Ms. Zeina Khoury Assi

Ms. Zeina Khoury Assi has over 25 years of leadership experience across human resources and commercial operations in the Middle East and North Africa, combining strong business acumen with people-centered leadership. She began her career in commercial and operational roles before transitioning into HR, gaining a holistic perspective on how people, culture, and performance intersect to drive sustainable business success. At Fattal Group, Zeina has held diverse roles, from managing luxury and beauty brands to shaping the Group’s HR strategy as Group HR Director and Executive Team Member. She holds a B.S. in Business Management (with distinction) from the Lebanese American University and has completed executive certifications at Cornell University and the American University of Beirut.

Zeina is recognized for leading transformation initiatives, strengthening leadership pipelines, enhancing engagement and wellbeing, modernizing HR systems, and promoting inclusion, resilience, and high performance across multi-country operations. Zeina leads with empathy, integrity, and purpose, fostering collaborative, diverse, and results-driven teams. By balancing strategic business insight with human connection, she creates environments where teams thrive, challenges are embraced, and measurable impact is achieved. She is passionate about building human-centered organizations and enabling high-performing, resilient teams.