In the heart of a rapidly evolving Middle Eastern business ecosystem, where digital transformation races alongside traditional commerce, one woman has quietly been redesigning the operational frameworks that drive success across multiple industries. Salma ElZeairy, with her pharmacist background and distinctive operational vision, has become a force to reckon with in the realm of business operations—navigating the complex corridors of FMCG giants, pioneering healthcare services, revolutionizing fitness operations, and now, empowering businesses of all sizes to optimize their potential.
This is not merely a story of professional achievement but a masterclass in adaptability, cross-industry innovation, and woman leadership in a region undergoing profound economic and cultural transformation.
FOUNDATIONS OF EXCELLENCE: THE EARLY YEARS
Every architect of change begins somewhere, and for Salma ElZeairy, that beginning was rooted in precision and detail. As a pharmacist by training, she brought an analytical mindset to her first role in the Quality Assurance department at Marico LTD, one of the leading FMCG companies in the region.
“My career journey began in Quality Assurance, which allowed me to dive deep into backend operations management,” ElZeairy reflects. “This foundation gave me valuable insights into designing, implementing, and optimizing operational processes.”
For five years, she immersed herself in systems and processes, developing an understanding of operational excellence from the ground up. This meticulous training in quality standards would later inform her holistic approach to business operations—where every process must not only be efficient but also deliver consistent, high-quality outcomes.
What began as a technical role soon revealed ElZeairy’s natural affinity for seeing the bigger operational picture. “What inspired me to get into Operations stems from my curiosity about how systems work together to achieve strategic goals,” she explains, articulating the driving force that would shape her career trajectory.
NEW HORIZONS: PIONEERING IN SAUDI ARABIA
After mastering backend operations, ElZeairy was ready for a new challenge—one that would test her adaptability and expose her to customer-facing operations. In 2010, she relocated to Saudi Arabia, embarking on an exciting venture to help establish Kaya Skin Clinic in Jeddah—a new service line for Marico at the time.
The move to Saudi Arabia marked not just a geographical transition but a professional evolution from backend operations to customer-centric service delivery. As a clinic manager for Kaya Skin Clinic, she gained firsthand experience of how operational excellence directly impacts customer satisfaction and business growth in the service industry.
This period in ElZeairy’s career was transformative, as she navigated the unique business landscape of Saudi Arabia—a market with its own cultural nuances, regulatory frameworks, and consumer expectations. Little did she know that this experience would be the first step toward becoming a regional operations expert spanning multiple Middle Eastern markets.
HARMONY IN COMPLEXITY: REVOLUTIONIZING HEALTHCARE OPERATIONS
By 2021, ElZeairy’s operational expertise had earned her the role of Operations Manager for the Middle East business at Kaya Skin Clinic. Here, she faced the complex challenge of leading teams of managers and doctors—a task requiring the delicate balance of operational efficiency with patient-centric healthcare services.
“Leading teams of managers and doctors at Kaya Skin Clinic was indeed a unique and rewarding experience,” ElZeairy shares. “I focused on optimizing operational workflows to enhance efficiency while ensuring they supported, rather than hindered, patient care.”
Her approach was multifaceted and innovative. Understanding the critical importance of the medical team, she prioritized empowering doctors and staff with the right tools, training, and support systems. “This included implementing strategies that focus on the interactions between the client and the medical provider—from high-tech analysis tools to customized treatment plans for every individual—while focusing on delivering world-class quality experience,” she explains.
ElZeairy’s leadership at Kaya Skin Clinic exemplified her talent for cross-functional collaboration. She facilitated regular meetings between operations, medical, and customer service teams to ensure alignment on objectives, address challenges collaboratively, and maintain open communication channels—all crucial for delivering cohesive and patient-centric services.
What set her approach apart was her unwavering commitment to continuous quality improvement. “To maintain high standards of patient care while optimizing operations, I established a culture of continuous improvement,” she notes. “This involved regularly reviewing patient feedback, monitoring service quality metrics, and conducting training sessions to keep the team updated on best practices.”
