Nasser has served as general manager for the Middle East and Africa since 2023. In October 2024, his role was expanded to include the global travel retail business. Between Q4 2024 and Q1 2025, the company relaunched Reese’s across the Middle East with a new marketing and social media strategy. In Q1 2025, Hershey’s delivered double-digit growth in the airports business, outpacing category performance and gaining market share.