KARIM ABBAS AYOUB

Karim is an FMCG veteran leader with more than 30 years of experience in a diverse set of leading FMCG companies covering many different CPG products and brands.

Karim has strong experience in the distribution and logistics sector. Before leading SuperFoods, Karim was General Manager of Rashideen Egypt; overlooking  23 distribution centers, 2,600 employees, and driving a LE 2.6bn business.

Karim was previously the CEO of IFFCO where he helped transform the company; driving up margins and doubling sales from SAR 300 to SAR 600 million in approximately two years.

Over the years, Karim spent decades in directorships at PepsiCo and Mars, covering different geographies and overseeing different business lines, from Business Transformation to Commercial, Marketing, and Sales.

Before PepsiCo and Mars, Karim worked for Coca-Cola for a decade and held various positions in the Business Development, Sales, and Marketing departments.