BREAKING NEW GROUND: TRANSFORMING FITNESS IN A CHANGING MARKET
Never one to rest on her laurels, ElZeairy sought to test the adaptability of her expertise across different consumer service sectors. Her next challenge took her into the fitness industry, specifically with NUYU Fitness Centers—a venture that would prove both challenging and rewarding in a rapidly changing Saudi market.
“Running an operation in one of the most challenging markets like Saudi Arabia was a challenge yet fun to be part of,” she reflects. “At that time, there were no available female fitness clubs in KSA; however, the government started giving out those licenses in 2019, which was the biggest milestone of this industry in the country.”
The timing of her entry into the fitness industry coincided with momentous changes in Saudi Arabia—the kingdom was opening up new opportunities for women, and female fitness centers represented both a business opportunity and a cultural shift. ElZeairy found herself at the forefront of this transformation, facing unique operational challenges:
“Challenges faced were strategic business growth and startups as well as optimizing the profitability in such a static market,” she explains. The nascent industry lacked local expertise, forcing reliance on expatriate talent—”which was a big challenge in terms of cost as well as adaptability and understanding of country habits.”
Additionally, digital transformation presented significant hurdles: “There was a big challenge sourcing fitness-specific software providers that can help develop the business faster since most of those vendors would be based outside KSA.”
Despite these challenges, ElZeairy successfully managed expansion while optimizing costs and improving member retention at NUYU Fitness Centers. Her experience here further reinforced her conviction in the power of cross-industry learning and adaptable operational strategies.
CULTURAL COMPASS: NAVIGATING DIVERSE MIDDLE EASTERN MARKETS
One of ElZeairy’s most valuable assets is her intimate understanding of how regional business cultures influence operational strategies across the Middle East. Having worked in KSA, UAE, and Egypt, she has developed nuanced insights into the distinct business environments of each market.
“Working across dynamic markets such as KSA, UAE, and Egypt has allowed me to gain a deeper understanding of how regional business cultures influence operational strategies,” she notes, before detailing the key differences she’s observed:
In terms of decision-making and hierarchies, she explains: “Decision-making in KSA tends to be centralized with a hierarchical approach, with approval from senior leadership typically required. In contrast, the UAE embraces a progressive, fast-paced environment that encourages innovation and agility through decentralized decision-making. Egypt, while also hierarchical, is more relationship-driven, where trust and personal connections play a significant role.”
Workforce dynamics also vary significantly across these markets. “In the UAE, a highly diverse expatriate workforce necessitates inclusive leadership and clear communication to bridge cultural differences. In KSA, there’s a growing emphasis on local talent development due to Saudization policies, which requires customized training programs and leadership development. In Egypt, teams tend to be more cost-sensitive, and motivational strategies often revolve around stability and career growth.”
The regulatory landscape presents another dimension of complexity. “KSA has stringent regulations, especially in the healthcare and retail sectors, which require robust compliance systems. A key feature of the UAE’s regulatory landscape is that it is rapidly evolving to foster innovation and make doing business easier. Egypt’s regulatory framework is relatively more flexible but can be complex due to bureaucratic processes, requiring strategic navigation.”
Perhaps most importantly for consumer-facing businesses, customer expectations differ markedly: “In KSA, consumers value premium experiences and personalized services, influencing operational strategies around high-quality service delivery. In the UAE, customer expectations are geared towards convenience, speed, and digital integration. Egypt, on the other hand, is a price-sensitive market, requiring cost-efficient operations without compromising on quality.”
These insights have enabled ElZeairy to develop region-specific operational strategies that respect cultural nuances while driving efficiency and growth—a skill set that has proven invaluable in her consulting work.
STRATEGIC PIVOT: FROM CORPORATE LEADERSHIP TO BUSINESS CONSULTING
After years of corporate leadership roles, ElZeairy made a pivotal decision to transition into independent business consulting—a move driven by her passion for transformation and strategic growth.
