Leadership & Team

A sister-led practice built on 30 years of combined expertise

Christelle Tulia and Madeleine Laini are founders and strategic operators with 30 years of combined experience spanning international relations, corporate leadership, business strategy, logistics, marketing, supply chain management, creative industries, and entrepreneurship.

As a founding sister team, they bring a rare combination of commercial discipline, cultural intelligence, and creative vision — shaped by international exposure and hands-on experience building organisations.

At CAF Advisory, Christelle and Madeleine represent a new generation of founders: commercially experienced, internationally connected, operationally capable, and deeply attentive to the intersection of business, culture, and emerging markets.

Christelle leads the DRIVE pillar at CAF Advisory — the firm's relational growth, diplomacy, and strategic engagement function. With a background in International Relations and Politics, she brings deep expertise in cross-border engagement, political analysis, stakeholder diplomacy, and international ecosystem coordination.

Her approach is shaped by a diplomatic heritage — an early fluency in multicultural negotiation, geopolitical systems, and the informal dynamics that determine institutional outcomes.

The most consequential consulting work happens at the intersection of culture and institutions — where neither fully understands the other.

Madeleine leads the DESIGN pillar at CAF Advisory — the firm's organisational strategy, business structuring, innovation, and long-term positioning function. She co-founded CAF Advisory with the conviction that cultural intelligence is not a soft skill — it is a strategic necessity.

She shapes how ideas become scalable systems and market-ready solutions in complex global environments.

Culture is not the context — it is the content. When you understand the cultural system, you understand the real levers of change.

Aurélie Rivkah Tshiama is an AI strategy and design specialist focused on helping organisations navigate digital transformation through human-centred innovation. At CAF Advisory, she works across AI adoption strategy, brand identity, strategic research, and experience design.

We recruit for judgment,
not just credentials.

CAF Advisory builds collaborative relationships with francophone institutions, DRC-based organisations, and diaspora networks. If you work across similar environments and are interested in working together, we want to hear from you.