About Ismail
Engineer by training (École Centrale Paris), with 11 years of experience combining strategy consulting rigour and senior operational leadership in high-growth tech. Three years at L.E.K. Consulting, followed by 7 years at Shopee / Sea Limited across three successive mandates in Southeast Asia and Brazil
Track record of building operating models from scratch, identifying and capturing cost performance opportunities at scale, and delivering measurable results in complex, multi-entity environments. Equally credible in front of a board presenting a business case and on the ground implementing the operation
Core strengths: strategy, cost structure diagnosis and P&L turnaround, procurement renegotiation and benchmarking across multiple markets, organisational design and cross-functional governance, financial modelling, and deployment of data and AI systems in operational contexts
French
Native or bilingual
English
Native or bilingual
Arabic
Native or bilingual
Spanish
Conversational
Can work on-site
Paris (up to 50km)
Experience
- Boubbi.comEnd-to-end operational launch of a French DTC pet supplement brandE-COMMERCEJanuary 2026 - April 2026 (3 months)Paris, FranceComplete mission: turning an idea into a business that runs without the consultant. 12 workstreams delivered in parallel, from manufacturer sourcing in China to the Meta pixel on the product page.Key deliverables:•Sourcing — Benchmarked 64 manufacturers across 4 continents. Built a dual-factory strategy: European premium partner for the “Made in France” SKU + Gubeyka China (TRACES 2309PF001) for volume SKU. Avoided the competitor trap of single-sourcing from AASF Lemmer (NL).•Regulatory — 18-page compliance dossier covering 13 ingredients against 8 EU regulations and 5 French authorities (DGCCRF, DGAL, DDPP, ANMV, ANSES). Avoided 100k€+ in potential fines. Substituted 3 licensed brands with generic specs.•Pricing & margin architecture — 3-SKU portfolio, per-channel P&L (DTC, Amazon, vet, retail), subscribe-and-save logic, competitor benchmarking (Balto, Besti, SparklyPets).•Supply chain — Multi-supplier replenishment model arbitrating EU speed vs. Asia cost. Safety stock calibrated per SKU, container cadence, pilot dashboard.•Import process — Documented China→France pipeline: 8 documents per shipment, 5 border checkpoints (TRACES-NT, CHED-P, BCP), freight forwarder SOP. 10-page operator guide.•Fulfillment — 3PL selection (People’s Post), SLA contracts, Shopify integration, picking/packing SOPs.•CRM stack — Klaviyo + Gorgias deployed. Automated flows (welcome, abandoned cart, post-purchase, win-back), cohort segmentation, LTV/CAC modeling, referral program, GDPR-compliant consent architecture.•Paid media — Meta + TikTok Shop + Google Ads setup with Conversions API, server-side tracking, creative testing framework (AIDA, 8–12 angles/month), DGCCRF-compliant ad copy library.•Distribution — Channel playbooks for vets, breeders, trainers, shelters, and pet retailers (Maxi Zoo, Animalis, Truffaut).•Team — Recruited operational hires, trained on regulatory framework, documented all processes, planned handover.
- Oasis LivinCo-FounderHOSPITALITYApril 2025 - April 2026 (1 year)Paris, FranceCo-founded Oasis Livin, a hospitality venture building Morocco's first lifestyle hotel chain - design-driven serviced apartmentsat an accessible price, paired with an end-to-end property investment product structured under the RIPT legal framework.• Strategic case: Sized the Moroccan tourism opportunity and identified the underserved Millennial & Young Professional segment -20-30% of demand served by only 6-10% of capacity.• First project - 1394 Marrakech Gueliz: Secured a 1,394 m² plot in Gueliz for a ~104M MAD development combining a 60-key hotel anda 40-unit RIPT residence - structured with 27M MAD equity, ~68M MAD debt, and ~9M MAD off-plan sales. Raised $1M (10M MAD)• Legal and financial structuring: Designed a three-SARL architecture separating development, hotel operations, and RIPT residentialmanagement - delivering an 8-year IRR of 27% for investors and a hotel asset valued at ~100M MAD on exit.
- ShopeeHead of Seller OperationsE-COMMERCEJune 2023 - March 2025 (1 year and 9 months)Bangkok Noi, ThailandFive operational domains - 50+ people team, reporting to Country HeadLed Thailand Seller Operations. Established Shopee Thailand as the delivery speed leader versus competitors and improved Buyer Wait Time by 0.5 days.Rebuilt seller quality and buyer experience standards across fulfilment, returns, and seller governance.• Delivery Speed: Designed and launched the Fast Shipping Programme to achieve Buyer Wait Time (BWT) leadership in the market.Built the investment case and secured $2M/month in commission-waiver budget approval. Pivoted mid-execution from individualseller pitching to Enablers, Fulfilment Centres and CB warehouses to scale faster, reaching 5k sellers and improving platform BWT by 0.5 days• Preferred Seller Programme: Re-designed PS / PS+ criteria, thresholds and benefits across 30k+ sellers contributing 48% of ordersaligning the badge with the new buyer experience standards. Introduced Same-Day Handover and chat response metrics,tightened NFR/LSR/CRR, separated the PS+ badge with its own visual identity, and reinforced visibility and ads benefits• Seller Policies & Governance: Sequenced a carrot-then-stick 2024 policy architecture, tightening LSR/NFR thresholdsvalidated by seller interviews and data simulations. Integrated chat compliance (CRR/CRT) into the seller penalty frameworkfor the first time, eliminating a long-standing loophole where unresponsive sellers faced no consequence• Return & Refund: Restructured Shopee Guarantee to decouple seller payout timing from buyer return windows, shortening sellerpayout from 7 to 3 days while extending the buyer return window from 3 to 7 days. Expanded buyer auto-refund coverage from 30%to 50% of cases to clear routine disputes without agent involvement, bringing end-to-end return resolution down by 1.3 days• Fulfilment by Shopee: Designed and implemented the warehouse scale-up plan, scaling from 20k to 120k daily orders (6x)while bringing cost-per-order down by $0.22
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Education
- Master of ScienceECOLE CENTRALE PARISÉcole Centrale Paris - Master of Science (M.Sc.), Mathematics & Energy
- Escola PolitécnicaFederal University of Rio de JaneiroEscola Politécnica