More about us.
Our approach.
Our approach is grounded in deep listening, strategic thinking, and co-creation.
Whether you’re scaling a business, navigating change, or aligning teams, we walk the journey with you : turning ambition into action, and purpose into performance.
Our expertise.
At MoveForward, we combine functional excellence with industry insight to design and deliver strategies that create lasting impact.
Our work is highly customer-centric, driven by a passion for the lifestyle and wellness industries, where understanding people’s expectations and experiences is key to success.
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Sector expertise
Luxury & Retail
Fashion, beauty, jewellery, department stores, and customer experience design.
Consumer Goods & FMCG
Skincare, cosmetics, food & beverages, and lifestyle products.
Telco & Digital
Quick Commerce & Marketplaces
On-demand delivery, e-commerce, and last-mile models.
Healthcare & Pharma
Hospitality & Concierge
Luxury concierge, experiential journeys, and service model design.
Our founding members.
What we have in common
We are strategists and true enablers, united by a shared belief that unlocking people’s potential is the only path to an organization’s success.
As servant leaders, we combine strategic acumen, human insight, and a passion for transformation to help teams, leaders, and organizations move forward with purpose and impact.
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Lamia Berrahma
brings deep expertise in strategy, governance, and project management, translating vision into execution with precision and purpose.
She thrives on creating clarity from complexity, building structure around ambition, and driving disciplined execution that turns ideas into tangible results.
Known for her analytical rigor and collaborative leadership style, she helps organizations and teams unlock their full potential through sharp execution, strategic alignment, and meaningful collaboration.
Her work reflects a deep commitment to enabling transformation through clarity, focus, and impact.
More About Lamia
Co-Founder & Managing Partner, MoveForward
PMI® Certified | Strategy, Transformation & Project Management
Helping organizations turn strategy into results.
She partners with leaders, teams, and businesses to bring clarity to their vision, structure to their transformation journeys, and momentum to their most strategic initiatives, so they can execute with purpose and deliver meaningful impact.
About Her
Born in Canada, raised in Morocco, and shaped by a French education, Lamia carries a rich blend of cultures that foster curiosity, openness, and adaptability.
She holds a Master’s in Strategy & Management from ESSEC Business School and brings over a decade of experience in strategy, transformation, and project management within the luxury and retail industries , supporting clients and companies throughout Middle East, North Africa and Europe.
Throughout her career, she has partnered closely with CEOs and Executive Committees on initiatives spanning operational excellence, brand turnarounds, governance, efficiency programs, and risk management.
Her 360° background, combining consulting expertise with hands-on operational experience , allows her to translate vision into execution and connect strategy, people, and performance.
Her Approach to Project Management
Lamia sees project management as a critical enabler of success, transforming strategy into tangible results.
Her approach focuses on:
- Creating clarity from complexity : defining OKRs, roles, and success measures.
- Empowering collaboration : enabling aligned, confident execution.
- Embedding discipline and synergy : bringing structure, rhythm, and agility to every project.
At MoveForward
She brings her passion for purposeful collaboration, strategic clarity, and disciplined execution to help organizations, startups, and leaders move forward with confidence, turning meaningful strategies into measurable impact.
Based in Dubai, she works globally in English, French, Arabic, and intermediate Spanish.
John Noja
combines strategic thinking and coaching mastery to empower leaders and organizations to lead with purpose and clarity.
He helps individuals and teams build inner alignment before driving outer change, reconnecting them with their values, strengths, and vision.
Grounded in empathy and discipline, his approach blends reflection, courage, and action to foster leadership growth and resilience.
He believes that true transformation happens when people lead from within, with authenticity, intention, and purpose.
More About John
Co-Founder & Partner, MoveForward
Co-Active Professional Coach | Strategy, Leadership & Growth
Helping leaders, professionals, and growth-minded individuals reconnect with what truly matters : to live, lead, and grow with purpose and authenticity.
About Him
Born and raised in Beirut, John was shaped by a city that teaches resilience and the mindset to keep moving forward.
After studying Economics in Lebanon and completing a Master’s in Management in Paris, he built a career in business consulting and later moved to Dubai, where he took on leadership and general management roles in the tech industry.
Experiencing coaching firsthand transformed his perspective, reconnecting him with his purpose and marking the start of his own coaching journey, which he now pursues alongside his role as Chief of Staff at a purpose-driven scale-up.
His Approach to Coaching
Grounded in the values of trust, authenticity, growth, ambition, empathy, passion, and discipline, John’s coaching offers a space for reflection, growth, and courageous action.
He uses the Co-Active Coaching model, helping clients explore what’s possible and turn insight into meaningful action.
His work moves between clarity and confusion, courage and vulnerability, always anchored in honesty, playfulness, and purpose.
At MoveForward
John brings a coaching-led perspective to MoveForward’s strategy and transformation practice, helping leaders and organizations build inner alignment before driving outer change.
He works globally in English, French, and Arabic, empowering clients to lead with clarity, purpose, and confidence.
Together at MoveForward
We founded MoveForward on the belief that meaningful collaborations unlock true transformation.
By combining strategic insight, operational rigor, and a people-centered approach, we guide organizations and entrepreneurs to move forward with purpose, performance, and sustainable growth.
