MOVES- Youssef Ayoub has joined Tanmiya Capital Ventures (TCV), the mid-cap private equity firm, as a managing partner. TCV’s other partners include founding partner Ahmed El Guindy (former head of investment banking at EFG Hermes), ex-Raya Holding Chief Investment Officer Karim Hassan and former EFG Hermes investment banker Omar Ekram. Ayoub was previously marketing manager at Coca-Cola, where he was marketing manager responsible for strategy and execution across Egypt. TCV tells us that Ayoub joins to "bring hands-on experience to the consumer, healthcare, export-led and other primarily defensive sectors in which we’re looking to invest. Our key differentiator is the mix of financial, investment and operational experience we bring our portfolio companies to help them unlock growth." Ayoub is a turnaround and new-product-launch specialist with long experience in the FMCG sector. TCV, which invests alongside existing owner-operators, is presently raising its first fund.