Tarek El Baradi

Emerging Markets Intelligence & Research

Tarek El-Baradi is a Senior Advisor to EMIR on the issue of sustainability. Following a long and successful career as a senior executive in international business, he now runs a consulting company, East@West Consulting. Before that he worked as a senior scientific researcher at renowned institutions with a strong track record of publications.

EWC operates from a strong moral code and with a rich pallet of know-how in the areas of business, science, culture, and communication. Drawing synergistically from these sources it offers high-quality services in the areas of consultancy and management to a wide spectrum of institutions including Business, Academia, Government, and NGOs. Its central mission is to promote rational, ethical and agile decision-making for a better, sustainable, and truly diverse world. Specific areas of activities include but are not limited to:

  • Design of environmental quality solutions for solid- and water waste issues as well as water scarcity.
  • Optimization and reform of industrial regulations and economic policies.
  • Seminars promoting cultures of inclusion, diversity, and sustainability.

While international in scope the current EWC geographical focus areas are Africa, Asia, and the Middle East.

Since December 2016, Tarek has been associated with the Dutch Comenius group which provides leadership development programs for senior executives. Tarek acted so far as a visiting professor and moderator during three editions of the Comenius Middle East Leadership course.

From October 1, 2014, till April 1, 2019, Tarek took up the Dubai based position of PepsiCo Vice President Public Policy & Government Affairs (PPGA) for Asia, the Middle East, and Africa (AMENA). He led a group of roughly a dozen experienced PepsiCo Government Affairs experts. With his team, he managed and shaped a gamut of AMENA government policies to the best inseparable interests of PepsiCo and the AMENA societies and communities in which it operates. Tarek is a strong adherer and advocate of PepsiCo’s Performance with Purpose business philosophy. Apart from building the AMENA PPGA organization in the PepsiCo offices in Dubai, Cairo, Gurgaon, Beijing, and Bangkok, his achievements include shaping throughout the region policies that govern taxes, trade, public health and water conservation.

Before joining PepsiCo Tarek spent 21 years with P&G, where, starting from scratch in 1993, he established the External Relations (ER) function throughout the Middle East and Africa. Specifically, Tarek founded ER departments at P&G offices in Cairo, Beirut, Jeddah, Dubai, Karachi, Casablanca, Algiers, Lagos, Nairobi, and Johannesburg. In 2009 he was appointed General Manager External Relations in Central Europe, The Middle East, and Africa (CEEMEA taking on additional responsibility for his function for P&G offices in Moscow, Kiev, Warsaw, Istanbul, Budapest, and Bucharest. Tarek’s ER role consisted of leading the P&G interface with Government, Media, Business, NGOs, local communities, and various professional organizations. As ER leader, Tarek was in charge of four distinct disciplines, namely Government Relations, Regulatory Affairs, Communications, and Sustainability. Apart from building a 120 strong organization of P&G technical, regulatory, and communications experts across a wide range of countries, Tarek’s results-oriented approach has led to several important regulatory reforms, investment agreements, and local and international private-public partnerships in the areas of Sustainability, water purification, and child and maternal health education.

Tarek is Egyptian born and holds the Dutch nationality and a Ph.D. in Biochemistry from the Free University of Amsterdam. He worked for 4 years as a senior research fellow at the Max Planck Institute in Berlin. During his research career, he published widely in leading international journals and also worked on various development projects in Africa. His approach is on the one hand no-nonsense, results-focused, and on the other hand highly people-oriented. He is averse of propaganda and impression management, is a keen original thinker and problem solver, has a wide range of interests and skills, and a diverse extended network. He lives and works by the motto “sharp mind, warm heart and busy hands”. He is a courageous manager with a good sense of humor. Tarek is married to Anja and they have a 25-year-old son Tijmen.