Unleashing Potential, Igniting Passion

Saad Siddiqui is holding the role of Managing Director of GoodyCo since 2018, responsible for leading its development as a cutting-edge and innovative Food Company, and it's expansion across categories, channels and new markets. He also holds the additional role of Head of Corporate Strategy for the group. In this role, apart from supporting group strategy, he is also championing the establishment of the group's incubation program GIL, and supporting our South African subsidiary Thokoman Foods as its Director.

Saad has over 20 years of experience in FMCG industry across multiple regions and top-tier companies. He spent 13  years with Procter & Gamble in various finance and Strategy roles in Pakistan, UAE, Saudi Arabia, and Switzerland. He has also held 2 CFO roles previously, with GoodyCo and with Reckitt Benckiser's Pakistan subsidiary

Khurram is an accomplished senior marketing professional with broad experience in consumer marketing, covering business and brand strategy, market research, innovation design, integrated brand communication, corporate communication, omnichannel media planning, and consumer and shopper activations. Throughout his career, he has consistently demonstrated the ability to provide creative, innovative, enthusiastic, and forward-thinking leadership in team environments.

A champion of organizational engagement and development, Khurram has a proven track record of successful people management. He has shown an exceptional ability to recruit, retain, develop, and motivate top talent, driving team success and significant business growth. His leadership style fosters collaboration and innovation, making him a key driver of both organizational culture and business success.

With over 19 years of experience in leading FMCG supply chain roles at P&G and Saudi Goody Products, Muath has a true passion for cultivating a workplace culture that fosters collaboration, innovation, and engagement. Muath has championed organizational initiatives that revolutionized teamwork, inspiring a culture of continuous improvement and excellence.

By harnessing empathy and effective communication, Muath uplifts teams, creating an environment where everyone can thrive and unleash their full potential. Expertise in supply planning, logistics, S&OP/IBP, sourcing, initiatives management, and supply chain strategies fuel Muath's drive for transformative change. With infectious enthusiasm and a commitment to challenging the status quo, Muath is poised to shape the future of the FMCG industry, driving sustainable growth and shaping a new era of success.

Islam Abdelraouf is a commercial leader with over 13 years of experience across Sales, Customer Development, and Channel & Shopper Marketing within the FMCG and Pharmaceutical industries. He currently serves as the Commercial Director at GoodyCo, leading the Saudi business & International markets with a focus on unlocking growth through execution excellence, strategic partnerships, and customer-centric value creation.

Prior to joining Goody, Islam held multiple leadership roles at Unilever across Saudi Arabia, Egypt, and Sudan, where he led large cross-functional teams, built future-fit channel strategies, and delivered sustained business growth across Modern Trade, Health & Beauty, and General Trade. His deep understanding of go-to-market models, customer management, and commercial strategy has consistently driven transformative outcomes.

Islam is known for his strategic mindset, executional rigor, and people-first leadership style, and has successfully led high-impact projects in RTM transformation, omnichannel development, and B2B e-commerce integration. He is passionate about building capabilities, creating value with partners, and making a positive impact on the communities he serves.

Khalid brings over 20 years of experience in driving sales growth in the FMCG Industry. Following his 9-year tenure at Proctor & Gamble, Khalid established and led Saudi Goody Products Marketing Company Ltd. as its General manager for over 11 years. During his leadership, he has established  Goody as a household brand and further launched new brands and expanded into five new markets, including South Africa. This has resulted in quadrupling the volume and value of the business. 

Since he assumed the role of CEO in 2018, Khalid has transformed a traditional distribution business into a multinational CPG enterprise, not only in its operations but in its organizational culture. This massive transformation has been the result of highly effective teamwork and the passion for meaningful  work that he imparts to everyone he works with. Khalid envisions a local company with local values but as productive as a multinational company. 

Ahmed is a results-driven professional with 15 years of experience as a senior HR Executive from companies like Nestle, Kimberly Clark and Hungerstation. He is passionate towards driving and implementing best-in-class people practices while leveraging data analytics to attract, retain, and develop high-potential talent. His people strategies ensure that the Group’s human capital remains at the forefront of our growth strategy.

Maher is a strong leader with a passionate vision for driving revenue growth, sustainable profitability, and empowering his team to drive business sustainability. He gained valuable finance experience in the FMCG industry, starting his career at Procter & Gamble, where he served for 19 years before becoming the Chief Financial Officer at Hoshan Pan Gulf and Sisban Holding. In 2018, Maher assumed the position of CFO, where he co-leads the Group's 360 transformation plan and leads the Group's digital transformation.