Serge Bekhaazi

Judge
DISC Type : Dc

Member of the Group Management Committee & CEO ; Middle East, Africa, & Turkey at Knauf

Dubai, United Arab Emirates

Overview

Serge Bekhaazi is a versatile leader with over 25 years of experience in the energy, industrial, and infrastructure sectors. As CEO for the Middle East, Africa, & Turkey at Knauf, he focuses on culture transformation and growth. He holds a Bachelor of Engineering from the American University of Beirut.

Colleagues describe Serge as an exceptional manager, mentor, and a people-centric leader. His leadership style is centered on fostering a strong sense of purpose and culture within his teams, making him a role model for many he has worked with throughout his career.

He previously managed a region for BMI Group that included eight factories and more than 600 employees.

Personality Overview

Objective Thinker

Quality Focused

Demanding

They are very proud of what they do.  More than the product, they care about the effectiveness of the product. They respond well to strong and respectful communication.

Topics They Care About

Culture Transformation
Identifies himself as a "Culture Transformation & Turnaround Leader" and has a track record of reshaping company cultures to drive performance and growth.
People-Centric Leadership
Recommendations consistently praise his leadership style, describing him as a "people person, " an exceptional mentor, and a leader focused on purpose and culture.
Market Expansion
His recent social media posts highlight a focus on new market opportunities, growth, and expansion in regions like Turkiye, Iraq, and Morocco.

Media Appearances

Serge has no verified media appearances

Work History

9-2025
Member of the Group Management Committee & CEO ; Middle East, Africa, & Turkey at Knauf
6-2024 - 9-2025
Business Advisor to CEOs & MDs at Self-employed
2-2021 - 9-2024
Managing Director at Schiedel International
10-2019 - 9-2024
President Middle East, Africa & Turkey and Global Commercial Business Process Leader at BMI Group (Roofing & Waterproofing)
2-2015 - 10-2019
Regional Managing Director, Middle East & South East Asia at Brand Energy & Infrastructure Services

Education

1995 - 2000
Bachelor of Engineering from American University of Beirut
1980 - 1994
Lebanese Bacc II from International College

More Information

Social Presence :

Prographics :

Exp : N/A Location : Dubai, United Arab Emirates Job Level : N/A Designation : Member of the Group Management Committee & CEO ; Middle East, Africa, & Turkey at Knauf
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Insights For Selling To Serge

During A Call Or A Meeting

DO's

  • Help them weigh the risks by sharing objective proof points without becoming too analytical
  • Make sure that you circle back fast on any action items, it wins their trust
  • Objectively showcase the impact that your product creates

DONT's

  • Do not spend too much time focusing on product tech or features
  • Avoid being a storyteller and don’t try to oversell
  • Do not hesitate from asking counter questions, just avoid challenging their authority

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Serge is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Serge

  • If they are not convinced, they will have no hesitation in telling you the same.

Insights For Deal Planning

    How fast (or slow) will Serge move?

  • They can take decisions very fast if you manage to convince them.
  • Can Serge take some risk or not?

  • The risks don’t matter much to them.

You And Serge

Personality Compatibility


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