World’s Visionary Leaders Making A Difference in Middle East, 2023.pdf

www.worldsleaders.com
Amsa Hospitality | CEO
World's Visionary
Making A Difference in
Middle East, 2023
Denis
Sorin
Sorin
Sorin
Redeﬁning Hospitality in
Emerging Markets by Mastering
Hospitality Excellence
Vol. 10 | Issue 04 | October 2023

World’s Visionary Leaders Making
A Difference in Middle East, 2023
Despite their knowledge and experience, all company
leaders subscribe to the idea of high revenue and
maximum profit. Operating in a location with a wealth of
resources is one of the most crucial elements of doing
this. The Middle East has always played an important
role in international trade. And as a result of
accumulating ongoing innovations and keeping up with
current trends, it has developed into a centre of corporate
success tales.
The world's commercial frontiers have notably widened
in recent years. Middle East has emerged as the center of
corporate activities since there are no restrictions on
commercial operations. The company visionaries in this
area are reaching new heights with their mission. The
region's evolving varied business culture is its most
important feature. Business executives throughout the
world view the Middle East as a new market.
World's Leaders latest edition “World's Visionary
Leaders Making A Difference in Middle East, 2023” has
featured success stories of renowned executives from
middle east whose expertise in leadership is echoing
globally.
The cover has Denis Sorin who has an extensive and
diverse background of over 30 years in the hospitality
industry and brings a wealth of expertise to the table.
Having held executive positions in renowned hotel
groups worldwide, he has mastered the art of building
exceptional hotel brands from scratch. His approach
combines a harmonious blend of creativity, strategic
marketing, and operational excellence, igniting his drive
for success.
Denis serves as the esteemed leader at Amsa Hospitality,
where he is responsible for shaping the company's
strategic and operational direction. He uses his extensive
experience to guide the organization toward sustainable
growth, profitability, and overall success. He focuses on
accomplishing ambitious goals and objectives,
propelling the company to new heights within the
industry.
Also, while you flip through the pages, don't forget to read
the articles created by our in-house editorial staff and
industryexperts.
Global Visionaries of
Business World
Have a lovely read!

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OCTOBER 2023

10
Amsa Hospitality | CEO
Denis
Sorin
Sorin
Sorin

Khalid Fagih
Maqbool Al Wahaibi
Prabhjeet Singh
W7Worldwide
Taylor Elizabeth Perramond
Tariq Chauhan
Nousheen Mukhtar
Ryan Godinho
Hala Tfayli
54
50
46
40
36
30
26
20
16

Denis
Denis
Denis
Sorin
Sorin
Sorin
Redeﬁning Hospitality in
Emerging Markets by
Mastering Hospitality
Excellence
C O V E R S T O R Y
worldsleaders.com | 11

The Center
Amsa Hospitality, a novel Saudi
Arabian venture, melds expertise
with daring visions. Positioned as the
'hallmark of Arabian hospitality,'
Amsa Hospitality aims to bring
centuries-old Arabian traditions of
welcoming and generosity into
alignment with the expectations of
today's guests.
The company ﬁrmly believes in
being the hallmark of Arabian
hospitality by introducing novel
solutions and proposals to an
industry that is currently in the
process of reshaping itself. As a
Citizen Company championing
Corporate Social Responsibility,
Amsa Hospitality reimagines hotels,
embracing challenges to innovate
and grow while honoring their roots.
Amsa Hospitality's cutting-edge
facilities revolutionize hospitality,
adapting timeless Arabian traditions
for discerning business travelers and
exceeding expectations by proposing
quality lifestyle midscale properties
in carefully selected locations.
Forging a Powerful Partnership
Amsa Hospitality has established
itself as one of the fastest-growing
companies in the hospitality industry.
The company is presently in the
process of expanding its portfolio in
the Kingdom of Saudi Arabia,
boasting a remarkable collection of
over 18 properties, and has ambitious
plans to add more in Saudi Arabia
and the GCC before venturing into
the global market.
In a signiﬁcant collaboration that
took place in May 2023, Amsa
Hospitality and the world-renowned
hospitality giant, Accor, joined
forces. The objective of this
partnership is to develop economy
and midscale branded properties
strategically located in carefully
selected second-tier cities throughout
Saudi Arabia. The alliance is set to
last for 10 years, aiming to capitalize
on the combined expertise and
strengths of both companies to
deliver exceptional hospitality
experiences in these emerging
markets.
Quest to Establish Amsa
Hospitality as a Global Hospitality
Powerhouse
Amsa Hospitality is currently in its
early stages of development, with
grand aspirations for the future. The
company has set its sights on
12 | October 2023

