Joseph Wadie - جوزيف وديع

Accountable for the full commercial strategy, P&L, and execution of the Middle East travel retail business across 8 markets (UAE, KSA, Egypt, Lebanon, Oman, Jordan, Kuwait, Bahrain). Responsible for ~900K units and ~$6M in revenue against the 2026 operating budget, managing 20+ duty-free operators across a portfolio spanning vape, pouches, and emerging nicotine categories. - Manage commercial operations with key duty-free operators - Dubai Duty Free, Lagardère, and Avolta driving full delivery of the 2026 operating budget across 10 priority airport locations. - Oversee category and portfolio mix across vapes, pouches, and emerging categories, with accountability for new range listings and incremental volume delivery. - Lead brand visibility strategy and POSM execution; deliver 5+ major brand-funded HPP activations annually across Dubai, Abu Dhabi, Riyadh, Beirut, and Amman. - Manage Brand Ambassador team - 90%+ monthly sales target attainment and full training compliance maintained across all product ranges. - Drive S&OP discipline: rolling 3-month shipment forecasts within ±15% accuracy, 95%+ on-shelf availability across top 10 locations, near-expiry stock below 2% of volume per operator. - Build footprint through new duty-free locations and border channel development, targeting 15%+ incremental unit growth in 2026.

Recruited to establish and commercialise MMI's alcohol-free and emerging beverage division from the ground up. Full P&L ownership for a $10M+ portfolio across the GCC and emerging markets combining category leadership, market-entry strategy, and multi-channel route-to-market execution. - Built the division across 6 international markets (GCC, India, Sri Lanka, Maldives, Seychelles, Kazakhstan); secured listings across HORECA, modern trade, and travel retail delivering 25%+ YoY revenue growth in year one. - Delivered +70% category sales growth and +12pt distribution expansion across UAE within 18 months through full RTM redesign and targeted trade marketing. - Managed $10M+ P&L, consistent double-digit EBITDA growth, 100% regulatory compliance, and 20% margin improvement through channel mix optimization. - Negotiated distributor and retail partnerships across HORECA, modern trade, eCommerce, and duty-free increasing UAE category sales 27% YoY. - Entered Oman and KSA: 1,500+ outlets listed within 12 months, 30% category share captured in year one. - Led a cross-functional team of 27 across sales, marketing, and operations; onboarded Heineken 0.0, Lyre's, Fluère, and Martini. - Executed integrated digital campaigns (Meta, Google, CRM, D2C) - 3x audience engagement growth and 45% cross-sell uplift.

Directed PMI's $50M GCC travel retail P&L across UAE, KSA, Qatar, Bahrain, and Oman — building a high-performing multi-market sales team and establishing IQOS as the reduced-risk category leader across all major GCC airports. - +6pt market share growth and double-digit category expansion sustained across the GCC. - Launched IQOS across all major GCC airports within 12 months, establishing brand as category leader in reduced-risk products. - Led 22-person multi-market sales team — 18% improvement in visibility and conversion; stockouts cut by 20%; forecast accuracy raised 25% through structured distributor JBPs.

Based at PMI's global headquarters in Lausanne. Designed and deployed the company's global commercial capability framework across 8 regions. - Designed and deployed 60+ simulation-based commercial capability programs for 2,000+ employees across 8 global regions. - Certified 28 in-market trainers; built a scalable, self-sustaining learning model aligned to commercial KPIs. - Lifted sales execution KPIs by 12% through consistent rollout of global commercial excellence standards.

Owned a portfolio contributing ~20% SOM; drove strategy alignment, NPD, and channel POSM for general trade and key accounts. - +4% SOM in priority markets via targeted digital and offline activations. - +12% awareness and +1.5% SOM through tailored NPD and SKU strategy for key demographics. - Launched a mid-priced brand achieving +0.6% SOM in four months.

Directed PMI's Kuwait marketing function with full budget ownership and responsibility for brand activation, retail expansion, and consumer engagement. - Managed $6M marketing budget, +57% SOM growth in 12 months through retail expansion and targeted consumer activations. - Opened 6 shop-in-shops and 12 kiosks; trained 70 Brand Ambassadors generating 25,000+ qualified leads. - Trained 70 Brand Ambassadors, generating 25K+ qualified leads over six campaigns.

Led qualitative and quantitative market analysis projects, directing consumer tracking studies across 16 markets in Africa, Levant, and the Middle East. Partnered with distributor, management, marketing, and trade teams to execute strategic research initiatives. - Coordinated four consumer segmentation workshops across North Africa and Middle East markets. - Delivered actionable market insights supporting brand positioning and commercial strategy decisions.

Specializing in Integrated Marketing Communications (IMC)