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L'Oréal Middle East appoints Olfa Messaoudi as its new Chief Digital and Marketing Officer.

Boasting an impressive 20-year track record, Olfa is said to bring a wealth of expertise in digital and marketing transformation, having worked with world-renowned brands and agencies across the US, Europe, Asia, and the Middle East.

In her current role, Olfa will spearhead L’Oréal’s marketing initiatives in the GCC, overseeing business strategy, digital, media, e-commerce, platforms, services, market intelligence, and consumer insights.

Olfa's extensive experience and innovative approach is set to further drive the L’Oréal Middle East’s digital and marketing initiatives, reinforcing its position as the world leader in beauty.

Olfa initially joined the L’Oréal Group in 2010 as the Global Digital Manager for Lancôme, orchestrating the brand's digital transformation, including 360 activations, e-commerce, and customer relationship management. Her journey continued in 2014 when she moved to Dubai to join the L’Oréal Middle East Luxe Division as the Regional Head of Digital, playing a pivotal role in accelerating e-commerce in the region and leading the luxury transformation.

Returning to Paris in 2017 as the Global Vice President of Digital, E-commerce, and Customer Relationship Management for YSL Beauty, Olfa was instrumental in driving the brand's e-commerce growth and enhancing the online-to-offline consumer experience

through services and beauty tech roll out with a strong upgrade of online animations.

Prior to her current role, Olfa joined the SAPMENA Luxe Management Committee in 2021 based in Singapore as the Chief Consumer Experience Officer. Apart from playing an instrumental role in enhancing the online to offline consumer journey, Olfa set the foundation for the customer relationship management transformation. She also implemented new frameworks that fostered seamless consumer experience across media and e-boutique.