Sofiane Haddadi, VP – Marketing, Activations and Operations, ADNOC DistributionADNOC Distribution has appointed Sofiane Haddadi as Vice President of Marketing, Activations and Operations, with a focus on making marketing more connected, measurable and closely tied to business impact.
The company operates across four core business lines, fuel retail, non-fuel retail, commercial and EV charging, spanning the UAE, Saudi Arabia and Egypt. Serving approximately 700,000 customers daily across the UAE, ADNOC Distribution plays a key role in enabling economic continuity and supporting communities nationwide.
Within this context, the role is designed to strengthen how marketing translates into measurable impact across markets and customer touchpoints.
Haddadi will lead the delivery of ADNOC Distribution’s marketing strategy across media – online & offline – in station experiences, events and partnerships.
His remit includes the in-house creative studio, paid media, sponsorships, events, as well as agencies and external partners, bringing these capabilities together into a more connected and accountable structure, with tighter governance, optimised budgets and clear return on investment.
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 continues to accelerate its transformation, with non-fuel retail and international operations playing a growing role in performance. The company has set clear targets to double non-fuel retail transactions by 2030 and significantly scale car wash and lube services by 2028.
Recent partnerships reflect this shift. ADNOC Distribution has joined forces with Americana Restaurants to roll out up to 200 quick service restaurants across its network in the UAE, Saudi Arabia and Egypt, expanding its retail offering and creating more convenient, everyday experiences for customers on the move.
This direction is also reflected in the rollout of “The Hub by ADNOC”, built around the idea of creating destinations that reflect the needs and lifestyles of the communities they serve. Six Hubs opened in 2025, with a further five planned by the end of 2026, as part of a wider ambition to roll out 30 locations by 2030.
Within this context, Haddadi’s focus will be on strengthening the fundamentals of the retail experience, driving traffic, improving conversion and increasing basket size, while making every stop more seamless and engaging for customers. His approach centres on connecting media, creative, and customer experiences into one consistent, performance-driven system.
He will also focus on developing team capabilities and integrating AI-driven tools to improve speed, efficiency, and overall marketing effectiveness.
He brings more than 20 years of experience across France, the UK and the MENA region, with a background spanning client, agency, platform and government roles. Most recently, he led the beauty and luxury category at TikTok across MENA, after holding senior roles at L’Oréal Middle East across media, data and consumer insights.
