janeiro, Brazil
23 years of experience in Revenue Management, Pricing, Business Development, Trade Marketing and Commercial Planning across LATAM and Iberia, 18 years with The Coca-Cola Company.
Revenue Growth | Price Compliance | Commercial Strategy | CDE Management
Cairo, Egypt
30 years of experience across Franchise Management, Sales & Marketing, Operations, RTM, Strategic Planning, P&L Management and Change Management with Coca-Cola HBC, PepsiCo and Henkel.
Franchise Management | Consumer & Shopper Marketing | Sales | P&L & RGM | Route To Market | In-Store Execution | Business Transformation
Algeria / Canada
16 years of experience in Commercial, Trade Marketing and Sales Management with Danone, the Coca-Cola System and PepsiCo Canada, leading 90 distributor partnerships.
RTM | Sales Force Capability | Distribution Structures | Organization Design | Brand Strategy | Automation
France
20+ years in Country Management, Sales & Marketing leadership and Capability Development for Coca-Cola bottling operations across South-East Asia and East Africa.
Commercial Capability | RTM & Execution Tools
Egypt
Commercial leader with 27+ years of experience in the Middle East, driving business development through processes, people capability and tools for operational excellence.
Business Development | RTM | Commercial Strategy | Category Management
Mumbai, India
30+ years in Commercial, Trade Marketing and Sales Management with P&G, Henkel and the Coca-Cola System, designing financially viable distribution structures and automation.
Distribution Structures | Processes | Systems
Ottawa, Canada
18 years of experience in RGM, Consumer & Shopper Marketing and In-Store Execution, leading multi-country RGM & RTM strategies across Africa for Coca-Cola.
Revenue Growth Management | Trade Marketing | Portfolio, Pricing & Promotions | Route To Market | Commercial Strategy
Nigeria
20 years in Business and Commercial Leadership, RTM transformation and automation, 3rd party distributor management and capability building across 32 Sub-Saharan African markets.
RTM & CSS | Commercial Strategy | Trade & Channel Development
Dubai, UAE
23 years in Sales and General Management with Unilever, Mars Inc and Barilla, leading 3 transformation projects focused on Route-To-Market and revenue optimization.
General Management | Shopper Marketing | Sales | Emerging Markets | Route To Market | Revenue Optimization
Lisbon, Portugal
27 years of leadership and General Management experience in the beverage industry across Africa, the Middle East and Asia.
Strategy & Commercial Pillars
Africa
30+ years of senior management experience in Africa across FMCG, technology and entrepreneurship, with deep cultural understanding of diverse African markets.
African Expert | High Impact | Change Management | Innovation | Org Restructure | People
Dubai, UAE
23 years in Commercial functions and General Management with Unilever, Mars Inc, SCJ, Henkel and Agthia, covering 22 categories and 22 countries across the MEA region.
Route To Market | Commercial Strategy | Sales & Execution | Revenue Management | Perfect Store | Capability Building
Bangladesh
25+ years across FMCG, consumer durables, telecommunications and market research, an RTM specialist with transformational results for Coca-Cola in Asia and Africa.
SME – RTM & CSS | Commercial Strategy
Dubai, UAE
25+ years managing and growing multi-billion-dollar brand and business franchises across Home Care, Personal Care and Food & Beverage in the Gulf, MENA and beyond.
Corporate & Marketing Strategy | Consumer & Customer Insights | Market Development | War Gaming | Organizational Transformation
Lisbon, Portugal
30 years in Marketing, General Management and Sales with Unilever, The Navigator Company, Coca-Cola and Nestlé, working with teams in over 40 countries.
Growth Acceleration | Transformation | Strategic Marketing | Commercial Excellence | Portfolio & Brand Architecture | Route To Market
Istanbul, Turkey
Finance executive with 26 years of experience, mainly with The Coca-Cola Company and Coca-Cola Icecek, across strategic, commercial and investment finance.
Financial Planning & Analysis | Strategic Finance | Commercial Finance | Risk Management | Audit
Nairobi, Kenya
Launched the Africa RTM Academy and led RTM transformations including the Cameroon HORECA channel and the Mwanza RTM turnaround.
Channel, Customer Strategy & Execution | Revenue Growth Management | Systems & Data Integration
Cairo, Egypt
13+ years in strategic planning, sales & marketing management, RGM, RTM and business transformation across FMCG, F&B, fintech, petrochemicals, energy and e-commerce.
Strategic Planning | Commercial Strategy | Business Development | Business Analysis | RGM | Project Management
Morocco
24 years within The Coca-Cola Company in business development in Morocco and across 5 North African countries, covering RTM assessment, re-design and measurement.
Business Development | RTM | Commercial Strategy | Execution | Salespeople Development
Toronto, Canada
20+ years of international CPG experience across North and Latin America, leading cross-functional teams to develop commercial strategies and build capability.
Commercial Strategy | Revenue Management | Category Management & Innovation
Our commitments
We are here for you, as we are all used to a time sensitive delivery culture.
Only senior ex business executives with hands-on P&L experience work on your project.
A minimum overheads-based business model, always providing best value for money.
Direct access to the partners leading your project, on the ground through implementation.
Needle moving achievements, as evidenced by the fact that 80% of our projects are repeat projects.