Director HR - Region Levant and North Africa
Emerging Markets
Total years of experience :14 years, 8 Months
LENA is a multi-country cluster, consisting of 4 subsidiaries (Jordan, Lebanon, Egypt and Morocco) and 22 active distribution countries within Levant, and the North Africa region. This region is very volatile and challenging to operate in, with a diverse team that is spread across 4 countries, speaking 3 different languages, across 3 time zones, two different working weeks (sun - thus, Mon - Friday), with different employment legislations. The biggest challenge of this role has been to keep the teams engaged and motivated whilst operating remotely across a matrixed organization with the senior executive spread out across all 4 subsidiaries, leading a of total of 900 employees spread across the region (150 back office employees and 750 Retail field employees).
With the formation of the region as one operational entity back in 2017, as the HR lead and key member of the executive leadership team, I was responsible for managing the merger and transformation of the previously independent 4 countries. This included the organizational design, harmonization of standards and policies across the subsidiaries, and the development of change management strategy to create a framework and environment which fosters inclusion and sense of belonging to the team across the different countries.
Key Achievements:
•Onboarding a new GM, manage COVID across countries - ensuring fairness within cluster under completely different political conditions and labor laws
•Driving the talent acquisition for critical leadership roles (GM and first line) in senior leadership team
•Building the cluster hub out of Egypt to leverage the investment of resources and leverage the business profitability
•Winding down the Lebanon subsidiary due to the economic instability in a human and caring way which has been taken as a best practice across the adidas globally including; project management, communication, EOS packages or relocation offers, retaining key talents for the adidas family in Lena or EM, managing financial impacts on P&L for LENA and managing the legal impacts of the closing of the subsidiary for business and individuals whilst ensuring business continuity
•Rewards Discovery for LENA cluster, including but not limited to Salary benchmarking, cross-border employment, mobility, policy alignment, benefit assessment, HR process audit
•Enabling the continued digitalization of the HR processes and organization by harmonizing data entry and strategic usage of data for HR
•Playing key role for designing the 2025 strategic plan including workforce planning, PEX planning, invest/divest approach in the market
• Strong partnering with business to enable the organization to have the right quality of talent that enable, support and drive business ambitious growth plans
Responsible for the HR function for 2 countries and 2 export countries (Syria, Iraq)
4 team members - total operations employee 400 Retail, 75 Backoffice
Direct report to GM Levant and dotted reporting line to VP HR
•Executing the HR global strategic plan including the workforce planning, performance management, succession planning, learning and development, talent acquisition, managing the Retail Sales academy, leadership development, standardizing the HR operations across the two countries (LEVANT)
•Business partnering on a strategic level, development and leadership development of first line of GM, managing business critical business planning, rolling out the global HR tools as per the global annual calendar, rolling out the SAP based performance management system (SCORE), launching the performance management system in Retail organization
driving employee engagement and embedding a high performance culture, introduce a employee handbook/ ensure policy and processes
TSC is a leading FMCG in 8+ countries in in the Middle East with a total headcount of 1400 employees
•Leading the HR team responsible overall for recruitment & selection policy / practices, pay and conditions, contracts, employee relations, compensation and benefits, training & development, culture and attitudinal development and performance management
•Designing HR strategy as part of the 5 -year strategic commercial / business plan
•Workforce and budget planning to support the growth of the business / expansion plan
Study focus: Strategic Planning, Recruitment strategies including attraction & retention strategies, Leadership Development, Employee Relations, Performance Management
Study focus: Business Marketing, Consumer Behaviors, Brand Positioning Graduation Project: “Brand Positioning of Royal Jordanian Airline”
– Information Technology Degree
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