“After spending years in corporate leadership roles, I realized that my true passion lies in helping businesses unlock their full potential through strategic transformation,” she explains. “In my roles in corporates, I was consistently involved in restructuring teams, optimizing processes, and driving growth. I wanted to extend this expertise beyond a single organization and assist multiple businesses, especially startups and growing enterprises, to navigate challenges, scale efficiently, and establish sustainable operations.”
This transition marked not just a career change but a fulfillment of purpose—allowing ElZeairy to make an immediate impact across diverse industries, tailor solutions to different business models, and work with a variety of leadership teams. Her consulting approach reflects the rich tapestry of lessons learned throughout her career journey.
“Transitioning from Quality Assurance at Marico to business operations and leadership roles taught me several key lessons that now shape my consulting approach,” she reflects. One of the most valuable insights was developing an “end-to-end perspective”—understanding how each process impacts overall business performance and customer experience, enabling her to design integrated solutions that align operational efficiency with strategic objectives.
Her cross-industry experience has been particularly advantageous: “My journey across healthcare, wellness, and fitness industries showed me that while core operational principles remain consistent, their application can vary significantly. This adaptability taught me to tailor strategies to different business models, enabling me to bring fresh, cross-industry insights to my clients.”
TECHNOLOGY ADVOCATE: DRIVING DIGITAL TRANSFORMATION
In today’s business landscape, digital transformation is not merely an option but a necessity for operational excellence—a reality ElZeairy has embraced throughout her career. She has successfully implemented automation, business intelligence tools, and ERP systems to optimize performance and enhance customer experiences across different industries.
“The key to success isn’t just adopting technology,” she emphasizes. “It’s aligning digital transformation with business goals, training teams to adapt, and continuously measuring impact. And on top of all is resembling the client journey onto the digital journey of the business.”
ElZeairy’s technology toolkit is comprehensive and strategic, encompassing artificial intelligence and machine learning, business intelligence and data analysis, cloud-based ERP and CRM systems, digital payment and e-commerce solutions, and cybersecurity and compliance technology. She believes that “businesses that leverage these technologies effectively will gain a significant edge in the competitive landscape.”
Her approach to digital transformation is particularly valuable in the Middle East, where technological adoption is accelerating rapidly but unevenly across different markets and industries. By emphasizing the alignment between technology and business goals, ElZeairy ensures that digital investments deliver tangible operational improvements and enhanced customer experiences.
GROWTH ARCHITECT: SCALING WITH STRATEGIC PRECISION
One of the most common challenges businesses face is maintaining operational efficiency while experiencing rapid growth—a balancing act ElZeairy has mastered through her various leadership roles.
“Scaling business is exciting, but rapid growth can become chaotic if not managed properly,” she warns. “I’ve worked with startups, established businesses, and large-scale operations, and I’ve found that balancing growth and efficiency requires a structured, data-driven approach.”
ElZeairy recommends several strategies for maintaining this delicate balance:
First, “build a scalable system based on data approach,” she advises. “Establish your SOPs and processes to ensure consistency during growth.” This foundation of standardized procedures provides the structure necessary for sustainable expansion.
Equally important is investing in the right talent: “Develop your team and hire for adaptability,” she urges, recognizing that people are the engine of growth. This goes hand-in-hand with enhancing “internal culture to be growth mindset culture”—creating an environment where teams embrace challenges and continuously evolve.
Financial discipline is another critical component: “Align your budgets and financial planning with goals,” ensuring that resource allocation supports strategic priorities. Throughout this growth journey, ElZeairy emphasizes the importance of prioritizing “customer experience and customer-centric approaches—that’s your core business.”
Underpinning all these strategies is data-driven decision-making: “Leverage data for smart decision making,” allowing businesses to identify opportunities, anticipate challenges, and measure progress with precision.
TEAM SYNERGY: THE ART OF BUILDING HIGH-PERFORMANCE CULTURES
ElZeairy’s leadership philosophy centers on the concept of synergy—creating teams that are more than the sum of their parts. “In my leadership experience, I have worked with diverse teams across industries,” she notes. “A truly effective team is more than just a group of skilled individuals. It is a SYNERGIZED unit that is built on trust and collaboration directed by a leader that understands the value of each member in this team.”
