Leadership

Salma Al-Rashid

Managing Partner, Advisory

Profile

Salma Al-Rashid leads Tavra Group’s advisory practice and is responsible for service quality, methodology and senior client delivery. Based in Riyadh, she works with leadership teams on transformation, operating models, organisation design and performance improvement. She joined Tavra in 2017 after holding consulting and corporate-transformation roles in Saudi Arabia and the United Kingdom. Salma’s work spans industrial companies, logistics operators, education institutions, healthcare networks and professional-services businesses. She has directed programmes that combined strategy, process redesign, organisation changes and implementation governance, with particular attention to how decisions are transferred from project teams to line managers. She established Tavra’s evidence standards for diagnostics and benefit tracking, requiring teams to distinguish verified baselines from estimates and to identify the operational owner of every claimed result. Salma also leads the Tavra Practice Faculty, which develops consultants in problem structuring, field observation, executive communication and implementation support. Alongside client work, Salma contributes to regional discussions on workforce capability and women’s progression into operating leadership. She mentors early-career consultants and managers through Tavra’s annual advisory fellowship.