The U.S. manufacturer of fragrances and aromas has named Sabrya Meflah President of its Fine Fragrance business unit. Meflah — who most recently was currently vice president and regional general manager, Europe, Middle East, Africa (EMEA) — succeeds Dionisio Ferenc. In her new role, she will oversee strategy and growth of IFF’s Fine Fragrance business unit.

Meflah joined IFF in 1995 as a marketing intern and since then, has held roles of increasing responsibility at the company. “Over the past eight years in her role as vice president, regional general manager for the extended EMEA region, revenue grew significantly faster than the market, establishing IFF as an undisputed leader with fine fragrance global brands,” said IFF in a statement.

In 2019, she established the Atelier du Parfumeur, in Grasse, France, where perfumers are invited to work on the specific demands of the premium market, the fastest-growing fine fragrance segment, giving IFF a unique location for haute-perfumery creation and production. She has also overseen the expansion of the IFF Middle-East and Africa team, growing the company’s market share to a leadership position.

I’m delighted with Sabrya’s appointment to this global leadership role,” said Christophe de Villeplée, president, Scent, IFF. “Her strategic vision was essential in developing IFF’s leadership position in fine fragrance. Her experience, expertise, reputation, passion and leadership skills will be instrumental supporting fine fragrance growth, focusing on innovation, regional expansion and new segment opportunities.

Meflah earned a master’s degree in Marketing and Communication from IDRAC Business School and is a graduate from the IFF/INSEAD Mastering Business Agility program. She will be based in IFF’s Paris creative center.