Sameh Al‑Refaie
Biography
Sameh Al‑Refaie is the Founder and Managing Director of Provizers and a driving force behind the creation of StoreGate KSA. He brings more than 20 years of diverse experience across five global companies and three industries. Throughout his career, Sameh has led and developed large, diverse teams—both virtual and co‑located—creating cross‑functional synergies and strong performance management. He is widely recognised as a motivational leader with deep expertise in sales, trade marketing, shopper and customer marketing, trade category management, and category planning and activation.
Pioneering Digital Transformation
An advocate for business transformation and digitalisation, Sameh led the e‑commerce integration into Unilever and Mondelez, building B2B, B2C and B2B2C strategies that have become benchmarks in the industry. His forward‑thinking approach has enabled brands to capitalise on digital channels and adapt to the changing retail landscape.
Leadership Philosophy
Sameh’s purpose is “to maximise value by supporting people to leverage their strengths and create synergies for more effective and sustainable outcomes”. He believes that empowering individuals and fostering collaboration lead to superior performance and sustainable growth. Under his guidance, teams are encouraged to challenge traditional thinking, embrace innovation and deliver measurable results.
Role at StoreGate KSA
As a co‑founder and strategic leader, Sameh shapes StoreGate’s vision, service offerings and client partnerships. He leverages his extensive experience to design solutions across retail execution, shopper marketing, sales development and training programmes, ensuring they are tailored to the unique dynamics of the Saudi market. Sameh remains committed to nurturing future leaders and embedding a culture of excellence throughout the organisation
Wael Rashad
Biography
Wael Rashad is a veteran marketing and business leader who served as a board member of Unilever’s Executive Committee in the Mashreq region and as the Shopper & Customer Marketing Director. His purposeful approach is grounded in a belief that our true purpose is to “positively impact every person we touch, thus creating value for humanity”. Wael sees learning as the cornerstone of a sustainable living culture, a philosophy that informs his leadership style.
Track Record of Growth
Over a distinguished 16‑year tenure at Unilever, Wael contributed to doubling the business and tripling profit in his region three times. He attributes this success to a strategic, focused mindset, creative analytical planning, flawless execution and a culture of measuring and celebrating achievements. He consistently nurtures and empowers young leaders, viewing people development as the secret to lasting success.
Leadership Philosophy
Wael’s passion lies in sustainable human development and consultation. He believes that by investing in people and fostering continuous learning, organisations can achieve profitable growth and create long‑term impact. His approach combines strategic vision with hands‑on execution, ensuring that plans are not only inspiring but also deliver tangible results.
Role at StoreGate KSA
As a co‑founder of StoreGate KSA, Wael guides the company’s shopper and customer marketing strategies and ensures that every initiative aligns with the mission of delivering distinguished marketing services. He works closely with clients to craft data‑driven campaigns and activation programmes that resonate with Saudi consumers. Through his mentorship, Wael cultivates a culture of excellence and innovation within the StoreGate team, empowering colleagues and partners to achieve sustainable growth.
