Ali Safa

A seasoned business leader with over 25 years of experience across Saudi Arabia and the GCC, specializing in hospitality, FMCG, and international coffee brands within both Retail and B2B (Away From Home) channels. Has proven track record of building businesses from the ground up, leading multi-market operations, and driving sustainable growth for globally recognized brands including Costa Coffee, Starbucks, Nestlé Professional, Alshaya Group, and leading luxury hotel groups. 

Currently serving as Business Director – Costa Coffee Professional (AFH) for KSA, Kuwait, Qatar, and Oman, successfully established and scaled the B2B business, leading financial modeling, route-to-market strategies, supply chain optimization, team building, and stakeholder management in alignment with international brand standards. 

Bringing deep expertise in P&L management, strategic planning, operational excellence, and customer-centric growth models, supported by strong leadership and market knowledge. Holding a Bachelor’s degree in Business Administration with a focus on Marketing & Management and is recognized with multiple excellence and top-performance awards across his career.