In the heart of Dubai, where innovation meets ambition, Dr. Sami Carouba has built a reputation as one of the most influential business leaders and strategists of his generation. With over 25 years of progressive leadership across blue-chip multinationals and regional conglomerates — including Unilever, Henkel, SC Johnson, and Juma Al Majid Holding Group — Dr. Carouba’s story is one of transformation, resilience, and visionary leadership.
A Chief Executive Officer, strategist, family-office advisor, multi-board member, and keynote speaker, he stands as a beacon for modern executives navigating an era of volatility and disruption. His leadership mantra is simple yet powerful: inspire, empower, and transform.
From Vision to Impact
Born with an insatiable curiosity about people, performance, and purpose, Dr. Carouba’s early career was marked by rapid progression through some of the world’s most competitive organizations. He quickly became known as a change agent, able to turn complexity into clarity and potential into measurable success.
His professional journey began with the global FMCG giants — Unilever, Henkel, and SC Johnson — where he cultivated deep expertise in transformational leadership, change management, brand strategy, and cross-functional collaboration. Each role became a stepping-stone toward building the leadership philosophy he champions today: one that blends strategic rigor with emotional intelligence and cultural agility.
Leading with Vision at Juma Al Majid Holding Group
As President – FMCG Group at Juma Al Majid Holding Group, Dr. Carouba oversaw three major divisions — Gulfco, Awafi Foodstuff, and Petra 360 Marketing — leading 800+ employees across multiple regions. His impact was immediate and transformative:
- Elevated Gulfco to the #1 industry-ranking distributor in its category.
- Delivered 30% incremental revenue growth through seven new exclusive distribution partnerships.
- Re-engineered Awafi Foodstuff Industries, expanding its exports to 11 new international markets across the Middle East and Africa.
- Revitalized Petra 360 Marketing, turning it into the in-house creative powerhouse for Hyundai, Kia, and Genavco.
Under his stewardship, the FMCG Group became a case study in strategic renewal — combining operational excellence with visionary foresight.
Global Leadership at SC Johnson
Before joining Juma Al Majid Group, Dr. Carouba spent more than a decade with SC Johnson, one of the world’s leading household-care multinationals. As Director and General Manager for 17 markets across the GCC, Levant, and East Africa, he managed full P&L responsibility while spearheading performance turnarounds.
Highlights of his tenure include:
- Growing market share in 75% of country/category combinations.
- Achieving record sales growth for the Glade brand (+9.2 points in the UAE).
- Earning the company’s prestigious Best Practices in Emerging Markets award.
His success was not only measured in numbers, but also in people development. Many of his team members went on to become leaders across multiple geographies — a legacy of mentorship that remains one of his proudest achievements.
Entrepreneurial Excellence – REACH MEA and Silverline
Never content to rest on past success, Dr. Carouba founded REACH MEA in 2021 — a boutique master distributorship and management consultancy serving clients across the Middle East and Africa. His ability to merge strategic insight with operational execution attracted global brands such as Nestlé Waters, Unilever, and SC Johnson.
At REACH MEA, he:
- Implemented agile methodologies to ensure flawless client service.
- Advised multinationals on brand growth, expansion, and risk mitigation.
- Delivered profitable strategies and acquisition plans that unlocked new value.
In parallel, Dr. Carouba took the helm at Silverline, a pioneering technology company uniting experts in blockchain, data governance, and digital empowerment. There, he led cutting-edge initiatives to democratize data ownership and integrate blockchain solutions into mainstream industries.
Advisor, Mentor, and Board Member
Dr. Carouba’s expertise has made him a sought-after board advisor and executive mentor. As Advisor to the Board of Directors at Al Himayah Insurance Brokerage L.L.C., he helped strengthen corporate governance and drive strategic alignment within the Juma Al Majid Holding Group ecosystem.
His reputation as a trusted advisor to multinationals and family offices is built on a foundation of trust, clarity, and results. With a rare blend of corporate experience and entrepreneurial vision, he guides leaders to achieve transformational growth while maintaining human connection.
Academic Foundation and Continuous Learning
Dr. Sami Carouba’s impressive academic background mirrors his passion for lifelong learning. He holds:
- A Doctorate in Business Administration and Management from Ascencia Business School.
- A Master of Laws (LL.M.) in International Commercial Law from the University of Salford.
- An MBA from the University of Hull.
He also completed executive education at MIT Sloan, The Wharton School, Harvard Business Review, and the New York Institute of Management, earning credentials in leadership, innovation, negotiation, and AI-driven strategy.
His professional certifications include:
- ICF-Approved Leadership Coaching.
- NLP Leadership Practitioner Certification.
- Time Line Therapy Certification.
- UNESCO Certificate of Achievement.
- Retail Digital Transformation Masterclass and numerous executive programs in competitive strategy, design thinking, and talent management.
This extraordinary breadth of learning equips him to blend academic insight with real-world execution — the mark of a true 21st-century leader.
A Catalyst for Change and Innovation
Colleagues and partners often describe Dr. Carouba as a catalyst for change — someone who can read market currents before they shift and inspire organizations to reinvent themselves ahead of time.
He excels at navigating large global-matrixed environments, uniting diverse teams under a shared purpose. His ability to motivate leaders, unlock potential, and craft transformational strategies has made him a trusted name in executive circles throughout the Middle East and Africa.
He is a frequent speaker at regional conferences and private leadership forums, where his talks on transformational leadership, innovation mindset, and future-ready organizations inspire audiences to embrace the new age of business with courage and clarity.
Awards and Recognition
Dr. Carouba’s leadership excellence has been recognized at the Global 28COE Awards Ceremony in Dubai (2022), where he received the Leadership Award for outstanding achievement in global business and organizational transformation.
This accolade underscored his lifelong commitment to ethical leadership and innovation with impact.
A Human-Centered Philosophy
Beyond his boardroom achievements, Dr. Sami Carouba remains deeply human in his approach. He believes that leadership is not about titles or positions — it’s about responsibility and service.
His mentorship programs and executive coaching sessions focus on helping leaders discover their authentic voice and purpose. He inspires them to lead not through authority, but through empathy, clarity, and example.
Legacy and Vision
Dr. Sami Carouba’s legacy is still being written, but its themes are already clear: transformation, excellence, and human impact.
From re-engineering global businesses to championing innovation in emerging markets, his career embodies the belief that great leaders do not merely adapt to change — they create it.
As he continues to advise boards, mentor leaders, and shape industries, Dr. Carouba stands as a symbol of what it means to be a leader in the modern age: visionary yet grounded, strategic yet empathetic, innovative yet principled.
Dr. Sami Carouba is not just a leader of companies — he is a leader of leaders. His mission is to empower organizations and individuals to achieve their full potential and create a lasting positive impact on the world.
“You don’t have to be perfect, you just have to be confident, bold and brave daring to take risks and unconventional actions”
