Can you share your career journey and what brought you to lead Cotecna’s business across the Middle East?
My journey has been shaped by curiosity and responsibility. I started early working for French Telecom providing long distance video conference solutions through Cisco Telepresence in Europe (2009- so it was a big thing then). Later, I transitioned my career to a British multinational, stepping into the dynamic world of quality assurance and compliance. What truly fascinated me was how seemingly small decisions—whether in standards, processes, or audits—could ripple across global supply chains, influencing trade, consumer trust, and corporate reputation. This experience broadened my perspective, teaching me that quality is not just a metric but a strategic pillar for international business.
In 2012, I made a pivotal move to Dubai, a hub for global commerce and innovation. Over the years, I have navigated diverse B2B markets, built cross-border partnerships, and driven initiatives that bridge compliance with commercial growth. Each chapter reinforced my belief that adaptability and foresight are key in shaping sustainable business practices in an ever-evolving global economy
Currently, I lead Cotecna across multiple countries in Middle East, where my passion lies in tackling complex challenges, delivering measurable value to clients, and fostering high-performing teams. The role continues to be dynamic and rewarding, as it combines strategic problem-solving with building strong partnerships and driving operational excellence.
Cotecna is expanding its technical footprint in the Middle East. What is driving this growth?
Cotecna’s expansion in the Middle East is driven by a combination of regional economic diversification, regulatory tightening, technologies and innovation and surging trade volumes. The Gulf Cooperation Council (GCC) economies are investing heavily in non-oil sectors, infrastructure, and advanced manufacturing under initiatives like Saudi Vision 2030, UAE Vision 2031 & Oman Vision 2040 which has created a significant demand for Testing, Inspection and Certification (TIC) services.
According to recent market studies, the Middle East and Africa TIC market is projected to grow from USD 14.5 billion in 2025 to over USD 22 billion by 2033, at a CAGR of nearly 4.9%.
Several factors underpin Cotecna’s growth strategy:
- Regulatory Compliance & Safety Standards: Governments across the GCC are enforcing stricter quality and safety regulations for imports, consumer goods, and industrial projects. This has increased demand for Verification of Conformity (VoC) programs and accredited laboratories.
- Trade Expansion: GCC trade volumes remain robust, with UAE exports surpassing USD 570 billion and imports at USD 470 billion in 2023. Every shipment requires compliance checks, driving the need for advanced inspection and certification services.
- Sectoral Growth: High-growth sectors such as agriculture, food safety, pharmaceuticals, and energy transition minerals require specialized testing and inspection capabilities. Cotecna’s expertise in these areas positions it as a trusted partner for regional and global supply chains.
Cotecna firmly believes in investing in laboratories, new business units, improving its capabilities and digital tools to support this evolution.
You oversee a multimillion-franc portfolio across several countries. What’s your approach to managing such diverse markets?
Managing a multimillion-franc portfolio across diverse markets requires a balance of global consistency and local adaptability. It starts with adaptability. Regulations, cultural nuances, and economic cycles vary widely, so a one-size-fits-all approach simply doesn’t work.
My synergetic approach is built on three pillars:
- Data-Driven Decision Making – What gets measured gets managed. – I rely on robust analytics to track performance, compliance, and market trends. According to research, companies that leverage advanced analytics see 15–20% higher ROI compared to those that don’t.
- Local Market Intelligence with Global Standards – Each country in GCC has unique regulatory, cultural, and economic dynamics. I ensure global regulatory & compliance frameworks are maintained while adapting strategies to local realities.
- Risk Diversification and Continuous Engagement – “Don’t put all your eggs in one basket.” By diversifying across multiple business or commodities and regions, we mitigate geopolitical and economic risks.
Ultimately, my philosophy is: “Think global, act local.” This means maintaining Cotecna’s core values and standards while empowering regional teams to execute strategies tailored to their markets.
Tell us about ‘The Cotecna Way’ or its core values?
The TIC (Testing, Inspection & Certification) industry is evolving rapidly. According to the TIC Council, independent assurance is now a cornerstone of consumer trust and sustainability reporting worldwide. In fact, 89% of companies with robust compliance programs report fewer violations, and 61% see compliance as a driver of customer trust.
For me, “The Cotecna Way” is more than a slogan—it’s the guiding philosophy that defines how we operate, innovate, and deliver value globally. It represents a shared language, culture and vision that inspires our teams and sets us apart in the Testing, Inspection, and Certification (TIC) industry.
