Time for Change

About Us

We are a network of HR, coaching and, change management experts.
We are led by our founder who has over 35 years of global business and HR experience with some of the world's most admired companies.

Experience

CHRO Retail (Carrefour)

Chief People Officer

SVP US & Global Talent Mgmnt

SVP Global Talent Management

* VP HR Global IT & Shared Service

* VP Global Talent Management

* Regional CHRO, MENA

Mustafa El Rafey - Founder & Managing Director

Mustafa is the Founder & Managing Director of TransformHCM, an HR consulting practice focused on elevating Human Capital Management effectiveness and impact.

Mustafa has over 30 years of experience in Sales, Marketing and General Management, Strategic and Operational HR, and Organization Transformation gained in regional and global leadership roles with world-class Consumer Goods, Retail, and E-commerce companies (Mars, Starbucks, QVC, Majid Al Futtaim). He has collaborated with Boards and senior executives to develop and deploy business strategies, organization transformations, and Human capital solutions that maximize workforce engagement and performance.

Over the course of his career, Mustafa has led significant initiatives in:

Organization Transformation, Talent Management and HR Delivery

Organization Transformation: Defined operating models and led organization design and transformation projects.
Culture and Engagement: Developed and led culture and engagement transformation projects.
Human Capital Strategy: Partnered with Boards, CEOs and CHROs to develop business driven HR strategies.
HR Capability: Led HR capability assessment, design and transformation, including set-up of shared services.
Talent Management Programs: Re-designed and optimized Talent Management processes and tools.
Organization and Talent Planning: Designed and led workforce assessment and succession planning programs.
High Performing Teams: Designed and facilitated workshops to improve team performance.
Leadership Development: Designed leadership competencies and development programs.
Total Rewards: Partnered with Boards and CEOs to design executive/workforce compensation and benefits plans.
Change Management: Developed and led enterprise-wide change management initiatives.

Business Growth and Optimization

Scaling E-Commerce: Partnered with senior executives to rapidly scale e-Commerce capability and operations.
Sales and Market Share Growth: Developed and led Sales and Marketing initiatives to grow market share.
P&L and Process optimization: Identified and led OpEx optimization and business efficiency projects.
Brand Management: Managed multi-brand portfolios, developed media campaigns and promotion programs.
Product Development: Designed, developed and launched innovative new products.