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Fares AI User

@faresaiuser

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Fractional CMO driving measurable growth for FMCG and consumer brands.

Lebanon

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What I'm looking for

I’m looking to partner as a fractional CMO and growth consultant, combining brand, trade, and P&L discipline with digital, content, and AI-enabled execution—delivering measurable results for MENA/GCC clients.

I’m a senior marketing and commercial leader with more than 21 years turning consumer and FMCG brands into measurable growth—first inside global organizations (Henkel, Arla Foods, Fattal, FDC) and then as Founder & CEO of The Marketing Lab.

As a boutique fractional/consulting partner, I scaled the business roughly 8x over a decade, serving 40+ clients across Lebanon and the GCC, while sustaining ~20% average annual revenue growth with ~80% client retention. I direct strategy through execution, including owning allocation, optimisation, and performance reporting for about $2.5M in cumulative digital media investment.

I blend classical brand, trade, and P&L discipline with modern digital, content, and AI-enabled execution—operating across MENA/Gulf in Arabic, French, and English. From Meta-led lead generation (e.g., 250+ qualified patient leads/month) to brand/digital growth for accounts like ETI (Gong rice-cake), I lead lean teams and networks of specialists to deliver results that are both measurable and sustainable.

Experience

Work history, roles, and key accomplishments

Current

Founder & CEO

Current

The Marketing Lab

Jan 2015 - Present (11 years 5 months)

Founded and scaled The Marketing Lab into an integrated, AI-enabled marketing consultancy growing revenue roughly 8x over a decade while serving 40+ clients across Lebanon and the GCC. Directed $2.5M in cumulative digital media investment and delivered ~20% average annual revenue growth with ~80% client retention.

Marketing Strategy Go To Market Meta Ads AI Marketing Trade Marketing SEO P&L Leadership

Marketing Manager, Levant

Henkel

Jan 2014 - Jan 2015 (1 year)

Owned a $10M annual marketing budget for home-care brands across the Levant, driving ~5 percentage point market share gains via sharper positioning, campaign execution, and trade alignment. Delivered double-digit annual category growth and led cross-functional execution with 30+ stakeholders across marketing, sales, distributors, and agencies.

Brand Management Marketing Strategy Budget Management Trade Marketing Product Launches Stakeholder Management Distributor Management Category Growth

Business Manager

Food & Drug Corporation

Jan 2011 - Jan 2014 (3 years)

Owned the household-category P&L and a $2M budget across advertising, consumer promotions, trade, and BTL activities. Turned around the Vape insecticides business after two years of decline by repositioning, pricing, and trade execution, lifting market share by ~4 percentage points and launching Color Catcher into Lebanon.

P L Ownership Budget Management Trade Marketing Promotion Consumer Research Agency Management

Marketing Manager, Lurpak & Puck

Arla Foods

Jan 2007 - Jan 2011 (4 years)

Managed a $1.6M ATL/BTL marketing budget for the Lurpak and Puck portfolio, delivering ~20% sales growth and ~30% distribution growth through brand building, trade activation, and market expansion. Launched multiple products, restructured marketing into category-focused product management, and used ACNielsen retail-audit insights to improve pricing and category strategy.

ATL BTL Marketing Category Management Product Launches Trade Activations Market Expansion Sales Growth Distribution Portfolio Management Retail Audits Training Enablement

Brand Manager

Fattal Group

Jan 2004 - Jan 2007 (3 years)

Drove international brand portfolio performance across household categories, contributing to 80%+ market share in glassware through portfolio management, premium positioning, and expanded retail coverage. Repositioned Kärcher to strengthen premium presence and built a two-tier cookware portfolio by extending Pyrex and launching Arcuisine.

Portfolio Management Market Share Growth Retail Coverage Expansion Brand Strategy Product Line Extension Category Growth FMCG Brand Building