In a world where timing is everything, Walid N. Nasserdeen has built his career on the subtle art of momentum. But this isn’t the momentum you find in stock market trends or quarterly earnings reports. Walid’s momentum is the kind that keeps shelves stocked, ensures products flow smoothly from factory to consumer, and drives sustainable growth in the ever-volatile world of Consumer Packaged Goods (CPG). His work is both precise and profound – he’s not just moving products; he’s moving businesses forward, helping them thrive in a landscape where agility and foresight can make or break a brand.
From Finance to the Factory Floor
Walid’s path to becoming a cornerstone in the supply chain finance world began in an unexpected place: the chaotic heart of Wall Street. During the tumultuous, rollercoaster years leading up to and following the 2008 financial crisis, Walid honed his skills in a high-pressure environment where every decision counts. For many, those years were a trial by fire, but for Walid, they were the perfect training ground. “Wall Street during the crash was a masterclass in resilience and adaptability,” Walid recalls. “It taught me to anticipate market shifts and understand the critical importance of data-driven decision-making.”
Even amidst the adrenaline and the allure of being at the center of financial markets, Walid felt a void. “Finance was electrifying, thrilling no doubt, but it was distant and it felt detached,” he reflects. Walid couldn’t shake the feeling that something was missing. “I saw numbers grow, but I wanted to see something tangible, something I could hold and say, this is the impact I’ve made.”
The craving for something more real from an impact perspective, led Walid to an unexpected opportunity in the form of a young and rapidly growing ice cream company. Brought in as a finance analyst, Walid quickly found himself drawn into the company’s chaotic operations. With ice cream melting in transit, allergens threatening entire product lines, and inventory either expiring or running out, Walid had stumbled upon a new kind of challenge – one where financial acumen met operational grit. “It was like the intensity of the world of finance in a whole new way” he says, recalling those early days. “Everything was urgent, and the stakes were incredibly high. But that’s where I found my passion – in the trenches, solving real-world problems that had immediate, tangible impacts.”
Walid quickly made his mark by redesigning the company’s supply chain that was floundering under the weight of its own growth. When you go for that ice cream cone on a hot sunny day, ever stop to imagine how the ice cream was prepared and stored so that you can enjoy it? The redesign was no small feat – the company boasted a 100% vertical supply chain, managing everything from manufacturing to logistics all in-house. Walid didn’t just improve the supply chain; he transformed it. By leveraging his deep understanding of both finance and operations, he streamlined the company’s 100% vertical supply chain, and boosted efficiency ensuring that every ice cream cone was perfectly made, stored, and delivered, and most importantly, he ensured that customers were able to enjoy their favorite ice cream treat. It was a triumph of methodical innovation – a balance of efficiency and excellence that would define his career.
Engineering the Supply Chain of Tomorrow
What started as a trial by fire in the ice cream industry evolved into a broader mastery of supply chain management – a discipline Walid has since mastered and reshaped. At the core of his philosophy is what he terms the “front-facing supply chain,” a strategy that merges forecasting, data science, and a deep understanding of market dynamics to ensure that products are always available when consumers want them, without locking up excessive capital in warehouses.
“Supply and demand isn’t just an economic theory for me; it’s the backbone of every successful business,” Walid explains. “It’s about precision – ensuring that your product is in the right place at the right time while avoiding the pitfalls of overstocking.” The goal? To ensure products are always available when and where consumers need them, without wasting resources on excess inventory.
This ability to balance supply and demand with surgical precision made Walid an valuable asset at companies like Mattel Toy Company, where he was responsible for demand planning for the iconic Barbie brand. But his role went beyond mere demand planning. As Mattel’s post-merger integration specialist, Walid had the rare opportunity to dissect and reassemble the operations and planning processes of newly acquired companies, integrating them seamlessly into Mattel’s global operations. The experience gave him a panoramic view of how different industries operate and deepened his understanding of the operational challenges that businesses face when scaling.
Redefining Supply Chains: Walid’s Vision for the Future
After years of steering large, complex operations, at companies such as Mattel, Pelican Cases and Medterrra, Walid saw a glaring gap in the market—smaller CPG brands, the kind you find on the shelves of your local grocery store that do not have access to the sophisticated supply chain strategies that big players enjoy. Recognizing this disparity, Walid emboldened his vision: to democratize access to high-level supply chain management for emerging brands.
“There’s a plethora of fractional services out there—marketing, finance, HR—but when it comes to operations, smaller brands are left in the lurch,” Walid observes. “These companies often have great products and promising markets, but they lack the operational backbone to scale effectively. That’s where I come in.”
W.NDeen Advisory
Founded in 2020, Walid’s advisory agency, W.NDeen Advisory is far from conventional. His model is a hybrid of strategic consulting and hands-on operational support. He doesn’t just advise companies on what to do; he rolls up his sleeves and supports their teams with execution. From inventory audits, to demand planning, supply chain strategy to risk mitigation, Walid and his team provide fractional demand planning and operations solutions that allow brands to scale without the burden of hiring a full-time operations team. Supercharging supply chains, boosting sales, and enhancing customer satisfactions are ways in which Walid and his team provide their clients with immense value. “My goal is to empower these brands by educating them on the importance of effective forecasting and inventory management,” Walid explains. “I want to help them avoid the pitfalls that so many companies fall into when they try to scale.”
This model is not just about solving problems—it’s about creating infrastructure for sustainable growth. “Many small brands hit a wall when they try to scale. They sign deals with big retailers, but they’re not operationally prepared to meet the demand. I ensure they don’t stumble when they hit that inflection point.”
Walid creates impact for his clients. Founder of Sohha Savory, a food brand reflects on her experiences working with Walid sharing, “I highly recommend Walid for his customer focused needs approach and analytical thinking. Walid has helped my brand Sohha Savory in problem solving and continues to advise me on growing the business. Walid is genuinely interested in helping small and large scale CPG brands with demand planning and supply chain optimization. With attention to detail and extensive experience in the finance and CPG market, W.NDeen Advisory is a one-stop shop.”
Crafting a Legacy, One Brand at a Time
Walid’s ambition doesn’t stop at fixing operational inefficiencies. He envisions creating a portfolio of brands that he not only supports but also nurtures from the ground up. His long-term plan is to transform his consulting practice into an incubator, where he can apply his expertise to build a network of thriving companies that exemplify best practices in supply chain management.
“I’m not just looking to consult—I’m looking to build,” Walid says. “I want to create a legacy of brands that are known not just for their products, but for their operational excellence. Brands that can scale, adapt, and thrive in any market condition.”
In an era where supply chain has become a buzzword for both consumers and executives alike, Walid is quietly but profoundly reshaping the way businesses think about growth. His work is a masterclass in operational excellence, where finance meets operations, and strategy meets execution. He’s not just helping brands navigate the complexities of the modern marketplace; he’s building the supply chains of the future—one company at a time.
And in doing so, Walid isn’t merely following the currents of the industry; he’s creating them.
Walid N. Nasserdeen is the Founder and CEO of W.NDean Advisory. Walid is a seasoned Operations Specialist with a demonstrated history in Consumer Goods and CPG. Studied in Finance and Applied Economics. Walid has spent over ten years building out and managing Demand and Operations Planning for companies generating $5MM-$500MM in revenue. He specializes in new product launches, demand planning and strategic operational oversight, process optimization, and risk management services.
Walid can be reached across various platforms.
Website:https://www.wndeenadvisory.com/, LinkedIn: http://www.linkedin.com/in/wnasserdeen & Instagram: http://www.instagram.com/wnasserdeen
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