01 / Operating
General management and P&L
Business-unit strategy, revenue, margin, cost structures, investment choices, cross-functional execution, and accountability for operating performance.
Experience & impact
We know FMCG because we have run it.
TiMiNa brings together senior FMCG operators, commercial leaders, category specialists, analytics leaders, and AI builders. Our experience spans group-level leadership, business-unit management, route-to-market, trade marketing, portfolio decisions, and technology-enabled transformation across the Middle East and Africa.
Today, we apply that experience to building governed agentic workflows for FMCG and CPG organizations.
- Regional scope
- 17marketsMiddle East and Africa leadership responsibility.
- Seniority
- Group-level experienceMarketing, commercial, and operating leadership.
- Accountability
- Business-unit leadershipGeneral management and P&L responsibility.
- Domain
- FMCG specializationSales, trade, category, analytics, and operations.
- Technology
- 10+yearsTechnology, data, analytics, digital products, and AI.
Operator experience
Built by people who have sat inside the decisions.
Before building TiMiNa, our team worked inside large and complex FMCG organizations. We have held group-level and business-unit leadership roles spanning general management, commercial strategy, marketing, route-to-market, category management, go-to-market analytics, and portfolio performance.
That experience includes operating responsibility for major food and beverage businesses, including leadership of an ice-cream business that was the group's second-largest business at the time, as well as a beverages business unit.
Our regional leadership responsibilities extended across 17 markets in the Middle East and Africa. We understand the realities behind the reports: fragmented distribution, volatile demand, channel differences, trade-spend pressure, portfolio complexity, imperfect data, and the gap between headquarters decisions and field execution.
Selected experience held by TiMiNa's founding team before establishing the company.
Core
The FMCG operating system
Functions
Commercial
Marketing
Sales and RTM
Finance
Supply
Category
Data
Management
Agent layer
Planning agentsExecution agentsReconciliation agentsReporting agents
Agents run across the functions, not beside them. Each one reads approved data, proposes work, and stops at the point where a person decides.
Domain depth
The operating systems behind an FMCG business.
Agentic workflows only create value when they are designed around how the business actually works. Our experience covers the commercial, analytical, and operational systems on which FMCG performance depends.
02 / Field
Route-to-market and sales execution
Distributor models, territories, journey planning, sales-force effectiveness, numeric distribution, order capture, outlet execution, and field-performance management.
03 / Commercial
Trade marketing and revenue growth
Promotion planning, channel programs, trade investment, execution compliance, claims, post-promotion analysis, and commercial learning.
04 / Portfolio
Category and portfolio management
Category roles, assortment, price-pack architecture, SKU decisions, innovation portfolios, launch performance, and product lifecycle decisions.
05 / Analytics
Go-to-market analytics
Turning fragmented commercial data into planning signals, performance diagnosis, management actions, and repeatable decision systems.
06 / Technology
Technology, data, and AI
More than a decade across technology, analytics, data products, digital platforms, and AI, now focused on governed agentic workflows.
Agentic applications
We turn operational knowledge into systems that do the work.
A useful FMCG agent needs more than a prompt. It needs business context, access to the right data, clearly defined actions, decision boundaries, approvals, memory, monitoring, and an audit trail.
Promotion management
Operating challenge
Promotions are planned across spreadsheets, historical files, emails, and individual judgment. Execution and financial reconciliation happen too late.
Agentic workflow
A coordinated workflow for promotion planning, demand prediction, approval, execution monitoring, claims reconciliation, and post-event learning.
Measured through
- Trade-spend effectiveness
- Execution compliance
- Planning time
- Claim accuracy
- Speed of learning
Field sales and route-to-market
Operating challenge
Territories, journey plans, outlet priorities, orders, and perfect-store evidence are often handled through disconnected tools and manual processes.
Agentic workflow
Agents that prioritize outlets, recommend journeys, capture orders, review store evidence, identify execution gaps, and escalate actions.
Measured through
- Selling time
- Productive calls
- Distribution
- Execution quality
- Order accuracy
- Follow-up completion
Demand and inventory
Operating challenge
Planners spend significant time collecting inputs, reconciling exceptions, and rebuilding forecasts while market conditions continue to change.
Agentic workflow
Demand-sensing, forecast-exception, inventory-risk, and replanning agents that continuously evaluate new signals and route important decisions to people.
