About Lamia
With 15+ years of experience across both operational and strategic roles, I bring strong expertise in Strategy and Business Transformation, Strategic PMO, and Operational Excellence. I partner closely with leadership teams to shape bold visions and translate them into actionable strategies that deliver tangible, sustainable results.
Having led complex initiatives across diverse corporate environments, brands, and markets, I navigate complex environments with agility and adapt quickly to evolving business challenges. My work is grounded in a strong customer-centric mindset: designing with the end client in mind while balancing brand integrity, operational performance, and business growth.
My career is defined by the ability to lead high-performing teams, drive cross-functional transformation and business development programs, and engage stakeholders seamlessly across all levels of seniority, markets, and functions. I embrace a servant leadership philosophy: empowering others, fostering collaboration, and enabling collective success through clarity, resilience, and purpose.
Over the years, I have developed deep expertise in the Luxury and Retail sectors, with strong exposure to the Beauty, Fashion, and Jewellery industries as well as Luxury Homeware. I also gained valuable experience in the Wellness and Healthcare sector during my early consulting years and across recently led projects related to Beauty and Wellness. Today, I leverage this diverse background to support organizations as a Senior Consultant, Advisor, or Fractional Chief of Staff, partnering with leadership teams to drive transformation, strengthen governance, and accelerate strategic execution.
English
Native or bilingual
French
Native or bilingual
Arabic
Native or bilingual
Spanish
Basic
Can work on-site
Dubai (up to 50km)
Experience
- Chalhoub Group, Middle EastHead of Strategic projects - Strategy departmentLUXURY GOODSJanuary 2026 - Today (5 months)Dubai, United Arab Emirates
- Group performance monitoring
- Support to execution of most strategic projects :
>> Business turnaround and acceleration>> New brands onboarding - Chalhoub Group, Middle EastHead of Special projects - CEO‘s OfficeLUXURY GOODSJanuary 2022 - December 2025 (3 years and 11 months)Dubai, United Arab Emirates
- Group performance monitoring
- Group Scorecard : Implemented and monitored yearly strategic objectives incl. reporting to ExCom (monthly) and Advisory board (quarterly)
- Strategic projects : Built AI powered dashboard to help monitor ~ 50 Strategic projects across verticals.
- Voice of the Business initiative : Led a Group-wide Support Services performance monitoring initiative.
- Corporate Governance, risk and compliance, Business continuity
- Group Governance : Delivered benchmark and recommendations for a future-fit Advisory Board structure.
- Risk Management : Delivered Group risk mapping and recommended risk management framework.
- Business continuity : Supported elaboration of BCM plan for the Group .
- Efficiency Committee (2023–2025) : Animated the Group’s Efficiency committee driving cross-functional efficiency initiatives.
- Business Transformation and Acceleration (Market, Category, Brand) - led following strategic taskforces :
- >> Revitalize Faces
- >> Enhance Christofle brand ID in the GCC
- >> Turnaround Christofle financially
- >> Revamp Tryano concept
- >> Transition Guess from a distribution model to a Joint Venture model across markets.
- >> Reshape Skincare market in the region
- >> Win in Saudi market
- Retail and Operational excellence - led following strategic taskforces :
- >> Initiate Supply Chain transformation
- >> Optimize E-Commerce capabilities
- >> Set the basics for Customer acquisition and Life time value (Acquire / Maximize/Nurture).
- New store concepts , New Mall openings - Coordinated opening of stores across the Group’s business verticals (Managed Companies & Joint Ventures, Fashion / Beauty / Multi-brand concepts) and in coordination with key support services.
- >> Jeddah Airport : Supported opening of The Visitor in Jeddah (travel retail)
- >> Solitaire mall : The Grove Saadiyat (Abu Dhabi) / Jawharat (Jeddah) – ongoing.
- Damas Jewellery, Middle EastHead of MerchandisingLUXURY GOODSJuly 2020 - December 2021 (1 year and 5 months)Dubai, United Arab EmiratesCustomer centric strategy and Product managementRedesigned and implemented a new product launching flow driven by customer intelligence and market / performance analysis.
- Redefined key customer segments and implemented a new product strategy per segment. Defined store clusters accordingly.
- Implemented merchandising processes (buy and OTB controls, assortment planning and replenishment) that help enhance brand image and
- meet customer needs, while optimizing stock levels.
- Came up with a change management strategy that helps roll-out a customer centric approach throughout all departments and business
- units (Product management, Merchandising, Visual Merchandising, Marketing, Retail).
Store concept implementation- BAYTDAMAS : Led the launch of BAYTDAMAS, “the region’s first lifestyle destination” (Harper’s Bazaar Arabia), across concept, assortment,
- exhibition space and programming, café area, and clienteling approach.
- Millennial store” in Dubai Mall : Supported opening of new store concept store targeting Millenials with curated assortment and experience.
Brand expansion- Online : Supported negotiations and Launched Damas on Ounass.
- Offline : Supported assortment for new stores opening across UAE, KSA, Qatar, Kuwait.
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Education
- MBAESSEC Business School - Paris / Singapore2012
- LVMH Chair certificateESSEC LVMH Chair
Certifications
- PMPProject Management Institute2025