Riyadh, Saudi Arabia – 28 May 2023: Badael, the newly established company by Public Investment Fund announced today the appointment of seasoned industry leader Mr. Tolga Sezer as its’ Chief Executive Officer. 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.
“I am thrilled to be back in Saudi Arabia to lead Badael’s vision to curb smoking and drive the PIF strategy to improve quality of life for all in the Kingdom,” said Sezer. “Change is driven by those with purpose, and with Badael’s committed proposition to support the country’s smoking cessation efforts, we are poised to create impact at scale for the community. And of course, it is only appropriate that Badael launches around World No Tobacco Day – a day dedicated to raise awareness on the harm of tobacco usage.”
Recently launched, Badael’s vision is to aid the Kingdom’s ongoing smoking cessation agenda and deliver on the PIF’s strategy to improve quality of life for all in Saudi Arabia. Badael will develop, manufacture, and distribute innovative products targeted to reduce smoking prevalence and help smokers experience healthier lives by offering tobacco-free and less harmful alternatives. This initiative is part of Saudi Arabia’s broader efforts to diversify the economy, localize manufacturing, and drive economic transformation.