The People Behind the Structure
Prima Classe is not built around titles.
It is built around people I trust.
In a region where credibility is earned through execution, every role within our organisation exists to protect structure, stability, and long-term positioning. We are intentionally built — not expanded for appearance, but designed for performance.
Each role reinforces the others.
Each function protects the whole.
- Team Member
Our Leadership Team
Dr. Valeria Kuhar
With over 23 years of experience in the UAE, I founded Prima Classe to create a disciplined commercial bridge between Europe and the Gulf. My focus has always been clear: replace improvised market entry with structured positioning.
I lead strategy, institutional alignment, and cross-border architecture — ensuring that every project begins with clarity and evolves with control.
Our CFO safeguards financial discipline across every initiative. Capital allocation, profitability modelling, and risk management are evaluated carefully before growth is accelerated.
His role ensures that expansion remains sustainable, transparent, and aligned with long-term stability.
The COO transforms strategic direction into operational delivery. He oversees timelines, cross-functional coordination, and performance standards across all projects.
His responsibility is simple: what we promise must translate into measurable execution.
Before any brand enters the region, she ensures it is fully compliant. From product registration to documentation verification and authority liaison, structure precedes visibility.
In highly regulated markets, credibility begins with compliance.
He designs structured distribution frameworks aligned with long-term positioning. Distributor evaluation, margin modelling, and retail benchmarking are approached with discipline.
The right partnership protects both pricing and reputation.
She manages the operational flow between Europe and the Gulf — customs alignment, HS classification, warehouse intake, and documentation integrity.
Her role ensures that commercial strategy is supported by seamless execution.
He structures expansion beyond the UAE, aligning regulatory awareness with retail and HoReCa penetration across the GCC.
Scalability is engineered carefully — respecting institutional frameworks and local market dynamics.
He leads structured acquisition, account management, and revenue forecasting. Growth is approached with clarity and pipeline discipline.
Revenue must reinforce positioning — not compromise it.
She translates structured strategy into visible market presence. Campaign development, cultural alignment, and brand narrative are built to support commercial architecture.
Visibility must strengthen perception.
She oversees digital roadmap development, KPI monitoring, and retail–digital alignment. Data is used to validate positioning and guide measured expansion.
Digital presence becomes structured performance.
She maintains seamless communication between Prima Classe and its clients. Responsiveness, clarity, and long-term relationship stability are her priority.
Trust is built in consistency.
She ensures executive focus remains uninterrupted. High-level scheduling, discretion, and internal alignment maintain organisational continuity.
Precision strengthens leadership stability.
The youngest voice in the room challenges assumptions and encourages forward-thinking ideas.
Even the most structured platform must remain open to evolution.
Prima Classe is not built on individual titles. It is built on structured expertise, aligned execution, and collective accountability. Together, we do not simply support expansion. We engineer it.