Category: Our team main

Wael El Helou

From managing one corporate transformation to another, Wael has lead a multi-disciplinary corporate career that, combined with an eloquent passion to make a difference, has lead him to co-found “trace and to dedicate his life to making people and organizations stronger than their challenges.

From the street-smart world of workmanship in Europe to the complex corporate FMCG arena of Unilever in the GCC and the complicated leadership of family business expansions and institutionalizations in the Levant, he came to be known for his strategic creativity and executional make-it-happenness.

Today, he’s a strategy and change facilitator, a transformation catalyst, an Organizational Relationship System Coach, an executive coach, an NLP Master Practitioner, and an impactful international trainer whose skills are sought from London and Paris to Indonesia, India, Moscow, Johannesburg, the GCC and the Levant.

He has been there when business flourished and has survived crisis and plans that went off-track. All that makes him real in his standing in a leader’s as well as a team member’s shoes and in dealing with their issues as his.

Joelle G. El Helou

Joelle is the MD of Arbinger Middle East, and a co-founder and Director of “trace.

She’s a Certified Arbinger Facilitator and Coach (Arbinger, USA), a Certified NLP Practitioner (Q1 Int’l, UK), and a Certified Fierce Conversations Facilitator (Fierce Inc., USA).

Joelle comes from a seasoned career in regional and multinational corporations where she grew from territory sales manager, to country manager, to international product manager, growing the $600 million revenue brands she managed all over the world, leading international integration strategies and serving on upstream product development teams. She’s also the recipient of a President’s Club Award for her role in leading the development of business in the entities she managed in the MENA region.

Throughout that time, Joelle has developed and delivered web-based and session-based training programs for teams working in Europe, Asia, North America, LADA, and the Middle East.

At “trace, she is the Shifting Mindsets guru in addition to her being the brain and muscles behind our renowned sales, sales management, negotiations and secrets series. She’s “trace’s product development and customization expert and is behind the success of many of our clients who praise her focus on results, persistence, people development skills, passion and motivational style.

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