With an extensive and
diverse background of over
30 years in the hospitality
industry, Denis Sorin brings a
wealth of expertise to the
table. Having held executive
positions in renowned hotel
groups worldwide, he has
mastered the art of building
exceptional hotel brands
from scratch. His approach
combines a harmonious
blend of creativity, strategic
marketing, and operational
excellence, igniting his drive
for success.
Denis serves as the
esteemed leader at Amsa
Hospitality, where he is
responsible for shaping the
company's strategic and
operational direction. He
uses his extensive experience
to guide the organization
toward sustainable growth,
profitability, and overall
success. He focuses on
accomplishing ambitious
goals and objectives,
propelling the company to
new heights within the
industry.
W
unveiling its distinctive Arabian
lifestyle hotel brand in the fourth
quarter of 2024 and has even more
ambitious plans to extend its global
presence by establishing properties in
key cities across the world.
Drawing inspiration from esteemed
hospitality pioneers like Conrad
Hilton and Gérard Pélisson, the co-
founder of Accor, Denis leads the
charge as an entrepreneur dedicated
to carefully implementing the
exceptional vision established by
Mohammad Alathel – Amsa
Hospitality creator.
Motivated by their unwavering
dedication and remarkable
achievements in the industry, Denis
is determined to make Amsa
Hospitality a prominent player in the
market. He views this venture as a
lifelong project, fueled by an
unwavering passion and relentless
determination.
Denis firmly believes that in the fast-
paced world of today, new leaders
must have the ability to quickly grasp
and address the expectations of their
teams and customers. The old
management styles are no longer
effective, and long-term success
depends on a leader's capacity to
constantly think outside the box,
actively listen to both verbal and
non-verbal communication, learn
from mistakes and competitors'
triumphs, and above all, persistently
challenge themselves to forge ahead.
Vision for Fulfilling and Inclusive
Jobs
According to Denis, far too many
individuals find themselves trapped
in jobs they dislike, making work
feel like a burdensome chore.
Considering that we spend at least a
third of our lives working, he
believes that both society and
people's lives would significantly
benefit from ensuring everyone has a
fulfilling job, no matter the nature of
the work.
The key to making work enjoyable is
straightforward in principle but
challenging to put into practice. It
involves replacing authoritative
micro-managing bosses with true
leaders who genuinely care for their
employees and the overall success of
the company, rather than solely
pursuing their personal interests.
In the context of the hospitality
industry, Denis points out that the

pyramidal 19th-century
organizational structure is still
prevalent, even though it is
increasingly rejected by employees.
This has led to a vocational crisis in
the industry. He suggests that
embracing a more modern and
employee-centric approach is
essential for its growth and
prosperity.
Denis emphasizes the need for the
industry to acknowledge the
importance of so-called "lower
positions," such as dishwashers and
room attendants. These roles are
often overlooked and
underappreciated, despite being vital
to the smooth functioning of hotels.
By recognizing the significance of
every role and appreciating the
efforts of all employees, the
hospitality industry can foster a more
positive and inclusive work
environment.
Building Exceptional Work
Culture
In his role, Denis is responsible for
executing the corporate strategy laid
out by Amsa Hospitality's visionary
Chief Executive Officer, Mohammad
Alathel, and the company's Board.
Alongside the customary tasks of
defining and implementing budgets,
and facilitating new business
opportunities, Denis holds a distinct
responsibility to ensure that Amsa
Hospitality stands out as an
exceptional workplace. This focus on
creating an exceptional work
environment is crucial for the
company's long-term profitability
and growth.
Denis has been specifically chosen
for this position because of his
extensive experience in
implementing the 'fun management'
method. This approach fosters an
environment where teams genuinely
look forward to their working days,
going beyond the ordinary to stay
motivated and enthusiastic,
ultimately contributing to a thriving
bottom-line.
Among the many aspects of his daily
routine, Denis particularly cherishes
the moments when he interacts with
his Teammates, finding their warm
and genuine smiles to be a rewarding
indicator of their collective success.
These interactions reaffirm his
confidence that the company is on
the right track towards achieving its
goals.
Developing the Right Mindset
According to Denis, the most crucial
trait he seeks in candidates is their
ability to learn, adapt, and make
sound decisions for themselves.
While having a solid foundation of
technical skills relevant to the
position is important, it is not the
sole determining factor for hiring.
Denis values the right mindset above
perfect technical knowledge. He
would rather hire someone with
slightly lesser technical expertise but
possesses the right attitude and
mindset. Skills can be acquired and
improved over time through learning,
but a positive attitude towards
enhancing the team's quality and not
jeopardizing it is an inherent quality
that cannot be taught.
In Denis' view, a candidate's
willingness to grow and contribute
positively to the team is of utmost
significance in building a successful
and harmonious work environment.
This focus on attitude and potential
for growth reflects his belief that the
right mindset lays the foundation for
long-term success within Amsa
Hospitality.
Adapting to the Technological and
Sustainable Shifts
Technology permeates every aspect
of the hospitality industry, and its
presence has only intensified
following the COVID-19 crisis.
Younger generations, in particular,
demonstrate a greater reliance on
technology during their stay, often
leading to reduced interactions with
hotel staff compared to previous
generations. Instead, they prefer
sharing their experiences and
feedback on various social media
platforms. This shift towards
technology-driven guest interactions
represents one of the most significant
recent changes in the hospitality
sector.
Over the past few years, the industry
has undergone substantial
transformations, including a growing
awareness of sustainability, which
was not as prevalent in the not-so-
distant past. Additionally, there has
been a shift in the way properties are
marketed and sold to guests. This
change can be attributed to the
evolving expectations of guests,
which has prompted a transition
towards hospitality concepts centered
around a "green lifestyle."
14 | October 2023

