ElAfifi was appointed to the current position in 2010, having been at Henkel for over 32 years. He also serves as the corporate senior vice president for Henkel Consumer Brands for High Growth, overseeing the consumer business in approximately 40 countries. In July 2024, Henkel launched its cutting-edge beauty care production facility in Riyadh and achieved 100% renewable electricity across all its manufacturing sites in the Middle East and Africa region. In 2021, ElAfifi was appointed to the advisory council of the Dubai International Chamber.