“DHL addresses challenges by focusing on customer satisfaction with reliable flexible services tailored to evolving needs.”
CAN YOU SHARE YOUR JOURNEY WITH DHL AND THE KEY MILESTONES THAT SHAPED YOUR CAREER IN THE LOGISTICS INDUSTRY?
I began my journey with DHL 47 years ago and have held managerial roles across different functions, leading to my current position as the CEO of DHL Express MENA. One of the key milestones in my career was serving as the Country Manager for DHL Saudi Arabia in 2007, where I successfully led the company to exceptional performance. Additionally, I spent eight years as the Country Manager for Bahrain, further enhancing my leadership skills. Throughout my career, I have taken on various positions such as Commercial Manager in the UAE, Country Sales and Marketing Manager in Cairo, and Customer Service Manager in Bahrain, all of which have contributed to my professional growth in the logistics industry.
WHAT WERE SOME OF THE BIGGEST CHALLENGES YOU FACED WHILE LEADING DHL IN THE MIDDLE EAST AND NORTH AFRICA?
Leading DHL in the Middle East and North Africa has presented several significant challenges, including political instability that has disrupted supply chains and created uncertain operating environments.
Infrastructure gaps remain an issue, as disparities in development across the region pose logistical challenges, particularly in less developed areas. Economic volatility has also influenced logistics demand and investment. Moreover, workforce development has been challenging due to a shortage of skilled labour in logistics and supply chain management, necessitating training initiatives. Regulatory challenges, including differing customs regulations and trade policies, also complicate cross- border logistics. Lastly, the pace of technological integration has been uneven, impacting operational efficiency and competitiveness.
For example, during Covid we conducted a complete re-adjustment of our network in a record time to manage capacity and trade flows whilst maintaining the promised service levels to all our customers.
HOW HAS THE LOGISTICS INDUSTRY EVOLVED IN THE REGION DURING YOUR TENURE AS CEO OF DHL?
It has changed significantly, especially in the last decade. Governments have invested heavily in infrastructure, such as better roads, ports, and airports, which have made it easier to move goods across the region. E-commerce has grown rapidly, which means there’s a lot more demand for fast, reliable deliveries. At the same time, there’s been a push for economic diversification, requiring us to adapt to new industries and services. The establishment and expansion of Free trade zones have facilitated easier and more cost-effective trade. Finally, the adoption of advanced technologies such as automation, artificial intelligence, and internet of things have transformed how we operate; improving efficiencies and supply chain transparency for both us and our customers.
WHAT SPECIFIC CHALLENGES DOES THE LOGISTICS SECTOR FACE TODAY, ESPECIALLY IN THE CONTEXT OF ECONOMIC FLUCTUATIONS AND GLOBAL TRADE?
Supply chains are under more pressure than ever. This is exacerbated by global events such as pandemics, geopolitical tensions, and natural disasters, which lead to delays and increased costs. Economic uncertainty, fluctuating inflation, and currency volatility, complicate demand forecasting and cost management. Additionally, changes in trade policies and regulations introduce complexities and uncertainties in international logistics. Rising costs, including fuel, labour, and raw materials, place financial pressure on logistics operations, while the increased digitization of operations brings heightened cybersecurity risks. Navigating regulatory landscapes across countries further complicates logistics operations, alongside increasing customer expectations for faster, more reliable, and transparent services.
HOW DOES DHL ADAPT ITS STRATEGIES TO OVERCOME LOCAL MARKET CHALLENGES IN THE MIDDLE EAST AND NORTH AFRICA?
DHL addresses challenges by focusing on customer satisfaction with reliable, flexible services tailored to evolving needs. DHL invests in workforce development and advanced logistics infrastructure to boost efficiency and maintain high standards. DHL adopts advanced Technologies like AI and data analytics to enhance supply chains and improve transparency, while risk management strategies tackle political and economic instability. Close collaboration with local authorities ensures regulatory compliance for efficient cross-border operations. We are putting great emphasis on sustainability, including alternative aviation fuel, electric vehicles and energy-efficient practices and adapt to the region’s unique demands.
CAN YOU DISCUSS ANY INNOVATIVE TECHNOLOGIES DHL IS IMPLEMENTING TO IMPROVE EFFICIENCY AND CUSTOMER SERVICE IN THE REGION?
DHL is leveraging advanced technologies to boost efficiency and enhance customer service in the region. Automation and robotics streamline operations, improving speed, accuracy, and overall efficiency. Artificial intelligence (AI) and machine learning support predictive analytics for demand forecasting, route optimization, and better decision-making, leading to smoother operations. The Internet of Things (IoT) enables real-time shipment tracking and condition monitoring, providing greater visibility across the supply chain. Additionally, DHL’s digital platforms and mobile apps allow customers to track shipments, manage deliveries, and access support easily, improving their experience.
