Raya Ayadi

About

Strategic marketing leader with 17+ years of experience driving brand growth and purpose-led strategies across EMEA. Proven success leading diverse teams and strengthening equity for iconic FMCG brands at Beiersdorf, Henkel, and Unilever. Passionate about inspiring people, building purposeful brands, and delivering sustainable business impact.

Experience

• Beiersdorf (Hybrid)
  • Senior Brand Manager Health Care BNL & Regional Projects Manager HC EUNA
    Apr 2026 - Present · 3 mos

  • Senior brand manager Health Care BNL & Social mission manager EUNA
    Apr 2025 - Apr 2026 · 1 yr 1 mo

    Country: Senior brand manager Belgium & The Netherlands - Hansaplast Regional: Social mission manager Europe & North America First aid training

  • Senior Brand Manager Health Care Belgium & Social mission manager EUNA
    Sep 2024 - Apr 2025 · 8 mos

    Country: Senior brand manager Belgium - Hansaplast Regional: Social mission manager Europe & North America First aid training

• Senior analytical consultant at NielsenIQ
  Mar 2023 - Jun 2023 · 4 mos

• Henkel (Full-time · 6 yrs 6 mos)
  • Senior Brand Manager Laundry
    Oct 2020 - Mar 2023 · 2 yrs 6 mos

    Currently : Persil, Le Chat, Dixan & Eau Ecarlate / Silan FFI for 1 year - Marketing strategy: pricing sizing, sampling (penetration), repositioning - Budget management - Campaign briefings & implementation: social media, influencer marketing - Market research - Nielsen & GFK data analysis - Financials: profitability, business case for innovations & P&L

  • Category manager Laundry & Trade marketing manager
    Jun 2019 - Sep 2020 · 1 yr 4 mos

    Brands : Nadhif (Persil), Dixan & Fino (X-tra) Brand management & trade marketing - Instore point of sales material - Instore activation - Budget management - Marketing plan implementation

  • Brand manager HS Laundry
    Jun 2017 - May 2019 · 2 yrs

    Brands: Nadhif (Persil), X-tra Fino handwash powder - Digital champion / expert for the laundry & home care department - Consumer insights - Internal data analysis: sell in - Promotion strategy

• Brand Manager Oral , Skin cleansing & skin care (Tunisia & Libya) at Unilever
  Jan 2015 - Oct 2016 · 1 yr 10 mos

  Brands: Signal, Close up, Dove, Axe, Lux, Vaseline, Ponds, Sunsilk, Rexona, Clear (hair care & deo) - Assets adaptation (TVC & social media posts) - Instore activations - Budget management - Innovations

• Communication & events coordinator North & West Africa at Merck Serono
  Jan 2014 - Dec 2014 · 1 yr

  Regional position - Support for marketing department - Develop KOL material - Press releach writing - Press conferences & office opening (events)