Journey Towards
Hospitality Excellence
Denis' career is characterized by a
profound commitment to risk-
taking, as he firmly believes it is the
sole path to personal and
professional growth. Having
worked across all continents and
traversed countries, even venturing
into the most improbable locations,
he has garnered invaluable
experiences that have shaped him
into a stronger, more enlightened,
and respectful leader and
individual.
Each move he made in his career
was accompanied by inherent risks,
making it difficult for him to
pinpoint which was the greatest.
However, he embraces these risks
as essential stepping stones in his
journey of self-improvement and
success.
Looking ahead, Denis envisions
Amsa Hospitality as the leading
hospitality group in the GCC within
five years. This vision extends
beyond merely having the highest
number of hotels; it encompasses
being recognized and respected as
an exemplary company within the
industry. He aspires for Amsa
Hospitality to become a hallmark of
excellence in the eyes of all
stakeholders.

Hala
Tfayli
A Female Entrepreneur
Redeﬁning Boundaries in
the Advertising Industry
Founder & CEO
The Channel MENA
16 | October 2023

tep into the world of Hala Tfayli, the
remarkable Founder and CEO of The
Channel MENA, whose career trajectory
deﬁes convention. Breaking away from the
traditional path of advertising agency
founders, Hala brings a unique perspective
as a former client-side professional.
With an illustrious background as the head
of marketing for a renowned architecture
and engineering consultancy in Kuwait,
Hala honed her skills in selling professional
services and gained invaluable insights into
the construction sector at large.
Additionally, her tenure at Al Shaya, a
prominent conglomerate, provided her with
an in-depth understanding of the rules and
fundamentals of the dynamic retail world.
In 2017, feeling the call of entrepreneurship,
Hala boldly stepped away from the
corporate realm to embark on her own
business venture. Since then, she has
relished every moment of her journey,
eagerly anticipating the future that lies
ahead.
S
18 | October 2023

From Research to Retail
Hala embarked on her professional
journey as a research analyst at
Zawya Reuters, a role that provided
her with invaluable exposure to the
research sector. Recognizing the
significance of research in shaping
effective strategies and business
plans, she developed a strong
foundation in this field.
Seeking to broaden her horizons,
Hala transitioned to Alshaya, the
leading retailer in the Middle East.
This opportunity allowed her to
acquire fundamental knowledge and
insights into the retail industry.
Immersed in this dynamic
environment, she gained a
comprehensive understanding of the
essentials of retail operations.
Driven by her passion for exploring
new avenues, Hala then ventured into
the professional services realm,
joining SSH, a prominent
architecture and engineering
consultancy. In this role, she took on
the challenge of establishing and
nurturing the marketing department
to support the regional expansion
initiatives of a newly appointed
international team. These experiences
proved to be transformative for her,
shaping her into the capable
individual she is today.
Throughout her career, Hala
consistently demonstrated a keen
interest in sales and business
development. She relished the art of
negotiation and took pleasure in
fostering connections and bridging
gaps between different stakeholders.
These skills and interests have been
an integral part of her professional
growth.
Driving Growth and Innovation
The Channel MENA, a boutique
advertising and marketing agency,
first originated in Beirut back in 2018
and has since expanded its operations
to Kuwait and more recently, KSA.
Despite being a relatively young
agency, it adopted a flexible and
remote business model ahead of its
time, recognizing the effectiveness of
such an approach. This foresight has
proven immensely beneficial for the
agency.
With a strong creative foundation,
The Channel MENA consistently
provides strategic insights and input
for every creative brief,
demonstrating a deep understanding
of our clients' commercial needs. As
a result, the agency has garnered a
reputation for being one of the
fastest-growing agencies in Kuwait
today.

Khalid
Fagih
Fostering
Transformation
and Sustainability
20 | October 2023

he role of a Chief Executive Officer (CEO) holds immense
Timportance in any organization, as it entails significant
leadership responsibilities. CEOs bear the crucial task of
making strategic decisions, overseeing the overall operations of the
company, and propelling its growth and triumph. While the position
of a CEO offers fulfilling experiences, it also presents a multitude of
challenges and obligations. Khalid Fagih, the CEO of Red Sea
International Company, is one exemplary individual who embodies
these responsibilities.
Khalid Fagih from Saudi Arabia, is a highly skilled professional with
extensive expertise in the field of Financial Services. With a rich
background spanning decades, Khalid has amassed valuable
experience in Banking, Risk Management, Investment Banking,
Project Finance, and International Business Development.
Throughout his career, he has successfully executed numerous
projects, leading transformation programs, engaging in
multinational negotiations, and driving skill development initiatives.
Khalid actively participates in the business community, holding
memberships in the Chamber of Commerce, as well as multiple
innovation forums and sustainability initiatives.
With a strong passion for innovation, disruption, and, above all,
environmental concerns, Khalid considers himself a staunch
advocate for constructing a better, safer future through intelligent
practices that prioritize the needs of tomorrow. In terms of
education, Khalid holds a degree in Statistics & Computer Science
and has received training from prestigious institutions such as
Harvard Business School, INSEAD, Stanford Business School, and
London Business School. Additionally, during his financial services
career, he has also taken on the role of training young aspiring
bankers many times at the esteemed SAMA Institute of Banking in
Saudi Arabia.
22 | October 2023

