16+ years between the head office and the field taught me one thing: the brands that win in the market are the ones that stay closest to it.
Why I built The Detailing Lab
Having worked over 16 years both in the field and at headquarters, I kept seeing the same pattern across markets and companies: brands invest heavily in strategy, yet execution is where most launches quietly lose momentum. The gap is never the strategy itself. It’s the execution.
The only way to deliver a winning strategy is through flawless, best-in-class execution that field teams can understand, love, and own. Your people are your brand’s ambassadors, and the brands that win build strategy around their field people.
The Detailing Lab is the result of everything I learned across those markets: execution that’s creative enough to be disruptive, scientific enough to win the HCP, and modern enough to reach younger consumers.
Look good, perform well
You need to look good to perform well, and so does a brand’s execution. I build execution the field is proud to show off, and that never loses sight of the one thing that matters: staying true to the patient’s needs.
In the spirit of Aristotle: “We are what we repeatedly do. Excellence, then, is not an act, but a habit.”
Brand excellence and flawless execution should stay consistent until they become a habit, from the way sales communicate the message, to how the brand shows up on social media and at congresses, across every country.
Where I can support you best
Medical Visit & Detailing
Over 4,000 HCPs engaged, doctors and pharmacists, across EMEA; turning scientific messages into field conversations that move prescription and recommendation.
Route-to-Market Strategy
Designing how your brand reaches its market: channel and distributor strategy, from a 12-country network across the Middle East to an omnichannel roadmap in France. Then keeping it sharp, from field visit, to CRM reporting, to data analysis, to strategy adaptation.
Team Organisation
Building and organising the teams that execute. Over 100 people led across direct and matrix structures, spanning sales, medical, training, and POS animation, from structuring a field force to expanding it, so the right people are in the right place to deliver.
From the field to the world
Beirut → Dubai → Paris
- Field sales and medical visits
- Built the territory and practitioner relationships from the ground up
- 10 Cutera devices and 3 Ulthera systems sold
- Business development and medical sales for the dispensing channel, POS animation across all channels, and HCP training
- Doubled the dispensing channel’s contribution in 16 months; brought the top 2 dispensing accounts into the top 20 key accounts, all channels combined
- Brand management and marketing; developed solid launch plans exceeding 10% of sales within the first year
- Regional medical marketing and route-to-market across a 12-country distributor network; Hyaluron Booster on the Burj Khalifa; 4,000+ HCPs trained; +25% through COVID; managed medical reps and sales teams up to 100 within a matrix organisation
- Led a 45-person cross-functional team: medical sales, medical marketing, field trainers, beauty advisors and communications; designed the go-to-market roadmap, delivering +1 prescription position and +25% in key accounts
- Designed NIVEA’s global go-to-market roadmap and set the medfluencer guidance for all brands
- Built NIVEA’s first global medfluencer strategy and first global influence event, at 7x earned-media efficiency
BSc, Physical Therapy
I speak science with HCPs, from the problem to the solution, to help improve patients’ quality of life.
Marketing Management Diploma
Where science meets brand excellence and brand love, by identifying the right HCP, the right target group, and delivering best-in-class execution through the right team.
Global Executive MBA · from Oct 2026
“Leading with Purpose in the Age of AI”, because the industry is being reshaped, and I intend to lead from the front.
I deliver results with empathy.
The best outcomes come from people who feel heard. I work alongside your teams, not over them: I work with empathy, give people room to bring their reality and their ideas, and stay focused on the outcome we agreed to deliver. Warmth and results aren’t a trade-off; the first is how you earn the second.
Let’s build something the field is proud to execute.
If your strategy deserves a field that delivers it, let’s talk about how.
Let’s talk →