Built by operators, for operators.
TiMiNa is a Netherlands-based B.V., the operating partner for FMCG and CPG companies moving from AI experimentation to agentic ways of working. We come at it from inside commercial and operating roles: redesign the workflow, ship working software, measure the outcome on real numbers, improve.
Why we started TiMiNa.
TiMiNa was built from inside commercial and operating roles in FMCG. We watched skilled people lose their days to the same repetitive work: re-keying distributor orders, chasing receivables, reconciling trade spend, auditing perfect-store photos, and rebuilding the weekly report by hand.
We became convinced that agents which take action across the systems operators already run, ERP, Excel, and messaging, are the right answer now. Not another dashboard that tells you what happened, but agents that do the work and leave an audit trail.
We had watched it from the inside. Our founding team held group-level and business-unit roles across general management, commercial and marketing leadership, route-to-market, category and portfolio decisions, and go-to-market analytics, with regional responsibility spanning 17 markets in the Middle East and Africa. Alongside it sits more than a decade across technology, data, analytics, digital products, and AI, now focused on agentic workflows for FMCG.
The principles behind the work.
Outcomes over hype
We sell margin protected and time recovered, not buzzwords. If an agent does not earn its place against trade spend or selling hours, we do not build it.
Builders, not slideware
We prototype on your real sell-out and distributor data in week one. You feel the value before you commit to anything.
Trust by design
Guardrails, logging, and human oversight are built in. Every finance and trade-spend decision an agent makes is explainable and auditable.
We work alongside you
Agents augment your field, finance, and trade teams. We integrate with ERP, Excel, and messaging instead of forcing a new tool.
The experience around the table.
Three capability sets, represented across TiMiNa's founding team. Every engagement draws on all three.
Group and business leadership
General management, commercial and marketing leadership, P&L ownership, and business-unit responsibility inside large FMCG organizations, with regional scope across 17 markets in the Middle East and Africa.
GTM analytics and commercial intelligence
Go-to-market and commercial analytics leadership: turning fragmented sales, trade, and market data into planning signals, performance diagnosis, and decisions the business can act on.
Category, portfolio, technology, and agentic workflow design
Category and portfolio decision-making alongside more than a decade across technology, data products, analytics, and AI, now focused on governed agentic workflows for FMCG.
Experience held by TiMiNa's founding team before establishing the company.
Find the workflow worth transforming first.
The Agentic Opportunity Assessment is built for FMCG and CPG organizations: a structured read on where agentic AI could create measurable value, and which workflow deserves investment first.