WHAT ARE SOME OF THE NEW PRODUCTS AND SERVICES DHL IS LAUNCHING TO CATER TO THE CHANGING NEEDS OF CUSTOMERS?
DHL Express has introduced several new products and services to meet its customers’ evolving needs. A key offering is DHL Go Green plus, which provides sustainable logistics solutions, including carbon- neutral shipping, sustainable aviation fuel, electric vehicle deliveries, and eco-friendly packaging, helping customers reduce their environmental footprint. DHL eCommerce Solutions caters to the growing online retail market, offering reliable services like cross-border shipping, fulfilment, and last-mile delivery. For the healthcare sector, DHL Medical Express ensures secure, timely delivery of medical supplies with temperature-controlled shipping and real-time tracking. Additionally, DHL Express On Demand Delivery (ODD) allows customers to customize delivery preferences, such as rescheduling or redirecting packages.
HOW DOES DHL ENSURE SUSTAINABILITY IN ITS OPERATIONS, AND WHAT INITIATIVES ARE IN PLACE TO REDUCE ENVIRONMENTAL IMPACT?
DHL is committed to sustainability with ambitious goals to reduce CO2 emissions to 29 million metric tons by 2030 and achieve net- zero emissions by 2050. The company integrates sustainability as its fourth bottom line, driving innovation in what is both technically possible and commercially viable. A key initiative, Go Green+, lets customers select eco-friendly shipping options that offset carbon emissions. DHL has also achieved a 3.2% sustainable aviation fuel (SAF) blending ratio, the highest globally for any airline. The company is working to make its facilities carbon-neutral, with solar panels, EV charging, and LED lighting, and aims to electrify 66% of its fleet by 2030.
IN YOUR OPINION, WHAT ROLE DOES DIGITAL TRANSFORMATION PLAY IN THE FUTURE OF LOGISTICS WITHIN THE MIDDLE EAST AND NORTH AFRICA?
Digital transformation is essential for the future of logistics in the MENA region, driving efficiency, improving customer satisfaction, supporting sustainability, and fostering innovation. Companies that adopt digital technologies will be better positioned to navigate the region’s evolving landscape and seize new opportunities. By utilizing data analytics, automation, and digital platforms, logistics businesses can optimize operations, enhance tracking and transparency, and provide a smoother customer experience. This makes digital transformation a vital component of strategic planning in the region.
HOW DOES DHL FOSTER A CULTURE OF INNOVATION AMONG ITS EMPLOYEES TO CONTINUALLY IMPROVE SERVICE DELIVERY?
Through initiatives that encourage creativity and collaboration, driving continuous service improvement. DHL has setup Innovation Centres providing space for employees to collaborate and generate new ideas, while training programs equip them with the skills needed to succeed. Cross- functional teams promote diverse perspectives in problem-solving, and recognition and rewards motivate innovative contributions. DHL also keeps innovation aligned with customer needs, offering access to advanced technology for experimentation and partnering with startups and tech companies. Senior management’s leadership is crucial in supporting organization-wide innovation where DHL conducts yearly employee opinion survey to enhance engagement, identify improvement areas, and help management make informed decisions.
CAN YOU EXPLAIN THE IMPORTANCE OF PARTNERSHIPS WITH LOCAL BUSINESSES AND GOVERNMENTS FOR DHL’S SUCCESS IN THE REGION?
Partnerships with local businesses and governments are essential to DHL’s success in the MENA region. They offer essential regulatory support, market insights, and enhance operational efficiency. They also promote cultural understanding, helping DHL navigate risks and innovate to meet the region’s diverse needs. Through collaboration, DHL strengthens sustainability efforts, builds brand trust, and contributes to local communities, which are crucial for achieving operational goals and maintaining a competitive edge in the logistics sector.
WHAT ADVICE WOULD YOU GIVE TO ASPIRING LEADERS IN THE LOGISTICS INDUSTRY BASED ON YOUR EXPERIENCES AT DHL?
I would advise embracing continuous learning to stay updated and actively seek professional development. It’s essential to be customer-centric, prioritizing customer needs and satisfaction at every level of operation. Nurturing innovation, encouraging creativity, and being open to adopting new technologies are also vital. Building strong relationships with local businesses and governments can also enhance operational efficacy and compliance. Focus on sustainability and be adaptable and resilient in the face of market changes and disruptions. Investing in your team by providing training and creating a supportive environment is vital, alongside maintaining effective communication and utilizing data-driven decision- making. Finally, lead by example with integrity, develop a clear vision with actionable plans, and keep a global perspective to stay aligned with international trends.