Eng. Maqbool Al Wahaibi
CEO
Oman Data Park
26 | October 2023

Maqbool
Al Wahaibi
Leading by diversiﬁed Experience in ICT Engineering, So ware
Development, Business Startups and Leadership
Eng.

Maqbool Al Wahaibi is the Chief
Executive Officer of Oman Data Park
(ODP), the first managed and cloud
service provider in Oman. He was a
key contributor to the creation of
solutions specifically suited to the
needs of banks, financial institutions,
the oil and gas industry, the
healthcare industry, the government,
the educational system, and the
professional services sector. He is a
member of the executive
management team and a founding
team member of ODP. His diverse
experience spans more than 20 years
in ICT engineering, software
development, business startup, and
leadership.
Maqbool has an MBA from
Strathclyde University in the UK and a
Master of Science in Computer
Software Engineering from the
University of York. At the 2018 Annual
AIWA Awards, he was named
Technology Person of the Year. In 2019,
Oman Data Park received the
Excellence for Global Cloud-Based
Services award. ODP currently
provides services to 600 corporate
clients, including big, medium-sized,
and small businesses.
Life prior to Starting
Professional Work
Maqbool attended the
Royal Guard School of
Technology, an Oman-
based military
technology boarding
school, for his
secondary and primary
education. Later, he
received a government
scholarship to pursue his further education, including a
bachelor's degree in engineering in information
technology from Staffordshire University in the UK, a
master's degree in software engineering from York
University in the UK, and an MBA from Strathclyde
University in Scotland.
He began working for the government as a software
developer and advanced through the ranks to general
manager of an IT division.
Oman Data Park
Maqbool was a member of the founding team
(shareholders) of Oman Data Park SAOC (ODP), which
was established in 2012. Maqbool helped ODP develop
and become a success story. The stockholders
approached him about starting the first cloud service
provider in Oman. He jumped out of the government
sector to bring up ODP because he thought the idea was
good.
It was difficult to start a business from scratch in a tiny,
conservative market like Oman with a brand-new set of
services like cloud services and data center services. It
calls for intense concentration driven by enthusiasm, a
thorough awareness of the risk variables, and a great
deal of attention. Maqbool was fortunate to possess all of
those qualities, which were undoubtedly helpful. He
shares, "Our first client was a bank. In Oman, the first
Islamic bank (Nizwa Bank) was established. We sold the
idea to the bank to collocate all of their infrastructure in
ODP, rather than building a data center of their own, it
was an opportunity we didn't want to miss." However,
having to deal with all the legislative and security
components was not an easy thing to do.
L

Ryan
Godinho
The Story of Specialty Coffee
Within the United Arab Emirates
40 | October 2023

Across the globe, the coffee industry has
evolved tremendously over the last
couple of decades. Developments in
farming methodologies, technological
advancements, changes in consumer
preferences, and the rise of specialty
coffee culture have all contributed to
this progression. As the industry
continues to evolve, we can undoubtedly
expect to see many new trends and
innovations emerge.
Founder and owner of Specialty Batch,
Stomping Grounds and Tyler's Tavern,
Ryan Godinho, is also a certiﬁed coffee
professional and self-made
entrepreneur heavily invested in the
hospitality sector in Dubai, United Arab
Emirates. He has been widely
considered as one of the pioneers of
specialty coffee education and cafe
culture development within the region.
Ryan's journey tells the story of a nation-
wide development that led to UAE-
based coffee professionals being
recognised internationally at various
world coffee arenas. Being a niche
category entrepreneur with vast
experience and success in both b2b and
b2c business models, with projects that
not only stand the test of time but also
continue to be more successful year on
year, Ryan continues to solidify his
quality-driven ethos through his brand
reputation.
Building Successful Coffee Businesses
From 2009 to 2011, Ryan took on an
operational role for a new annual
specialty coffee event in Dubai. Within
that time, he was appointed National
coordinator for the UAE by the Specialty
Coffee Association and their World
Coffee Events chapter.
Challenges of Introducing
a Fresh Idea
Ryan recognizes that introducing a
completely new concept, brand, and
technology to a market can be
incredibly difficult and requires a great
deal of persistence. It would be much
easier to simply ride a trend or
capitalize on the previous efforts of
other entrepreneurs in developing a
market.
These are the challenges that Ryan
has faced with every project he has
taken on. From establishing Specialty
Batch Coffee as an educational
facility, wholesale coffee supplier, and
cafe equipment company, to opening
the first neighborhood specialty cafe,
Stomping Grounds, Ryan has had to
navigate a multitude of daily
challenges.
Investing his time and limited
resources in these projects was driven
solely by his passion, and there were
no shortcuts. Ryan knew that he had
to persist if he wanted to truly have an
impact while transitioning consumer
behaviour.

