Ahmad Safarini

GTM Strategy & Category Management | B2B & B2C | North America, MENA & Global Markets | MBA + Engineering

Michelinex-Caterpillar Inc.ex-EY

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There is a version of strategy that lives in slide decks and quarterly reviews. And then there is the kind that shows up in revenue lines, market share gains, and teams that actually know where they are

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I have spent 16 years building the second Today, I lead commercial strategy and category management for Michelin North America in Canada, accountable for the direction of $500M+ national portfolio. I design the GTM frameworks, pricing architectures, and category growth strategies that determine how we compete. In the past year, that work translated into $2M+ in operational savings and a nationally deployed pricing platform that the US market subsequently But numbers only tell part of the story. What I am most proud of is building organizations that think strategically, teams that move from data to insight to decision with confidence, and leaders who trust the frameworks we build together because they helped shape My background is unusual: an MBA in Strategy combined with a Sc. in Electrical Engineering and 16+ years spanning power generation, franchise operations across 7 countries in MENA, and now national category and commercial strategy in Canada. That breadth is not accidental, it is what allows me to walk into a boardroom, a dealer network, or a cross-functional war room and find the thread that connects engineering reality to commercial I work with Circana, TRAC, UTSMA, Power BI, PriceFX, Salesforce, and SAP, not because tools matter in themselves, but because the right intelligence, delivered at the right moment, changes what decisions get If you are building something ambitious, a new market entry, a commercial transformation, a category growth agenda, I would enjoy a Areas of focus: GTM Strategy | Category Management | Commercial Growth | Pricing Strategy | B2B & B2C | Global Markets | Organizational Transformation | P&L Leadership