Dubai, United Arab Emirates
I help bakery operators, retailers, and industry partners build profitable, scalable bakery operations across the Middle East & Africa. My focus is not just equipment. It is turning bakery concepts into commercially successful operations — from market entry and equipment strategy to rollout execution, partner development, and long-term scaling. As CEO of CoBa MEA, I am building a regional platform for premium bakery solutions, connecting high-performance European technology with the commercial and operational realities of MEA markets. My work focuses on: • retail bakery concepts • industrial bakery equipment • rollout and expansion projects • dealer and partner development • go-to-market strategy in MEA • operational scaling and performance With over a decade of international experience across the Middle East, Asia Pacific, and Africa, I work at the intersection of engineering quality, market reality, and commercial execution. I share insights on bakery growth, rollout strategy, equipment decisions, and what actually works in MEA markets. If you are building, expanding, or optimizing bakery operations in the region, let’s connect.
CEO | CoBa MEA Building a regional bakery platform focused on premium equipment, retail bakery concepts, project rollout, partner development, and profitable market growth across the Middle East & Africa. - Market development across MEA - Rollout of bakery equipment and concepts - Strategic partnerships and dealer network expansion - Commercial execution for scalable bakery operations - Bridging European manufacturing quality with regional market needs
We know what bakers need: we have been developing ovens of the highest quality for over 100 years. Our ovens stand for energy efficiency, reliability and varied possibilities for application and combination. In recognition of the high standards expected by modern consumers of bread and pastry in the international market, DEBAG has expanded its business beyond the traditional bakery trade to include food retailers, the catering/hospitality industry and service stations. DEBAG operates worldwide – and now also in the Middle East. DEBAG Deutsche Backofenbau GmbH is a company of the WIKOTOOL GROUP
• Development / integration of a CRM system • Export dealer development, worldwide • Renewal of the internal export structure • Creation and compliance of dealer contracts • Application of new technologies - Web tracking - 3D Project Draft Printing - VSight Remote Software for Sales and Service Activities • Internal training, topic: "Conversation rate" • Leading the complete export department • Project Management • Observation of market innovations • Team Member "New Technology"
Development / integration of an Export CRM system • Export distributor development, worldwide • Sales trainings to distributors
Distribution of education and training seminars.