Olfa Messaoudi is the Chief Digital and Marketing Officer of L'Oréal Middle East. With 20 years of experience, Olfa exudes a wealth of knowledge within digital and marketing transformation. She has worked alongside global brands and agencies across the US, Europe, Asia, and the Middle East. In her current position, Olfa leads all aspects of L’Oréal’s marketing efforts in the GCC, including business strategy, digital, media, e-commerce, platforms, services, market intelligence and consumer insights. Olfa joined the L’Oréal Group in 2010 as the Global Digital Manager for Lancôme, where she oversaw the digital transformation of the brand including 360 activations, e-commerce, and customer relationship management. In 2014, Olfa moved to Dubai to join the L’Oréal Middle East Luxe Division as the Regional Head of Digital. She played a key role in the acceleration of e-commerce within the region and had an immense influence in the digital front where she led the luxury transformation. Olfa also took part in media upskilling and hackathons with L’Oréal’s partners and brand animations. In 2017, Olfa returned to Paris as the Global Vice President of digital, E-commerce and customer relationship management for YSL Beauty. She has significantly contributed to the acceleration and growth of E-commerce of the brand. Olfa also enhanced YSL Beauty online to offline consumer experience through services and beauty tech roll out with a strong upgrade of online animations. Prior to her current role, Olfa joined the SAPMENA Luxe Management Committee in 2021 in Singapore as the Chief Consumer Experience Officer. Apart from playing an instrumental role in enhancing the online to offline consumer journey, Olfa set the foundation for the customer relationship management transformation. She also implemented new frameworks that fostered seamless consumer experience across media and e-boutique.