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ABOUT US
With over 60 years of combined work experience, we have a proven track record of success with a diverse background in;
Shopper Marketing, Customer Marketing, Trade Marketing, Category Management, Category Planning, Activation, Merchandizing, Sales, and Strategy Development.
Through our wealth of knowledge and expertise, we are eagerly proud to provide trainings and consultations tailored to deliver transformational solutions and results to businesses.
WE OFFER EXPERIENTIAL, IMPACTFUL, INNOVATIVE, AND TAILORED SOLUTIONS
THAT MEET OUR CLIENTS BUSINESS OBJECTIVES
"We all deserve an opportunity to learn, reach our highest potential, and be the best we can."
to empower, enlighten, & inspire deep lasting transformation
to deliver unrivaled purposeful experience in everything we do
passion to win, create an impact, sustainable improvement, growth mindset, & collaborative partnership
OUR
LEADERSHIP
TEAM
Rehab Abdelwahab
With over 27 years of working experience, Rehab has a cross functional expertise in diverse fields; sales, media, decision support, merchandising, business development, and shopper & customer marketing.
Following her graduation from the faculty of Arts French department, Rehab joined Unilever, Mashreq in 1993 till June 2020. She started off her career in Unilever as the media planner responsible for all media production and bookings across different channels; TV, Newspapers & Outdoor. In 1998, she joined the customer development team as the first and only female colleague in Sales, establishing and leading the merchandising operation across Egypt and roll out the model across Mashreq in 6 different countries. She was selected among 3 other managers to travel to India to be among the first team across Mashreq and Egypt to get introduced to Trade marketing fundamentals.
Building on her experience, in 2006 she was assigned the role of developing and leading the decision support and competitive intelligence function that helped land many strategic projects; selection of the right distribution model, sales team salary & benefits analysis across the top 13 FMCGs companies that led to decrease the salesforce turnover from 15% to 5%, as well as developing a tool to track the top weighted competitors activities and accordingly foresee their next move.
In 2011, Rehab took on a new challenge in her career by joining the Shopper and Customer Marketing Department as Mashreq perfect store champion where she was assigned the responsibilities of introducing the concept, developing its structure, creating awareness across the whole organization, and embedding the fundamentals across Mashreq.
In December 2012 , she was appointed as Mashreq’s shopper marketing manager. Leading for 5 years, she has successfully built the structure with all its fundamentals and developed the team.
In 2018, Rehab was appointed Category channel development manager (business development) for foods and refreshments and was responsible for delivering category strategy and in market plans.
Rehab has always been a role model for maintaining a work-life balance. Being married with 2 children, she was able to live a healthy life with her family and successfully lead and grow business.
Rehab is a strong believer in diversity, the power of positivity, and that it is never too late to learn.
Rehab Abdelwahab
Sameh I. Al-Refaie
Sameh I.
Al-Refaie
Founder and Managing Director of Provizers, shopper and customer marketing consulting and execution firm.
With over 20 years of diverse experience across 5 corporate giants in 3 different industries, and a proven track record of solid delivery and sustainable profitable business growth.
As the Head of Category Planning & Activation (CP&A) at Mondelēz North Africa and Mashreq regions, Sameh was accountable for the category and channel strategy development and delivery, as well as leading the Sales Development function and the inception of the E-commerce agenda for the Mondelez portfolio.
Having also spent 9 years in Unilever Mashreq holding various roles leading up to the buildup and transformation of the Trade Category Management (TCM) function into a Shopper & Customer Marketing organization.
Sameh began his career in the pharmaceutical industry, where he spent 9 years starting at Aventis (Sanofi) in Egypt in 2000, moved to Ranbaxy in Kuwait in 2002 followed by AstraZeneca Gulf till 2009.
A pharmacist by profession, Sameh nourished his experience with a Master of Science in Strategic Planning and a MBA from Heriot Watt University, Scotland, as well as a Project Management Professional (PMP) certificate from PMI. This foundation enabled him to deliver many successful training programs and consulting services to corporate and government professionals.
Throughout his career, Sameh led and developed large diverse teams, both virtual and co-located, creating cross-functional synergies and robust performance management.
He is an advocate for business transformation and digitization and has led the e-commerce integration into Unilever and Mondelez by building up the B2B, B2C and B2B2C strategies. He is a motivational leader with diverse experience in sales, trade marketing, shopper & customer marketing, Trade category management and category planning & activation.
Sameh’s purpose is to maximize value by supporting people leverage their strengths and create synergies for more effective and sustainable outcomes.
Wael Rashad
Former board member of Unilever Executive Committee in the Mashreq region as the Shopper & Customer Marketing director.
Having earned his MBA degree in the fall of 2001, majoring in marketing and graduated from the faculty of medicine at Alexandria university, Egypt, in 1995, Wael has built his career throughout the past 22 years in 3 corporate giants operating in 2 different industries, pharmaceutical and fast moving consumer goods (FMCG).
He started off his career with Pfizer in 1998, then moved to Sanofi-Aventis in 2001 and finally landed in Unilever in 2004 till 2020.
Across his career he has gained expertise in the fields of Sales, Marketing, Customer Marketing, Shopper Marketing & Business Development.
Wael has adopted a purposeful approach throughout his journey. He believes that our true purpose in life is to positively impact every person we touch, thus creating value to humanity. He believes that learning is the cornerstone of a sustainable living culture that will serve humanity to grow and prosper.
Wael’s key strengths come from being a visionary leader, he believes that people are everything in an organization. He can well create a distinct, family culture, built on a strong identity of passion to sustainable growth. This distinct organizational DNA is fueled by Diversity, Equality & Personal development.
Fun is an integral part of the equation, he quotes “we play to win and have fun”.
In business, Wael has a proven track record of sustainable, profitable growth. He has greatly contributed to Unilever in doubling the business and tripling the profit of Unilever in his region 3 times in the past 16 years. This solid contribution pillars on a Strategic focused mindset, Creative analytical planning, Flawless execution, Measuring and celebrating success.
His secret of success to achieve this has always been nurturing & empowering young leaders.
Wael’s true passion for sustainable human development is the driver that seeds his passion to consultation. He can empower organizations at different levels by delivering great know how at both corporate & functional levels.
