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Henkel’s Catalyst for Change: The Inspirational Journey of Ashraf El Afifi

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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.

Vanity Stardom is your trusted source for news, stories, and insights on entrepreneurs, artists, and notable personalities from the UAE and around the world. Our platform provides diverse coverage, bringing you the latest updates and in-depth features across various fields. While we make every effort to ensure the accuracy and reliability of our content, the views and opinions expressed in our posts belong to our editorial team and contributors and may not represent the official position of Vanity Stardom. We encourage our readers to use discretion and seek professional advice when necessary.

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Peter England’s Impact on RAKBANK and UAE Banking

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Leadership in the financial world calls for vision, resilience, and a knack for innovation, all traits that Peter England, chief executive of RAKBANK since November 2013, possesses. With an experience of several decades within the banking sector, he has not only rewritten RAKBANK’s strategies but also reinforced its position in the country’s financial landscape. His vast experience in the retail banking business, married with a forward-looking approach, have catalysed transformative change that will forever leave his imprint on the bank as well as the broader financial eco-system.

Peter England began his leadership journey at CIMB Bank Berhad, ASEAN’s largest bank for seven years as Head of Retail Banking. He led initiatives intended to serve individual and small enterprise customers. His portfolio was a mix of conventional and Islamic banking products and services, an approach that exemplified his adaptability to a different culture. It played a great role for him as he could serve diversified market requirements and further groom himself to provide innovative solutions in the financial world.

RAKBANK had become a significant player in the United Arab Emirates, with England at the helm. However, the rapidly changing financial environment called for new ideas and solid strategies. Under his leadership, the bank adopted a customer-centric approach, leveraging cutting-edge technology to meet the dynamic needs of retail and business clients. His focus on digital transformation enabled RAKBANK to introduce seamless, tech-driven solutions-from mobile banking platforms to innovative lending products.

One of the key strengths Peter England has brought to RAKBANK is his ability to drive growth while maintaining sustainability. Diversifying the bank’s portfolio helped keep the institution resilient against market fluctuations. His work in promoting small-to-medium enterprise lending has been especially impactful, providing a boost to a segment crucial to the UAE’s economy. It is in line with the overall vision of the country for the promotion of entrepreneurship and innovation as part of its economic diversification.

It has gone beyond mere financial growth; the institution has also had strides in community engagement and corporate social responsibility. Recognizing that the role of the UAE’s contribution to societal goals must be accomplished, England championed more than just banking. He has been focusing on financial literacy, environmental sustainability, and community welfare through such programs that define the bank today, thus reflecting his approach towards a holistic concept of leadership.

What makes Peter England different is his ability to adapt to challenges. The COVID-19 pandemic, for example, was a test of the resilience of financial institutions around the world. Under his leadership, RAKBANK responded quickly, providing relief measures to individuals and businesses while maintaining operational stability. England’s focus on maintaining a personal touch, even in a digital-first environment, has ensured that RAKBANK remains a trusted partner for its customers.

England’s success is testimony to his ability to read and act on emerging trends. Years at CIMB Bank in Malaysia prepared him for a diversified market, while his years at RAKBANK have cemented his status as a visionary leader. Today, RAKBANK is not just a financial institution; it is a symbol of innovation, resilience, and customer-focused growth, thanks to Peter England’s strategic vision.

Peter England’s legacy is already visible in its sustained success. His leadership style, characterized by empathy, innovation, and an unwavering commitment to excellence, serves as an inspiration for aspiring leaders across industries.

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Kez Taylor: The Visionary Leader behind ALEC’s $1 Billion Success Story

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Kez Taylor is the CEO of ALEC. He has proved to be a pioneer as the company progresses towards innovation, sustainability, and excellence. With over 35 years of experience in managing mega-projects and steering large construction businesses across the Middle East and Africa, Kez Taylor left an indelible mark on the region’s construction landscape. His inspiring journey from his humble beginnings in South Africa to leading a billion-dollar enterprise in the UAE shows a commitment to determination, foresight, and passion toward a better future.

Taylor’s career started in 1985 when he won a bursary with Grinaker Construction. This was the start of his journey to a degree in Construction Management at the University of Witwatersrand, Johannesburg, which he completed with honours in 1988. During his time at Grinaker, Taylor worked on various projects in South Africa, Mauritius, Zambia, and Namibia, developing his skills in managing complex projects and building businesses in emerging markets.

In 2001, Taylor made a life-changing decision to join ALEC to set up a construction company in partnership with the Al Jaber Group in the UAE. Under Taylor’s leadership, ALEC grew from a small outfit to a billion-dollar powerhouse, delivering high-profile projects in Dubai, Abu Dhabi, and Oman, over the next decade. Today, ALEC employs over 13,000 people and is recognized as a leader in innovation, sustainability, and quality in the construction industry.

