Sara El-Rouby is the Chief People & Culture Officer at Azza Fahmy Jewellery, where she leads the company’s people and culture strategy across Egypt, the GCC, and the UK. With over 19 years of executive leadership experience spanning luxury retail, manufacturing, and international markets, she partners closely with business leaders to align culture with commercial strategy, organizational growth, and business transformation.

Throughout her career, Sara has led enterprise-wide transformation initiatives, designed scalable organizational models, built leadership pipelines, and embedded high-performance, customer-centric cultures that support sustainable business growth. She believes that culture is not an HR initiative, it is a strategic business capability that shapes customer experience, accelerates transformation, and creates lasting competitive advantage.

At the summit, Sara will share practical insights on how organizations can intentionally build cultures that enable strategy execution, strengthen leadership effectiveness, and drive long-term organizational success.