About Us | Optisys

Who We Are

A New Kind of Consultancy for FMCG & Retail

Optisys is a consultancy built on a simple conviction: FMCG and retail businesses don't need more generic advice. They need structured, data-backed diagnostics that reveal exactly where they stand and what to do next.

With 17 years of hands-on experience designing and operating food manufacturing facilities across the Middle East and Africa, we bring a practitioner's lens to every engagement. We've worked with businesses from startup to scale, from single-site operations to complex multi-country portfolios.

Our proprietary Optima suite of frameworks covers the five dimensions that matter most: operating model health, AI readiness, manufacturing capability, demand planning maturity, and supply chain resilience.

The Founding Team

Practitioners. Not Presenters.

Optisys is built by three people who have designed operations, engineered platforms, and led digital transformations for the businesses they now serve.

Maroun Tannoury

Founder & Managing Partner

17 years designing and running food manufacturing operations across the GCC and Europe. Delivered five greenfield CAPEX projects up to $42M with Danone, and led a $12.25M institutional due diligence mandate for Emirates Growth Fund. Former roles at Danone (France), Tate & Lyle (MENA), Alyoum (Jordan), and BEV Holding (Lebanon). MBA, London Business School. Certified SIRI Assessor.

Asaad Chdid

Co-Founder & Chief Technology Officer

15 years architecting cloud-native platforms and leading engineering teams across fintech and enterprise SaaS. Deep expertise in AI-driven and agentic workflows, AWS and GCP infrastructure, and high-availability systems. Builds the engineering backbone behind Optisys' diagnostic instruments and AI use-case delivery.

Caroline Haddad

Co-Founder & Chief Operating Officer

18 years driving AI adoption, ERP implementation, and target-operating-model design across the GCC and MENA. Delivered 100+ enterprise projects, led organizations to ISO 9001 and 27001 certification, and now leads an AI-native transformation agenda building agentic AI services for enterprise clients. Owns Optisys' delivery quality, governance, and multi-country execution.

Mission & Vision

Where We're Going

Our Mission

Make FMCG and Retail Businesses Operationally Excellent

We exist to give FMCG and retail businesses the diagnostic tools and strategic clarity they need to transform operations, from the factory floor to the boardroom. Through proprietary frameworks, structured assessments, and a success fee model, we deliver measurable impact that justifies every engagement.

Our Vision

The Global Reference for FMCG Operational Transformation

We aspire to become the definitive partner for FMCG and retail companies navigating operational change, and the first call for investors conducting due diligence in the sector. Our frameworks should be the industry standard for measuring what matters.

Our Approach

How We Work

Diagnose

We deploy the relevant Optima framework through structured interviews and mathematical scoring to assess your current maturity.

Quantify

Every dimension is scored and benchmarked. No opinions, just data-backed gap analysis across your operations.

Prioritize

We identify the highest-impact improvement areas and build a sequenced roadmap that balances quick wins with strategic moves.

Transform

We support execution with clear milestones, tied to our success fee model. Our incentives stay aligned with your outcomes.

Ecosystem

How We Deliver Value

Our ecosystem combines deep industry expertise, proprietary technology, and strategic partnerships to deliver end-to-end transformation.

Diagnostic Frameworks

Five proprietary Optima modules that assess maturity across operations, AI, manufacturing, demand, and supply chain.

Advisory & Implementation

Hands-on consulting that goes beyond the report. We support execution with a success fee model aligned to outcomes.

AI-Augmented Delivery

We leverage AI and data analytics throughout our assessments to enhance precision, speed, and depth of insight.

Partners

Who We Work With

We partner with organizations across the FMCG and retail value chain, from operators and investors to technology providers and industry bodies.

FMCG Operators

Manufacturers, distributors, and retailers seeking operational clarity.

Investors & PE Firms

Private equity and strategic investors conducting operational due diligence.

Technology Partners

ERP, planning, and automation providers we integrate with during transformation.

Industry Bodies

Trade associations and regulatory organizations across the Middle East and Africa.

Built by Practitioners. Driven by Frameworks.