(PRESS RELEASE) KÖNIZ, SWITZERLAND — Haag-Streit, the leading global manufacturer and distributor of gold-standard ophthalmic diagnostic devices, surgical microscopes, and virtual reality-based medical simulators, has appointed Hamadi El-Ayari as Chief Marketing Officer (CMO), effective November 1. The appointment follows a bridging phase after former CMO Stefan Haag’s departure earlier this year.
Hamadi El-Ayari
Hamadi has almost 30 years of professional experience spanning R&D, quality and product management, marketing, and sales – plus over 10 years of management experience in ophthalmology, focusing on market development. He will be responsible for aligning best-in-class customer experience across Haag-Streit’s portfolio and driving growth in new markets to address global challenges in eye care.
His past roles include CEO of Glasbau-Hahn, a market-leading inventor of the all-glass museum showcase, and over a decade at eye surgical product manufacturer Geuder AG, overseeing the company’s sales, product management, marketing, technical service, and application teams. Both companies share a commitment to quality and innovation earned over many years – qualities that attracted him to the Haag-Streit role.
Hamadi El-Ayari commented, “Haag-Streit has a vast and rich history, contributing significantly to better vision by pioneering solutions over many decades, with a passion for pushing the frontiers of precision.” He continued, “After 13 very intensive years in ophthalmology, I am delighted to share my personal insights and experience with my colleagues and network. You are better, stronger, and more complete by sharing the same values and vision. That is what I am looking forward to within Haag-Streit.”
Hamadi’s appointment follows an extensive search by Haag-Streit to find a leader with the necessary breadth of understanding of the sector’s technical, pathological, clinical, and regulatory challenges. Thomas Bernhard, CEO Haag-Streit, said, “Markets worldwide have become more complex due to partly capital-driven consolidation and increasing regulatory requirements. In Hamadi El-Ayari, Haag-Streit has found a leader who will address these issues and derive the right strategic and operational conclusions for further developing the markets.” Thomas continued, “On behalf of all my colleagues from Haag-Streit Group, I would like to welcome Hamadi to our company, and wish him every success in this exciting and challenging role.”
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