Masmoudi assumed her current role as CEO of Kilani Groupe in 2019. The group operates in the pharmaceutical industry through TERIAK and ADWYA laboratories and provides medical services through MEDICIS. In 2022, ADWYA generated $37.2 million in revenues. Masmoudi is also the CEO of Cinpharm in Cameroon and Cipharm in Côte d’Ivoire, where the group holds major stakes in both companies.