Her approach to team building is comprehensive and human-centric. “The team needs a clear vision, strong communication strategies. They need to take responsibility for their decisions and be supported to do so,” she explains. Adaptability is equally crucial: “The team needs to be agile and adapt to all kinds of business/market changes. A great team embraces change and shows the best resilience skills.”
ElZeairy is particularly passionate about developing strong leadership pipelines, advising leaders to “focus on building a strong second line to ensure the sustainability of business growth.” Her recommendations for fostering high-performing teams include:
“Lead by Example. They do what you do not what you want them to do!” This authentic leadership creates alignment and builds trust within teams.
“Encourage cross-functional collaboration,” breaking down silos and fostering innovation through diverse perspectives.
“Empower your team. They will take accountability of their decisions only once they take it,” recognizing that autonomy and responsibility go hand in hand.
“Create a feedback-driven culture,” ensuring continuous improvement through open communication.
“Invest in training and development—Keep them ahead from their peers in the market,” acknowledging that growth opportunities are powerful motivators.
“Recognize achievements and reward innovations,” reinforcing positive behaviors and encouraging creative problem-solving.
CHANGE CATALYST: GUIDING THROUGH UNCERTAINTY
In today’s volatile business environment, change management has become a critical skill set—one that ElZeairy has honed through leading organizations in industries that demand agility and adaptability.
“I believe navigating change is all about understanding the current situation, analyzing the present, learning from the past and planning for the future,” she explains. Her approach is methodical yet adaptable: “Get your road map on the table and start acting and assigning.”
ElZeairy’s change management framework begins with establishing “a clear vision” that provides direction and purpose. This is followed by engaging stakeholders: “Explain what needs to be done and Why—the purpose!” recognizing that buy-in is essential for successful transformation.
She advocates for “data-driven decisions” to guide the change process, ensuring that strategies are grounded in facts rather than assumptions. Empowerment is also central to her approach: “Empower your team and let them try different solutions,” fostering innovation and ownership throughout the organization.
Throughout the change journey, she emphasizes the importance of monitoring progress and providing feedback, creating a continuous improvement loop that refines the process as it unfolds.
STRATEGIC EQUILIBRIUM: BALANCING IMMEDIATE RESULTS WITH LONG-TERM VISION
ElZeairy’s approach to decision-making reflects her strategic mindset, balancing immediate wins with sustainable growth. “As a leader, you will always consider short-term wins along with long-term growth!” she emphasizes. “I ensure the team understand the quick fixes will give them some sense of achievement while keeping an eye on long-term sustainability and scalability.”
This balanced approach has proven effective across different industries. “In Nuyu, member retention was a long-term goal; we worked on automating the client journey while we keep an eye on our retention strategies. Similarly, in Healthcare, we used to build long-term growth and expansion strategies while enlarging the existing businesses and getting the team to enjoy the wins.”
ElZeairy’s decision-making philosophy is succinct yet powerful: “Every decision must drive immediate business success while building the foundation for future growth. The key is to be strategic, adaptable, and data-driven, ensuring long-term sustainability in an ever-changing business landscape.”
BUSINESS CHAMELEON: ADAPTING STRATEGIES ACROSS DIVERSE ENTERPRISES
One of ElZeairy’s most distinctive strengths is her ability to adapt her consulting approach to different business environments—from startups to established enterprises.
“It is all about customization,” she explains. “Tailoring my consultancy approach is the key to success of helping different businesses. Every business goes through different phases till it matures, and every business has its exit plan from the day it starts.”
For startups operating in dynamic, resource-constrained environments, ElZeairy focuses on defining “a clear business model and Go-to-market strategy.” Efficiency is paramount: “Startups can’t afford inefficiencies. I introduce lean methodologies, automation, and scalable workflows to optimize resources.” She also emphasizes “fast execution of decisions and agility” along with “talent acquisition and team culture.”
