About Salma Medhat, Regional Head of Persil/Premium Detergents – MEA/Turkey/CAC & LATAM, Henkel

A Marketing & Sales professional with more than 12 years of diverse experience managing businesses in 20+ markets across Middle East, Europe, North America, Asia, and Latin America – including a Global Headquarters Role in one of the leading FMCGs. Specialized in transforming struggling businesses into star brands with growth on topline , bottom line and market share. Throughout my tenure, I directly coached and led diverse teams with different seniority levels. On top, leading different multi-functional teams, country teams and sales functions. I am a firm believer in stretching mine as well as peoples’ abilities, resilience, continuous learning and facing challenges head on with a positive and humorous attitude 😊

About her thoughts for the industry

With the situation today in most markets I oversee (devaluation, natural disasters etc), it is critical to select the most relevant and disruptive innovations to make consumer lives easier, more convenient and more enjoyable. In light of these circumstances , it’s also best to go back to basics and have a thorough review at brand fundamentals. We need to be close to our consumers, customers and stakeholders more than ever to anticipate future trends. Health, Well being, Convenience (Ease of Use), Sustainability and IOT are all on the rise, and will continue to be more and more relevant. Hopefully we can continue to serve our consumers with a balance between speed and accuracy, as well as creating the best & most inclusive workplace there is.