From Village Roads to Global Routes

By Liesl Venter

Amadou Diallo, CEO of DHL Global Forwarding MEA, shares his remarkable journey from rural West Africa to global logistics leadership – and why he believes Africa’s time is now.

From Issue 3, 2025 of Breakbulk Magazine.

(5-minute read)

“You can take the boy out of the village, but you can never take the village out of the man,” says Amadou Diallo, CEO of DHL Global Forwarding Middle East and Africa. Though he grew up in Dakar, he spent much of his childhood with his grandmother in a small rural village in southern Senegal. It was under her guidance that he developed the values that shape his life today - hard work and a deep sense of care for others.

“I grew up accompanying her, walking beside her as she made her way through the village where she worked as a midwife, visiting neighbors and helping wherever she could,” he recalls. “Sometimes, I’d get chased by donkeys along the way,” he laughs.

He remembers those early years well, describing himself as a “rural metropolitan” growing up. He split his time between the city where he went to school and Kolda, one of the poorest rural regions in Senegal, where he absorbed the values of resilience, service and connection - principles that define his approach today.

His first exposure to business, however, came through his father. Diallo was only six years old when he started working in his dad’s shoe shop. Later, he worked as his assistant for a hunting lodge, helping negotiate with travel agents in France who were sending hunters their way.

As the oldest of nine children of an economically underprivileged family, Diallo understood the importance of work, but he was also a diligent student, placing great importance on education. He excelled academically and was highly active in the student union, where he organized strikes and addressed large crowds - early experiences that shaped his skills in leadership and negotiation.

Defining Moments

“All these small defining moments shaped me,” he reflects. “My father did not attend high school but built a successful career. Watching him navigate business despite not having a formal education gave me the confidence to work internationally.”

After finishing high school in Senegal, he pursued further studies in France and later the UK, eventually earning a bachelor’s degree and an MBA in international business. At the age of 25 he had already accumulated almost 20 years of work experience. His formal career began in the hospitality sector at Club Med, where he built a strong foundation in process management before moving into banking in Frankfurt, Germany.

“I wanted to explore some other opportunities in the banking sector as I was predominantly working in finance, but everywhere I went, people kept asking about my German, which was quite useless because I hadn’t tried hard to learn it during my tenure at the bank.”

Determined to master the language, he opted to remain in Germany, but instead of banking, he found himself working in a logistics company. “I learned the business faster than the language,” he jokes. “Ultimately, I picked up both, but whenever I am asked how I ended up in logistics, the answer is simple: I went to learn German.”

That decision set the course for a global career. Today, Diallo is fluent in several languages, including English, German, French, Fulani, Wolof and Spanish. His multilingual ability has been a significant asset in his leadership roles across multiple regions. Over the years, he has held various senior positions within DHL and his career spans Europe, Africa and Asia, reflecting the global perspective he developed at an early age.

“Being a French-speaking Senegalese with an understanding of German and English and having lived in various major cities worldwide, I had a certain affinity for the tasks coming my way. By 27, I was the CFO of the logistics company I was working for, which was eventually acquired by Deutsche Post, DHL’s parent company. I think I was also a little bit lucky.

Joining DHL

Shortly after the acquisition, he was invited to join DHL’s head office, where he was tasked with overseeing international business operations. He found himself managing a portfolio ten times bigger than anything he had handled before. The role exposed him to high-level discussions with board members, private equity firms and investment banks, giving him direct insight into corporate strategy at the highest level.

Now based in Dubai, Diallo leads a team spread across Africa and the Middle East. The countries he operates in have vastly different economic and political realities. Some are based in flourishing markets like the UAE, while others navigate major complexities such as instability and conflict.

Yet, his leadership philosophy remains consistent: “The most important thing is to care for the people you work with. It’s not necessarily in the CEO’s job description, but ensuring my team knows I genuinely care about them is very important to me.”

