Rami Baitiéh: Transformational Leader Reshaping Global Retail
From Carrefour to Morrisons – A Journey of Bold Decisions and Strategic Vision
Introduction
Rami Baitiéh is a name that has become synonymous with transformation, leadership, and innovation in the global retail industry. Recognized as a French business executive of Lebanese origin, his journey from joining Carrefour in the mid-1990s to becoming Chief Executive Officer of Morrisons in the United Kingdom reflects both triumphs and challenges. Admirers praise him for his bold “inverted pyramid” philosophy, which prioritizes employees and customers over rigid management hierarchies, while critics point to his demanding style that can sometimes create friction.
His rise to prominence shows how resilience, global experience, and customer-centric thinking can shape modern retail. As a French businessman with deep international experience, Baitiéh has influenced how large supermarket chains adapt to digital change, shifting consumer demands, and competitive markets. His leadership continues to attract global attention as Morrisons undergoes a new phase of transformation.
Quick Bio
| Attribute | Details |
|---|---|
| Full Name | Rami Baitiéh |
| Date of Birth | May 1971 |
| Birthplace | Lebanon |
| Nationality | French |
| Profession | Business Executive |
| Education | ESC Compiègne, MBAs from Université du Québec and Warsaw Business School |
| Current Role | Chief Executive Officer, Morrisons |
| Previous Roles | Carrefour Taiwan, Argentina, Spain, and France |
Early Life and Education
Rami Baitiéh was born in May 1971 in Lebanon. At the age of 17, he moved to France, where his journey in business and leadership began. His multicultural upbringing gave him a unique perspective on global markets and consumer behaviors. Growing up in different environments allowed him to embrace diversity and understand the importance of adapting to local needs while maintaining global vision.
He studied at the École Supérieure de Commerce de Compiègne (ESC Compiègne), one of France’s respected business schools, where he built a foundation in management and finance. Later, he expanded his academic journey by earning two Master of Business Administration (MBA) degrees, one from the Université du Québec in Canada and another from Warsaw Business School in Poland. These educational experiences gave him an international outlook, shaping his ability to manage retail operations across continents.
Career Beginnings at Carrefour
In 1995, Baitiéh began his professional career at Carrefour, one of the largest supermarket groups in the world. Starting at a store-level position, he quickly moved through different divisions, including merchandising, supply chain, and operations. His strong results and dedication earned him recognition as a leader capable of turning around underperforming markets.
Carrefour trusted him with international assignments that tested his adaptability and leadership skills. His early years were marked by constant learning and exposure to the complexity of large-scale retail operations. These roles helped him build credibility and prepared him for senior executive responsibilities.
International Leadership Roles
Carrefour Taiwan
In February 2015, he became Executive Director of Carrefour Taiwan. During his tenure, he introduced strong customer-focused strategies and operational efficiencies that improved profitability and market positioning. His time in Taiwan showed his ability to balance local cultural expectations with international retail standards.
Carrefour Argentina
In January 2018, Carrefour assigned him to lead its Argentine operations. Argentina presented significant economic challenges, but Baitiéh was praised for stabilizing operations, building customer trust, and improving service quality despite a turbulent market.
Carrefour Spain
By May 2019, he was appointed CEO of Carrefour Spain. In Spain, he focused on innovation, digital expansion, and store modernization. His leadership marked a period of steady growth, with greater emphasis on customer experience and online services.
Carrefour France
Perhaps his most high-profile role at Carrefour came in July 2020, when he was appointed Executive Director of Carrefour France. This was the company’s home market and most critical operation. He introduced a cultural and organizational transformation program, encouraging openness and accountability. Known for placing his office within the store environment and publishing his email for customer feedback, he highlighted the importance of direct connection with shoppers. His leadership was both admired and debated, as he demanded high standards and fast execution.
CEO of Morrisons
In September 2023, Morrisons, one of the United Kingdom’s largest supermarket chains, announced that Rami Baitiéh would replace David Potts as Chief Executive Officer. He officially took charge in November 2023. His arrival marked a major transition for the company, which faced debt pressures and intense competition in the UK retail sector.
At Morrisons, he immediately pushed for change. Reports highlighted his insistence on stronger accountability, reorganized operations, and cultural shifts. Supporters saw these moves as necessary to restore Morrisons’ market share, while some critics noted his firm style as potentially divisive. Despite the debates, results began to show improvement, with the company recording stronger sales and increased competitiveness against rivals.
Leadership Style and Philosophy
Baitiéh is known for his “inverted pyramid” leadership model. This philosophy emphasizes that customers and frontline employees should always come before corporate hierarchy. By empowering store teams and directly engaging with shoppers, he reshaped how organizations view accountability.
He also implemented the “555” model, which focused on five commitments across three key areas: trust, service, and experience. This method encouraged employees to take ownership of customer satisfaction and deliver consistent improvements. His leadership style blends vision with discipline, ensuring that teams remain both innovative and efficient.
Recent Developments
In January 2025, Rami Baitiéh was named President of GroceryAid, a UK-based charity supporting workers in the grocery sector. This role reflects his commitment to social responsibility and his recognition within the retail community as a figure of influence.
At Morrisons, his reforms continue to shape the company’s future. Media coverage has portrayed him as both demanding and transformative, a leader capable of making tough decisions but also one who expects unwavering commitment from his teams.
Legacy and Impact
Rami Baitiéh’s legacy lies in his ability to adapt retail operations to modern challenges. From Carrefour’s global divisions to Morrisons in the UK, he has left a mark on every business he touched. His methods are not without controversy, but his results demonstrate the effectiveness of bold leadership.
As a French businessman of Lebanese origin, he embodies the value of international experience and cultural diversity in leadership. His career inspires young professionals to embrace change, stay customer-focused, and commit to excellence even under pressure. His journey is still unfolding, but he has already established himself as a key figure in global retail history.
Conclusion
Rami Baitiéh’s rise from a store employee to the CEO of Morrisons is a story of persistence, vision, and global leadership. He has navigated challenges in multiple countries, transformed major supermarket chains, and reshaped organizational cultures. While his leadership style sparks both admiration and debate, one truth remains: he has the power to turn challenges into opportunities. His story demonstrates how determination and bold strategies can redefine the future of retail.
Frequently Asked Questions (FAQ)
Who is Rami Baitiéh?
Rami Baitiéh is a French business executive of Lebanese origin, currently serving as CEO of Morrisons in the United Kingdom.
When was Rami Baitiéh born?
He was born in May 1971 in Lebanon.
What is his nationality?
He is French, with Lebanese ancestry.
What companies has he worked for?
He has spent most of his career at Carrefour, leading divisions in Taiwan, Argentina, Spain, and France before becoming CEO of Morrisons.
What is his leadership style?
He is known for his “inverted pyramid” philosophy, which prioritizes customers and employees over management hierarchy, and for his demanding yet transformative leadership.
