Ashraf El Afifi is the name of visionary leadership and strategic excellence in reshaping Henkel’s presence across India, the Middle East, Africa (IMEA), and Asia Pacific. El Afifi rose from being a brand manager in Egypt to the position of regional head for Henkel’s Laundry & Home Care division. His career stands as a testimony to resilience, innovation, and sustainable growth. His journey reflects not only his personal triumphs but also the transformation of Henkel’s operations in some of the world’s most dynamic markets.

Ashraf El Afifi joined Henkel in 1992 as a brand manager in Egypt. He had over the years been earning various roles at local, regional, and global levels through his exceptional acumen and leadership capabilities. In 2010, he was appointed President of Henkel IMEA, a key role that put him at the helm of one of Henkel’s most diverse and challenging regions. He was one of Henkel’s top 30 global executives in 2011, the first from an emerging market to be included in this list.

Henkel expanded under the guidance of El Afifi the market presence into over 20 culturally and economically different countries, where he expanded his portfolio, in turn getting its operations more closely in line with its purpose-to serve customers in producing sustainable value to communities.

A dual role: Henkel’s President IMEA El Afifi is head of Laundry & Home Care for Middle East/Africa and Asia Pacific. He oversees operations on several continents, guiding localization efforts on innovation, optimization of business strategies, and responding to the peculiar demands of each region. Leadership in such a way reveals deep cultural and economic sensitivities toward the markets being managed. In this regard, Henkel has managed to strike a balance between business growth and sustainability. By integrating environmentally conscious practices into its operations, the company has reinforced its commitment to a greener future—a vision El Afifi passionately advocates.

El Afifi’s approach is rooted in sustainable innovation. He has championed the development of products and solutions that address the evolving needs of consumers while minimizing environmental impact. This focus has helped Henkel solidify its position as a global leader in sustainable consumer goods. He has been instrumental in the fostering of innovation that resonates well with local consumers in the IMEA region, which often requires market-specific solutions. His ability to adapt global strategies to regional contexts has positioned Henkel as a trusted brand across diverse markets.

It began with his graduation, starting in 1991 in business administration and economics in American University in Cairo before obtaining advanced certifications from among those best institutions: Harvard, and INSEAD for later stages. This self-replication drive for excellence has not only positively benefited him but also inspired several members of his teams over the past ten years. His belief is in empowering others, which involves a culture of innovation and inclusiveness. Collaboration is highly encouraged by El Afifi to ensure that every member of his team is a contributor to the success story of Henkel.

Ashraf El Afifi, who resides in Dubai, currently enjoys balancing professional success with personal life. Born in Cairo, Egypt, he takes pride in his Egyptian heritage but adapts to the multicultural environment at work and where he lives. A proud father of two, El Afifi appreciates the importance of family and community, principles that fit well with Henkel’s ethos.

Norman (“Norm”) L. Gilsdorf is the embodiment of innovation, leadership, and forward-thinking strategies in the industrial sector. As interim President for Honeywell ASEAN and President of Honeywell’s Middle East, Russia, Turkey, Central Asia, and Customs Union High Growth Regions, Norm has consistently demonstrated an unparalleled ability to transform challenges into opportunities. His work has cemented Honeywell’s position as a leader in the delivery of innovative solutions that drive the industries forward, making him an icon in the global business world.

Norm has been working with Honeywell for decades and has played many roles, which have all contributed to the company’s growth. His first role was in 1977 as a Pilot Plant Engineer with UOP, a company that is wholly owned by Honeywell. His expertise and determination propelled him through various senior executive roles, where he played a crucial role in expanding the company’s operations, particularly during his eight years of leadership in Russia. Norm’s tenure in the region not only bolstered Honeywell’s presence but also laid the foundation for its success in other high-growth markets.

The defining feature of Norm’s leadership is the delivery of industry-specific solutions to diverse regions. From aerospace products and services to control technologies for buildings and industrial applications and performance materials, Norm sees that Honeywell remains at the cutting edge of innovation. He has been instrumental in a strategic vision that helps transition industries into healthier, safer, and more sustainable ways of doing business in the post-COVID environment.

