Fouad Dadi

I joined P&G Morocco about 7 years ago, with very little background on Marketing and Market Research. I started working on the Moroccan business, receiving extensive on-the- job coaching and training. From there, the continuous exposure to the business and a few international assignments in Switzerland, UK and Germany made me gradually take more and more responsibility within the department. These experiences led to me running the Moroccan CMK department – a role with a very high level of autonomy. Today, I am responsible for the CMK department for Morocco, South Africa, and for Baby care products across Central & Eastern Europe, Middle East and Africa, actively contributing to the business projects, and giving the kind of coaching I received a few years back.

Our role is to provide the business teams with an in-depth understanding of the consumer and of the market. We are part of the multi-functional business teams, where we help by asking the right business questions, and creating consumer research projects to address these questions. It is a strategic process, whose aim is to increase the success of our initiatives. An exciting illustration of this is the design of our business strategies in new markets. The trade structure, consumer needs and the performance of competitive brands are, among many other variables, taken into account before formulating a recommendation on how to launch our brands in a market.