Rayssa El Bacha

Appointed as key member of 4-person team to lead and implement the successful restructuring of the company in the region

• Led the merger of Beauty Care & Laundry into Henkel Consumer Brands delivering €23m savings

• Defined overall restructuring objectives and led SteerCo meetings to update leadership on key progress and secure buy-in

• Created detailed project plan including timelines, milestones, responsibilities and stakeholder engagement framework that was used as point of reference throughout the project

• Developed regional business development roadmap and defined adequate operating model (e.g. organic vs M&A vs licensing) for each business objective

• Built robust M&A pipeline and divestments strategy for High Growth Region (MEAT, LATAM, …)

• Led the turnaround of the Export business to profitability via country prioritization & portfolio optimization

• Supported the development of the mid & long-term regional strategy in line with Global guidelines, ensuring proper execution along defined strategic focus areas (portfolio, channels, geographic footprint, organizational excellence)

• Steered the eCommerce business with close country collaboration to drive an increase in market share of online business

• Developed GTM strategies for new markets including recommendations on optimal portfolio mix and sales channels

• Led the development & execution of the yearly marketing plans for the Export cluster in line with marketing budget

• Assessed financial viability of new product launches and provided go/no-go recommendation to leadership on 40+ product launches based on selection criteria including market dynamics, margins, cash requirements