Taylor’s management philosophy is based on his inspiration to innovate and promote sustainability. During his tenure, ALEC has diversified its activities and built a comprehensive ecosystem designed to address the changing construction industry needs. The company established energy efficiency and renewable energy, including: ALEC has become synonymous with innovation and sustainability. The company has diversified into energy efficiency, renewable energy, and smart solutions through subsidiaries such as ALEC Energy, specializing in solar solutions; Smart4Power, focusing on energy efficiency; and AJI Rentals, which provides advanced aerial work platforms. This diversification reflects Taylor’s vision of creating a construction ecosystem that delivers value while minimizing environmental impact.

For Taylor, collaboration is the foundation for success. He believes that aligning stakeholders and creating strong partnerships will help conquer the challenges that the construction industry faces. Uniting different teams and pushing collective efforts has helped ALEC succeed in its endeavors, which have included iconic projects such as the Central Bank of Kuwait headquarters and many landmark developments in the UAE.

Taylor may have conquered the world, but he is still rooted deep in South Africa. Currently living in Dubai with his wife Micheline and their two sons, Ross and Adan, Taylor represents his homeland at the international level. He does not miss an opportunity to show a positive image of South Africa and is working for the development of the UAE.

Taylor’s career is more than a story but a journey of ambition and resilience, with a deep desire to make a difference. His leadership style reflects humility and hands-on involvement, whether it is engaging employees, understanding customer needs, or exploring innovative solutions.

Kez Taylor’s work has been beyond ALEC’s outstanding financial success. His vision is about an efficient, sustainable future in construction, an effort to answer some of the world’s most daunting challenges and add value for stakeholders and communities alike. His commitment to innovation, sustainability, and collaboration not only transformed ALEC but also set the standard for the industry.

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Mudassir Sheikha’s Inspiring Entrepreneurial Journey: From Karachi to Careem

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From Karachi to a unicorn in the Middle East under his leadership, Mudassir Sheikha has had a story of ambitious innovation and purpose. Through Careem, which is the CEO and Co-Founder, Mudassir redefined mobility and tech for the region as it operates through 120 cities in 15 countries. With a background rooted in computer science and economics, and experience spanning Silicon Valley startups and global consulting firms, Mudassir’s mission was not just to create a business but to inspire change. Careem’s impact extends beyond ridesharing; it is a platform that simplifies lives, empowers people, and shapes the future of technology in the Middle East.

Mudassir Sheikha is the Co-Founder and CEO of Careem. He is a symbol of tech innovation and entrepreneurship in the Middle East. Born and raised in Karachi, Pakistan, Mudassir had an early passion for technology and a drive to create meaningful impact. He graduated from the University of Southern California with a degree in economics and computer science and later earned a master’s degree in computer science from Stanford University.

His career started out in Silicon Valley, where he worked with startups like Brience, gaining experience in the area of venture finance at seed-stage companies. From there, Mudassir went back to Pakistan where he co-founded DeviceAnywhere, a company that went on to be acquired by Keynote Systems in 2008, thus opening the doors to entrepreneurship as a business venture.

In 2012, Mudassir teamed up with Magnus Olsson, a former colleague from McKinsey & Company, to start a company that would change lives. This was the origin of the idea for Careem-an organization that would help solve transportation problems in the region, building an organization that inspires. The name “Careem” is taken from an Arabic word that means “generous,” as the company aims to serve the communities with purpose and care.

Today, Careem is so much more than just an app for ride hailing. It has morphed into a full-fledged tech ecosystem offering food delivery, digital payment, and courier solutions across over 120 cities in 15 countries. Careem is the lifeline to millions in the region; it also made history in the Middle East by being the first unicorn -a privately held startup valued at more than one billion dollars—before its acquisition by Uber in 2020 for $3.1 billion.

Mudassir’s leadership style is more empathetic, innovative, and empowering. He can frequently be seen talking to the Careem Captains/drivers and taking direct feedback from customers to enhance the experience of users. This on-the-ground approach has made him earn huge respect within the organization as well as the communities Careem is serving.

Under Mudassir’s leadership, Careem has also pursued economic inclusion. The company has generated income opportunities for more than one million Captains who come from underrepresented communities. Moreover, Careem has focused on sustainability by introducing eco-friendly practices in its operations to reduce its carbon footprint. Mudassir is a thought leader and advocate for tech-driven solutions to societal challenges beyond his role at Careem. His vision for the future includes using technology to solve issues such as urban congestion, unemployment, and financial exclusion.

The story of Mudassir Sheikha stands out as an example of how vision, perseverance, and purpose transform lives. From his childhood days in Karachi to being the chief executive officer of one of the region’s most successful tech ventures, he has continuously made a difference. Careem’s success goes beyond mere numbers but has also touched many lives and inspired young entrepreneurs from across the Middle East and the rest of the world.

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