Strategy& names George Sarraf as its new Global Leader
Global strategy consulting firm Strategy& has appointed Middle East-based leader George Sarraf as its new Global Leader. He oversees a team of more than 4,500 consultants operating across offices worldwide.
A lifelong member of Strategy&, George Sarraf previously served as Managing Partner of the firm’s Middle East operations. Since assuming that role in 2018, he has nearly doubled the regional headcount to 900 professionals and firmly established the company at the top of the region’s strategy consulting landscape, alongside rivals such as McKinsey & Company, Boston Consulting Group and Bain & Company.
While Sarraf benefited from Strategy&’s early presence and deep-rooted legacy in the Middle East – it was the first of the major global strategy consultancies to establish a base in the region – his leadership and impact have long been admired by the firm’s leadership. This recognition has now culminated into his promotion to the top global role.
Sarraf succeeds the German Peter Gassmann, who led the firm since 2001 and has now transitioned to a more client-focused role.
“Under George’s leadership, Strategy& experienced significant growth in the Middle East. He guided the business through a transformative period, expanded sector capabilities, and strengthened our reputation as a trusted advisor across the region. As he steps into the global role, George will continue to enhance Strategy&’s position as a distinctive part of our advisory business,” said Damir Maras, Global Advisory Leader at PwC.
PwC is the parent of Strategy&. The Big Four firm acquired the firm in 2014, when it was known as Booz & Company. Shortly thereafter, the group rebranded as Strategy& to underline its focus on strategic consulting.
Originally from Lebanon, Sarraf began his career with Booz & Company in 1996, then operating as Booz Allen Hamilton prior to its 2008 carve-out from its parent. He started in the Beirut office and later relocated to Dubai, where he remains based.
An industry milestone
His appointment marks a milestone as the first Middle East-origin national to head a global strategy consulting firm, a signal of the growing weight of the Middle East in the consulting landscape.
Historically, firms such McKinsey & Company, Boston Consulting Group, Bain & Company, Oliver Wyman, Roland Berger, and L.E.K. Consulting have all appointed CEOs from their North American, European, or Asian offices. Kearney is somewhat of an exception – the firm earlier this year promoted its Middle East head Bob Willen to the global role, although he is a US national (but based in the UAE).
The same has always been true at Strategy& – previous global leaders hailed from the US and Europe, including Shumeet Banerji (US), Cesare Mainardi (US), and Peter Gassmann (Germany).
Throughout his client work, Sarraf has advised governments and private sector organizations across the Middle East and beyond, particularly in the energy sector. His expertise includes oil & gas, power, renewable energy, water, and district cooling, specializing in business strategy, growth, pricing, regulatory, and large-scale transformations. He is a published thought leader and frequent speaker at industry events.
George Sarraf holds degrees in engineering from École Polytechnique and École Nationale Supérieure des Télécommunications in France.
