Egyptian company blnk has appointed Yasmin Reda as its new Chief People & Culture Officer, as the company strengthens its focus on culture, talent, organisational effectiveness and employee experience amid its growth.
Reda brings nearly two decades of experience in human resources and organisational leadership, with expertise spanning talent management, performance management, employee engagement, leadership development and organisational transformation.
In her new role, Reda will lead blnk’s people agenda and help shape its culture and employee experience as the company continues to expand.
“We’re pleased to welcome Yasmin Reda as our new Chief People & Culture Officer,” blnk said in announcing the appointment. The company said her arrival marks “an important step in the evolution of our people agenda”, with a stronger strategic focus on culture, talent, organisational effectiveness and employee experience.
Reda joins blnk after nearly nine years as HR Director at Inertia Egypt, where she served from August 2017, and built extensive experience in HR leadership and organisational development.
Before Inertia, Reda held several roles at Vodafone Egypt, spanning talent development, learning and development, HR shared services and talent management, for commercial functions and led talent development initiatives for high-potential employees.
She previously served as a Training Consultant at Vodafone, supporting learning and development for support functions and Vodafone International Services. Earlier roles included HR Talent Management Specialist and HR Assistant, where she worked on HR shared services and recruitment, selection and conversion processes.
Reda holds a bachelor’s degree in Accounting and Finance from Cairo University and an HR diploma in HR Management and Personnel Administration from IMI in association with Cambridge University.
Announcing her departure from Inertia, Reda described her nearly nine-year tenure as a chapter that left her with lessons, challenges, lasting relationships and a strong appreciation for workplace culture.
“I’m leaving with so much more than experience. I’m leaving with lessons, challenges that stretched me, moments that shaped me, friendships I know will last, and a very high benchmark for what a truly special work environment can feel like,” she said in a LinkedIn post.
Reda also credited the people at Inertia for shaping her experience, thanking her colleagues, team and manager for their support and trust.