The future of Sanipak Maroc: Growth, excellence, and adaptation

You’ve been the Country Director of Sanipak Maroc for about 9 months now. Could you tell us more about yourself? How has your career evolved?

I was born and raised in Casablanca. I'm married and the proud mother of two wonderful teenagers: Adam, 16, and Ali, 13. After graduating from ISCAE Business School, my professional journey started as a Brand Manager in the cosmetics industry. Two and a half years later, I joined Nestlé, where I spent nearly 18 enriching years. At Nestlé, I began in Trade Marketing, gradually moving into Sales, and became the first woman Head of Sales in Morocco in 2016. In January 2020, I took on the role of General Manager for Nestlé Morocco. Now, I’m excited to embark on a new chapter with the Eczacıbaşı Group, leading Sanipak Maroc.

Sanipak has built some of Türkiye’s most beloved personal care brands and is growing internationally. Sanipak first entered the Moroccan market in 2014. What led you to continue your successful international career at Sanipak? What excited you the most during this transition?

Leaving Nestlé after almost two decades was definitely not an easy decision. But two things really drew me to Sanipak. First, the exceptional people I met during the recruitment process: Starting with our CEO, Bulent Kozlu, everyone I met on the Sanipak and Eczacıbaşı Holding teams made a strong impression on me. Second, the ambitious vision Sanipak has for Morocco gave me genuine excitement, the kind that makes you feel like you have butterflies in your stomach. Today, eight months later, I truly feel at home here, surrounded by values and standards we can all be proud of.

One of the most important developments Sanipak Maroc has experienced in the recent past is its integration with Jeesr Industries. You assumed leadership right at that critical period. How is the integration process progressing? How is the adaptation of a Turkish-based company to the Moroccan market unfolding?

Integrating an acquisition is never easy—it involves aligning the acquired company with your processes, systems, ways of working, and culture, carefully managing complexity and change. When I joined, the first priority was ensuring business continuity and leveraging synergies, carefully managing change to engage and retain key talent. Early results are encouraging: We experienced no business interruptions and quickly reached our cruising speed, achieving our initial targets.

Both Morocco and Türkiye are learning from each other. Morocco is learning to effectively collaborate with headquarters, and Kavacık (Sanipak HQ) is learning to manage a different geography. Although we occasionally face challenges like language barriers and cultural differences, the positive mindset on both sides reassures me. Our corporate values always unite us. Sanipak is already highly diverse in gender and age, now becoming even richer with new nationalities. This is the beauty of being an international company.

What are Sanipak Maroc’s three most important priorities in the next three years?

Morocco is stable and full of growth opportunities, particularly in tissue products, with significant room for greater penetration and consumption.

Our first priority is growth: expanding distribution, developing new channels, and launching new products that contribute to clean and healthy living.

Our second priority is operational excellence: generating resources through efficiency, digitalization, and improved planning.

Lastly, ESG is crucial for us: enhancing our health and safety culture, ensuring compliance, and bringing our environmental commitments to life while building a highly engaged team.

How have consumer trends evolved in Morocco, specifically in hygiene products, and how is Sanipak responding?

Moroccan consumers today prioritize affordability alongside quality, driven by economic pressures like rising unemployment and lower household incomes. Many consumers now focus on essential items and actively seek products offering value for money, leading to increased private label competition and a rise in local grocery stores that offer flexible credit options. At the same time, e-commerce is rapidly expanding, with electronic payments reaching nearly one billion euros in 2023 alone, reflecting growing consumer confidence and convenience. Additionally, hard discount retail chains, such as BIM and Kayzon, have grown significantly, now representing almost 30% of modern trade.

Sanipak responds strategically by offering affordable yet quality products, like Dalaa and Sany, tailored to the value-conscious segment. We continue to build strong brand loyalty among premium consumers with our Selpak range. Moreover, we actively strengthen our partnerships with local retailers, wholesalers, and emerging e-commerce platforms to ensure our products are recommended and easily accessible to shoppers. By aligning our product portfolio closely with consumer needs, we remain competitive across all price segments, keeping our customers satisfied and loyal.

You have spent most of your career in leadership roles at an international company. How do you define your approach to business and success?

