ADNOC Distribution has appointed Sofiane Haddadi as Vice President of Marketing, Activations and Operations as the company continues strengthening its customer-focused retail and marketing transformation strategy across the region.
In his new role, Haddadi will oversee integrated marketing operations spanning online and offline media, retail station experiences, sponsorships, events, partnerships, and creative operations. His responsibilities will also include managing the company’s in-house creative studio, paid media initiatives, and relationships with external agencies and partners, with an emphasis on building a more measurable and performance-driven marketing ecosystem.
Operating across fuel retail, non-fuel retail, commercial services and EV charging, ADNOC Distribution serves around 700,000 customers daily across the UAE, while also maintaining operations in Saudi Arabia and Egypt. The company is increasingly focused on improving customer engagement and delivering measurable business growth through connected marketing initiatives.
Commenting on his appointment, Haddadi said, “ADNOC Distribution is already part of people’s daily lives. The opportunity is to make that stop better, to turn a simple fuel visit into a moment people enjoy, where they spend more time, engage more and get more out of their visits.”
“If we improve the fundamentals, traffic, conversion, basket size and frequency, the business follows. But the real shift is the experience we create at every touchpoint. That’s really where marketing comes in, bringing everything together in a way that feels simple, seamless, and meaningful for customers.”
The appointment comes as ADNOC Distribution accelerates efforts to grow its non-fuel retail business and expand international operations. The company has outlined ambitions to double non-fuel retail transactions by 2030 while significantly increasing car wash and lubrication services by 2028.
Supporting this strategy, ADNOC Distribution recently partnered with Americana Restaurants to launch up to 200 quick-service restaurant outlets across its network in the UAE, Saudi Arabia and Egypt, enhancing convenience-led experiences for customers.
The company is also expanding “The Hub by ADNOC,” a retail concept designed to create community-focused destinations tailored to evolving customer lifestyles. Six locations launched in 2025, with an additional five expected by the end of 2026 as part of a broader target to establish 30 hubs by 2030.
Haddadi’s leadership will focus on improving retail fundamentals such as traffic growth, customer conversion, basket size and engagement while integrating media, creativity and customer experiences into a unified strategy. He will also work on strengthening internal capabilities and adopting AI-powered solutions to improve marketing efficiency and operational performance.
With more than two decades of experience across Europe and the Middle East, Haddadi has worked across client, agency, government and platform environments. Before joining ADNOC Distribution, he led the beauty and luxury category for TikTok in MENA and previously held senior positions at L’Oréal Middle East focused on media, data and consumer insights.
Read more: Mars Promotes Mahmoud Maghraby to Media Director for AMEA Region
