About ETD

steptodown.com276605

Business Consultancy Services

At ETD, we believe that every organization’s greatest asset is its people. Our purpose is clear and powerful: Empowering People. Elevating Experiences.

ETD partners with ambitious organizations across the Middle East to transform potential into performance. Through innovative, bespoke training and development, we help luxury brands, premium salons, and corporates build empowered teams that deliver memorable customer experiences and drive measurable growth.

Who We Serve:

  • Luxury Retail Brands
  • Premium Hairdressing Salons
  • Masstige Consumer Goods (FMCG)
  • Beauty & Cosmetics
  • Hospitality
  • High-End Real Estate

Our Core Philosophy: The 3C Factor™

  • Commercial Acumen: Every learning initiative is designed with your business objectives and ROI in mind.
  • Curriculum Innovation: We blend the latest digital tools with proven methods to create engaging, effective learning experiences.
  • Cultural Connection: Our solutions are deeply attuned to the unique cultural and commercial nuances of the Middle East.

Our Vision

To redefine the landscape of customer-centric business in the Middle East, where every interaction is powered by an empowered and inspired team.

Our Mission

We partner with ambitious brands to unlock their team's potential. Through bespoke training and strategic consulting, we equip them to deliver exceptional, ROI-driven customer experiences that fuel growth and build lasting loyalty."

The ETD Impact: Where Empowerment Meets ROI

Our Empowerment Chain

1. Empower Your
People

Targeted training in customer engagement, brand storytelling, and service excellence boosts confidence and capability.

2. Elevate Customer Experience

Empowered teams deliver consistent, memorable interactions, turning satisfaction into loyalty.

3. Drive Business
Results

See measurable impact—higher sales, increased retention, stronger brand advocacy, and positive ROI.

Proven Track Record:

Our founder, Shady Makhoul, drove significant sales growth and brand loyalty for L’Oréal’s Luxury Division by mastering this chain of impact.

Our core framework isn't just a theory; it's a battle-tested strategy developed and refined over 23 years by our founder, Shady Makhoul, to drive significant sales growth and brand loyalty for Leading Luxury Brands in the Middle East.

Shady Makhoul

ETD FOUNDER
Our core framework isn't just a theory; it's a battle-tested strategy developed and refined over 23 years by our founder, Shady Makhoul, to drive significant sales growth and brand loyalty for Leading Luxury Brands in the Middle East.

Shady Makhoul

ETD FOUNDER
Our core framework isn't just a theory; it's a battle-tested strategy developed and refined over 23 years by our founder, Shady Makhoul, to drive significant sales growth and brand loyalty for Leading Luxury Brands in the Middle East.

Shady Makhoul

ETD FOUNDER

Meet the Founder

Shady Makhoul

Founder and CEO of ETD

A dynamic L&D professional with 23+ years of senior leadership experience in the Middle East. Shady’s career at L’Oréal was built on empowering people and elevating brand experiences. He brings expertise in omnichannel strategies and data-driven decision-making to deliver exceptional results for your organization.

Imagine a Team That Turns Every Customer into a Loyal Advocate.

Claim Your complimentary Performance Assessment and see the ETD difference with zero obligation.

Contact Us