Lina El Baz is an entrepreneur and strategic advisor specializing in partnerships, business expansion, and economic diplomacy across the Middle East and Africa. She holds a Master’s in Strategic Management, an MBA in International Business, and a specialization in strategy from HEC Paris.
She began her career at the French Chamber of Commerce in Morocco, where she played a key role in major strategic projects, including feasibility and economic studies for Africa’s first high-speed rail (TGV) line, connecting SNCF with regional partners. She then transitioned to multinational corporations in the automotive and energy sectors, leading transformative initiatives across multiple markets.
At Total, she spearheaded the launch of digital services across 38 African countries, forging strategic alliances with financial institutions and driving new revenue streams. Later, at Shell’s London headquarters, she managed strategic accounts in the Nordics, overseeing energy supply chains for industries such as wind energy, automotive, and construction, contributing to global sustainability efforts.
Today, Lina advises governments and investors on trade and investment opportunities in Africa, bridging industries and capital to unlock potential in energy, agriculture, and technology.
Why Work With Lina?
A Mindset for Innovation
Lina doesn’t settle for the ordinary. She embraces change, drives innovation, and challenges herself and her partners to push boundaries. Her approach is not one-size-fits-all — it’s completely tailored to your unique needs, ensuring that every strategy and concept is built for the future.
International Vision, Local Impact
With deep roots in the MENA region, Europe, and Africa, Lina has developed an innate understanding of how to bridge cultural and industrial divides. She helps businesses create cross-border strategies that are locally relevant and globally impactful.
Personalized Approach
When you work with Lina, you're not just another client — you’re a partner. Her commitment to your success is unparalleled. Each project is approached with a personal touch, ensuring that everything is customized to your specific goals and vision.
The 360-Degree Vision
What sets Lina apart isn’t just her vast experience; it’s the way she approaches every challenge. With her 360-degree vision, Lina sees the big picture — and every tiny detail in between. This holistic perspective means that no challenge is too complex, no opportunity too hidden.
Her philosophy is simple: If you want to innovate, you have to do things differently.
Lina doesn’t just look for solutions — she redefines the problem.
Whether it’s creating customer journeys that drive loyalty, launching high-end brands that captivate audiences, or expanding into new international markets, Lina always brings a fresh, fearless perspective that challenges conventional thinking.