Member Interview with Ghayath Sioufi

We are delighted to bring you a Member Interview with Ghayath Sioufi, Founder & CEO, CAP.G Ventures

What’s your golden rule?

Work like a Captain...Play like a Pirate.

Who has been your biggest influence?

Steve Jobs- not only because of his monumental contributions to humanity and the transformative shift he spearheaded in how people of all generations consume media, but also for his unparalleled ability to dissect and understand consumer behavior. He had an extraordinary talent for mapping consumer journeys across all demographics, always placing the end user at the pinnacle of the experience. His visionary approach to innovation, design, and user-centric thinking continues to inspire me in my professional journey.

What is your most hated business expression?

"I hope this email finds you well"

What’s the smartest business idea you’ve ever had?

One of the key initiatives I had and had the change to spearhead in the aesthetics distribution business was transforming the traditional B2B model—where distributors engage solely with doctors—into a more dynamic B2C2B approach. By establishing direct communication channels with end consumers, we were able to influence their choices and guide them toward clinics and doctors. This strategic shift not only elevated awareness of available aesthetic solutions but also delivered tangible business impact by: (1) generating a higher volume of qualified leads for clinics and (2) increasing top-of-mind awareness for our products, as consumers began actively requesting specific brands by name.

Which leader do you admire most and why?

Elon Musk being a visionary trailblazer who has consistently defied the odds to turn groundbreaking ideas into reality. His relentless pursuit of innovation, particularly with SpaceX, has redefined the boundaries of space exploration and made what once seemed impossible, achievable. His ability to challenge conventions, take calculated risks, and drive technological advancements with unwavering determination is truly remarkable and deeply inspiring.

What is on your mind the most right now as a marketing leader?

How to further enhance the consumer Omnichannel journeys through the best and the smartest implementation and integration of AI and ML.

Why is being part of The Marketing Society important for your career?

This is essential for several key reasons: (1) Gaining exposure to global best practices and forward-thinking marketing strategies; (2) Sharing my expertise while learning from the diverse experiences of others, fostering mutual growth; and (3) Engaging in the most relevant and valuable networking forum, connecting with industry leaders and like-minded professionals.

Why does marketing matter to you?

Marketing is the beating heart of any organization because it directly shapes the most vital aspect of any business: the consumer experience and journey. Beyond just promotion, marketing serves as the strategic engine that connects a brand with its audience, influencing perceptions, driving engagement, and fostering long-term loyalty. It is the catalyst that transforms consumer needs into meaningful solutions, ensuring that every touchpoint— from awareness to conversion and beyond— is seamless, compelling, and value-driven. In an increasingly competitive landscape, marketing is not just about selling a product or service; it’s about crafting an experience that resonates, builds trust, and drives sustainable growth.

Tell us something that’s not on your CV

Inspired by my personal golden rule shared above, my CV naturally emphasizes the “Work like a Captain” philosophy—highlighting dedication, leadership, and strategic discipline. Beyond my professional life, however, I am deeply passionate about maintaining a harmonious balance between health, enjoyment, spirituality, and, above all, meaningful human connections.

I find immense joy and inspiration in exploring the world of cinema and series, immersing myself in diverse stories that enrich my understanding of various cultures and perspectives. Additionally, music—particularly classical music—holds a special place in my heart, offering both a source of comfort and an endless reservoir of creativity. These passions collectively shape who I am, enriching both my personal and professional journeys.

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Published on 07 April 2025