CEO and Co-founder
EFS Facilities Services Group
46 | October 2023

Investing in Individuals and Assisting in the Growth
TARIQ
Chauhan
In a world full of poseurs, one seeks to have basic
psychological demands for personal growth and
development throughout their lives as human beings. One
can discover meaning and purpose in life by achieving self-
actualization and can honestly say that they 'lived.' The drive
to become the best version of oneself is known as self-
actualization. It entails pushing ourselves to reach our
maximum potential and fulfilling our artistic objectives.
People with self-actualization have a more efficient
perception of reality and are better prepared to withstand
uncertainty.They appreciate putting their problem-solving
talents to use in real-life circumstances and assisting others
in improving their lives.Abraham Maslow, a humanistic
psychologist, provided the known definition. Self-
actualization, he explained, is the process of becoming
"everything you are capable of becoming."
I worldsleaders.com | 47

EFS Facilities Services Group was
founded with the goal of being a
regional leader in providing
comprehensive facilities management
services. The Middle East, Africa,and
South Asia and Turkey are all part of
its global footprint.
It is unique in that it combines
progressive, people-focused leadership
with rapid technical adoption, resulting
in the ideal environment for personal
growth for employees and client
portfolios. The business community
has recognised the company for
providing exceptional services to some
of the biggest regional companies,
including prominent multinationals, for
over two decades. With a contract
backlog of USD 1.7 billion and
responsibility for a total area of
approximately 52 million , with 28
sq.m
operating firms in 21 countries around
the region, it has set new norms in
facilities management via quality
service delivery and innovation.
Inspiration and daily lessons from
peers
Tariq's function at home is defined by
his family: he is the husband of an
incredible woman and the father of two
beautiful girls. He enjoys spending
time with the family at home because
they inspire him and provide him with
tranquility, allowing him to come up
with new ideas. Every day, he
challenges himself to be a better
version of himself than the day before,
and he is committed to expanding his
work's initiatives and impact.
“I am passionate about people and as
a business leader, I get inspiration and
daily lessons from my peers, and I get
inspired by our clients and our drive to
be of service. I am deeply rooted in
gratitude and self-actualization.”–
says CEO, EFS Group.
The EFS family is the driving force
behind the company's expansion and
makes significant contributions to the
industry. In EFS, setting personal goals
is widely encouraged. They ensure that
every employee, can chart
at all levels
their own path to self-actualization and
progress beyond their current
circumstances. Everyone has
professional goals for the impact they
want to see and bring to EFS, in
addition to personal ambitions. Tariq
has an open-door policy and is always
willing to hear new ideas, strategies,
and initiatives that contribute to EFS's
innovative and out-of-the-box thinking.
He believes that success for EFSians is
success for EFS.
Overcoming obstacles
In the profession, Tariq has faced
numerous hurdles; to single out just
one would be unfair. He believes all
the obstacles and struggles have
blended into one massive snowball of
hardship that has taught a valuable
lesson: resilience.. He believes that the
most important barrier-breaker a leader
can develop is resilience.
During the pandemic, the industry
faced numerous hurdles in many ways,
first responders included. Close to a
post-pandemic future, the industry
faces new realities and challenges,
including preserving financial health
while keeping costs low, retaining
clients, attracting top staff, and
48 | October 2023

integrating technology. Obtaining
competitive new clientele is also a
significant issue, given the tough
financial realities. Industry leaders
must become more inventive in
devising methods to address all the
issues.
"Regardless of adversity level - and
adversity is undoubtedly a certainty - if
you work on your resilience, you will
overcome, adapt, and grow. There is no
easy way to grow. "– says Tariq.
Reduce the risk of operational
Risk management and Controls
In EFS, risk management and controls
are business-critical levers without
which business continuity and overall
commercial enterprise value cannot be
achieved. To generate greater
organisational legitimacy, businesses
must attempt not just to implement risk
controls, but measure its impact.
Management accounting, risk
management, and corporate
governance are all linked and effective
as a result of these actions. At EFS, we
were able to establish a risk mitigation
culture that spread throughout the
organisation and was integrated into all
critical processes. In this domain, each
department, position, and role must
have its own set of key result areas.
Risk management's self-regulation and
adaptation through collective
ownership by stakeholders is a
precise sustainability benchmark, and
it is the only method for risk
management to achieve its aim. It is
vital to create and maintain a risk
register with complete risk rules across
all aspects of the organization; it
cannot be left to Finance or HR alone.
The characteristics of effective
leaders
In today's world, a successful leader
must be resilient, people-oriented,
goal-driven, and integrate their
business into a long-term people
impact mission. Tariq thinks investing
in people and assisting them in their
development is an important aspect of
leadership. As Group CEO, Tariq is
responsible for ensuring the safety of
his employees, clients, and
stakeholders. Set out on a mission to
aid in industry change and innovation.
“My happiest part of my daily routine
would be the early morning meeting
with my team—I love seeing them in
action, sharing ideas and enthusiasm,
and making incredible progress daily.
We are known at EFS to make things
happen quickly and fast, so we are
always one step ahead to find the best
ways for our company to contribute to
a positive impact.” -says Tariq
Chauhan.
He advises upcoming leaders to be
humble and open to new ideas; learn to
train themselves; look after their
mental health; invest in becoming
resilient, and seek out bright people on
a regular basis.

