Talal I. El-Assaad: Enterprise Transformation, CX Mastery & Go-to-Market Leadership

Talal I. El-Assaad is an accomplished strategist and transformation leader with over 25 years of experience spanning FMCG, Retail, Hospitality, Technology, and Financial sectors across the EEMEA region. Driven by a passion for building successful, sustainable organizations and enabling positive change, Talal partners with decision-makers to realize their vision—guiding organizations through complex transformation, corporate governance, and culture shifts.

Talal’s early career as a marketeer at The Coca-Cola Company in the GCC, followed by his pioneering role launching Red Bull in the Middle East, and leadership positions at British American Tobacco in EEMEA, provided hands-on expertise in customer experience, market entry, and channel optimization. 
Today, he leads the Go2Market, CX Mastery, and Corporate Governance practices at ProClipse Consulting, combining deep marketing acumen with world-class Change Management.

A passionate advocate of Change Management since 2011, Talal pivoted his career in 2014 to specialize in transformation enablement. He founded Zeder Consultancy—recognized for advancing Customer Experience through Employee Experience in the MENA region—which evolved into ProCXellence, now a leading brand within ProClipse Consulting.

Talal is also the author of “The CREED WAY: Building Enabled Generations & Societies,” a book dedicated to empowering people and developing future leaders. His dedication extends to mentoring and research focused on the intersection of AI, risk, and career development, as well as active participation in global professional communities.

Mentoring and Community Involvement

• Mentor and programming committee member, The Association of Change Management Professionals (ACMP)
• Mentor, Global PMO Leader Program and Australian Marketing Institute Emerging Marketers Program
• Judge, AMI Marketing Excellence Awards (“Future Leader of the Year” and “Excellence in Customer Experience & Loyalty” categories)

Affiliations & Memberships

• ACMP (Association of Change Management Professionals)
• Change Management Institute (CMI)
• Customer Experience Professional Association (CXPA)
• Australian Marketing Institute (AMI)
• Australian Institute of Company Directors (AICD)
• Project Management Institute (PMI)
• Riders & Elephants – Emotional Culture CoP
• OCEG® (Open Compliance & Ethics Group)

Talal’s unique blend of CX, marketing, and transformation expertise ensures clients receive visionary guidance, practical industry insight, and an unwavering commitment to organizational and community growth.