Norm’s achievement in Honeywell’s Process Solutions group is an example of his excellent work. As the global President of Honeywell Process Solutions, he led the way on automation control, software solutions, and industrial process instrumentation. It not only helped manufacturers save time but also created opportunities for growth in the energy, petrochemical, and refining industries. His previous role as Senior Vice President and General Manager for Process Licensing with Honeywell UOP further enhanced his capability to utilize leading-edge technology for refining and petrochemical production.

Education and awards form an important part of Norm’s outstanding career. A graduate in Chemical Engineering from Purdue University, Norm’s achievements were recognized with the Engineering and Chemical Engineering Distinguished Alumni Award in 2010. The following year, he was inducted into the Purdue Co-Op Hall of Fame, a testament to his influence in the engineering field. His academic journey also includes an MBA with highest honours in International Business and Finance from Northwestern University, thus marking his well-rounded expertise in both technical and managerial domains.

His influence, however, goes beyond corporate responsibility. As a thought leader, he is a highly sought-after speaker and commentator, offering insights on topics from remote operations to sustainable growth. He was recognized as “Innovator of the Year” at the Middle East Energy Awards in 2019, an award for his contributions to the energy sector and beyond.

Under Norm’s leadership, Honeywell has led emerging markets with confidence. This capability to identify opportunities and provide tailored solutions has made Norm not only the success for Honeywell but also empowered industries to rise up to their own challenge, whether it is through healthier buildings, new revenue streams, or well-being of employees and customers.

He is pivotal to this vision, being one who can make technology for the sake of progress and in keeping with sustainable practices. The future is being defined not only by Honeywell but by industries that shape them through his efforts.

Renowned for his transformative leadership and visionary approach, José Silva has made a new definition to opulence unprecedented. Today, as the helm of Jumeirah Group, he is shaping the global development of the brands while developing the reputation symbolizing luxury. From that brilliant tenure at Four Seasons to moving forward for the dynamic and vibrant expansion of Jumeirah, his career is really a badge of innovation excellence, and perfection.

José Silva has had a career spanning over three decades in the hospitality industry, dedicated to excellence. Prior to his appointment as Chief Executive Officer at Jumeirah Group in March 2018, Silva spent 27 years at Four Seasons, where he developed a reputation for excellence. Amongst his many achievements, his tenure as Chief Executive Officer at Four Seasons George V in Paris was particularly notable. Under his expertise, the legendary property received a record 5 Michelin stars and became the Europe and Americas’ most Michelin-starred palace in the world. Highly credited globally, Silva also received the coveted award of ‘Hotelier of the Year’ by Virtuoso, reasserting his position in the luxury travel space.

The tenure of Silva in Four Seasons was marked by an emphasis on improving guest experience and taking properties to the pinnacle of luxury. As Regional Vice President, he managed a portfolio of upscale hotels, ensuring that each delivered unparalleled service and innovation. Tactical expertise and visionary strategies that he brought into these properties transformed them into benchmarks for luxury hospitality and left a lasting legacy.

Since joining Jumeirah, Silva has brought the same transformation ethos to the luxury hotel group in Dubai. Established in 1997, Jumeirah is now synonymous with luxury because of icons like the iconic Burj Al Arab. The vision of Silva for Jumeirah goes beyond keeping up its legacy; he is taking the group into an exciting international growth phase. By combining global perspectives with local insights, Silva is ensuring that Jumeirah resonates with diverse cultures while retaining its hallmark of unparalleled luxury.

Born in Portugal and raised in Montreal, Silva’s multicultural background enriches his leadership style. His global mind-set together with a nuanced understanding of local markets has contributed to Jumeirah’s exponential growth. Silva is not interested in just adding properties under the group’s umbrella, but he is also redefining luxury standards across the board. From innovative dining concepts to high-end wellness experiences, Silva is making Jumeirah a trailblazer in offering holistic luxury.

Also at Jumeirah, Silva has come to stress sustainability and community engagement. The infusion of sustainable practices and the nurturing of local talent-a trait now more aligned with the sensibilities of modern travellers-by him takes this brand to new heights. His fusion of old luxury with sensibilities that are new puts Silva apart as a forward-thinking leader.

There is no question that the passion of José Silva for the hospitality industry comes out through his work. Whether it’s curating world-class guest experiences or leading strategic expansions, every endeavour shows dedication. Under the stewardship of José Silva, Jumeirah Group continues to flourish and make waves in the global luxury hospitality landscape.