Rabat – Mustapha Rafiki has joined Tech First Gulf (TFG) as General Manager for the Maghreb and Francophone Africa, bringing nearly two decades of experience in the technology industry to a company expanding its footprint across the continent.
Tech First Gulf, a value-added technology distributor operating across the Middle East, India, and Africa, announced Rafiki’s appointment on September 8. The company said he will focus on expanding its reseller network, developing technology alliances, and strengthening the skills of distribution partners across the region.
For Rafiki, the move follows a career spent largely around sales, distribution, and partner networks in African technology markets. His professional profile lists experience in customer development, sales, and distribution, while his career has taken him across several parts of the continent.
Before joining TFG, Rafiki served as Head of B2B Africa at Logitech. He led commercial operations across multiple African markets, worked on go-to-market strategies, and developed relationships with distributors and resellers.
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Before Logitech, he worked as Country Manager at Canon, where he focused on expanding the brand’s presence, developing strategic alliances, and growing its business among commercial and enterprise customers.
His experience covers North, West, East, and Central Africa, according to TFG. The company credits him with building partner ecosystems and driving business growth across those markets.
In a recent post announcing his new position, Rafiki described the move as a new chapter after 19 years in the technology industry. He said he wants to build, lead and create value for partners across the region.
TFG plans to deepen relationships with global technology manufacturers and software companies while introducing solutions tailored to the needs of emerging markets. It also wants to give businesses and public administrations more support as they expand their digital operations.
Akashdeep Singh, TFG’s Chief Strategy Officer, said Rafiki’s regional experience and knowledge of local market dynamics will help the company expand its presence and strengthen its relationships with customers and partners.
Rafiki, meanwhile, said he looks forward to working with TFG’s vendors, resellers, and customers as the company pursues its next stage of regional growth.
