Transforming People, Culture, and Performance


Transforming People, Culture, and Performance


With over 30 years of global executive HR leadership experience, I partner with Boards, CEOs, and Leadership team to deliver transformative strategies that unlock human capital, build high performing cultures, and align people, purpose and purpose.

One person

Individuals

3 people

Teams

4 people

Enterprise

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My Approach to Human Capital Management

My Approach to Human Capital Management

Every organization’s success begins with its people.

Having led HR functions across North America, Europe, the Middle East, Africa, and Asia, I understand how to drive organisational success in across diverse cultural and operational landscapes.

My approach is practical, experience-driven, and outcome-oriented:

  • Align strategy and culture to accelerate performance.
  • Develop leaders and successors equipped for today's challenges.
  • Build HR capability that moves beyond administration into true business partnership.
  • Engage employees to foster commitment and retention.

Services

Leveraging decades of global HR leadership experience and expertise gained in world-class organizations, I provide strategic HR advice and Human Capital solutions that maximize workforce engagement, productivity, and performance. I act as a:

Desk with people working

Thought Partner

Fresh perspectives for senior leaders

Someone explaining a document

Solutions Architect

Designing frameworks that deliver impact

Man analysing documents

Capability Builder

Strengthening leaders and teams

Man that makes people grow

Change Agent

Driving transformation that lasts

MasterClasses

Tailored solutions to elevate Leadership teams, HR teams and HR leaders.

Culture Renovation

Group of people attending a workshop

Shape a culture that aligns with business strategy, drives accountability, and fosters sustainable performance. Learn to identify cultural barriers and design transformation roadmaps that last.

Building High Performing Teams

Group of people working

Unlock the dynamics behind high-trust, high-impact teams. Discover how to balance collaboration, accountability, and resilience to achieve exceptional results.

Crafting a Business Driven HR Strategy

Business man using people

Move beyond transactional HR to become a strategic partner. Learn how to align HR frameworks with organizational goals to deliver measurable business impact.

Elevating HRBP Capability

Busy business people walking

Strengthen the role of HR Business Partners as trusted advisors. Equip them with the tools, mindset, and skills to drive organizational performance through people.

Effective Talent Reviews

Marketing target audience concept

Run talent reviews that go beyond box-ticking exercises. Learn to identify, evaluate, and accelerate top talent while strengthening succession pipelines.

Strategic Succession Planning

Business people shaking hands

Ensure business continuity by building strong leadership pipelines. Learn frameworks for identifying future leaders and preparing them for critical roles.

Leading Culture Renovation

Right arrow
Group of people attending a workshop

Shape a culture that aligns with business strategy, drives accountability, and fosters sustainable performance. Learn to identify cultural barriers and design transformation roadmaps that last.

Building High Performing Teams

Right arrow
Group of people working

Unlock the dynamics behind high-trust, high-impact teams. Discover how to balance collaboration, accountability, and resilience to achieve exceptional results.

Crafting a Business Driven HR Strategy

Right arrow
Business man using people

Move beyond transactional HR to become a strategic partner. Learn how to align HR frameworks with organizational goals to deliver measurable business impact.

Elevating HRBP Capability

Right arrow
Busy business people walking

Strengthen the role of HR Business Partners as trusted advisors. Equip them with the tools, mindset, and skills to drive organizational performance through people.

Effective Talent Reviews

Right arrow
Marketing target audience concept

Run talent reviews that go beyond box-ticking exercises. Learn to identify, evaluate, and accelerate top talent while strengthening succession pipelines.

Strategic Succession Planning

Right arrow
Business people shaking hands

Ensure business continuity by building strong leadership pipelines. Learn frameworks for identifying future leaders and preparing them for critical roles.

Key Notes

Drawing on decades of HR leadership and cross-continental experience, I deliver talks that blend strategy, real-world insight, and practical tools. My sessions are designed to inspire leaders, empower HR professionals, and spark organizational change.

The DNA of Thriving Workplaces: Habits of Healthy Cultures

Culture as a Competitive Edge: How to Shape and Sustain It

Agile HR: The Future of People and Performance

Leading Transformation: Turning Disruption into Opportunity

From Vision to Victory: Making Strategy Execution Work

Beyond HR: Building a Human Capital Strategy that Drives Growth

Talent Factory: Crafting Seamless and Impactful Talent Strategies

The High-Performance Playbook: Unlocking Team Potential for Business Success

The DNA of Thriving Workplaces: Habits of Healthy Cultures

Culture as a Competitive Edge: How to Shape and Sustain It

Agile HR: The Future of People and Performance

Leading Transformation: Turning Disruption into Opportunity

From Vision to Victory: Making Strategy Execution Work

Beyond HR: Building a Human Capital Strategy that Drives Growth

Talent Factory: Crafting Seamless and Impactful Talent Strategies

The High-Performance Playbook: Unlocking Team Potential for Business Success

Mustafa El Rafey small logo

INSIGHTS

Businessmen and women brainstorming

Setting Up For Success in 2026: Aligning Goals for Optimal Execution

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New mindset new results pic

HR: Shift Your Focus to Shift Results

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Quote Jack Welch

Leadership with CARE - Clarity, Authenticity, Responsibility, Empathy

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What Clients Say

Trusted by CEOs, Chairs, and Executives around the world.

