Expand MENA Overview
History
Expand MENA was born out of a deep understanding of the challenges that international brands face when entering the Middle East markets. Founded by Makram Haidar, a seasoned marketing professional with over 24 years of experience in the region, eXpand MENA is built on the belief that successful market entry and expansion require not only expertise but also a trusted local partner who can work closely with distributors
After working with some of the world’s leading brands and witnessing the potential for growth in the Middle East markets, Makram recognized the need for a firm that champions transparency, advocacy, and clarity. With this vision, Expand MENA was launched to bridge the gap between ambitious companies and brand owners from regions like Southeast Asia, Europe and the Americas and the dynamic markets of the Middle East.
We may be a young company, but our foundation is built on years of experience, strong regional relationships, and a commitment to helping brands thrive. At Expand MENA, we’re here to connect brands with new markets and create sustainable growth opportunities in this region.
About Us
At Expand MENA, we are dedicated to bridging the gap between international brands and the vibrant markets through representing international brands in the middle east. With a focus on transparency, advocacy, and strategic growth, our mission is to ensure that brand owners from around the world, achieve their full potential in this dynamic region.
Our services go beyond representation—we provide comprehensive support from market entry strategy to contract negotiations, and accompany your brands in the market ,all tailored to your business objectives.
At Expand MENA, we believe that meaningful connections and sustainable growth drive successful market expansion. We’re here to simplify the journey, connect brands to new opportunities, grow your brands, expand your markets and make a lasting impact in the UAE Middle East markets. All this is done through and dedication and work closely with distributors
Our Promise: Connecting Brands, Expanding Markets.
About The Founder
With over two decades of experience in brand marketing and trade strategy across the GCC, I bring a wealth of expertise in building, launching, and growing brands in highly competitive markets and most important work closely with distributors . My journey began with Philip Morris, where I honed my skills in marketing, trade marketing, consumer engagement, and brand activation. Working on global icons such as Marlboro, L&M, Merit, and Parliament, I gained invaluable insights into managing and expanding leading brands in the GCC.
My career then led me to Masafi, where I managed the marketing efforts for one of the region’s most trusted water brands. My branding work has helped shape the identity that Masafi carries to this day. At National Food Products Company, I established the Trade Marketing department and worked across brands like Lacnor Juices, Milco Dairy, and Oasis Water, setting a foundation for effective trade initiatives and consumer-focused strategies.
At United Foods Company, a leading 600 million AED organization, I led the marketing team, crafting and executing strategies that fueled substantial growth. I also expanded the company’s distribution arm, playing a pivotal role in developing international brands like Mondelez’s ice cream range, Nestlé’s ice cream range, and Flying Goose Sriracha Sauce. Moreover I was representing international brands in the middle east. As well, I spearheaded brand strategy and execution for Aseel, Nawar, and Mumtaz, solidifying United Foods’ presence and influence across the region.