Reflecting on an Incredible Journey at Allurion Technologies leading the MEA Region

As December draws to a close, so does my tenure with Allurion Technologies . Over the past six years, I have had the privilege of leading and contributing to an extraordinary journey of growth and innovation in the #MEA region. This chapter has been nothing short of transformative, both for the business and for me personally, and it is with immense gratitude and pride that I look back on what we’ve achieved together.

Milestones of Growth and Excellence

When I joined Allurion Technologies in December 2018 as Regional Direct MEA, the MEA region contributed $2.3M to the company’s revenue. By the end of 2022, prior to the Allurion challenges faced in 2023, the MEA region achieved an extraordinary 10x growth, reaching nearly $25M in annual revenue. The MEA region consistently accounted for 27% to 44% of global revenue, firmly establishing itself as the top-performing region, surpassing LATAM, Europe, and APAC.

This success was amplified by the efficiency and productivity of the MEA team. Revenue per FTE and units sold per FTE consistently ranked as the highest globally, setting a benchmark for performance across the organization.

This remarkable journey was built on a foundation of strategic vision, relentless execution, and most importantly, #teamwork. I am profoundly grateful to our #MEA commercial team—a true “A-Team”—whose professionalism, accountability, and unwavering dedication turned vision into reality. Their efforts not only drove outstanding results but also exemplified what can be achieved when commitment and collaboration align with a shared purpose.

People at the Heart of Success

As a leader in #Healthcare / #MedTech, I have always placed people at the heart of everything - Patients, Team, The broader organization people, and Customers, in that order. The MEA team truly embodied this philosophy, showcasing an unwavering dedication to our mission and values. One of the most rewarding aspects of our journey was witnessing the MEA region emerge as the top performer in advancing its commercial teams to senior roles, a testament to the growth, excellence, and dedication of our people, as well as my commitment to recognizing and fostering team development. I would like to highlight the remarkable growth and contributions of several team members:

I want to highlight the incredible #growth and contributions of several team members:

• Saleem Mustafa : Starting as a UAE Business Development Manager, you progressed to Strategic Account Manager, then to Partner Manager, and ultimately stepped into my role as MEA Director. Thank you, Saleem, for your incredible efforts and for embracing and building upon the insights and guidance I’ve shared with you over the years. Your dedication, growth, and unwavering commitment make you a true star.
• Medhat Nabil : Starting as a UAE Business Development Manager, you advanced to Strategic Account Manager, then to Clinical Excellence Director, and ultimately to National Country Manager. Medhat, your dedication to success, ability to think outside the box, and adaptability to new business ideas are truly remarkable. You are an incredible leader and a driving force behind our achievements.
• Asma Harbaoui : Starting as UAE Business Development Manager, then advancing to Strategic Account Manager, and ultimately to Partner Manager/National Country Manager in KSA, your journey reflects incredible tenacity and professionalism. Thank you for your unwavering dedication and all your outstanding efforts, Asma.
• Izzet Cinar : My true number one hero at Allurion. Izzet, without your exceptional leadership, Turkey would never have become the top-performing market for Allurion two years in a row. Together, we built Turkey from the ground up, taking it from zero to hero in just under three years. I regret that I was unable to give you the title you truly deserved, but company policies sometimes get in the way. Izzet, you are a true leader and a champion of Allurion, and I am grateful for everything you've contributed.
• Marwa Bejaoui : As a UAE market leader, you quickly excelled from 0 to hero. Your exceptional drive and strategic approach enabled you to generate in-country sales that outperformed peers in other established global economy markets like the UK and Spain. Your remarkable growth journey is a testament to your resilience, adaptability, and commitment to success.
• Kerem Zeytin : I am constantly impressed by your business analytics and skills. Your work was instrumental in benchmarking our Turkey go-to-market strategy and customer segmentation, as well as developing the dashboards and KPIs that have been key to our success. Your contributions were invaluable in shaping our approach.
• Abdullah Alkılıç As the newest addition to the team in Turkey, your passion and drive have been remarkable. I admire your fearlessness and how you embraced every target with a “can-do” attitude. Your positive energy and enthusiasm were truly motivating and fueled our momentum. Thank you for your outstanding contributions!
• Meera Abukeer was instrumental in driving Allurion’s digital demand and regional visibility in the MEA. She educated customers on creating impactful digital campaigns, maximizing ROI, and successfully planned and executed regional workshops and educational events that significantly boosted Allurion’s exposure.

