In a city where ambition fuels every skyline, Dr. Sami Carouba has emerged as one of Dubai’s most influential leaders — a strategist, advisor, and transformation architect trusted by multinationals, conglomerates, and emerging enterprises alike. With more than 25 years of leadership across global blue-chip brands such as Unilever, Henkel, SC Johnson, and Juma Al Majid Holding Group, Dr. Carouba has become a defining voice in the new age of leadership: decisive, human-centered, and fiercely future-ready..
A CEO, family-office advisor, multi-board member, keynote speaker, and founder, Dr. Carouba blends strategic intelligence with emotional depth. His philosophy is simple yet powerful:
Lead with clarity. Empower with purpose. Transform with impact.
A Visionary Mindset Rooted in Purpose
From the earliest days of his career, Dr. Carouba demonstrated an insatiable curiosity about how people, businesses, and systems work. This curiosity quickly turned into leadership acceleration. Inside some of the world’s most competitive global FMCG organizations, he built a reputation as a change catalyst — someone capable of turning complexity into clarity and unlocking hidden organizational potential.
His leadership style blends analytical precision with emotional intelligence, cultural agility, and an unwavering belief in people. This foundation became the backbone of his decades-long career.
Transformational Leadership at Juma Al Majid Holding Group
As President – FMCG Group, Dr. Carouba led a high-performing portfolio of three major divisions — Gulfco, Awafi Foodstuff, and Petra 360 Marketing — with over 800 employees across regions. His impact was bold, strategic, and measurable:
- Elevated Gulfco to the #1 industry-ranking distributor in its category.
- Achieved 30% incremental revenue growth through seven new exclusive global distribution partnerships.
- Expanded Awafi Foodstuff Industries into 11 new international markets across the Middle East and Africa.
- Transformed Petra 360 Marketing into the in-house creative engine for leading global automotive brands like Hyundai, Kia, and Genavco.
Under his leadership, the FMCG Group became a benchmark for strategic renewal and organizational reinvention — a blueprint for future-ready business transformation.
A Decade of Excellence at SC Johnson
Before joining Juma Al Majid Group, Dr. Carouba spent over a decade at SC Johnson, leading operations across 17 markets in the GCC, Levant, and East Africa. As Director and General Manager, he oversaw full P&L operations and led critical turnaround strategies.
Key achievements include:
- Growing market share across 75% of country-category combinations.
- Driving record-breaking growth for the Glade brand (+9.2 points in the UAE).
- Winning SCJ’s Best Practices in Emerging Markets award.
- Developing future industry leaders — many of whom now lead teams globally.
His tenure became synonymous with performance transformation, people development, and sustainable growth.
Entrepreneurial Edge: REACH MEA & Silverline
Entrepreneurial at heart, Dr. Carouba launched REACH MEA in 2021 — a boutique master distributorship and consultancy serving global brands across the Middle East and Africa. His advisory work attracted industry giants including Nestlé Waters, Unilever, SC Johnson, and more.
At REACH MEA, he:
- Introduced agile methodologies for high-precision execution.
- Advised companies on expansion, brand growth, and acquisition strategies.
- Delivered scalable solutions that helped clients unlock new revenue streams.
Simultaneously, as CEO of Silverline, a cutting-edge technology company, he spearheaded initiatives blending blockchain, data governance, and digital empowerment — making him a leader at the intersection of innovation and strategy.
Advisor, Board Member & Leadership Mentor
Trusted by multinationals and regional groups alike, Dr. Carouba serves as a board advisor and mentor, providing high-level guidance in:
- Corporate governance
- Strategic alignment
- Operational optimization
- Leadership development
His advisory role at Al Himayah Insurance Brokerage strengthened its governance model and expanded strategic pathways within the Juma Al Majid ecosystem.
Executives and family offices seek him out for his rare blend of corporate discipline and entrepreneurial instinct — a combination that enables leaders to scale with clarity and confidence.
Academic Excellence & Lifelong Learning
A strong believer in continuous growth, Dr. Carouba’s academic background is as impressive as his career:
- Doctorate in Business Administration & Management – Ascencia Business School
- LL.M. in International Commercial Law – University of Salford
- MBA – University of Hull
He has completed executive programs at:
- MIT Sloan
- Wharton School
- Harvard Business Review
- New York Institute of Management
Alongside certifications in leadership coaching (ICF-approved), NLP leadership, Time Line Therapy, UNESCO programs, digital transformation, design thinking, and competitive strategy.
This academic depth enriches his strategic approach, allowing him to bridge theory with execution seamlessly.
A Catalyst for Change & Human-Centered Leadership
Colleagues describe him as a visionary strategist, a leader who anticipates trends before they unfold and guides organizations to reinvent themselves before disruption hits. His leadership philosophy is anchored in:
- Empathy
- Clear communication
- Strategic foresight
- Cultural intelligence
- Authentic empowerment
His keynote talks — on transformational leadership, innovation mindset, and building future-ready organizations — inspire executives across the Middle East and Africa.
Awards & Global Recognition
In 2022, Dr. Carouba was honored at the Global 28COE Awards Ceremony in Dubai, receiving the prestigious Leadership Award for his excellence in global business transformation. The recognition reflects his lifelong commitment to ethical leadership and innovation with real human impact..
Legacy & Vision: Leading Leaders Into the Future
Dr. Sami Carouba’s legacy is defined by transformation, empowerment, and strategic clarity. He doesn’t just lead companies — he creates leaders, reshapes industries, and inspires change at every level.
His mission is bold and timeless:
To empower people and organizations to realize their fullest potential while building a future shaped by purpose, innovation, and humanity.
In a world hungry for authentic leadership, Dr. Sami Carouba stands as a model of what modern leadership truly looks like — visionary yet grounded, ambitious yet compassionate, strategic yet deeply human.
