Shaping the future: a Consultant's impact in the Middle East

From global experiences to local impact, Logina takes us through her journey as a consultant at PwC ME, where she has tackled complex projects and embraced leadership roles across the Middle East. Logina’s story is one of resilience and determination, reflecting how passion, learning, and giving back can lead to a fulfilling and impactful career.

Can you tell us about some of the key moments of your journey at PwC in Egypt and what motivated you to join the firm in the first place?

After graduating from Northeastern University in Boston with a degree in finance and management, I returned to Egypt, unsure of my next steps. I was torn between opportunities in Europe and the Middle East. By chance, I discovered PwC’s graduate programme for Risk Assurance, which sparked my interest in consulting. Despite having other offers abroad, I felt drawn to the opportunity to live and work in Egypt again - so I joined PwC and seven years later, I’m still here.

Throughout my time at PwC, I’ve worked with clients across the Middle East. I started with projects in Egypt, expanded to projects in the UAE in 2019, and later navigated the challenges of remote work during the pandemic while maintaining client relationships in both countries. Most recently, I’ve been involved in Saudi Arabia’s mega projects and Family Business Groups, which have been incredibly rewarding and transformative.

In addition to client work, I’ve always found ways to contribute beyond my role. One initiative I’m especially proud of is developing and managing PwC’s internships and Co-op education programmes. This has allowed me to support young talents and contribute to improving education in Egypt - a personal goal of mine and a way to give back to my community.

What has been one of your most rewarding challenges, and how did you turn it into a success?

One of my most rewarding challenges was working on a giga project in Saudi Arabia, part of the Kingdom’s Vision 2030 agenda. These cities are designed to drive economic growth and innovation, and the project demanded both creativity and problem-solving in a remote location. I worked with a diverse team and was involved in strategic discussions with various partners, which was really exciting.

The project was huge, and six months in, I was offered a new, more diverse role by the client. While transitioning into this role had its challenges - especially as we were piloting new initiatives - I embraced the opportunity. By actively listening to senior stakeholders and learning from their insights, I was able to shape my strategies and contribute to the project’s success.

This experience inspired me to push myself even further, leading to my decision to pursue the Chief Strategy Officer programme at INSEAD. The challenge not only strengthened my skills but also opened new doors for growth, making it one of the most rewarding moments of my career. 

Talk to us about managing the demands of your job.

My role involves extensive travel, long hours, strategic discussions, and constant adaptation to a dynamic business landscape. While it can be challenging, what keeps me going is the impact our work has on our clients. Seeing the final product come to life and knowing that our collective effort has made a difference is rewarding.

There’s nothing quite like witnessing our clients' satisfaction and observing the positive impact our work has on their organisations. That sense of accomplishment validates all the hard work, the long hours, the tough conversations, and the strategic brainstorming sessions. For me, that feeling makes it all worthwhile.

What is one piece of advice you can give to young talents pursuing a similar career path?

Embrace every opportunity that comes your way. Stepping outside your comfort zone is scary but key to broadening your horizons and accelerating your growth. Reflecting on my own journey, I wouldn’t be where I am today if I hadn’t said yes to each opportunity that presented itself - whether it was pursuing my education overseas, relocating for a job, or managing ambitious projects. Every leap of faith has pushed me forward and shaped my path toward success.

Looking ahead, what excites you the most about the future of your role and the industry?

We are entering a very exciting time where innovation is crucial for maintaining a competitive edge because you can't solve new problems with old solutions. Both people and organisations are actively driving change. Digital technologies available are limitless in terms of transformations we can achieve, and people are receptive and ready to adapt. We are transforming the way companies do business and create value in this changing business landscape while prioritising resilience. This is what inspires me about the future.