Designation: President IMEA
Ashraf El Afifi is both president of Henkel in India, Middle East and Africa, and regional head for Laundry & Home Care in Middle East/Africa and Asia Pacific. He joined Henkel in Egypt in 1992 as a brand manager and then worked his way up within the organisation through various leadership roles on local, regional as well as global levels. In 2011, he became one of the top 30 executives in Henkel and, importantly, the first to be promoted to this level from an emerging market.
Since assuming the role of president of Henkel IMEA in 2010, he has reinforced the company’s portfolio in the region and has always underpinned the mission of serving consumers and customers and creating sustainable value for the community as a whole. In addition to the IMEA region, he is also leading the Henkel Laundry & Home care business in Asia Pacific. In his combined responsibility, he oversees more than 20 countries with very exciting cultural and business diversity.
Ashraf graduated in 1991 from the American University in Cairo having studied business administration and economics. Since then, he has attained several certificates from leading international business schools like Harvard and INSEAD. Currently residing in Dubai, he was born in Cairo and is the proud father of two.