Bassim Aridi

Medical Devices | Capital Equipment | Modular OR | OR Integration • Led regional commercial strategy and portfolio management for Modular Operating Room (OR) solutions across MEA and Asia, covering operating rooms, surgical lights, pendants, operating tables, video management, and OR integration systems. • Delivered consistent double-digit YoY revenue growth through go-to-market strategy, market penetration, and competitive positioning across GCC, Africa, and Asia. • Managed complex capital equipment / project sales cycles, including solution design, stakeholder alignment, proposal development, negotiation, and closing. • Owned full P&L responsibility, driving performance through forecasting, budgeting, resource allocation, pricing strategy, and profitability optimization. • Led tender business strategy for public sector/government accounts and managed key private hospital opportunities. • Built and expanded distributor/dealer networks, managing partner identification, onboarding, training, performance management, and contract negotiations. • Managed strategic relationships with key accounts, engaging C-level executives, procurement, biomedical engineers, surgeons, and clinical stakeholders. • Strengthened adoption through KOL engagement, increasing clinical buy-in and long-term partnerships. • Executed regional marketing initiatives including product launches, congresses, exhibitions, and clinical education programs. Key Achievements ✔ Entered 8 new countries across MEA & Asia ✔ Increased gross margin by 7% through pricing and portfolio strategy ✔ Expanded dealer network from 15 to 23 partners ✔ Consistently exceeded targets with double-digit YoY growth

Led strategic expansion of modular healthcare solutions across the MENA region, delivering 25% sales growth within the first 12 months. • Owned full P&L oversight for regional operations, driving profitability through disciplined cost control and revenue optimization. • Conducted market intelligence and competitive analysis, identifying high-growth opportunities and establishing a scalable distribution network that accelerated market penetration. • Secured multimillion-dollar government tenders by building strong, trust-based relationships with health ministries and public sector stakeholders. • Strengthened brand positioning by implementing regionally tailored marketing campaigns, increasing customer engagement and long-term loyalty. Key Achievements: ✔ Achieved 25% YoY sales growth in year one. ✔ Built a sustainable distribution network covering MENA region. ✔ Secured strategic government contracts, ensuring long-term revenue streams. ✔ Elevated brand visibility and trust in highly competitive MENA markets.

•Founded and built the MEA business from the ground up, establishing a strong commercial footprint for IVD solutions (ELISA, CLIA, and point-of-care diagnostics for allergy, autoimmune diseases, and food intolerance). • Scaled revenue from $0 to $25M, delivering sustained double-digit growth and achieving 45% YoY growth in 2012 through optimized distributor strategy and focused go-to-market execution. •Opened and developed 21 new markets across MEA, driving country entry strategy, partner selection, and commercial expansion. .Recruited, developed, and led a high-performing regional organization, managing 4 Area Managers, the Turkey subsidiary, and India operations, ensuring strong execution and accountability across multiple geographies. • Designed and implemented full distribution and channel strategy, including identification, onboarding, training, contract negotiation, and performance management. •Led cross-functional collaboration with Regulatory Affairs, Legal/Compliance, Finance, and Supply Chain to support product registration, pricing studies, market access, tender eligibility, and full commercial cycle execution. •Won strategic government tenders and strengthened public sector positioning, including successful tender awards in Iraq, Kuwait, and Saudi Arabia. .Managed sales operations including pipeline management, forecasting, CRM reporting, and distributor performance reviews, improving predictability and customer engagement. •Executed regional marketing and medical education initiatives, strengthening brand equity, clinical adoption, and long-term customer loyalty through structured KOL engagement. Key Achievements ✔ Built the MEA business from zero to $25M revenue ✔ Delivered 45% YoY growth in 2012 ✔ Created and developed 21 new markets across MEA ✔ Increased gross margin by 11% through pricing and portfolio optimization ✔ Won major government tenders in Iraq, Kuwait, and Saudi Arabia ✔ Elevated brand positioning

• Directed and developed a team of 8 sales executives, achieving $2.5M+ in annual revenue through consultative selling and strategic account management. • Designed and implemented market entry strategies for European medical manufacturers, securing distributors and driving successful product launches across the Middle East. • Led healthcare-focused market research projects, identifying high-potential distributors and creating tailored market access roadmaps for IVD companies entering MEA. • Negotiated strategic partnerships with international training academies, broadening service offerings and establishing global collaborations. • Planned and executed public training programs across GCC countries, positioning the firm as a trusted partner in healthcare professional development. • Oversaw end-to-end project execution, ensuring client deliverables aligned with corporate objectives and regional market realities. • Expanded professional networks by generating a pool of Arab and European consultants and trainers, strengthening service delivery and cross-border expertise. • Traveled internationally to drive corporate sales, close strategic contracts, and secure long-term growth opportunities. Key Achievements: ✔ Delivered $2.5M+ annual revenue through strong sales execution and client acquisition. ✔ Secured long-term distribution agreements for multiple European healthcare manufacturers. ✔ Built a network of international training partners, expanding consultancy services worldwide. ✔ Established Jayan International as a go-to partner for market access and entry strategy in MEA.

• Led the planning and execution of healthcare congresses and industry events, enhancing client engagement and brand recognition. • Supervised sales teams in targeting and securing high-value clients for event participation, driving revenue growth. • Facilitated partnerships with international medical equipment manufacturers, expanding event portfolios and industry reach.