Mohammad Ashraafi

Mohammad Ashraafi serves as the Shopper Insight and Category Manager and Category Head for Home Care at Henkel since June 2012, where responsibilities include developing category strategies, identifying business opportunities, overseeing marketing budgets, and managing brand team performance. With a strong background in brand management and sales, Ashraafi has successfully launched new product variants and has a proven track record of driving growth, including a 20% increase in the dish wash category and significant sales growth in previous roles. Prior experience includes positions as Senior Brand Manager and Key Account Manager at Henkel, and Executive Manager at Engareh. Mohammad holds a Master's degree and Bachelor's degree in Mechanical Engineering from IUST, obtained between 2004 and 2007 and 1998 and 2003, respectively.