Souheilla - CEO & Head of Partnerships

Souheilla CEO & Head of Partnerships is the driving force behind Circularia’s mission to create a trusted, sustainable B2B marketplace. She combines leadership, strategy, and a passion for circular economy initiatives. From the first day, Souheilla envisioned a platform that connects companies with surplus professional goods to buyers seeking affordable, reusable resources.

Background and Why She Founded Circularia

With a background in sustainable procurement and corporate partnerships, Souheilla saw how companies struggled to manage surplus assets responsibly. Moreover, after coordinating circular projects for a national distributor, she decided to scale the solution. Circularia’s was born: a neutral, transparent marketplace focused on professional reuse. As a result, Souheilla’s leadership emphasizes strategy, negotiation, and building trust with institutional partners.
Learn more about circular economy frameworks here: European Commission Circular Economy

Main Responsibilities

Souheilla oversees Circularia’s vision and strategic partnerships. She negotiates framework agreements, designs partner onboarding, and secures institutional endorsements. She ensures AGEC compliance, validates SLA templates, and signs MOUs with eco-organizations and federations. Internal collaboration with the Marketing & Communications Manager and the Product & Client Experience team ensures smooth operations.

Key Initiatives and KPIs

Her priorities include partnership growth, seller activation, and trust metrics. Key KPIs: number of signed agreements, tons of lots onboarded monthly, and percentage of validated sellers within 7 days. Quarterly business reviews and co-branded pilots accelerate adoption.

A Working Anecdote

Souheilla converted a hesitant national retail chain into a long-term partner. A one-month pilot with guaranteed floor pricing and logistics support moved three truckloads of stock in six weeks. The pilot became a nationwide contract, showcasing how strategic trust and negotiation drive results.