Sara Atef Alfred
Dubai
Summary
Strategic and results-driven HR Director with extensive experience leading end-to-end HR functions across multi-country operations. Proven track record in aligning HR strategy with business objectives, advising senior leadership, and driving organizational growth through effective workforce planning, performance management, and talent development. Highly skilled in employee relations, organizational design, change management, and compliance with UAE labour law and regional regulations. Known for building high-performing HR teams, strengthening culture and engagement, and delivering pragmatic, commercially focused HR solutions in fast-paced environments.
Overview
16
16
years of professional experience
4
4
years of post-secondary education
1
1
Certification
Work history
Senior HR Manager
Marketing Eye and World eye Agencies FZ
07.2024 - 01.2026
- Developed and implemented recruitment strategies, successfully hiring 50+ employees annually across marketing, PR, events, media, and corporate functions.
- Managed end-to-end recruitment projects, including job postings, screening, interviews, and offer negotiations, reducing time-to-hire by 30%.
- Partnered with 15+ hiring managers and business owners to identify staffing needs, workforce gaps, and role priorities.
- Led onboarding programs for 100+ new hires, improving early retention rates and employee readiness within the first 90 days.
- Handled employee relations cases (grievances, conflicts, disciplinary matters), resolving 90% of issues internally without escalation.
- Drove employee engagement initiatives (town halls, feedback surveys, culture projects), increasing engagement scores by 20%.
- Designed and implemented performance appraisal systems for 150+ employees, aligned with business KPIs and agency deliverables.
- Provided ongoing coaching and performance feedback to employees, managers, and owners, supporting leadership capability and accountability.
- Led Performance Improvement Plan (PIP) projects, successfully improving performance outcomes for 70% of underperforming employees.
- Acted as HR advisor and compliance consultant, ensuring full adherence to UAE labour law, internal policies, and regulatory requirements.
- Created, reviewed, and updated HR policies and procedures, standardizing practices across multiple agencies and business units.
- Ensured workplace health, safety, and compliance, coordinating with management to meet local HSE standards.
- Prepared monthly and quarterly HR reports, analyzing workforce trends, attrition, performance, and headcount for senior management.
- Identified and developed high-potential employees, creating talent pipelines and internal promotion plans.
Human Relations & Performance Manager
Strategic Holdings Group of companies
Dubai
03.2024 - 06.2024
- Established and led a structured HR team, defining clear roles, workflows, and KPIs to support fast-paced marketing, event management, and business development environments.
- Served as the primary point of contact for employee inquiries, concerns, and grievances, managing 50+ cases annually with a strong focus on fairness, confidentiality, and resolution.
- Mediated employee–management conflicts, successfully resolving 90% of cases through structured dialogue, minimizing escalation and legal risk.
- Developed and implemented employee relations strategies to improve communication, trust, and engagement across cross-functional teams.
- Drove workplace culture initiatives aligned with business objectives, enhancing collaboration, accountability, and retention within creative and commercial teams.
HR Manager
Click Digital Marketing DMCC
Dubai
03.2023 - 03.2024
- Led end-to-end HR management for employees across UAE, Lebanon, London, and Africa, supporting multi-country operations and diverse workforce requirements.
- Managed and developed a team of 6 HR professionals, overseeing recruitment, HR business partnering, HR administration, training, onboarding, and selection processes.
- Designed and implemented HR strategies and initiatives aligned with overall business strategy, supporting organizational growth and regional expansion.
- Acted as a key liaison between management and employees, addressing demands, grievances, and employee relations matters, successfully resolving 90% of issues internally.
- Supported current and future business needs through talent development, engagement initiatives, retention strategies, and workforce planning.
- Developed, standardized, and monitored HR policies, systems, and procedures across UAE, London, and Africa, ensuring consistency and compliance.
- Designed and implemented a performance management system, driving accountability, high performance, and a positive workplace culture.
- Oversaw performance appraisal cycles for 200+ employees, ensuring alignment with business objectives and leadership expectations.
- Assessed organizational training needs and implemented targeted training programs to support skills development and leadership capability.
- Provided HR analytics and metrics (headcount, attrition, performance, engagement) to senior management, supporting informed decision-making.
- Ensured full legal compliance across HR operations, with strong expertise in UAE Labour Law and alignment with internal policies and regional regulations.
- Fostered a positive and inclusive work environment, supporting engagement, collaboration, and cultural alignment across regions.
HR Manager — Human Resources
Pantos Logistics LLC
JAFZA, Dubai
08.2022 - 03.2023
HR Operations Senior Specialist
Baker Hughes GE Oilfield Services
JAFZA, Dubai
03.2020 - 08.2022
HR Business Partner
AlKhayyat Investments LLC
Dubai
03.2019 - 03.2020
Risk Management Administrator
Bank of Tokyo-Mitsubishi UFJ
DIFC, Dubai
01.2019 - 03.2019
- Temporary - Full time
HR Talent Acquisition Supervisor
Drs. Nicolas & Asp. Dental Centers
Dubai
11.2016 - 01.2019
HR Generalist — Human Resources
Commercial International Bank
Cairo
01.2014 - 01.2016
Credit analyst
Commercial International Bank
Cairo
01.2010 - 01.2014
- Credit analyst for credit cards and personal loans in Risk Retail Department.
Education
Bachelor Degree - English Literature
Ain Shams University
Cairo, Egypt 01.2005 - 01.2009
Skills
- Leadership & Business Management HR &
- People Management
- Operational Efficiency & Workflow Optimization Executive
- Coaching & Mentoring
- Culture Transformation & Employee Relations
- Employee Performance Management & Change management
- Organizational Development
Certification
- 2014-2015 American University In Cairo Foundation Certificate in Human Resources Management
- 2014-2015 Riti University: Human Resources Diploma
- Other certificates:
- PCT — Professional Certified Trainer — America University in Cairo.
- Digital Marketing Certificate
- Communication Skills
- Train the trainer
- Present with Impact
- Stress Management
Languages
Arabic
Native
English
Fluent
Custom
- Swimming
- Hanging out
Personal Information
- Date of birth: 08/14/86
- Marital status: Married (Husband visa)
Experience
Leadership Excellence | Transforming Managers into Leaders | Driving Performance to Success Turning Business Owners into Exceptional Leaders, and to Motivate & Retain Top Talent.
PERSONAL INFORMATION
- Date of Birth: 8 July 1987
- Marital Status: Married
- Driving Licence: UAE driving licence
- Nationality: Egyptian
Timeline
Senior HR Manager
Marketing Eye and World eye Agencies FZ
07.2024 - 01.2026
Human Relations & Performance Manager
Strategic Holdings Group of companies
03.2024 - 06.2024
HR Manager
Click Digital Marketing DMCC
03.2023 - 03.2024
HR Manager — Human Resources
Pantos Logistics LLC
08.2022 - 03.2023
HR Operations Senior Specialist
Baker Hughes GE Oilfield Services
03.2020 - 08.2022
HR Business Partner
AlKhayyat Investments LLC
03.2019 - 03.2020
Risk Management Administrator
Bank of Tokyo-Mitsubishi UFJ
01.2019 - 03.2019
HR Talent Acquisition Supervisor
Drs. Nicolas & Asp. Dental Centers
11.2016 - 01.2019
HR Generalist — Human Resources
Commercial International Bank
01.2014 - 01.2016
Credit analyst
Commercial International Bank
01.2010 - 01.2014
Bachelor Degree - English Literature
Ain Shams University
01.2005 - 01.2009