From engineering and field technology to regional commercial leadership and government programmes.

My journey with Hexagon / Leica Geosystems began in France before expanding across North Africa and the Middle East.

In Morocco, I created and led a regional subsidiary covering North and West Africa, with responsibility for a multi-million-euro P&L and a multi-country team. The role combined market creation, strategic accounts, distribution, technical sales, organisational development and accountability for commercial performance.

This chapter established the leadership foundation that continues to shape my approach: understand the territory, build the right organisation, create local credibility and remain accountable for results.

At Wingtra, a Swiss mapping-drone company, I developed the commercial operation across the Middle East and Africa.

The mandate included regional go-to-market strategy, partner recruitment and enablement, strategic-account development, technical positioning and sales-team leadership. It required adapting a specialised technology to different procurement environments, customer expectations and indirect-sales models across a diverse territory.

The experience strengthened my ability to build a region from an early stage and connect product innovation with practical market execution.

My current role within Smart Solutions combines business development and selected strategic-account responsibilities across complex geospatial and AI-enabled markets.