Established enterprises require a different approach: “Operational optimization and automation—data analysis and technology integration” become central to driving continued growth. ElZeairy helps these organizations with “scalability and market expansion,” recognizing that larger companies often “struggle with resistance to change.” To address this, she uses “leadership coaching, stakeholder alignment, and strategic communication to ensure smooth transitions” while fostering a “data-driven decision-making culture.”
EMPOWERING VOICES: GUIDANCE FOR ASPIRING WOMEN LEADERS
As a successful woman in leadership roles, particularly in operations management, ElZeairy has valuable insights for aspiring female leaders looking to excel in this field. Her advice is both practical and empowering:
“Never aspire to be perfect, DO what you can when you can—You are enough!” This permission to embrace imperfection liberates women from the paralysis of perfectionism that can hinder career progress.
“Own your expertise and build your credibility—Let the results speak for you!” ElZeairy emphasizes the importance of letting professional achievements speak for themselves, building a foundation of respect based on competence and delivery.
“Be confident in your knowledge—develop a Strategic and solution-oriented mindset,” recognizing that confidence in one’s expertise is essential for effective leadership.
“Master the art of negotiation and influence. You are the mom, the wife, the friend, and the daughter—You are the best in negotiation.” This insight connects women’s diverse social roles with valuable professional skills, reframing everyday experiences as leadership training.
“Build a strong network and a support system,” acknowledging that professional success is rarely achieved in isolation and that supportive relationships are crucial for navigating challenges.
“Build your own brand, Advocate for yourself!” Taking ownership of personal branding and self-advocacy is essential in a competitive business landscape.
FUTURE HORIZONS: EMERGING TRENDS IN MIDDLE EAST BUSINESS
As ElZeairy looks to the horizon, she sees several key trends shaping the future of business operations and management in the Middle East—insights that inform her consulting work and strategic planning.
“Technology plays a big role in shaping the future of both healthcare and wellness industries,” she observes. “Digital transformation and innovation are going to be key factors for business differentiations.”
The future of work is evolving rapidly: “Talent development and flexible work modes (remote working, hybrid models)” will continue to transform organizational structures and operational models.
Regional economic diversification is another powerful force: “Countries like Saudi Arabia, the UAE, and Qatar are accelerating their efforts to diversify beyond oil. New sectors such as tourism, entertainment, technology, and financial services will drive future business growth.”
E-commerce presents “endless opportunities,” while regulatory and government changes will “support the rapid growth of businesses.” The development of “smart cities and intelligent infrastructure” will create new operational paradigms, and cultural shifts and diversity will increasingly influence business practices across the region.
LEADERSHIP LEGACY: TIMELESS PRINCIPLES FOR A CHANGING WORLD
At the heart of ElZeairy’s success is a set of core leadership principles that have guided her journey and continue to evolve with her. “A Leader is a human that embraces certain value systems,” she reflects. “Your beliefs and openness to grow, evolve, and learn every day is the key aspect of your sustainable growth in an ever-changing world today.”
She sees herself as part of a uniquely positioned generation: “I consider myself to belong to a lucky generation. We experienced the slowness of the last century with all the physical interactions and witnessed and lived in the new century with all the rapid ever-changing dynamics of the new world. We understand life with and without technology, and we know it is our choice to use it for our benefits.”
ElZeairy’s advice for the next generation of leaders distills her wisdom into actionable principles: “Automate as many processes as you can. Use your time and energy towards innovation. Nothing can beat the awesome human brain! Be decisive, be courageous to try, be patient, fail and restart, never fear challenges.”
Perhaps most importantly, she concludes with a principle that has underscored her entire career: “And above all, be a human.”
In an age of technological disruption and relentless change, Salma ElZeairy’s journey reminds us that at the heart of operational excellence lies something timeless and profound—the human capacity for adaptation, innovation, and compassionate leadership. As the Middle East continues its remarkable transformation, leaders like ElZeairy are not just optimizing operations but humanizing them, creating systems that serve both business objectives and the people who bring them to life.
