Asil Attar, is recognized as one of Forbes’ Top 100 Arab Businesswomen. With a career spanning 28 years, Asil has garnered extensive international experience in the fashion, brand, and retail sectors across the UK, Europe, the US, and the Middle East.
Originally from the Middle East (Iraq), Asil began her journey as a graduate of interior design before transitioning into the world of fashion and retail. Describing herself as a dynamic, hands-on, and transformational leader, Asil has held various senior executive positions, including Creative Director, Brand Director, Buying & Merchandising Director, and CEO for renowned brands and retail groups.
Under her leadership, Asil has successfully navigated multi-million-dollar businesses, driving revenue growth and enhancing shareholder value through visionary and innovative strategies. She is a business strategist and turnaround expert in the fashion, brand, and retail industries, boasting a coveted regional and global network and reach.
As the first female CEO of three leading groups in the Middle East, Asil has earned recognition for her achievements and leadership. Her career spans significant roles in various regions, reflecting her ability to drive change, manage implementation, inspire diverse teams, and deliver visionary strategies.
Below are highlights of the interview conducted between Fortunes Time Magazine and Asil Attar:
Describe who you are as a person, inside and outside of the workplace.
I am a deeply passionate individual whose focus in and outside of work centers on respect for humanity, human leadership, empowerment, and social responsibility, with a legacy to create social impact. My dedication extends beyond the workplace to championing social impact through supporting charitable organizations and causes. Lead Associates central pillar is built on empowering SMEs, startups, brands, and various businesses to thrive and reach their full potential, sharing my 30 years of knowledge and transferring this to enable them to succeed while contributing to positive change.
Tell us about the inception of the company. How did it all start?
Lead Associates was founded in 2013 with a vision to support startups, SMEs, brands, and businesses in their growth journeys, sharing my years of experience and my teams combined 80 years of business expertise. The company emerged from a desire to empower entrepreneurs by providing strategic insights, innovative solutions, and tailored support across diverse business functions. The core pillar on which LEAD Associates stands is its commitment to social impact and purpose. I sit on the board of a phenomenal business called Purposefy, which centers around embedding purpose and value into organizations.
What has made you successful? What do you value?
Success, to me, is rooted in a commitment to my personal values and never compromising on my beliefs. I lead every business with empathy, collaboration, and humility. I value authenticity, innovation, and the ability to make a positive impact on individuals and communities. These principles guide both my personal and professional endeavors and have been the key to the success I have achieved over many years of hard work and commitment.
Which are the major services of the company, and how does the company get ahead in the competition? What value-added services does the company provide?
Lead Associates specializes in advisory consulting for fashion, brands, businesses, and retail. We work with start-ups, SME’s, and global players who are looking to grow, diversify, and expand in an ever-competitive global marketplace where strategy, innovation, and forward thinking are priorities to stay ahead of the game.
Our value-added services include comprehensive guidance across a variety of business functions, both commercial and creative, such as business transformation, business development, market expansion and new market entry, financial planning, brand creation and ideation, brand development, marketing and omnichannel strategies, and business and brand development workshops tailored to client needs.
We have worked hard and built a reputation as trusted partners for some of the world’s leading brands, helping them navigate the complex landscape of the industry and develop effective business and brand strategies.
Our key strength is our innate and unique understanding of the financial, commercial, and creative nuances within brands and businesses and our personal and collaborative approach. We become part of the business; we don’t just consult; we advise and empower, fully integrating into the core businesses we support.
What are the most important aspects of a company’s culture? What principles do you believe in, and how do you build this culture?
Lead Associates, culture centers around ethics, values, and purpose. We strongly believe in the importance of social responsibility and sustainability. We strive to incorporate these principles into our consulting approach by helping businesses adopt environmentally conscious practices and embrace corporate social responsibility initiatives. We assist our clients in aligning their values and actions with societal and environmental goals, ensuring they make a positive impact on the communities they serve.
We pride ourselves on being a company that embodies collaboration, respect, and innovation. I believe in fostering an environment of trust, open communication, and continuous learning. Building this culture involves leading by example and aligning actions with the company’s values.
What is the significance of innovative ideas in the company?
Innovation is paramount to staying relevant and competitive. Embracing innovative ideas ensures adaptability to industry changes, fosters creativity, and positions the company as a forward-thinking leader.
Give us your opinion on whether organizations rely heavily on individual heroics or team processes.
While individual contributions are valuable, organizations thrive when there is a balance between individual strengths and cohesive team processes. Successful collaboration and shared goals are essential for sustained success.
What are your responsibilities as the CEO of the company? What is the happiest part of your daily routine?
As CEO, my responsibilities include setting strategic goals, guiding the company’s vision, and ensuring the team’s success. The happiest part of my daily routine is witnessing the positive impact of our work, whether it’s empowering entrepreneurs or achieving sustainable growth for our clients.
What advice would you give someone going into a leadership position for the first time?
Embrace empathy, lead with integrity and humility, and foster a culture of collaboration. Understand that leadership is a continuous learning journey, and success is often a result of empowering others and staying true to your values.
