Cerealis Group is an FMCG business expanding across Tunisia and into wider Africa. As the group grew into new markets, I led the internal communications and employer-brand work that kept employee engagement rising through the expansion rather than fraying under it.
The challenge
Most marketing case studies look outward, but rapid international growth puts the hardest strain inside the business. As Cerealis added markets and people across several consumer brands, it risked a diluted culture, inconsistent internal communication, and an employer brand that could not keep pace with hiring in new countries.
What I did
I built an internal communications strategy that gave a growing, spread-out workforce a clear and consistent voice, then activated the employer brand so Cerealis could attract and hold talent as it entered new markets. Underneath both I put digital operating playbooks, so each new country had a repeatable way of communicating and showing up as an employer rather than starting from scratch.
The result
Employee engagement scores improved across markets during the expansion, which is the outcome that matters most when a company is scaling fast, because culture and communication are usually what break first. The group grew without losing the internal cohesion that growth tends to cost.
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