RetailFRWD Online Masterclass

Winning Sahel: A Commercial Playbook for CPG Brands

A Masterclass on Strategies for Retail Execution and On-Shelf Success

Live Online Webinar - No Recordings
Limited Seats Available!
What we will cover in this Masterclass:
  • ⁠Why Sahel Season Matters: Explore the unique North Coast summer economy, its landscape, and understand the "vacation consumer" mindset and spending patterns.
  • High-Season Categories & Planning the Right Portfolio: Identify which product types see explosive growth during Sahel months, how to prioritize pack sizes, formats, and bundles that suit on-the-go and leisure consumers.
  • ⁠Territory Mapping & Distribution Goals: Develop your supply chain plan from Cairo to Sahel with focused delivery targets, velocity expectations, and last-mile solutions.
  • ​Retail Channels that Matter: Target the right outlets for Sahel: from beach kiosks and gas stations to boutique hotels, gourmet grocers, and resort pop-ups.
  • ​Seasonal Sales Strategy: Set pricing, promotions, and sales models to match the high-spend, fast-turnover nature of the Sahel season — from direct sales to consignment.
  • ​Sahel Marketing that works: Craft Sahel-specific content calendars and activations to connect with a transient audience that moves between events, villas, and beach clubs.
  • ​What Winning Looks Like: Review real-world case studies from FMCG leaders, DTC brands, and startups to understand what works — and what to avoid — in Sahel.
Name
Email
Phone Number
Company Name
Job Title
Limited Seats Available!
29 Seats Left
countdown
00Years00Months00Weeks00Days00Hours00Minutes00Seconds
Join us to unlock actionable insights, innovative frameworks, and strategic expertise and drive sustainable success in Egypt's competitive CPG sector.
Masterclass Speakers
Islam Tarek
Marketing Director
Lipton Teas and Infusions, Egypt & Sudan
Islam Tarek is a results-driven Marketing Director with 15 years of experience and an international MBA from EADA Business School in Spain, known for leading major FMCG brands like Nestlé, Beyti (Almarai), and Lipton, where he drove innovation, brand growth, and significant business results.
Sherif Sheta
Digital Transformation Director
Egypt Food
With 27+ years of leadership in FMCG, Telecom, and Tech, Sherif Sheta has driven growth through data-led sales, marketing, and digital transformation. Currently leading enterprise-wide digital initiatives at Egypt Foods, he combines operational excellence with a passion for mentoring and innovation.
Omar Sherif
Category Commercial Director
Beyti - an Almarai Subsidiary
With 17+ years of experience driving growth and transformation for leading FMCG companies across Egypt and the region. Currently serving as Category Commercial Director at Beyti (an Almarai subsidiary), he has held key leadership roles at Beyti, Mars, PepsiCo, and Henkel—leading category strategy, sales execution, and market expansion while championing innovation and business transformation.
Mirna Ibrahim
OOH & Ice cream Shops Channel Manager
FRONERI Ice cream
Mirna Ibrahim is a marketing and commercial leader with over 7 years of FMCG experience, starting her career in advertising at Fortune Promoseven before moving to FRONERI Egypt (Nestlé & R&R JV). There, she led the launch of over 20 new products and drove integrated marketing for brands like Mega and Paradise. She now heads the Out-of-Home & Ice Cream Shops channel, where she leads go-to-market strategies and drives growth across key retail and hospitality segments.

RetailFRWD Online Masterclass

Winning Sahel: A Commercial Playbook for CPG Brands

A Masterclass on Strategies for Retail Execution and On-Shelf Success

Live Online Webinar - No Recordings
Limited Seats Available!
Name
Email
Phone Number
Company Name
Job Title
Limited Seats Available!
29 Seats Left
countdown
00Years00Months00Weeks00Days00Hours00Minutes00Seconds
What we will cover in this Masterclass:
  • ⁠Why Sahel Season Matters: Explore the unique North Coast summer economy, its landscape, and understand the "vacation consumer" mindset and spending patterns.
  • High-Season Categories & Planning the Right Portfolio: Identify which product types see explosive growth during Sahel months, how to prioritize pack sizes, formats, and bundles that suit on-the-go and leisure consumers.
  • ⁠Territory Mapping & Distribution Goals: Develop your supply chain plan from Cairo to Sahel with focused delivery targets, velocity expectations, and last-mile solutions.
  • ​Retail Channels that Matter: Target the right outlets for Sahel: from beach kiosks and gas stations to boutique hotels, gourmet grocers, and resort pop-ups.
  • ​Seasonal Sales Strategy: Set pricing, promotions, and sales models to match the high-spend, fast-turnover nature of the Sahel season — from direct sales to consignment.
  • ​Sahel Marketing that works: Craft Sahel-specific content calendars and activations to connect with a transient audience that moves between events, villas, and beach clubs.
  • ​What Winning Looks Like: Review real-world case studies from FMCG leaders, DTC brands, and startups to understand what works — and what to avoid — in Sahel.
Join us to unlock actionable insights, innovative frameworks, and strategic expertise and drive sustainable success in Egypt's competitive CPG sector.
Masterclass Speakers
Islam Tarek
Marketing Director
Lipton Teas and Infusions, Egypt & Sudan
Islam Tarek is a results-driven Marketing Director with 15 years of experience and an international MBA from EADA Business School in Spain, known for leading major FMCG brands like Nestlé, Beyti (Almarai), and Lipton, where he drove innovation, brand growth, and significant business results.
Sherif Sheta
Digital Transformation Director
Egypt Food
With 27+ years of leadership in FMCG, Telecom, and Tech, Sherif Sheta has driven growth through data-led sales, marketing, and digital transformation. Currently leading enterprise-wide digital initiatives at Egypt Foods, he combines operational excellence with a passion for mentoring and innovation.
Omar Sherif
Category Commercial Director
Beyti - an Almarai Subsidiary
With 17+ years of experience driving growth and transformation for leading FMCG companies across Egypt and the region. Currently serving as Category Commercial Director at Beyti (an Almarai subsidiary), he has held key leadership roles at Beyti, Mars, PepsiCo, and Henkel—leading category strategy, sales execution, and market expansion while championing innovation and business transformation.
Mirna Ibrahim
OOH & Ice cream Shops Channel Manager 
FRONERI Ice cream
Mirna Ibrahim is a marketing and commercial leader with over 7 years of FMCG experience, starting her career in advertising at Fortune Promoseven before moving to FRONERI Egypt (Nestlé & R&R JV). There, she led the launch of over 20 new products and drove integrated marketing for brands like Mega and Paradise. She now heads the Out-of-Home & Ice Cream Shops channel, where she leads go-to-market strategies and drives growth across key retail and hospitality segments.
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