Interview with a Global VP People Excellence: building a trusted partnership in executive search

In today’s evolving HR landscape, the most effective executive search partnerships go beyond recruitment; they’re built on trust, shared goals and long-term collaboration. Serena Rahme, Global VP People Excellence for the Luxury Division and NEA Cosmetics at Beiersdorf, has been part of the Frazer Jones network for years. In this interview, she reflects on how that relationship has evolved, what she values in a true search partner and why strategic alignment is key when hiring senior HR leaders in global, fast-paced environments.

To begin with, could you briefly introduce yourself and your current role?

I’m the Global VP People Excellence for the Luxury Division and NEA Cosmetics at Beiersdorf. My role focuses on designing and executing our global People Partnership strategy, with a strong emphasis on talent acquisition, capability building and organisational efficiency. I’m deeply involved in leadership development, succession planning, talent management and workforce planning. These areas are essential to attracting, nurturing and retaining top talent that drives our business objectives and supports our long-term growth.

This includes overseeing the effectiveness of our HR function, ensuring alignment with our business strategy and embedding a culture of well-being, DEI and continuous improvement across the organisation. As part of the executive team, I also work closely with global HR professionals to shape our people strategy and deliver sustainable impact through strategic HR leadership.

What has stood out to you most when working with Frazer Jones on senior-level hiring?

What really stood out was the relationship I built with Dona. She doesn’t approach the process as a typical recruiter. She creates a personalised, professional connection that makes you feel like you’re working with a true partner, not an external agency. She took the time to understand our business, our HR strategy and the specific needs of the role. It was never just about filling a vacancy. It was about finding the right person to support our business outcomes and strengthen our leadership team.

She came to every conversation prepared, with a clear understanding of the brief and a strong point of view. Her network is extensive. It’s not just about pulling from a database, but about reaching into a much wider talent pool. Even after the first round, if we hadn’t found the right fit, she was ready to expand the search and explore new skill sets.

What I valued most was having a sparring partner. I needed someone who could challenge and support me, rather than simply trying to sell a candidate. For me, the success of the process came down to the person leading the relationship. Dona made all the difference.

How would you describe our approach to executive search, particularly in terms of market knowledge, access to top talent and long-term partnership?

It’s the combination of insight, preparation and personal connection. Before the search even began, Dona took the time to get to know me. She understood what I was looking for, what mattered to me and how I think about strategic HR and leadership. That early investment made the process much more effective.

Throughout the search, she brought insights that weren’t immediately obvious. These included market dynamics, candidate expectations and what was happening in other organisations. That context helped me make better decision-making choices. With our preferred candidate, Dona played a key role in helping me understand her profile more deeply and in building a strong connection from the start.

She makes things feel easy. It’s like you’ve known her for years, even if you’ve just met. She’s always available, follows up consistently and communicates clearly. Her ability to connect with people across different roles and levels made the entire recruitment process seamless.

In addition to her deep understanding of the market, she also brought valuable insights into employee experience, onboarding and how to ensure long-term retention. These are critical factors when hiring for senior HR leadership roles, especially in global or matrixed environments.

When thinking about hiring at executive level, what do you believe sets a great search partner apart and where does Frazer Jones fit into that picture?

At the C-suite level, it’s essential that the person representing your organisation in the market operates at that same level. You need someone who can engage credibly with senior leadership, who understands the stakes and who can project the right level of professionalism and insight.

That’s exactly what I experienced. It wasn’t just about finding candidates. It was about having someone who could represent us with confidence and integrity and who could build trust with both internal stakeholders and external talent. When hiring for senior roles like HR Director, or even more so with Chief People Officers (CPO) or Chief Human Resources Officers (CHRO), that level of seniority and credibility is non-negotiable.

It’s also important that your search partner understands the broader context. This includes HR operations, employee relations and how the role fits into the wider human capital agenda. That’s what makes the difference between a transactional hire and a strategic appointment that supports long-term success.

Looking ahead, why do you think it’s valuable for HR leaders to build long-term relationships with executive search partners?

Because it’s not just about filling roles. It’s about building a partnership that evolves over time. I don’t want to start from scratch every time we have a vacancy. I want a sparring partner who understands our business, our company culture and our challenges. I want someone who can offer insights even when we’re not actively hiring.

That continuity is incredibly valuable. It means the search partner already knows what’s going on in the organisation and can move quickly and effectively when a need arises. I’ve always believed in building strong relationships with executive search firms. When it works well, it’s not transactional. It’s strategic.

A great partner has their eyes and ears in the market. They bring you insights, context and perspective that you wouldn’t otherwise have. And when the time comes to bring someone new into the team, they already know what it takes to ensure the right cultural fit, support employee engagement and contribute to a high-performing work environment.

They also help you stay ahead of the curve. Whether it’s understanding how other companies are structuring their HR functions, navigating change management, or preparing for the future of work, that kind of ongoing dialogue is invaluable. This is especially true in fast-moving environments like startups, private equity-backed businesses, or global enterprises.

At Frazer Jones, we believe that great hiring decisions start with great partnerships. If you’re looking to strengthen your HR leadership team or need support with an executive search, we’re here to help. Whether you’re actively hiring or planning ahead, you can get in touch with us to discuss your needs, or submit a vacancy below. Let’s find the right leader to drive your business forward.

Serena Rahme
Global VP People Excellence
Beiersdorf

Serena joined Beiersdorf in 2021 and currently serves as Global VP People Excellence for the Luxury Division and NEA Cosmetics. With over two decades of international experience across the FMCG, retail and communications sectors, she has led people and culture strategies across Europe, the Middle East and Asia. Serena brings deep expertise in transformation, talent management, leadership development and organisational design.