ADWYA was founded in 1983, and Masmoudi became its chairman in June 2022. ADWYA made $15.3 million in revenues in the first half of 2022. Masmoudi has also been the CEO of Teriak since 2003, and of the Kilani Group since 2019, which holds a group of companies in healthcare, pharmaceuticals, food, and public works, among other sectors. She is also the CEO of Cinpharm in Cameroon and Cipharm in Côte d’Ivoire. Masmoudi previously served as president of the National Chamber of the Pharmaceutical Industry in Tunisia. She founded Pharma in Cluster in 2017, which is a cluster of public and private pharmaceutical stakeholders for collaborative projects.