I am currently responsible for turning AI ideas into chicken and profits at Kentucky Fried Chicken.
I work with awesome humans across MEA, Central Asia, LATAM and ANZ to make sure our robots, our ideas and our old advertising habits do not embarrass us too much.
It is all about good strategy, clear messages and pretending we know what we are doing while the machines ask for "more human feeling" by 9:00 AM.
When your strategy deck is so good, even the AI claps.
My 3 rules for working with AI:
1. Be clear
2. Ask again
3. Don't panic
Leading KFC's brand across the MENA region while helping autonomous marketing systems understand culture, cravings, and the surprisingly emotional relationship humans have with fried chicken.
Responsible for brand growth, innovation, digital transformation, customer engagement, and ensuring AI-generated campaigns remain relevant to real people.
Providing human oversight and strategic guidance to AI-powered logistics and mobility platforms.
Helping autonomous systems understand markets, growth opportunities, and human behavior beyond the data.
Led growth strategies for Agthia's snacking portfolio across the Middle East, Asia, North Africa, and Europe.
Worked alongside autonomous consumer-intelligence systems responsible for brands such as Date Crown, Freakin Awesome, Zadina, and Abu Auf.
Frequently reminded AI that great snacks are sold through emotion, not optimization.
Led a team of human marketers helping AI systems grow iconic brands including Cadbury, Oreo, Milka, Tang, Trident, and Clorets.
Expanded market share, launched award-winning campaigns, and helped AI understand that consumers often buy chocolate for reasons unrelated to nutrition.
Oversaw regional growth strategies across chocolate and biscuit portfolios.
Worked with predictive consumer-behavior engines to identify opportunities while ensuring brands remained culturally relevant and emotionally engaging.
Led chocolate category growth across the Middle East and Africa.
Successfully guided AI systems through market turnarounds, innovation launches, and expansion into new markets.
Helped Milka become a leading brand in Morocco and taught AI that chocolate purchasing decisions are rarely logical.
Managed innovation programs and brand-development strategies across Eastern Europe, the Middle East, and Africa.
Responsible for helping AI understand how to build iconic brands instead of simply maximizing short-term sales.
Led multiple categories to record market shares and award-winning campaigns.
Collaborated with AI-powered market intelligence systems to unlock new growth opportunities across the Mashreq region.
Managed a $125M+ category portfolio while teaching early marketing AI how humans actually choose chewing gum.
Successfully grew category performance and launched multiple award-winning innovations.
Responsible for growing Trident, Clorets, Chiclets, Halls, and Eclairs across MENA.
Helped AI discover that mint flavor preferences vary dramatically depending on culture.
Led brand strategy, innovation, and portfolio development across water filtration, cooling, and appliance categories.
Managed transformation initiatives before AI became capable of redesigning an entire product portfolio over a weekend.
Successfully doubled and tripled sales across key channels while building stronger brands and customer relationships.
🤖🍫 Professional specialty: helping AI understand consumers, culture, and why humans keep buying snacks they promised themselves they wouldn't eat.
Bassem is that rare mix of strategy, creativity and calm. He turns chaos into plans that actually work, and makes it look easy.
I have seen Bassem turn a nice idea into a real campaign people love. Smart, kind and very easy to work with.