Lord Stuart Rose
Chairman Majid Al Futtaim | Chairman Asda
“Mustafa is a highly experienced and accomplished executive with deep HR expertise and business acumen. He skillfully combines analytical problem-solving and a broad perspective with sound judgment to deliver insightful and pragmatic solutions.”
Damien Schrobiltgen
Vice President HR, APAC, Goodyear
What sets Mustafa apart is his unique ability to create a balance between HR best practices and the requirements of a thriving organisation. His deep understanding of the intricacies of human resources, coupled with his business acumen, allow him to tailor solutions aligned with the business.
Ki‑Jeoung Nam
Sr. Director Learning & Culture, Agthia Group
I highly recommend Mustafa for any endeavour requiring strategic insight, navigating complex organisational dynamics, a collaborative spirit, commitment to excellence, and innovative, impactful people and culture solutions. Mustafa is flexible, approachable, and an absolute pleasure to work with!
John Dixon
NED Majid Al Futtaim | Ex‑CEO David Jones
Mustafa has strong strategic and operational skills in leading major transformation programs. He is a highly experienced leader with a global perspective on business and a pleasure to work with.
Abdulla Almarzooqi
CHRO, Agthia Group
Our HC leadership team worked closely with Mustafa to revise our 5-year strategy. His extensive experience, structured approach, and skilful facilitation skills challenged our thinking and identified key strategic initiatives to support both our long-term business goals and our employees’ aspirations.
Michael Mire
NED Majid Al Futtaim | Senior Advisor at Lazard
“Mustafa is a consummate HR leader with a brilliant touch in evaluating and coaching people as well as great expertise in remuneration and other technical HR matters. I can recommend Mustafa unreservedly.”
PADEL IN PARADISE
Lord Stuart Rose
“Mustafa is a highly experienced and accomplished executive with deep HR expertise and business acumen. He skillfully combines analytical problem-solving and a broad perspective with sound judgment to deliver insightful and pragmatic solutions.”
Vice President HR, APAC, Goodyear
Damien Schrobiltgen
What sets Mustafa apart is his unique ability to create a balance between HR best practices and the requirements of a thriving organisation. His deep understanding of the intricacies of human resources, coupled with his business acumen, allow him to tailor solutions aligned with the business.
Sr. Director Learning & Culture, Agthia Group
Ki‑Jeoung Nam
I highly recommend Mustafa for any endeavour requiring strategic insight, navigating complex organisational dynamics, a collaborative spirit, commitment to excellence, and innovative, impactful people and culture solutions. Mustafa is flexible, approachable, and an absolute pleasure to work with!
Non‑Exec Director Majid Al Futtaim | Ex‑CEO David Jones
John Dixon
“Mustafa has strong strategic and operational skills in leading major transformation programs. He is a highly experienced leader with a global perspective on business and a pleasure to work with.”
CHRO, Agthia Group
Abdulla Almarzooqi
Our HC leadership team worked closely with Mustafa to revise our 5-year strategy. His extensive experience, structured approach, and skilful facilitation skills challenged our thinking and identified key strategic initiatives to support both our long-term business goals and our employees’ aspirations.
Non‑Exec Director Majid Al Futtaim | Senior Advisor at Lazard
Michael Mire
“Mustafa is a consummate HR leader with a brilliant touch in evaluating and coaching people as well as great expertise in remuneration and other technical HR matters. I can recommend Mustafa unreservedly.”
Lord Stuart Rose
Chairman Majid Al Futtaim | Chairman Asda
Mustafa is a highly experienced and accomplished executive with deep HR expertise and business acumen. He skillfully combines analytical problem-solving and a broad perspective with sound judgment to deliver insightful and pragmatic solutions.
Damien Schrobiltgen
Vice President HR, APAC, Goodyear
What sets Mustafa apart is his unique ability to create a balance between HR best practices and the requirements of a thriving organisation. His deep understanding of the intricacies of human resources, coupled with his business acumen, allow him to tailor solutions aligned with the business.
Ki‑Jeoung Nam
Sr. Director Learning & Culture, Agthia Group
I highly recommend Mustafa for any endeavour requiring strategic insight, navigating complex organisational dynamics, a collaborative spirit, commitment to excellence, and innovative, impactful people and culture solutions. Mustafa is flexible, approachable, and an absolute pleasure to work with!
John Dixon
NED Majid Al Futtaim | Ex‑CEO David Jones
“Mustafa has strong strategic and operational skills in leading major transformation programs. He is a highly experienced leader with a global perspective on business and a pleasure to work with.”
Abdulla Almarzooqi
CHRO, Agthia Group
Our HC leadership team worked closely with Mustafa to revise our 5-year strategy. His extensive experience, structured approach, and skilful facilitation skills challenged our thinking and identified key strategic initiatives to support both our long-term business goals and our employees’ aspirations.
Michael Mire
NED Majid Al Futtaim | Senior Advisor at Lazard
“Mustafa is a consummate HR leader with a brilliant touch in evaluating and coaching people as well as great expertise in remuneration and other technical HR matters. I can recommend Mustafa unreservedly.”

Book A Free Consultation

Every organization’s journey is unique. A free consultation is your chance to share your priorities, ask questions, and see how we can work together to create sustainable success.