Samia Mazari: Building a Personal Brand
Samia Mazari, CEO of automotive supplier Frings Auto Parts, is about to leave her post in order to join a larger automotive group. In her 6 years has head of Frings, she's managed to turn the company around while also developing - with the help of the company's corporate communications group - a personal branding and communications strategy. The case takes a look at Samia's career before joining Frings. An accomplished engineer that emigrated from her native country looking for a better future, she moved through the ranks of many companies before being appointed president (later CEO) of Frings in 2013. The case then analyzes her stewardship of Frings - a company that was still reeling from the 2008 recession - while exploring how she spontaneously developed a personal communications policy - an aspect that she had neglected in her previous positions. This branding policy become more structured and professionalized as the time grew, culminating in the ""Internet of Frings"", a branding effort that turned the company and herself into innovation leaders, garnering several industry awards for both Samia and Frings. Now that she's leaving her position, there are several questions. Who benefited more from her personal branding strategy? Frings or Mazari? Should Frings develop a new personal branding strategy for the incoming CEO? Should Mazari adjust her brand for her new company?