At its core, The Cotecna Way revolves around three dimensions—Dream, Dare, and Deliver:
- Dream: We aspire to be the essential partner for compliance and quality assurance, leveraging technical expertise and innovation to help clients thrive in a rapidly changing world.
- Dare: We challenge conventions, take calculated risks, and design tailored solutions for complex supply chains.
- Deliver: Our credibility lies in execution—meeting customer promises with agility and precision.
This philosophy is implemented through three strategic pillars:
- People-Driven – Empowering our 8,100+ employees across 50 countries to act with passion and accountability.
- Customer-Centric – Building trust through responsiveness and proximity, ensuring clients meet international standards seamlessly.
- Positive Impact – Committing to sustainability and social responsibility in every market we serve.
Our values—Act with Passion, Care About People, Be Accountable, Communicate Openly, and Make It Happen—are embedded in every decision and interaction. By embracing The Cotecna Way, we ensure that our clients not only meet regulatory standards but also gain a competitive edge in global markets. It’s about creating trust for a moving world—a promise that combines technical excellence with human values.
With multiple teams under your leadership, how do you build culture and performance together?
I still remember a moment early in my leadership journey: multiple teams/business units spread across multiple offices in different countries, and one big challenge—how do you make people feel connected when they’ve never met in person? That question shaped my entire approach to leadership.
For me, culture isn’t a slogan on the wall—it’s the feeling people get when they start their day. It’s the trust that their voice matters, and the clarity that their work has purpose. When you lead multiple teams, you quickly learn that performance without culture is short-lived, and culture without performance is just good intentions.
People don’t wake up motivated by KPIs—they wake up motivated by meaning. Gallup research shows that employees who feel connected to their company’s purpose are 4.6 times more engaged. At Cotecna, we make sure every team understands how their work contributes to safer trade and global compliance. When people see the bigger picture, they bring their best selves to work.
Further I strongly believe in Recognition, Data driven performance management & providing an environment to foster openness & agility.
Cotecna works with high-stakes government programs in GCC & Africa. How do you ensure compliance and quality?
At Cotecna, we have dedicated contract managers and quality teams who stay up to date on every technical regulation, upcoming notification, and procedural change. Further our leadership team in Geneva is regularly engaging in Government Relationship and driving Contract Management team to constantly evolve to new regulations & markets. This isn’t passive monitoring—it’s proactive engagement. Our teams track updates through official portals, meeting with standard bodies or regulatory authorities and liaise directly with authorities to ensure zero compliance gaps. We invest in continuous training for our teams and partners, ensuring they understand not just the “what” but the “why” behind regulations. This builds a culture of accountability and integrity.
We apply ISO standards i.e. ISO 17020 and ISO 17065 for inspection and certification, combined with risk-based sampling. We leverage AI-driven document validation (DocAI), traceability solutions, and IoT-enabled inspection tools to leverage technology as an enabler in today’s dynamic market.
We treat compliance as culture, not checkboxes. Training, governance, internal controls, and transparent communication form our backbone.
What exciting trends do you see shaping the testing, inspection and certification industry in the next 5 years?
Testing, Inspection & Certification (TIC) industry is on the brink of a tech-driven revolution that’s going to make compliance smarter, faster, and greener.
First up: Artificial Intelligence. AI is stepping in as the ultimate quality inspector. Imagine systems that can spot microscopic defects before they become big problems. McKinsey reports that AI-driven inspections can cut error rates by up to 90%—that’s not just efficiency, that’s peace of mind.
Then there’s IoT and real-time monitoring. Sensors embedded in equipment and supply chains are giving us live data on everything from temperature to stress levels. For food safety, this means freshness guaranteed from farm to fork. For heavy industry, it means fewer surprises and safer operations.
Digital transformation is another big wave. Remote audits, blockchain-backed certificates, and cloud platforms are making compliance faster and more transparent.
Sustainability is the game-changer. ESG-driven certifications are no longer optional—they’re becoming the gold standard. With regulations like the EU’s CSRD, companies will need third-party certification to prove they’re walking the talk on carbon neutrality and ethical sourcing.
And let’s not forget cybersecurity. As factories and supply chains go digital, TIC providers are stepping in to certify cyber resilience. Because in a connected world, safety isn’t just physical—it’s digital too.
