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F&B Innovation Leader Functional RTD · Specialty Coffee

Intro

Eight years across specialty coffee, functional RTD beverages, and FMCG operations — from manning a Beirut bar at 19 to scaling NOOZ into 500+ UAE retail points. Two sides of the same person: the craft (cold brew, sensory profiling, MCT oil, L-Theanine, nootropics — coffee as science) and the operator (P&L, GTM, regulatory, cross-functional teams across EU and MENA). Targeting senior F&B and FMCG roles primarily in the EU.

Crafted from 100% recyclable materials — optimized for cost, perfected for satisfaction.

Achievements

  • Winner — Spinneys Local Business Incubator Programme, UAE 2024
  • SCA Branding Award — World of Coffee Geneva 2025
  • Launched NOOZ into 500+ UAE retail stores
  • Scaled 30+ F&B brands across MENA
  • Developed multiple functional RTD prototypes — digestive soda, CBD, electrolytes

Innovation

End-to-end product development of clean-label, functional RTD beverages — drawn from NOOZ (2022–2025) and PAWA Cold Brew (2018–2021).

  • Cold brew coffee with MCT oil, L-Theanine, and Nootropics — aligned with health and energy trends
  • Full NPD cycle: concept → formulation → ingredient sourcing → packaging → regulatory approval, across EU and MENA
  • Pipeline of commercial-ready innovations — digestive sodas, CBD coffees, electrolyte beverages — backed by consumer insights and market data
  • GTM execution and POSM visibility campaigns drove +40% brand visibility, won the SCA Branding Award at World of Coffee Geneva 2025
  • Cross-functional partnership with supply chain, finance, and marketing — on-time delivery, cost control, scalable production across SKUs
Partners Friedrich Flavor House BASF

Growth

Operations and go-to-market across two scale-ups: NOOZ in the UAE (2022–2025) and Kaykroo FoodTech in Riyadh (2021–2022).

  • Scaled NOOZ to 500+ retail points in the UAE in 12 months — AED 2.2M revenue
  • Year-on-year retail growth via distribution, in-store visibility, and BTL activations
  • Direct-to-consumer growth via multi-channel marketing and performance ad spend
  • At Kaykroo FoodTech, onboarded 40+ F&B brands across 7 cloud kitchens, scaling daily orders from 200 to 550
  • Bundled offers, seasonal menus, and aggregator pricing strategies boosted average order value
  • Reduced brand onboarding lead time via SOPs and interdepartmental collaboration

Skills

Product Innovation Formulation Functional Ingredient Sourcing Beverage Development Specialty Coffee Expertise Cold Brew Formulation Go-to-Market Strategy Retail Distribution Partnerships EU & MENA Supply Chain Optimization P&L Ownership Forecasting Cash Flow Management Regulatory Compliance Approvals Trademark Management VAT Tax Exemption Brand Strategy Storytelling Market Trend Analysis Cross-Functional Leadership R&D Synchronization Management Data-Driven Decision-Making Consumer Insights Analysis Sustainability Quality Longevity

Featured

  • Perfect Daily Grind, 2025 — How Roasters Can Stand Out in the RTD Market
  • Perfect Daily Grind, 2025 — Functional RTD coffee is diversifying: Which ingredients roasters should look out for

Languages

  • Arabic · Native
  • Russian · Native
  • English · Fluent

Lets Have Coffee!

Always open to senior F&B and FMCG conversations — especially in the EU. Reach out by whichever channel works for you.

Downloads

CV (PDF) 128 KB Brand booklet (PDF) 12 MB