Founding CEO for New Saudi Home & Care Brand

About the role

Project ASALA is seeking a visionary founding CEO to launch and scale a premium, ritual‑led home and care brand rooted in Saudi culture. This entrepreneurial leader will shape the brand from concept to regional presence, driving product, operations, and commercial growth.

Key responsibilities

• Build and scale the business end‑to‑end, from inception through regional expansion across Saudi Arabia and the GCC.
• Lead product development, sourcing, manufacturing, packaging, and supply‑chain execution.
• Define operational roadmaps, timelines, and commercial priorities.
• Collaborate with branding, creative, and product teams to craft a distinctive, emotionally resonant brand identity.
• Design and execute go‑to‑market strategies across DTC, retail, hospitality, and distribution channels.
• Establish and nurture relationships with suppliers, manufacturers, distributors, and operational partners.
• Recruit, develop, and lead the founding team across operations, marketing, and commercial functions.
• Drive unit economics, operational discipline, and scalable growth while partnering with LF & OuiCollab on long‑term strategy.

Required profile

• 8–12 years of experience in FMCG, consumer, retail, hospitality, or high‑growth consumer brands.
• Proven track record building, scaling, or operating consumer businesses.
• Deep understanding of the Saudi or GCC consumer landscape and premium brand dynamics.
• Strong operator mindset with ability to execute quickly in fast‑moving environments.
• Entrepreneurial, ambitious, resourceful, and comfortable working in ambiguity.
• Bachelor’s degree.

Required skills

• Strategic planning and execution.
• Product development and supply‑chain management.
• Brand building and storytelling.
• Commercial negotiation and partnership development.

What we offer

• Opportunity to create a category‑defining Saudi consumer brand from zero.
• Strategic backing from LF & OuiCollab with long‑term growth ambitions.
• Leadership autonomy to shape brand vision, culture, and market presence.