Chief Executive Officer
Khalid brings over 20 years of experience in driving sales growth in the FMCG Industry. Following his 9-year tenure at Proctor & Gamble, Khalid established and led Saudi Goody Products Marketing Company Ltd. as its General manager for over 11 years. During his leadership, he has established Goody as a household brand and further launched new brands and expanded into five new markets, including South Africa. This has resulted in quadrupling the volume and value of the business.
Since he assumed the role of CEO in 2018, Khalid has transformed a traditional distribution business into a multinational CPG enterprise, not only in its operations but in its organizational culture. This massive transformation has been the result of highly effective teamwork and the passion for meaningful work that he imparts to everyone he works with. Khalid envisions a local company with local values but as productive as a multinational company.
Talal is a results-driven HR Executive with 19 years of hands-on end-to-end HR expertise at the biggest retailers in the Middle East. He started his career at the Savola Group in 2002, before transferring to its Panda Retail Company in 2004. Talal then served a 7-year tenure for Nadhi Medical, mostly as the HR Director, before joining the Basamh Group in 2019. His main focus is on sustainably attracting, growing, and retaining top talents across GCC through playing a strategic revolutionary Group CHRO Role.
Maher is a strong leader with a passionate vision for driving revenue growth, sustainable profitability, and empowering his team to drive business sustainability. He gained valuable finance experience in the FMCG industry, starting his career at Procter & Gamble, where he served for 19 years before becoming the Chief Financial Officer at Hoshan Pan Gulf and Sisban Holding. In 2018, Maher assumed the position of CFO, where he co-leads the Group's 360 transformation plan and leads the Group's digital transformation.
BTC Managing Director
Mustafa has over 26 years of business management experience. He started his career at Procter and Gamble where he spent 22 years in multiple roles in the sales and marketing domain across the Middle East, Africa, and Central and Eastern Europe. After a short stint with the Consumer Electronics industry, he assumed his current role as the Basamh Trading Company managing director. Mustafa credits his success to his journey, starting from the front-line role of a sales representative where he acquired his obsession with fundamentals to the more strategic leadership roles.
SFS Managing Director
Malek is a seasoned professional with 30 years of experience in Management, Sales, Business Development, and Marketing. His impressive track record includes founding, launching, and managing multiple companies such as HORECA Trade in Food Services, Imagine in strategic marketing, and Cherrypik, an FMCG trading and distribution company. On top of that, he has been the Group Chief Marketing Officer of Dubai Holding, Managing Director, and SVP Sales & Marketing at DEMC, and managed Fonterra's Foodservice business in CAMEA region. As Managing Director for SFS since 2020, he transformed the company to become more agile in answering the changing needs of the market.
GoodyCo Managing Director
Saad Siddiqui is holding the role of Managing Director of GoodyCo since 2018, responsible for leading its development as a cutting-edge and innovative Food Company, and it's expansion across categories, channels and new markets. He also holds the additional role of Head of Corporate Strategy for the group. In this role, apart from supporting group strategy, he is also championing the establishment of the group's incubation program GIL, and supporting our South African subsidiary Thokoman Foods as its Director. Saad has over 20 years of experience in FMCG industry across multiple regions and top-tier companies. He spent 13 years with Procter & Gamble in various finance and Strategy roles in Pakistan, UAE, Saudi Arabia, and Switzerland. He has also held 2 CFO roles previously, with GoodyCo and with Reckitt Benckiser's Pakistan subsidiary
Thokoman General Manager
Anis is a dynamic sales and commercial executive with 14 years of experience in the Middle East and African FMCG markets, specializing in food and household and personal care products. Anis has a strong track record of driving sales growth through partnerships with leading regional and global brands, including Procter & Gamble, Clorox, Danone, Sysco, and Goody. Prior to joining Goody in 2015, he fulfilled various key managerial roles at Transmed Food Service. Currently serving as Goody's Business Development Director, Anis leads the regional business expansion strategy for the Middle East and Africa, further solidifying his role as a key player in our growth and success.
Associate Director – Culture & Communications
Fatemah is a leading expert in marketing, communications and branding with over 18 years of experience. Her talent was recognized early on, becoming the Head of Marketing Research within two years of her career start. Her passion for marketing evolved, excelling in various functions leading up to her becoming the Head of Corporate Marketing at Goody in 2018. She led the team responsible for corporate and integrated marketing communication. Since 2022, Fatemah has led Basamh Group's corporate communication and culture transformation.
Senior Director – Group Finance
Ibad is a strategic and results-driven finance professional with over 17 years of success in long term strategy planning, financial reporting, commercial finance & analysis, project management and supply chain finance. Prior to joining the Group, Ibad was the Finance Director, Commercial Operations at Procter & Gamble, where he worked for over 12 years in various roles across diverse business units and geographies. He has a track record of maximizing shareholder return through strategic planning, sound decision making, and process improvements.
Director – Accounting & Internal Control
Mohammad has 38 years of experience in accounting and internal controls. He started his career with Procter & Gamble, Saudi Arabia. During his long career in P&G, he managed to achieve the highest scores in internal audits in CEEMEA region, and also resolved several fraudulent cases committed by individuals inside the organization and by external service providers, recovering the majority of the amounts. In July 2019, Mohammad joined the Group as Head of Internal Controls, continuing the journey in elevating the controls and processes up to the best standards.