Chief Executive Officer (CEO)

About the brand

ASALA is an early-stage home and personal care venture being created by LF and OuiCollab. The brand is inspired by Saudi culture and is designed around refined aesthetics, fragrance, and everyday rituals. Its goal is to create a standout consumer brand for the region.

The concept brings together sustainability, premium home care, scent-led experiences, and contemporary Saudi living. ASALA is being shaped to transform how people approach daily home rituals across laundry, cleaning, fragrance, and routine care.

The venture already has strategic backing, initial operating setup, and a long-term ambition to expand across Saudi Arabia and the GCC.

Brand direction

The brand is positioned as a Saudi-born home care label built around the idea of mindful care and ritual.

It is intended to sit at the intersection of Saudi tradition and sustainable home care.

The role

ASALA is seeking a founding CEO to create, launch, and grow the business from the ground up.

This is a hands-on founder-style leadership position rather than a conventional corporate CEO assignment. The right person will combine strategic judgment with practical execution across product, operations, supply chain, commercial development, retail growth, and brand creation.

The ideal candidate will understand modern consumer brands, have an eye for design and brand experience, and be excited to shape a culturally relevant Saudi brand from the earliest stage through scale.

Key responsibilities

Lead the company from inception through regional expansion and build the business end to end.

Own execution across product development, sourcing, manufacturing, packaging, and supply chain.

Create operational plans, milestone timelines, and commercial priorities.

Collaborate with branding, product, and creative partners to develop a distinctive brand that feels emotionally resonant.

Guide go-to-market planning across direct-to-consumer, retail, hospitality, and distribution channels.

Develop and maintain relationships with suppliers, manufacturers, distributors, and other operational partners.

Contribute to brand positioning, storytelling, packaging direction, and customer experience design.

Build the founding organization over time, including teams across operations, marketing, and commercial functions.

Improve unit economics, enforce operational discipline, and enable scalable growth.

Work closely with LF and OuiCollab on strategy, expansion, and execution over the long term.

Ideal candidate profile

The preferred background includes 8 to 12 years of experience in FMCG, consumer, retail, hospitality, or fast-growing consumer businesses.

Applicants should have a track record of building, growing, or running consumer ventures.

A strong operating mindset and the ability to move quickly in dynamic environments are important.

Good understanding of the Saudi or GCC consumer market is expected.

The role also calls for a strong sense of premium consumer behavior, aesthetics, and culturally relevant brand building.

Experience in operations, supply chain, retail, or direct-to-consumer businesses is an advantage.

The right person will be entrepreneurial, ambitious, resourceful, and highly focused on execution.

Comfort with ambiguity and experience building from scratch are essential.

A bachelor's degree is required.

Why this opportunity stands out

This is a chance to build a category-defining Saudi consumer brand from the very beginning.

The role sits at the intersection of sustainability, fragrance, culture, design, and modern home rituals.

The business is supported by experienced strategic partners and early operational infrastructure.

It offers a high level of ownership, autonomy, and long-term growth potential.

There is also an opportunity to shape a modern Saudi brand with both regional and international potential.

Compensation includes a competitive salary plus meaningful equity participation.