My leadership approach combines focus, determination, empathy, and positivity. I set ambitious goals clearly and work towards them with strong commitment. Problem-solving and overcoming challenges genuinely fulfill me. Yet, true success is never rewarding without strong, collaborative relationships built on trust. I’m passionate about helping others reach their potential, creating an environment where everyone can thrive.

If you had the opportunity to give a message to young professionals starting their careers, what would it be?

Make sure you're passionate about what you're doing. Be in an environment where your values resonate with the company's values. Always act in the best interest of the business before your own career ambitions, success will naturally follow.

On a personal level, what is the biggest goal you have set for yourself at Sanipak Maroc?

I have big ambitions for Sanipak Maroc. Our first major milestone is to double the company's size in the next three years. At the same time, we will continue to invest in our brands and production facilities to prepare for growth after 2027. Ultimately, my personal goal is for Sanipak Maroc to become the best place to work. I strongly believe we have what it takes: world-class standards combined with the agility and warmth of a family-owned company, creating an exceptional environment for growth and impact.

You are still quite new to Eczacıbaşı Group, but how would you describe what it means to be part of Eczacıbaşı? In your view, what distinguishes Eczacıbaşı from other brands/companies?

Even though I'm relatively new, I already see similarities with my previous experience at Nestlé, especially structured processes, quality, and people development practices. Both companies emphasize high standards, operational excellence, and a commitment to long-term success. What truly sets Eczacıbaşı apart is the balance between structure and agility. While larger companies can feel bureaucratic, Eczacıbaşı feels dynamic and flexible, crucial for success in today’s fast-changing business environment. I'm still in the honeymoon phase, energized by the exciting integration challenges and momentum in Morocco!

If we visit Morocco, what would you recommend? What are the must-see places? Is there a special local delicacy we should try?

Morocco is a beautiful and diverse country, rich in history, culture, and stunning landscapes. It’s a place where you can experience vibrant cities as well as peaceful natural sceneries. Some must-see places include Marrakech, Fes, Chefchaouen, the Sahara Desert, and Casablanca.

As for local delicacies, Morocco is truly a paradise for food lovers. You must try “Pastilla”—a unique savory-sweet pie made from layers of thin, crispy pastry traditionally filled with chicken, almonds, and spices, then dusted with powdered sugar and cinnamon. The combination of flavors and textures is genuinely amazing.

Of course, you can't leave Morocco without tasting the traditional "Tajine," a slow-cooked stew made with tender meat, vegetables, and aromatic spices served in an iconic cone-shaped pot. Moroccan cuisine is all about bold flavors and warm hospitality, ensuring an unforgettable experience!

Have you visited Türkiye? If so, what was your favorite place?

In April 2025, I had the opportunity to be in Istanbul for a series of meetings. Thanks to the support of Sanipak’s amazing HR team in Istanbul, we also enjoyed a city tour together with the managers from Morocco who were attending the meetings. It was a wonderful chance to discover your vibrant city, explore its most iconic landmarks, and learn more about its rich history. This experience has made me even more eager to explore more of your beautiful country—and hopefully return soon with my family.

Do you think there are any similarities between Morocco and Türkiye?

Absolutely! Morocco and Türkiye share more similarities than people often realize. Both countries have a rich cultural heritage shaped by centuries of history, resulting in a beautiful coexistence of tradition and modernity. There’s a shared appreciation for hospitality, strong family values, and a deeply rooted sense of community.

Culinary traditions are also remarkably similar—both countries take immense pride in their cuisines, characterized by slow cooking, rich spices, and fresh ingredients. Whether it’s Moroccan tajine or Turkish kebabs, food plays a central role in bringing people together. Tea also holds a special place in daily life, whether it's Moroccan mint tea or Turkish çay.

Architecturally, the similarities are striking as well. Morocco is renowned for "zellige" mosaic tilework, which closely resembles the beautiful geometric designs seen in Turkish architecture.

Even daily interactions share warmth—whether you're exploring a souq in Marrakech or a bazaar in Istanbul, you’ll find a lively atmosphere filled with similar bargaining traditions. Indeed, our similarities go far beyond what you might initially imagine!