Sadek El-Assaad

Chief Executive Officer 


As a Business Advisor and Performance Improvement catalyst; In the last 10 years, Sadek has helped hundreds of Businesses, Entrepreneurs and CEOs in the GCC and MENA region transform to high performance organizations and individuals. Through analysis and understanding of Leadership capabilities, company dynamics and cost structures, Sadek creates and implements actionable and measurable strategies for profitability & growth achieving results in just few months.


As a founder and CEO of Zeder Group, Sadek currently owns and runs 3 successful brands: OSM -UAE, Mini Motor -ME & Africa and Allen Carr’s Easyway UAE & Lebanon. During his 29+ years’ experience delivering Organizational Development and Management services to some of the world’s largest organizations, he has developed a knack to performance improvement, change management and profitability. He was the Global Chief HR Officer for Aramex, Vice President- HR for Carrefour Hypermarkets in the GCC among other roles with Global and Regional Organizations.


Sadek has an MBA in Human Resources Management, a BA in Business Administration from the American University of Beirut. He is certified Assessor Level A & B by the British Psychological Society, is a Master NLP Practitioner and holds various certificates from London Business School, INSEAD, Singularity University and others.