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

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.