Badael Company
Carlos El-Hajj currently serves as Head of Business Development for Out of Home & Travel Retail at Badael Company since July 2023. With extensive experience in the food and beverage industry, Carlos previously held significant positions at Al Safi Danone as Out of Home & eCommerce Director and National Out of Home Manager. Prior to that, Carlos was Head of Operations and Sales Leads at Fakieh Group and Head of Foodservice at Arabian Trading Supplies. Carlos's career began at Imperial Tobacco, advancing through various roles in consumer activation and digital planning. Additional experience includes positions as Regional Sales Manager at Bidfood Middle East and Operations Manager at Saudi Brothers Food & Beverage Co. LTD. Educationally, Carlos holds a Bachelor’s degree in Business Administration with a focus on Hospitality Administration/Management from AUL.
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Badael Company
Badael, which means ‘alternatives’ in Arabic, is a newly founded company owned by the Public Investment Fund. Badael's primary objective is to improve the quality of life and help curb smoking rates in Saudi Arabia by developing innovative reduced-risk alternatives for smokers. Badael aims to play a complementary but important role in promoting a smoke-free Saudi Arabia by replacing combustible and other tobacco products, so that smokers and people around them can enjoy the benefits of a healthier lifestyle.