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e que e and elegance advisor with over 13 years
of interna onal public rela ons experience across
five con nents. Her experience,, method of
coaching, and mindset are sure to inspire you on
your personal development journey towards
growth and elegance!
Unparalleled in the realm of professional
development, Taylor is equipped with a remarkable
blend of skills and experience. Her true gi lies in
her ability to cap vate, inspire, and train
individuals and audiences of all kinds in the art of
social and professional e que e. With an
impressive track record, she has worked alongside
Heads of State, Fortune 500 Board members, CEOs,
advisory councils, and entrepreneurs from across
the globe, helping them cul vate a successful
image, refine their communica on, embody
professionalism, and master the art of business
networking.
Taylor's personalized one-on-one coaching is the
key to unlocking your full poten al, regardless of
where you are in your professional journey.
Whether you're taking your first steps, striving for
career advancement, or reentering the corporate
landscape, The Elegance Advisor is here to guide
you. Taylor's exper se lies in developing the
essen al so skills you need to thrive and succeed.
Addi onally, she offers me culously curated
programs tailored for corpora ons and specific
audiences. These targeted ini a ves serve as
powerful catalysts, inspiring and mo va ng
par cipants to recognize the transforma ve impact
of so skills. From eleva ng business e que e to
enhancing professionalism, efficiency, and
eloquence, Taylor's programs empower individuals
and organiza ons to level up and achieve
remarkable results.
As The Elegance Advisor, she works relessly to
spread the message of being an inten onal, kind
and communica ve individual for both personal
and professional success through not only her
professional endeavors but also her presence on
social media pla orms. Whether you work
personally with Taylor, or you hire her to curate a
personalized coaching program for your office, you
50 | October 2023

Taylor Elizabeth
Perramond
a end one of her workshops, or you simply
tune into her weekly instagram Live, you are
sure to be inspired by her unique take on
e que e, how it is a mindset and truly
effec ve tool for success professionally and in
life. Listening, working and being coached by
Taylor will give you a new perspec ve on what
it means to 'Be Elegant'.
Diverse Background
Taylor is an American, living abroad and loves
to travel - she considers herself a global citizen.
She pursued education in the United States,
Italy, and Switzerland and speaks English,
French, and Italian. She holds several degrees,
certifications, and licenses from prestigious
institutions worldwide. She completed an
undergraduate degree in International Affairs, a
Master in International Affairs, an MBA in
International Business, and completed a formal
diploma of Etiquette and Protocol from world
renowned INSTITUT VILLA PIERREFEU in
Switzerland. As a lifelong learner she has also
pursued and completed courses to become a
certified life & mindset coach, emotional
intelligence coach, NLP practitioner, and has a
certification for Personal and Fashion Styling.
Having worked for over a decade in
international public relations, managing 22
markets on five continents, Taylor decided to
focus on her family and raising her daughter.
She was in search of a new professional journey
which would fulfill her passion for
communications, engaging others and positively
impacting society while having the right work
life balance to support her family. In 2019 The
Elegance Advisor was born, with the mission of
sharing her skills and experience, cultural
sensitivity, emotional intelligence,
communication, and awareness; Taylor set out

