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Fez – Lesieur Cristal has named Badr Eddine Aboussoror as Executive Director of Sales & Market Development and Badreddine Idrissi Sbai as Executive Finance Director, reinforcing its leadership team as the group pursues long-term growth in Morocco and international markets.
According to an official press release, the appointments are part of the company’s ongoing efforts to strengthen key business functions, improve operational management and support the next phase of its transformation plan.
Aboussoror returns to Lesieur Cristal after a previous experience within the group.Â
He brings more than two decades of experience gained at major companies including Mondelez, Procter & Gamble, BMCE Capital and Forafric.
In his new role, he will oversee the group’s B2B, B2C and export activities.Â
His mission will focus on supporting commercial growth, strengthening market proximity and helping the company achieve sustainable expansion across its different business segments.
Meanwhile, Idrissi Sbai joins Lesieur Cristal as Executive Finance Director after more than 20 years of experience in international business environments.
During his career, he has held positions at Whirlpool, British American Tobacco and Procter & Gamble, developing expertise in financial management, performance monitoring and transformation projects.
He will be responsible for the group’s finance, legal and information systems functions.Â
His mandate includes strengthening management standards, supporting the company’s transformation programme and enhancing financial and organisational governance.
The appointments are intended to reinforce the group’s ability to execute its strategic objectives and adapt to a changing business environment.
Commenting on the appointments, Chief Executive Officer (CEO) Karim Manssour Dahbi said in a press release, the two executives will help accelerate the company’s transformation, improve competitiveness and support growth ambitions both in Morocco and abroad.
