Chief Executive Officer - CEO

About ASALAASALA (working title) is a new, ritual-led home and care brand being built by LF & OuiCollab. Rooted in Saudi culture, elevated design, scent, and modern rituals, ASALA is being developed to become a category-defining consumer brand for the region. Built at the intersection of sustainability, premium home care, scent culture, and modern Saudi living, the brand aims to reimagine the way consumers experience home rituals across laundry, cleaning, scent, and everyday care. ASALA is being developed with strong strategic backing, early operational infrastructure, and long-term ambitions to scale across Saudi Arabia and the GCC.Brand PositioningA Saudi-born home care brand rooted in the ritual of taking care.Where Saudi ritual meets sustainable home care.The OpportunityWe are looking for a founding CEO to build, launch, and scale ASALA from the ground up. This is not a traditional corporate CEO role. This is a builder role for an entrepreneurial operator who can combine strategic thinking with hands-on execution across product, operations, supply chain, commercial growth, retail expansion, and brand building. The ideal candidate has a strong e-commerce and D2C background, understands modern consumer brands, appreciates aesthetics and brand experience, and is excited by the opportunity to help shape a culturally relevant Saudi brand from zero to scale. We are looking for a digital-native, high-energy leader early enough in their career to have the appetite and stamina to build from scratch, yet experienced enough to have already launched or scaled a consumer brand.Key Responsibilities

• Build and scale the business end-to-end from inception through regional expansion
• Lead execution across product development, sourcing, manufacturing, packaging, and supply chain
• Define operational roadmaps, timelines, and commercial priorities
• Work closely with branding, product, and creative partners to build a distinctive and emotionally resonant brand
• Own the e-commerce and D2C engine, including the brand website, marketplace presence, performance marketing, CRM, and customer retention
• Oversee go-to-market strategy across DTC, retail, hospitality, and distribution channels
• Build strong relationships with suppliers, manufacturers, distributors, and operational partners
• Help shape brand positioning, storytelling, packaging direction, and customer experience
• Build and lead the founding team over time across operations, marketing, and commercial functions
• Drive strong unit economics, operational discipline, and scalable growth
• Partner closely with LF & OuiCollab on long-term strategy, expansion, and execution.Ideal Candidate Profile
• 5–8 years of experience in e-commerce, D2C, FMCG, consumer, or high-growth consumer brands, with a clear track record of rapid progression into leadership
• Strong e-commerce and D2C experience (priority): has built, launched, or scaled an online-first consumer brand or channel, with hands-on knowledge of Shopify or similar platforms, marketplaces, paid social, CRM, and conversion optimization
• Proven experience building, scaling, or operating consumer businesses
• Strong operator mindset with the ability to execute quickly in fast-moving environments
• Deep understanding of the Saudi or GCC consumer landscape
• Strong instinct for premium consumer behavior, aesthetics, and culturally relevant brand building
• Experience across operations, supply chain, or retail environments is a plus
• Digital-native, entrepreneurial, ambitious, resourceful, and highly execution-oriented, with the energy to grow into a long-term leadership role as the brand scales
• Comfortable operating in ambiguity and building from zeroWhy Join ASALA
• Opportunity to build a category-defining Saudi consumer brand from day one
• Work at the intersection of sustainability, scent, culture, design, and modern home rituals
• Backed by experienced strategic partners and operational infrastructure
• High ownership, autonomy, and long-term growth opportunity
• Opportunity to shape a modern Saudi brand with regional and global potential
• Meaningful equity participation and long-term value creation potentialCompensationCompetitive salary + meaningful equity participation