Name: Ashraf El-Afifi
Designation: Corporate Senior VP and Regional President
Company: Henkel Consumer Brands
Ashraf El-Afifi, a Cairo-born business leader, currently serves as President of Henkel for India, the Middle East, and Africa (IMEA), in addition to holding the role of Corporate Senior Vice President for the firm’s Laundry and Home Care division across MEA and Asia Pacific. As a member of Henkel’s Executive Committee for IMEA and GCC, El-Afifi oversees operations across more than 16 countries, guiding strategic growth, operational excellence, and market expansion initiatives.
El-Afifi began his career with Henkel in 1992, joining the company during its initial expansion into Egypt. Starting as a brand manager, he quickly distinguished himself through strong performance, strategic insight, and leadership skills. By the age of 34, he was appointed Managing Director of Henkel Egypt, reflecting both his exceptional capabilities and Henkel’s confidence in his leadership. His tenure in Egypt was marked by driving growth through brand development, operational efficiency, and successful market positioning.
