Who are we.
Elevating Lives.
Pioneering Sustainable Alternatives.
Elevating Lives. Pioneering Sustainable Alternatives.
Our Story.
Badael which means "Alternatives" in Arabic,
Born from a vision to enhance quality of life through innovative and sustainable solutions. Established by the Public Investment Fund (PIF), we are driven by a commitment to wellbeing and sustainability. Our journey is fueled by a passion to offer alternatives that not only improve health but also positively impact the environment.
Our Mission.
FIGHT SMOKE!
CREATE LOCAL OPPORTUNITIES
ENABLE HEALTH CARE SPEND SAVINGS
DRIVE SUSTAINABILITY
SUPPORT ECONOMIC DIVERSIFICATION
To provide healthier alternatives that enhance the quality of life and promote sustainability. We aim to inspire and facilitate a shift towards healthier lifestyles, contributing to the overall wellbeing of society.
In essence, Badael, a PIF Company, is more than just a provider of healthy alternatives; it is a visionary enterprise championing a holistic approach to well-being and sustainability. This initiative is a testament to PIF's dedication to nurturing a healthier, more sustainable world through innovative solutions.
Our Vision.
Provide smokers a better life
To be a global leader in health and sustainability innovations, transforming individual and community health through groundbreaking solutions.
Our Impact.
Innovating for a Healthier Future
Innovating for a Healthier Future
As a potential global leader in health and sustainability innovations, Badael is not limited by geographical or sectoral boundaries. The company is poised to introduce groundbreaking solutions that prioritize public health, safety, and environmental integrity, reflecting a commitment to ethical and quality standards.
1 Million
Switchers by 2028
Our Values.
Excellence
Pursue greatness by learning from challenges and continuously striving for better.
Quality
Deliver superior products and services that exceed expectations.
Innovation
Embrace creativity and encourage new ideas to drive our mission forward.
Pro Community
Engage in corporate social responsibility and support initiatives that positively impact communities.
Performance
Achieve excellence through continuous improvement and a culture of accountability.
Diversity
Celebrate a culturally rich workforce and promote inclusion and mutual respect.
Our Leadership.
At Badael, our leadership team is dedicated to steering the company towards a future of innovation, sustainability, and wellbeing. Each member brings a wealth of experience, expertise, and a shared commitment to our mission of creating a healthier, smoke-free Arabia.
Chief Executive Officer
Tolga Sezer
Badael is led by seasoned industry leader Tolga Sezer, Mr. Sezer has extensive experience in the consumer goods industry across Middle East & North Africa, Eastern Europe, and Central Asia, and is well known for his ability to drive growth and innovation in highly competitive markets. Before joining Badael, Mr. Sezer held several CEO positions at global and regional organizations such as Al Safi Danone, Masafi and Aujan Coca-Cola Beverages Company. In his most recent role he was the CEO of Solico Group, a leading regional powerhouse operating in multiple consumer goods categories. During his stellar career, he successfully rallied large regional organizations and managed P&L’s exceeding $1 Billion in revenue.
Chief Finance Officer
Robert Saad
Robert Saad is an accomplished and results-driven Chief Financial Officer (CFO) with a proven track record of driving financial excellence and strategic growth. With 22+ years of international experience across GCC, Southeast Asia, Europe, Africa, and the Middle East. Before joining Badael, he assumed finance leadership roles within multinational FMCG corporations. Robert started his career in audit and corporate finance, where he held a manager role at one of the big four firms. In addition to being a US Certified Public Accountant, he has a master’s degree in finance.
Chief Supply Chain Officer
Fahad Alghshayan
Fahad Alghshayan is an experienced executive with 16 years of experience in Pharmaceutical Manufacturing, Auditing, Quality Control, Quality assurance and Regulatory affairs. He previously worked at the SFDA, Tabuk Pharmaceuticals and Pfizer and holds a Bachelor degree in Pharmaceutical Sciences from King Saud University and a Master degree in Biopharmaceuticals from King’s College, London.
Chief Legal Officer
Atheer albinali
Atheer is a distinguished executive with over 12 years of diverse experience in the private sector (including Law Firms and Companies). She has a proven track record of providing tactical legal support. Throughout her career, Atheer has played a strategic role in leading and managing legal and regulatory affairs for several companies in the pharmaceutical and technology sectors. Before joining Badael Company, Atheer held leadership positions in local and global companies Including SPIMACO, Novartis, and UTC for Control and Security. She is also a licensed attorney by the Saudi Ministry of Justice, holding a Bachelor's degree in Law from Prince Sultan University in Riyadh, Saudi Arabia
Chief Marketing Officer
Mahmoud Sayed Ahmed
Mahmoud Sayed Ahmed is a prominent C-suite management executive boasting over 30 years of experience in various sectors, such as FMCG, Consumer Health, and E-commerce. Before assuming his role at Badael, he played leading marketing and strategy roles in global multinationals and cofounded several business ventures in the Middle East. Alongside his bachelor’s degree in construction engineering from the American University in Cairo, Mahmoud holds an executive management certificate from MIT.
Chief Human Capital Officer
Aseil Khalil
Aseil Khalil is a seasoned C-suite executive with over 20 years of experience in talent management and strategic HR practices. Before joining Badael as Chief Human Capital Officer, he held senior leadership HR roles at local and multinational firms, including Roshn Real Estate Group, National Water Company, and Emaar Middle East Group. Aseil also contributed to talent strategies at The Ritz-Carlton Company. He holds a bachelor's degree in Electrical Engineering from the University of Umm-Alqura, a certified PHR/SPHR, and an executive management certificate from The Wharton School, University of Pennsylvania.
Chief Technology Officer
Mete Yuksel
Mete Yuksel is an exceptional executive with 25+ years of experience in digital transformation, information technology management, and consultancy. His previous endeavors in global organizations consisted of CIO, Transformation Program Management, and Executive Partner roles. He also co-founded a consulting company that specializes in product management and go-to-market strategies. Mete holds a bachelor’s degree in mechanical engineering and a master's degree in business administration.
Our Commitment
At Badael, our leadership team is committed to transparency, integrity, and excellence. We believe in the power of collaboration and innovation to create a healthier, more sustainable world. Together, we are dedicated to transforming lives and promoting wellbeing through our products and initiatives.
Join us on Our Journey to Make a Meaningful Impact and Shape a Better Future For All.
Join us on Our Journey to Make a Meaningful Impact and Shape a Better Future For All.
Badael Branding.
