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Fez – Procter & Gamble (P&G) has appointed Samir Lebbar as the CEO of its North Africa branch, meaning the Moroccan will be in charge of operations in Egypt, Morocco, and Algeria.
P&G was founded in 1837 by William Procter and James Gamble. Over the past 184 years, the firm has been operating in products related to personal consumer health, and personal care, and hygiene.
P&G Morocco is one of the company’s first subsidiaries to launch outside of the United States. The company expanded its services to the Moroccan market under the aegis of the country’s former minister of commerce and industry, Driss Alaoui. P&G Morocco began operations in 1960 with the advent of the Tide brand and built its first facility in Casablanca shortly after.
Ariel, Pantene Always, and Pampers were introduced to the Moroccan market by P&G.
A graduate of Akhawayn University’s inaugural cohort with a bachelor’s degree in software engineering, Lebbar joined the Procter & Gamble firm in 1999, working in Morocco’s sales department till 2006 in several roles.
Lebbar subsequently had a stellar career in Geneva, where he led the Snacks business unit for the CEEMEA region (Central and Eastern Europe, Middle East, and Africa) from 2006 to 2011, before taking over the Distribution Operations department for the CEEMEA region.
The subsidiary of the international company in Morocco appointed Lebbar as a Sales Director for North-West Africa in 2011; he spent three years in that position focusing on maximizing the company’s growth and profitability in the region.
He formerly oversaw worldwide distribution operations, among other major regional and global duties, from 2013 to 2015.
Since 2019, P&G’s current CEO has served as Senior Vice President of Sales and Market Strategy for the Asia-Pacific, Middle East, and Africa region.
