Mohamed El Demerdash, general manager for cosmetics and cosmeceuticals at Fine Hygienic Holding: Each week, My Morning Routine looks at how a successful member of the community starts their day — and then throws in a couple of random business questions just for fun. Speaking to us this week is Fine Hygienic Holding’s Regional General Manager Mohamed El Demerdash (LinkedIn). Edited excerpts from our conversation:

My name is Mohamed El Demerdash. I have 22 years of experience as a global operations executive, working across nine different industries and with more than 500 multinational enterprises across several functions. I have worked in six different markets, including Egypt, North America, China, India, Europe, and South Korea, operating in industries including automotive, oil and gas, FMCG, cosmetics, and other industrial sectors.

I have also worked on a consulting and part-time basis with the European Bank for Reconstruction and Development, supporting public sector entities, particularly in governance and policy. I am also an executive coach certified by the International Coaching Federation. But on a personal level, I am a marathon runner and have completed two Ironman races.

I currently serve as the general manager of the cosmetics and cosmeceutical category at Fine Hygienic Holding. I have been in this role for nearly three years, managing the business in Egypt and overseeing performance across the GCC and North Africa. However, I will soon be transitioning to a new role with a major fertilizer company in the Middle East.

To understand why Fine expanded into cosmetics, it is important to consider Egypt’s broader economic context. The country has experienced strong economic growth in recent years, with several sectors expanding significantly. The cosmetics and cosmeceutical sector, in particular, has seen robust growth driven by government incentives and increasing regional demand. Fine Group, which has been in the market for nearly 70 years, saw a chance to build on its brand equity by expanding into cosmetics.

While there were initial challenges, the business is now operating successfully and serving around 28 markets. The currency devaluation two years ago also improved the competitiveness of Egyptian manufacturing, especially in export-oriented sectors like ours.

I usually wake up at 5am. Since I am a marathon runner, I start my day with training, either running or strength training at the gym. I train about six days a week, depending on my schedule. After training, I take time to stretch and recover, followed by reading.

Then I properly begin my workday at around 8:30 or 9am. Sometimes I also hold coaching sessions in the morning, as I find this is when I am most focused, energized, and clear-minded. I am naturally a morning person, and I’ve followed this routine consistently for almost nine years now.

I begin my day by checking in with my team to understand priorities and ensure alignment. It is important to me that everyone is in a positive and productive mindset. I meet regularly with my direct reports to review progress and ensure we are on track with our plans. I also make it a point to walk around the workplace to connect with team members and get a sense of the overall environment.

One constant in my day is maintaining a positive mindset. I focus on identifying openings rather than dwelling on obstacles. This perspective was shaped by my father, who taught me the importance of resilience and focus. Challenges are inevitable, but your response to them ultimately defines your progress.

I rely on the Eisenhower Matrix to prioritize tasks based on urgency and importance. This approach helps me focus on what truly matters and to delegate effectively when needed. I also strongly believe in simplifying things — by concentrating on the core priorities, one can significantly enhance productivity and decision-making.

Personally, my family is my top priority. I have a three-year-old daughter, and raising her with strong values and stability is extremely important to me, especially in a world increasingly shaped by social media and AI. Professionally, I aim to continue growing as a leader while supporting others through coaching and development. I am also focused on contributing to business growth and embracing new technologies, particularly AI, which will play a major role in shaping the future.

To recharge, I spend quality time with my family, especially my daughter. I also enjoy being in nature, reading, and exploring new cultures and experiences. These activities help me reset mentally and maintain perspective.

The most meaningful advice I received came from my late father. He told me to focus on myself and avoid distractions. He compared life to a race — emphasizing that you should focus on your own lane, rather than comparing yourself to others. This advice has stayed with me throughout my life and career.

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