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Wilfried Assi

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Biography

“His life’s mission is to develop talent. He graduated from HEC Paris in 2024 and from ESCA in 2008 with Masters degrees in management. He is also triple certified by HEC Paris in marketing & digital strategy, innovation & leadership and management of a strategic unit. He has 18 years’ professional experience, both internationally and locally. In 2009, he was one of 37 high-potential young African graduates, selected from 30,000 applications, to be recruited by the Unilever group (€50 billion turnover and world number 1 in FMCG talent incubation according to the 2018 Harvard Business Review). Later, he was one of the TOP 30 managers of the multinational Friesland Campina (€12 billion turnover) in Africa. He has held the positions of Director of Strategic Initiatives – Vlisco Group (Vlisco – Uniwax – Woodin – GTP), Director of Marketing, Communication, Claims & Customer Satisfaction – Banque de l’Habitat de Côte d’Ivoire (BHCI), Global Marketing Director / SVP – Lead Transformation – TRACE Group, Marketing Director for West and Central Africa at FrieslandCampina, Regional Marketing Manager at Unilever Africa, Strategic Assistant to Africa Marketing VP, Young Talent at Unilever West Africa. Today, he is the founder of Mentor Afro, a trainer at the French Red Cross, a professor of MBAs and Masters Bachelors at business schools in Paris, and a professor of leadership development at the FHB University in Abidjan. Through Mentor Afro, he hopes to replicate for more Africans the development programmes that trained him and opened the doors to an international career, despite the demanding and competitive environments he faced.

 

Professional achievements :

  • Achieved the commitment of 1,400 African designers by 2022, compared with 700 in 2019 for the Vlisco Fashion Fund (2022).

  • Achieved 82% and 92% employee engagement post a liquidity crisis and successfully redefined the Values, Vision and Mission of BANQUE DE L’HABITAT DE CÔTE D’IVOIRE (2021).

  • Successfully redefined the Mission of the TRACE group and launched 4 TRACE TV channels in the UK – TRACE (2019).

  • Successfully delivered ~Zero rebus vs the rebranding of the Bonnet Rouge and Bonnet Bleu brand with 41 references, in 16 European and African countries, from 6 different production hubs – Friesland Campina(2019).

  • Moving the Bonnet Rouge/milk powder brand from position #5 to position #2 in 4 years – Friesland Campina (2015-2019).

  • Doubled the size of the Peak dairy brand in Ghana in 1 year – Friesland Campina Africa(2016).

  • Successfully launched Knorr bouillon brand in Ethiopia and quadrupled sales targets(2013).

  • Successful pan-African handwashing campaign reaching 6.4 million children directly vs. target of 2 million – Unilever (2012).

  • Successfully launched Lifebuoy and Knorr brands in Ethiopia and quadrupled sales forecasts – Unilever Africa (2012).

  • Developed a guide to changing consumer habits in Africa – Unilever Africa (2012).

  • Influenced the organisation to strengthen the Signal toothpaste formula from Cameroon for countries in the Maghreb, Middle East & Africa – Unilever Africa (2011).

  • Managed to stabilise the fall in sales of Maximousse and Fanico soaps in Côte d’Ivoire – Unilever West Africa (2009).

     

Sujets traités

Awards and distinctions

  • 2023: Ranked 32nd among the top 100 leaders and entrepreneurs in French-speaking Africa on social media by the French institute FAVIKON.

  • 2023: Voted LinkedIn Influencer of the Year with nearly 17,000 votes (58% of votes). The runner-up received 6,000 votes.

  • 2021 : Award for contribution to the mission to safeguard the operations of the Banque de l’Habitat de Côte d’Ivoire.

  • 2021 : ESCA Gold Award for actions of excellence and leadership.

  • 2017: Employee of the Quarter Q4-2017 at FrieslandCampina Africa for resilience and performance.

  • 2017: Global Award at FrieslandCampina for the successful launch of ‘Peak Green’ dairy products in Ghana, doubling market share.

  • 2016 : Global Responsibility Award at FrieslandCampina for the successful transfer of milk production from the Netherlands to Côte d’Ivoire.

  • 2012: Unilever Global Silver Medal for the impact and synchronised supervision of the hand-washing campaign (with soap and water) in 11 African countries.

     

READY to do Great Things?

My programmes
Programme Hp Lv

Programme "High Potential"

With Wilfried ASSI
900
  • 1 individual interview every month for 6 months.
  • 1 individual interview per month for 6 months.
  • Networking and collaboration via the Mentor Afro community for 1 year.
  • 1-year access to 12 videos + leadership tools
  • Click on "Register" for more details on the topics covered.
Programme Mentoring Individuel

Mentoring Individuel

With Wilfried ASSI
500
  • 1 individual interview every 3 months for 1 year.
  • Networking and collaboration via the MentorAfro community for 1 year.
  • 1-year access to 24 videos + leadership tools.
  • Click on "Register" for more details on the topics covered.
Programme Bons Managers

Bons Managers

With Wilfried ASSI
200
  • 1 individual interview.
  • Networking and collaboration via the Mentor Afro community for 1 year.
  • 1-year access to 12 videos + leadership tools.
  • Click on "Register" for more details on the topics covered.
White Soft And Simple Coaching Instagram Post (3)

Coaching Marketing

With Wilfried ASSI
600 6 month
  • 1 strategic support package for a project of your choice for 6 months.
  • Networking and collaboration via the MentorAfro community for 1 year.
  • 1-year access to 12 videos + marketing tools.
  • Click on "Register" for more details on the topics covered.