It’s an approach that extends to customers. For him, it has never been just about making strategic decisions from a boardroom, but rather about being physically present. “I like to work closely with my people and my customers. Personal engagement is important, whether with employees, customers, NGOs, academics or other role-players. Logistics is ultimately about people.”

As an African, he has a deep understanding of the unique challenges faced by the region. “The unpredictability in the Middle East and African markets is immense,” Diallo explains. “There are moments when events unfold beyond anyone’s control - like a war suddenly breaking out in a country or a currency devaluation announced by a minister without prior warning.

“You might think you understand the market, but then something unexpected happens. Conflicts, in particular, are some of the biggest challenges we constantly navigate."

And that is before adding the complexity of doing business in harsh landscapes with little to no infrastructure. “One is not just dealing with economic and political unpredictability - we’re operating in places where roads are impassable, ports are underdeveloped and basic connectivity is sometimes a challenge.”

Rewarding Work

Despite the many obstacles, Diallo would not be working anywhere else in the world. He firmly believes in the potential of these markets. “Look at the young, talented people coming out of Africa - they have nothing less than someone from a developed country. The pride, the drive, the talent - it’s incredible. Yes, it is a difficult place to operate in, but it is so worthwhile. It’s a blessing and a challenge, and for me, it’s incredibly rewarding to see things changing and to see the difference we are making.”

He points to Addis Ababa as an example. “Not long ago, Ethiopia had almost no logistics infrastructure. Now, they have a logistics hub functioning nearly at the same level as the ones we see in the West.” He has witnessed similar progress across Africa, from Côte d’Ivoire to Angola and in North Africa. “Look at Morocco and Egypt - the transformation is happening everywhere. To contribute even a little to that change is something I am truly proud of.”

Turning our conversation to his thoughts on the outlook for logistics in Africa and the Middle East, he says the industry is evolving quickly. “Logistics has changed dramatically. The UAE, for example, has transformed from a regional hub into a global logistics powerhouse.”

He says Dubai is at the forefront of driving change - simplifying logistics and global trade. “It is highly competitive and highly efficient. Everything possible to streamline the logistics process is happening here.”

This is underscored by massive investments with modern infrastructure being developed across the Gulf from Oman to Saudi Arabia, Bahrain and Qatar. “This region is positioning itself as the center of gravity for global supply chains,” says Diallo.

Unprecedented Growth

However, the opportunity is not confined to the Middle East. “We are seeing the same development taking place in Africa. Electricity, for example, is becoming more affordable across the continent, unlocking new opportunities for industrialization. We are seeing moves towards greater localization and beneficiation in Africa, all bringing major logistics opportunities.”

His enthusiasm is palpable. “How can one not be enthusiastic if you look at all the developments? Projects are on the rise across Africa and the Middle East. There is no indication that investment in infrastructure is slowing down.”

Africa’s time has finally come, says Diallo, who believes the continent is poised for unprecedented growth. With increasing urbanization, expanding trade corridors and advancements in digital infrastructure, the opportunities are vast.

Before we know it, our time is up. My last question to this father-of-four and grandfather-of-one – what does he do outside the boardroom?

“My wife and I are homebodies,” he says. “We live just outside the city where we go for walks, read a lot and listen to music. I love acoustic African music - years ago, I even managed a couple of bands. We also make time to travel to visit our children and grandchild. I am also involved in several NGOs, including an education program for young girls in my grandmother’s village.”

But no matter how busy their schedule, they always find time to return home - to that village in Senegal, where no one cares that he is a CEO, he says. “There, I’m just me. The boy who once walked the dirt roads with little understanding of world business. I remember my grandmother and reconnect with my roots. After all, I am a village man."

North Africa’s growing role in global trade will be the focus of a panel discussion at Breakbulk Europe 2025. “North Africa’s Rise as a Regional Trade Hub”, moderated by DB Schenker's Rafael Vicens, will take place on the main stage on Wednesday, 14 May from 1:30pm – 2:15pm.

Top and second photo: Amadou Diallo in his Dubai office. Credit: DHL
Third: Amadou and the MEA team. Credit: DHL