Working at Weber put me directly between technical food technology, commercial teams and the people actually making buying decisions.

My role mixed sales and marketing rather than treating them as separate functions. I worked with food manufacturers and distributors across Europe and MEA, translating technical topics like shelf life, yield and production costs into business decisions people could act on.

A large part of the work was building demand and then staying close enough to see what happened next. LinkedIn campaigns generated 300 qualified leads, tracked through the CRM and handed to sales with the context behind each opportunity.

I also worked on reactivating dormant distributor relationships. Workshops, training, webinars, sales enablement and structured follow-up helped bring more than 30 inactive distributors back into conversation.

At the same time, I was responsible for much of the digital side — SEO, AEO, GEO, LinkedIn and Google Ads, website content and updates — while managing key accounts in fresh produce, bakery and ready meals.

And then there was the physical side of B2B marketing: more than 14 international trade shows a year, including FIE, Gulfood, IBA, IBIE and Fruit Attraction.