to share her passion for everything
elegant.
Taylor believes that etiquette is the key
to building relationships in social and
professional circles. She uses her
platform and consultancy to help
others connect with how etiquette is
not a set rigid and outdated rules
designed to make one feel
overwhelmed and uncomfortable, but
instead a tool to help one feel prepared
and confident enough to navigate
complex social, cultural, professional
and life situations.
As elegant as she is humble, Taylor
admits to struggling with imposter
syndrome when starting her social
media platform and consultancy. She
knew the benefits that etiquette and
soft skills development could offer and
she wanted to create a space where
etiquette felt approachable and easy to
access for anyone, anywhere. Her
greatest concern was that people would
feel judged or that they would
misunderstand her intention of what it
meant to 'Be Elegant', as it has less to
do with what you look like and more to
do with how you think, speak, and
behave.
Luckily, she decided to not let fear get
in the way and she followed her
passion meets purpose and found a
large and engaged international
community. Through the
encouragement and success of The
Elegance Community and working
with personal clients she started to
understand that there were individuals
around the world incredibly interested
in learning etiquette, developing their
soft skills and building their confidence
through personal development.
What Services does The Elegance
Advisor Offer?
As your dedicated coach, Taylor
specializes in nurturing and developing
your soft skills, refining your etiquette,
enhancing your communication, and
supporting you to create an authentic
and successful image. She works one
to one with her clients to uncover their
true potential through tailored personal
development sessions that empower
clients to overcome challenges and
embrace growth.
In addition, she offers an ever
expanding range of online classes
designed to elevate your soft skills and
confidence. She has recently launched
a one-of-a-kind group mentoring
program: The Pathway to Elegance.
Members unlock a year-long journey
towards personal and professional
growth. This extraordinary program
grants flexibility to embark on your
journey to elegance at your own pace
by immersing yourself in a easy to
follow program filled with online
videos, enriching audio classes, journal
prompts, assignments, and live group
mentoring sessions crafted to develop
your mindset, enhance your image,
refine your behavior, and develop your
communication. With Taylor as your
trusted guide, you'll embark on a
voyage of self-discovery, unlocking
your self confidence and elegance to
guide you in every aspect of your life.
A visionary in her field, she also
collaborates closely with corporations
around the world to create bespoke
trainings and workshops that precisely
cater to the professional development
needs of their executives, leaders, and
teams. With her unrivaled expertise
and intuitive understanding of
organizational dynamics, she crafts
transformative experiences that ignite
growth and inspire peak performance.
Taylor's dynamic approach captivates
audiences, injecting energy and
motivation into every session.
Through all of her programs Taylor is
sure to empower the individuals and
teams she works with to unleash their
full potential, driving success and
cultivating excellence. Whether it's
fostering effective leadership,
enhancing communication skills, or
leveling up your look, The Elegance
Advisor will help you to unlock the
keys to success, empowering you to
thrive.
Areas of Expertise
Social Etiquette & Table Manners
(Continental European, British, and
American)
Business Etiquette
Effective Communications Training
Cross-cultural Communications and
Cultural Sensitivity
Personal Branding & Image Consulting
Networking & Netiquette
Public Speaking Training
Life & Mindset Coaching
Emotional Intelligence Coaching
NLP Practitioner
Available Online Classes
Interview Etiquette
Workplace Etiquette
Curating a Professional Personal Brand
through Mastering the Strength in your
Femininity
Personal Advising Adults & Teens
Mindset Development
Entrepreneur Coaching
Personal Branding
Confidence Building
Image Consulting
Effective Communication
Educational Interview Preparation
Public Speaking Coach
Pageantry & Deportment Advising
52 | October 2023

Workshops & Motivational
Speaking
Mastering the Strength in your
Femininity
Curating an Elegant Client Experience
Elegance in Etiquette, Protocol &
Cross-Cultural Awareness
Curating a Professional Image
Presence, Confidence & Public
Speaking
International Business Etiquette &
Communication
Youth Seminar: Developing the Skills
of the Future
Elevating Work-Life Balance and
Productivity Through Soft Skills
Master the Art of Authentic,successful
and sustainable relationships
Soft Skills for Entrepreneurs
Leadership Insights
As the founder of Elegance Advisor
Consultancy, Taylor firmly believes
that her passion for helping individuals
discover their own voice, confidence,
and elegance has aligned perfectly with
her life's purpose. Through her work,
she is dedicated to guiding clients
towards a more confident, intentional,
elevated and sophisticated lifestyle.
Taylor has learned through her life -
that by approaching each endeavor
with intention and striking a
harmonious balance in her actions, she
can effectively attain her goals and
bring out the best in those she serves.
With her unwavering commitment to
excellence and her genuine desire to
make a positive impact, Taylor aims to
create a world where elegance
becomes a way of life for everyone.
Taylor's Advice
Taylor advises anyone interested in
developing leadership skills to
understand that possessing hard skills
alone is not sufficient for achieving
true success. Instead, they must
prioritize the continuous development
of themselves through self-awareness,
curiosity, and self-reflection, which serve as the pillars of effective
leadership. By cultivating self-awareness, leaders gain a deep
understanding of their strengths, weaknesses, and values, allowing them
to lead with authenticity and purpose in one's personal or professional
life. Embracing curiosity fuels a hunger for knowledge, new ideas, and
diverse perspectives, fostering innovation and adaptability within their
teams. Regular self-reflection enables leaders to assess their actions,
decisions, and impact, providing valuable opportunities for growth and
learning from both successes and failures. Leaders who prioritize their
personal development through self-awareness, curiosity, and self-
reflection not only inspire their teams but also lay the foundation for
continuous improvement and mea

Navigating the Changing Landscape of
Communication with Intensive PR Skills
In today's ever-evolving world, our way of communication — egged on
by incredible advancements in technology — has revolutionized the way
we communicate.
W7Worldwide, Saudi Arabia's leading home-grown marketing
communications consultancy agency, has acknowledged that successful
PR and communication strategies hinge on a critical factor: representation
— a genuine and honest representation of its clients. Even the most
carefully crafted, market-savvy, or imaginative campaigns are bound to
bomb if their representation fails to meet the mark. As a result,
W7Worldwide is dedicated to providing intensive and thorough
representation services that enable its clients to achieve their goals.
Effective communication, in its view, requires more than simply delivering a
message. It is about building relationships and connecting with one's
audience in a way that lasts.
Whether an individual seeking to make a name for himself or a business
trying to carve out a place in a ercely competitive market, W7Worldwide
offers the necessary expertise and experience to navigate the ever-
changing landscape of communication and emerge victorious.
54 | October 2023

