Meet the Team
Meet the team that has over 75 collective years experience of working with Africa and the Middle East.
Customer Relations Team
Our senior team travels frequently to Africa and the Middle East, working one to one with our partners in the region
Joe Collins
Simon Pogson
Simon is our Marketing Director, promoting our product brands throughout the region and working closely with our distribution partners to build brand value. Using skills gained with some of Europe’s largest retailers, under Simon’s stewardship, several of our brands have become household names in Africa and are market leaders in most territories.
Tiago Abreu
Our Sales Director for Roofing products in Francophone & Lusophone markets, and Middle East Distributors is Tiago Abreu.
Tiago brought valuable experience of international sales to ASL when he joined us to develop these markets and has developed invaluable relationships with our distributors in these markets.
Youssef Sennou
Youssef is our Sales Development Manager for Distribution and project supply with particular responsibility for North Africa and the Middle East.
Speaking English, French, Arabic and Turkish, Youssef brings experience in this role stretching from Morocco to Turkey to the UK.
Operations
Managing a global logistical network of product movement into our markets while adhering to multiple international regulations and laws and managing orders from cradle to grave, our operations team are experts in their field.
Cheryl Pond
Having served in supporting roles for both the plumbing and roofing businesses, Cheryl is our Office Manager. Her experience in dealing with multiple manufacturing partners and knowledge of international shipping regulations has made her an invaluable member of the ASL team in respect to our work supplying large scale projects. Cheryl continues to support plumbing and roofing administration in addition to establishing controls and processes.
Sara Sarraipo
Working in our Portuguese office, Sara handles all Distributor enquiries from the Francophone, Lusophone and Middle East markets. She has an excellent relationship with our Manufacturing partners to ensure efficient processing of orders.
Emma Smith-Nemar
Working alongside Cheryl and Sara, Emma joined ASL as our Sales Support Administrator focusing on none Roofing products and Roofing Distributors from selected markets. With a wealth of experience in export and customer service Emma is pioneering the administration of our expanded product portfolio.
Brand Marketing
Marketing a portfolio of brands across thirty five countries on two continents requires an understanding and skillset that few possess.
Leyla Jouza
Leyla is our Head of Digital Marketing. Leyla is leading the creation and implementation of our digital strategy across all brands and platforms, including our automated digital project. Since 2020 we have actively shifted the majority of our marketing online in response to market challenges and Leyla is spearheading the development of this channel.
