A seasoned executive with over two decades of experience, Dr. Boulad has worked with some of the world’s leading corporations, including Johnson & Johnson and Procter & Gamble. His ability to identify lucrative opportunities and transform them into actionable business strategies has been a driving force behind ASQ’s sustained growth. Under his able leadership, the company has successfully entered new markets, with retail operations extending to North America, Europe, and the UAE. ASQ currently has 250 branches and 250 points of sale around the world.
The ASQ Group, a prestigious perfume manufacturer in the MENA region, is headquartered in Makkah, Saudi Arabia, with a rich legacy of nearly 170 years. Its unique selections range from delicate and refreshing concoctions infused with oud to warm and sensual fragrant oils and blends. Customers can choose from a wide range of products offered by the company, such as Oud, Blends, Rose, Musk, and Amber (ASQ, 2020). As the largest perfume manufacturer in the region, the company, under Dr. Boulad’s stewardship, has enhanced its market presence, expanded its product range, and forged key collaborations to drive long-term success.
Dr. Boulad, a responsible leader, ensures that his company meticulously develops every fragrance to appeal to connoisseurs of fine taste. He focuses on market development, building strong partnerships, and strengthening his company’s position as a leading manufacturer of high-quality perfumes and incense in Saudi Arabia. His expertise in strategic planning has played a crucial role in the ASQ Group’s success in the global fragrance market. Considering the growing significance of online marketplaces, the forward thinking leader has also set up an online platform for consumers to buy goods.
One of Dr. Boulad’s key initiatives involves improving his company’s distribution network. By forging alliances with high-end retailers and distributors, he has broadened the brand’s accessibility while maintaining its exclusivity. His market intelligence has allowed the company to anticipate consumer preferences, adapting its offerings without compromising its legacy of craftsmanship. This balance between tradition and innovation has been instrumental in reinforcing the brand’s global appeal.
DRIVEN BY INNOVATION
Dr. Boulad also prioritises product innovation. Considering the evolving tastes of luxury consumers, he collaborates closely with ASQ’s Research and Development team to introduce new fragrances that retain the essence of traditional Arabian perfumery while catering to modern sensibilities. This emphasis on innovation has enabled the company to stay ahead in a competitive industry.
Dr. Boulad’s leadership strategy is based on developing long term connections with consumers and business partners. He believes that luxury brands thrive not just on the quality of products but also on trust, reliability, and exclusivity. His approach to business development is characterised by a strong commitment to ethical practices and transparency. Over the years, he has built a corporate culture that prioritises excellence in both products and services.
GIVING BACK TO SOCIETY
Philanthropy is another dimension of Dr. Boulad’s leadership. He actively supports initiatives in education, healthcare, and social welfare. His selfless initiatives have reinforced the company’s commitment to corporate social responsibility. His belief that businesses should contribute meaningfully to society has led to impactful community projects that align with the company’s values.
RACKING UP ACCOLADES
Under Dr. Boulad’s leadership, the ASQ Group has been honoured with the Luxury Lifestyle Awards. This prestigious global programme recognises, celebrates, and promotes the finest luxury goods and services worldwide.
