Assaf comes from a seasoned corporate background with twenty-six years of operating experience. He served at C-level positions for twelve years within local, regional and global Executive Boards. He joined Ma’aden in May 2024 from The Twenty Percent, an executive coaching and leadership development start-up, where he acted in the capacity of Co-Founder and Managing Director.

Previously, he held several key positions at Unilever, including Vice President of Human Resources for North Africa, Middle East, Turkey, Russia, Ukraine, and Belarus, as well as various global and regional HR leadership roles based in Dubai, Jeddah, London, and the Netherlands.

Assaf has a robust background in delivering business results through talent, organization and culture practices. He has led significant transformation projects in the geographies that he has operated in and has been a vocal champion of Diversity and Inclusion. He is also an NCC certified coach and has a passion for unlocking leadership potential.

Assaf holds a double major in Finance and International Business from McDonough School of Business at Georgetown University, and has several certifications from The Wharton School, University of Pennsylvania. On the personal side, he is a sports enthusiast with a love for adventure and a deep appreciation for the outdoors.

Assaf is based out of Riyadh, Kingdom of Saudi Arabia.