W7Worldwide Co-founders,
Abdulrahman Inayat, right,
and Abdullah Inayat holding
the “PR Agency of the
Year 2023” trophy.
Abdulrahman Inayat
Co-founder | w7worldwide
Abdullah Inayat
Co-founder | w7worldwide

Visionary Behind W7Worldwide
Abdulrahman Inayat's strong
conviction in the inevitability of
change propelled him to co-found
W7Worldwide, which has since
established itself as a trailblazer in
the PR industry. With a track record
of spearheading numerous
initiatives, Mr. Inayat strives to
develop winning strategies for
effective reputation management.
W7Worldwide's three-fold focus on
knowledge, professionalism, and
quality drives its mission to
catalyze transformation in the
industry, a feat that sets it apart
from competitors.
Mr. Inayat has a natural inclination
toward working with a diverse
range of individuals. This attribute
helped him transition into the PR
industry at a young age and gain
valuable insights into the evolving
communication landscape. He
states: "I co-founded W7Worldwide
to create a competitive and
professional work space in the
marketing communications
industry and lead it to global
recognition." He further adds, "Our
ABC model, backed by the "By
Whom" concept, was something
that was lapped up by companies in
the market. The idea was to reduce
the gap in the industry, which
ultimately became an integral part
of all of the clients' strategies."
A New Approach
W7Worldwide places a premium
on its partnerships, and values
relationships with clients. The
agency's dedication to delivering
high-quality work while navigating
the nuances of the market is a
hallmark of its professionalism.
With an expert team,
W7Worldwide is well-positioned to
deliver value to its clients.
Creativity and innovation are
integral to the PR business, and Mr.
Inayat stays up-to-date with
industry developments while
attentively listening to people's
opinions from various business
segments worldwide. Networking
and extensive reading are essential
parts of his job.
W7Worldwide has built its
reputation on its knowledge of the
local market. The company's
'glocal' approach—a focus on local
creativity and culture while keeping
a global perspective—has
established it as the first home-
grown PR consultancy agency in
the Kingdom. Along with a talented
team, the agency strives for
excellence and global outreach.
Leadership Methodology
Mr. Inayat's leadership centers
around three key principles:
honesty with clients and
assignments, a passion for
excellence in performance, and
creating the right team for each job.
Transparency and clear
communication form the
cornerstone of W7Worldwide's
business policy, in tandem with its
unwavering commitment to its
clients and team members, and the
pursuit of synergy.
The agency places a high value on
being people-centered, recognizing
that its employees are its biggest
asset. As such, W7Worldwide
prioritizes caring for its team
members, particularly during times
of significant transition, knowing
that investing in its people pays
dividends. The agency understands
that no business can thrive without
a dedicated and motivated
workforce.
Value-Added Services
W7Worldwide's commitment to
providing exclusive services is a
testament to its dedication to
excellence. Its creative
enhancement services focus on
finding new and innovative ways to
elevate its clients' brands, making
them stand out in an increasingly
competitive market. This approach
is fueled by the team's curiosity and
proactive attitude, consistently
seeking out new opportunities and
strategies to help clients achieve
their goals.
The agency's approach is rooted in
the belief that successful
communication is about more than
just conveying a message; it's about
creating connections and building
relationships that last. By
emphasizing creativity, curiosity,
and proactivity, W7Worldwide is
able to offer a comprehensive suite
of services that empower its clients
to succeed in their respective
industries.
56 | October 2023

W7Worldwide is also dedicated to
staying ahead of the curve when it
comes to emerging trends and
technologies. By keeping a finger
on the pulse of the industry, the
agency is able to anticipate shifts in
the market and adapt its strategies
accordingly, ensuring that its clients
always stay one step ahead of the
competition.
Innovation and Inspiration
According to Mr. Inayat, a
company's culture is heavily
influenced by three key values:
passion, perseverance, and
patience. In the PR industry, it's
vital for teams to embody these
values in order to differentiate
themselves from the competition.
At W7Worldwide, the team
understands the importance of
ground-breaking ideas that generate
momentum, especially in PR. They
have a track record of successfully
implementing innovative
campaigns, such as their COVID-
19 awareness campaign, which
helped establish their respected
position in the industry.
W7Worldwide's commitment to the
Kingdom is also reflected in their
popular campaigns celebrating
occasions such as National Day and
Founding Day, fostering a sense of
unity within Saudi society.
Thanks to its team's new approach,
W7Worldwide has been honored
with numerous awards both
regionally and globally, which only
motivates the team further to
continue pushing boundaries and
delivering exceptional results for
their clients.

World’s Visionary Leaders Making A Difference in Middle East, 2023.pdf

World’s Visionary Leaders Making A Difference in Middle East, 2023.pdf

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