Measured through
- Forecast accuracy
- Service level
- Stock risk
- Inventory exposure
- Planning time
- Response speed
Category and portfolio decisions
Operating challenge
Assortment, SKU, price-pack, innovation, and category decisions depend on information spread across sales, finance, market research, and operational systems.
Agentic workflow
Agents that assemble evidence, identify patterns, compare scenarios, maintain decision memory, and track whether decisions produced the expected result.
Measured through
- Decision cycle time
- Portfolio productivity
- SKU contribution
- Launch learning
- Category performance
Commercial and financial controls
Operating challenge
Claims, deductions, distributor balances, receivables, and trade-spend records require repetitive reconciliation across documents and systems.
Agentic workflow
Agents that match transactions, detect anomalies, apply commercial rules, prepare reconciliations, and escalate exceptions for approval.
Measured through
- Reconciliation time
- Leakage
- Dispute resolution
- Outstanding receivables
- Exception volume
Management reporting
Operating challenge
Experienced employees spend days collecting information and rebuilding weekly or monthly reports that describe the past without consistently driving action.
Agentic workflow
Agents that collect approved data, prepare commentary, identify material changes, assign follow-up actions, and track unresolved decisions.
Measured through
- Reporting time
- Data consistency
- Action completion
- Decision latency
- Management attention recovered
From pilot to group scale
One workflow can become a capability across the group.
A diversified FMCG group does not need one generic chatbot. Each company, category, channel, and function has its own processes, systems, data quality, and decision rights.
TiMiNa helps groups establish a shared agentic foundation while allowing workflows to reflect the reality of each operating company.
- Group layerHolding standards, governance, security, evaluation
- Operating companiesOperating companyOperating companyBusiness unit
- Workflow domainsCommercialMarketingSupplyFinanceWorkforce
- Agents and human approvalPlanning agentHuman approvalExecution agentHuman approvalReconciliation agent
Shared standards, local workflows
Establish common governance, security, logging, and evaluation standards while adapting workflows to each company and category.
Connect fragmented systems
Work across ERP, DMS, Excel, databases, documents, email, WhatsApp, Telegram, and internal applications without requiring an immediate system replacement.
Pilot in one operation
Start with one company, category, region, or workflow where value can be demonstrated with manageable risk.
Scale what proves itself
Reuse the architecture, guardrails, connectors, and learning across additional workflows and operating companies.
Workflow model
A promotion workflow, from decision to learning.
This model illustrates how several specialized agents can coordinate one end-to-end commercial process. The actual workflow, business rules, data sources, approvals, and success measures are configured around each organization.
Trade Promotion Planning Agentstage 1 of 6
A first promotion plan, assembled from what the business already knows.
Inputs used
Historical promotions, SKU performance, channel conditions, commercial priorities, available budget, inventory, and timing constraints.
Agent action
Prepares an initial promotion plan including mechanic, SKUs, target customers or outlets, budget, timing, and assumptions.
Human control
Trade marketing or commercial leadership reviews and adjusts the proposed plan.
Output produced
A structured promotion proposal ready for demand and financial evaluation.
NextForecast Agent
Measured through
- Planning time recovered
- Pre-commit visibility
- Execution compliance
- Claims reconciled
- Time to post-event learning
Illustrative workflow model. Actual impact is established against each organization's baseline.
Engagement model
An accountable company partner from discovery to production.
TiMiNa works company to company, with a defined scope, delivery ownership, governance model, implementation process, and handover plan. We work alongside business, data, technology, and operational teams to move from opportunity identification to a functioning workflow.
- 01
Opportunity map
Understand the process, systems, decisions, constraints, pain points, and available data. Rank opportunities by value, feasibility, risk, and organizational readiness.
- 02
Focused pilot
Build one narrow workflow using real business rules and an agreed data sample. Define the baseline and evaluation criteria before measuring impact.
- 03
Production workflow
Add integrations, permissions, guardrails, logging, human approvals, monitoring, documentation, and operational ownership.
- 04
Scale and transfer
Improve the workflow, expand its coverage, reuse the foundation across related processes, and transfer knowledge and ownership to the organization.
Start with one consequential workflow. Build the foundation for many.
Start with the work
Bring us one workflow that matters.
Start with a promotion cycle, demand-planning exception, distributor reconciliation, category decision, field-sales process, or management report. We will map how the work happens today, identify where an agentic workflow can create leverage, and define what a production-ready pilot would require.
Company-to-company engagements through TiMiNa B.V.
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