ElAfifi was appointed to his position in 2011, having joined the company in 1992. In July 2024, it was revealed that Henkel’s eight manufacturing sites in the Middle East and Africa operate on 100% renewable energy. This is done through on-site PV solar and hydroelectricity plants in Türkiye and Kenya, wind energy in South Africa, and solar energy in Saudi Arabia and the U.A.E. In the same month, the company opened its beauty care production facility in Riyadh. ElAfifi also leads the Henkel laundry and home care businesses in Latin America and Asia Pacific.