TALAL is passionate about building successful & sustainable organizations whilst making a positive change in people’s lives.

He initiated & managed transformation projects at Government, Semi Government, publicly listed and privately owned entities. He advised and helped his clients on handling large-scale change processes and transactions. These were all enabled by his passion for people whilst focusing on developing extended qualities through Training, Coaching and Mentoring. His moto is “The key to making this change a reality is to ensure PEOPLE (starting with self) transition into the desired future state and adjust their behaviors, actions, and mindsets.”

Talal has experienced self-transformation firsthand in both his personal journey and his +25 Years of FMCG, Retail & Hospitality, Technology and Financial career. Prior to his consulting & advisory debut in 2014, he started his career at the Coca-Cola Company in the GCC then became one of the first employees of Red Bull in the Middle East. He then moved into the highly regulated tobacco industry handling different roles at British American Tobacco across EEMEA for 10 Years This is where he first learned & adopted Change Management as a discipline.

A firm believer in “Change & Transformation” and in the power of a better world, El-Assaad is the author of “The CREED WAY©: Building Enabled Generations & Societies”, a book dedicated to empowering people in general, and youth in specific.