Innovating for the Future

During my tenure at Allurion, I led several transformative initiatives that have shaped the company’s growth trajectory:

• Co-op Marketing: Launched customer-centric marketing initiatives to enhance local engagement and strengthen partnerships.
• Hybrid Distribution Model: Piloted in the UAE and Turkey, this model optimized efficiency and set a global standard.
• Distributor Dashboards and KPIs: Established metrics to streamline performance and accountability.
• Digital-to-consumer (DTC) campaigns - Lead the design and execution of (DTC) campaigns aimed at driving patient engagement and maximizing ROI.
• Market Expansion: Expanded operations to 20 new countries, including South Africa, Iraq, Lebanon, and Pakistan, broadening Allurion’s global footprint.
• Revamped #Go-to-Market Strategies: Revitalized underperforming markets like Saudi Arabia and India, achieving significant turnarounds.
• Digital Mobile App adoption - Led regional initiatives to enhance patient & HCP engagement through Allurion’s digital mobile app & VCS, improving communication between patients and healthcare providers while supporting adherence to treatment plans.
• Medtronic-Allurion Pilot Project: Successfully led a collaborative pilot in Turkey to explore synergies in the medical weight loss segment.

Each initiative was executed with precision and a focus on sustainable growth, ensuring a lasting impact for the region and beyond.

A Thank You to Allurion’s

I want to extend my heartfelt gratitude to Benoit Chardon for entrusting me with the vision and strategy for the MEA region. Your guidance, trust, and the collaborative brainstorming sessions we shared were instrumental in laying the foundation for the region’s remarkable success. Your leadership inspired me and the team to push boundaries and achieve results we once thought unattainable.

A special thank you to Javier Ibañez for your steadfast #leadership of the Allurion commercial organization. Your ability to align the commercial team on quarterly targets and drive execution towards achieving—and often exceeding—our budgets set a gold standard for operational excellence. Your strategic focus and dedication to the company's broader vision have been pivotal in fostering a culture of high performance across regions.

Thank you Safa Bouhaoual Pharmacy Ph.D , for all your #regulatory support, which allowed us to successfully enter more than 20 countries. Your dedication and expertise were instrumental in driving our regional expansion.

James Pattinson thank you for your relentless efforts in maximizing our digital #ROI across the #MEA region. Your #leadership and your team’s dedication significantly elevated the visibility and impact of the Allurion program within the region.

Mounia INOUGHI for expertly managing digital to consumer campaigns DTC, focusing on maximizing patient conversions and optimizing ROI, which contributed significantly to Allurion’s consumer engagement and business growth in UAE & Turkey.

Finally, I extend my gratitude to all Allurion customers across the MEA region who share our vision of commitment to patient safety and achieving weight-loss success. Your trust and partnership have been the cornerstone of our journey.

A Special Thank You I would also like to extend a heartfelt thank you to our Allurion distributor partners in the MEA region. Your unwavering support and commitment made our success a reality. A special thank you to all our Allurion customers across the MEA region who shared our vision of commitment to patient safety and achieving weight loss success. Your trust, dedication, and collaboration were key to making our shared goals a reality, and I am grateful for the opportunity to work alongside you in transforming lives.

A special thank you to the Medtronic CEMA team for their collaboration and efforts: Majid Kaddoumi Gökhan Adıgüzel Volkan ÜNLÜ Kemal Koray SOYDEMIR & Umut Yetiş . Your partnership has been invaluable, and I look forward to seeing how our shared efforts continue to shape the future.

As I look to the future, I carry with me the invaluable experiences and memories from my time at Allurion. While this chapter closes, the lessons and relationships forged during this journey will remain with me always.

Disclaimer

The views and reflections shared in this article are my own and are based on my personal experiences during my tenure at Allurion Technologies. This content has not been reviewed or approved by Allurion and may not represent the company’s official position or perspective.

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