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Case Study: Reigniting Market Leadership and Revitalizing Growth at Sofina

The Challenge

Ash Amirahmadi quickly identified that one of the key to revitalizing Sofna’s business lay in enhancing the capabilities of its leadership team. The commercial leadership team, in particular, needed to be aligned behind a compelling vision and equipped with the necessary skills to drive performance and instill a culture of excellence within the organization. This transformation was critical for Sofna to reclaim its market position and unlock its full potential.

Background

Sofina, a prominent player in the fast-moving consumer goods (FMCG) industry, found itself at a crossroads. After several ownership changes and a period of mass uncertainty, the company faced significant challenges in stabilizing its operations and regaining its competitive edge. Recognizing the need for a strong leadership foundation to navigate these turbulent times, Sofna appointed a new CEO, Ash Amirahmadi, to spearhead the transformation of its European business.

The Solution

To address these challenges, Ash Amirahmadi enlisted the expertise of Hurrell Associates, a leadership development consultancy known for its success in transforming leadership within complex organizations. Hurrell Associates worked closely with Sofna’s leadership team to implement a comprehensive strategy focused on four key areas:

  1. Creating a Compelling Vision: Hurrell Associates collaborated with the commercial leadership team to craft a clear and inspiring vision for Sofna’s future. This vision served as a rallying point for the organization, providing direction and purpose that engaged the entire business.

  2. Building Leadership Skills: Leadership development was at the heart of the transformation. Hurrell Associates designed and delivered tailored programs to build essential leadership skills within the commercial team. These programs covered a range of competencies, from pitching and storytelling to effective communication and stakeholder engagement.

  3. Enhancing Performance and Culture: To ensure long-term success, Hurrell Associates focused on cultivating a high-performance culture within the leadership team. By fostering collaboration and encouraging leadership behaviors that aligned with Sofna’s goals, the team became better equipped to drive business performance.

  4. Delivering Key Milestones: Hurrell Associates played a key role in driving momentum through critical quick wins and symbolic acts. This included designing and delivering Sofina’s first conference in 10 years and supporting core functions with skill development and preparation for key customer pitches.

"

Hurrell Associates has played an instrumental role in helping Sofina Foods accelerate our cultural transformation.

In particular

  • Supporting the commercial leadership team to get clear, focused, and aligned

  • Assisting the NPD/Innovation department in building their compelling story and the essential skills to disrupt the industry

  • Coaching key talent to have a significantly bigger impact on the organisation

  • Supporting the design and delivery of the first conference in over 10 years

  • Building and delivering core modules to raise the capability of the organization

I am grateful to Hurrell Associates for their efforts. Phillippa’s positivity, energy and knowledge has had a significant impact on the development and growth of our leaders.

Any business that is committed to increasing performance, transforming and modernising through a people-centric approach will benefit from working with Hurrell Associates

"

Ash Amirahmadi OBE

CEO Sofina Europe

Phillippa Hurrell

Executive Leadership Consultant & Coach

With over 17 years of experience as an Executive Coach, I specialize in empowering senior leaders and their teams to achieve unparalleled success. My expertise lies in designing and delivering award-winning leadership programs that enhance confidence, clarity, and capability across organizations.

Throughout my career, I’ve had the privilege of partnering with prominent organizations, including BT, Arla, and the British Army, to build the leadership capabilities essential for driving growth and transformation.

My approach is rooted in four core areas of focus:

  • Strategic Storytelling: Guiding leadership teams to craft and communicate compelling business narratives that inspire transformation and growth.

  • Leadership Development: Designing and delivering tailored leadership programs that accelerate organizational capability and nurture future talent.

  • High-Performance Teams: Developing cohesive, high-performing teams capable of executing with speed and precision.

  • Executive Coaching: Offering bespoke coaching solutions that deliver measurable results at critical moments in leaders' careers.

Currently, I am based in both the UK and Saudi Arabia