Lina El Baz’s decades of development expertise have culminated in seismic changes in today’s top industries, paving the way for a new kind of business consultancy
Certifications and trainings
Mastering Digital Marketing Certification – London Business School, 2022
Luxury Brand Management Training – University of Arts of London, 2020
Executive Certificate in Business Strategy – HEC Paris, France, 2018
Languages
English (Fluent)
Major Work Successes
Innovating in the Energy Sector
Turning Vision Into Reality
Lina El Baz is a transformative leader in the energy sector, driving innovation, sustainability and growth at major firms like TotalEnergies and Shell. She has shaped strategic partnerships across Northern Europe, working with industry giants in automotive, marine, wind energy, and construction. At Shell, she led both commercial strategic development and sustainability initiatives, including carbon credit calculations and circular economy projects, helping key players like Volvo and Scania reduce their carbon footprints. Managing multi-million-dollar accounts, she consistently exceeded financial targets by over 20%, contributing to a global turnover exceeding $70 million, proving that business success and sustainability go hand in hand.
Revolutionising FinTech Across Africa
In the FinTech industry, Lina directed groundbreaking initiatives that spanned 40 African countries, resulting in $275 million in turnover. By negotiating high-value partnerships with global leaders like Western Union, MoneyGram, and Orange Money, she expanded access to financial, e-commerce, and agency banking services. Her ability to translate digital innovation into practical applications positioned Total’s service stations as hubs of transformation, a first-ever for the industry
Launching Luxury Concepts
Lina’s greatest passion project, L’Art Beauty and Luxury, is reimagining the high-end lifestyle space with an all-inclusive approach to Parisian luxury. The studio strives to craft unforgettable on-site experiences in an era where online shopping rules and the results have been nothing short of astounding. From their home base in South Kensington, L’Art offers hands-on concepts as a holding space for future ventures, along with an aesthetics studio that allows guests to experience world-class, all-natural beauty treatments to unlock their inner radiance.
Bridging International Gaps
Perhaps Lina’s greatest achievement is her ability to transcend barriers and help her partners establish new business ventures in the highly profitable EMEA region. As a consultant, Lina has sat in on board meetings, organized international meetings, and represented her clients at every stage of the development process, giving them the support they need to reach their goals. Her exploratory missions to Morocco, Tunisia, Zimbabwe, Tanzania, Nigeria, South Africa, and Egypt were pivotal in identifying regional opportunities and implementing solutions that addressed both local and global business challenges.
Activism & Charity Work
Lina is deeply committed to social justice and women’s rights, chair of Al Hasaniya, a 40 years old charity based in London helping Arabic-speaking women facing domestic violence find their dignity; the charity is UN certified and plays a crucial role in the UK by helping around 20 000 women a year; rehousing them, help them heal and helping their children get educated and shape a new future.