LEADING FINANCIAL EXCELLENCE AND DIGITAL TRANSFORMATION IN HEALTHCARE
Mohamed ELRouby
CFO, Middle East, Africa and Global Commercial Finance Lead
PHARMANOVIA
Drawing on his extensive experience across pharmaceuticals, FMCG, and medical devices, Mohamed ELRouby stands out as a transformative force in financial strategy at Pharmanovia. As the CFO for the Middle East and Africa (MEA) and the Global Commercial Finance Lead, Mohamed brings invaluable insights from his impressive tenure with industry giants such as Novartis, J&J, Takeda, Allergan, and Energizer. Mohamed’s career demonstrates a remarkable ability to adapt and excel across diverse sectors. This versatility allows him to craft strategies that are both robust and agile, tailored to meet the specific challenges and opportunities of each industry. By seamlessly integrating financial data with strategic vision, Mohamed ensures Pharmanovia remains at the forefront of innovation and growth in the global healthcare sector. In his role, Mohamed addresses complex challenges, including navigating the intricacies of a rapidly evolving global healthcare environment, driving digital transformation, and managing the integration of new acquisitions. His expertise in financial planning and analysis (FP&A), commercial finance, and finance transformation enables him to tackle these issues effectively, leveraging data analytics and strategic planning to guide Pharmanovia towards sustained success. Mohamed’s CIMA qualification and FP&A certification underscore his dedication to financial excellence. His skills in finance digitisation, business control, and financial modelling highlight his commitment to enhancing business decision-making and operational efficiency. Under his leadership, Pharmanovia is poised for transformative success and impactful results in the global market. Mohamed ELRouby exemplifies the power of strategic financial leadership in driving meaningful change. Speaking with TradeFlock, Mohamed shares more about his work and journey.
How do you navigate the complexities of financial planning and analysis in a rapidly changing global healthcare environment?
Navigating financial planning in the evolving global healthcare sector involves balancing macrotrends with operational details. I employ rigorous data analysis and proactive scenario planning to manage risks and seize opportunities. This approach ensures adaptability to swift regulatory changes and market dynamics, maintaining strategic agility and resilience in a rapidly shifting landscape.
What are some key achievements during your career that you are particularly proud of?
Throughout my career, I’ve achieved several key milestones that I’m particularly proud of. At Pharmanovia, I played a crucial role in successful merger and acquisition projects that significantly boosted our market presence and value. Additionally, I spearheaded digital transformation initiatives that enhanced operational efficiency and improved decisionmaking across the organisation. At Energizer, I implemented a fully automated integrated planning model across Egypt and North Africa, shifting the finance function from a controlling entity to a value-creating partner. My tenure at Takeda Pharmaceuticals was marked by developing a leading FP&A function and automating performance management reporting using robotic process automation (RPA). At Novartis, I established the FP&A function for the OTC Africa division and introduced comprehensive performance management tools, a practice I also applied at Johnson & Johnson and Energizer. Moreover, I supported the new go-to-market model at Energizer Middle East & Africa and reviewed distribution landscapes for GCC at Shire.
What is your financial success mantra, and how are you leveraging it at your organisation?
My financial success mantra centres on precision in analytics, agility in strategy, and integrity in execution. At Pharmanovia, I implement these principles through strong financial frameworks that enhance transparency and drive informed decisionmaking. By leveraging advanced digital tools, we conduct detailed financial analyses and forecasting, enabling us to respond quickly to market changes while maintaining the highest ethical standards. This approach ensures that our financial practices are both adaptable and aligned with our commitment to integrity and excellence in every aspect of our operations.
How are you keeping yourself abreast of the latest developments in the industry?
To stay updated with industry developments, I attend global finance conferences, subscribe to leading publications, and engage in online forums and webinars on finance and healthcare. I also maintain professional memberships in financial institutions, which provide insights into evolving best practices and emerging technologies. This multi-faceted approach ensures I remain well-informed about the latest trends and advancements in the field.
How do you foresee the evolution of Asia’s economy impacting Pharmanovia’s regional operations and financial strategies? What role do you look at playing here?
Asia’s expanding economy will impact Pharmanovia by altering consumer behaviour, healthcare access, and regulatory frameworks. My role is to adapt our financial strategies to these changes, ensuring our regional operations remain competitive and growth-orientated. I will lead the alignment of our financial strategies with evolving market dynamics, focussing on sustainability and profitability to support Pharmanovia’s continued success in the region.
How do you envision the role of CFO evolving in the next decade, particularly in the healthcare industry?
In the next decade, CFOs in the healthcare industry will shift from being traditional financial stewards to strategic partners who drive performance through technology and data analytics. They will play a key role in crossfunctional leadership, innovating financial practices, and implementing sustainable strategies to navigate global health crises and economic fluctuations effectively.
What makes your role more challenging? How are you addressing them?
One of the key challenges in my role is managing the complexities of varying regulatory environments across regions, along with the rapid pace of technological change in the financial sector. To tackle these challenges, I ensure our financial strategies remain adaptable and compliant with both local and international laws. Additionally, we invest in continuous training and development programmes to keep our team abreast of the latest technological advancements and regulatory updates, fostering a culture of learning and adaptability.
Where do you see yourself in the next five years? How are you preparing for the same?
In the next five years, I envision expanding my leadership role in the financial and strategy domain, potentially overseeing global operations or transitioning into a consultative position to assist other organisations with their financial and strategic goals. To prepare, I am enhancing my leadership capabilities, deepening my understanding of global economic trends, and actively broadening my professional network within international finance and business communities.
How do you stay motivated and continuously improve your skills and knowledge in the finance field?
Staying motivated and continuously improving in finance involves a strong commitment to learning and professional development. I actively engage with the latest financial technologies, economic trends, and strategic practices through ongoing education, professional certifications, and industry seminars. Networking with finance professionals and thought leaders also helps me stay abreast of industry developments and innovative practices, ensuring I remain at the forefront of the field.
