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EXECUTIVE APPOINTMENTS

Lauren Filen named Customer Director for Africa at Advantage Group

By our News Team | 2023

Strong experience in the FMCG sector sets up experienced marketer and business executive for senior pan-African role.

Advantage Group International, the Canadian-based specialist in B2B relationship building with offices in 49 countries, has announced the appointment of Lauren Filen as Customer Director for Africa.

In this role, she will be responsible for retailer engagement and coverage, market revenue growth and key account management across the continent.

Executive Appointments

Photo credit: Pexels

Based in Johannesburg, Filen has over 30 years of experience across innovation, logistics, sales, marketing and general management in the FMCG sector.

During this time, she has led small, medium and large businesses in leadership roles, including holding the title of chief executive officer at several companies.

During her tenure at PepsiCo, Filen was the first woman and first South African to lead the Simba snacks business as CEO. She then became CEO of IFFCO, an FMCG conglomerate based in Dubai.

In 2018, Filen started Baobab Nutritional Brands, which involved significant investment in a greenfield manufacturing site and, most recently, she served as Commercial Director for The Natures Choice Group, a wholefoods specialist. 

Broad-based experience gives her a specialised understanding

According to a media statement from Advantage Group, this broad-based experience gives her a specialised understanding of the challenges affecting businesses in the FMCG, retail, distribution and manufacturing industries.

She has expertise in the private later arena and has worked with major retail chains such as Woolworths, Pick n Pay, Shoprite, Spar and Clicks.

“In the highly competitive and challenging business environment we find ourselves in, partnering and communicating better is essential to drive competitive advantage, and Advantage Group facilitates and drives these partnerships,” Filen says.

Comments Dylan Piatti, Managing Director for Advantage Group Africa: “I have no doubt that Lauren will be able to channel her expertise and experience into accelerating customer development in Africa. We are all excited to have someone with her expertise, people skills and business acumen on our team.”

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