Khaldoun Al Hallak is an accomplished FMCG executive with over two decades of experience driving market growth and operational excellence across the Middle East. In his leadership role at Awafi, the proud manufacturer of Crunchos, he brings extensive expertise in end-to-end brand management, state-of-the-art production, and commercial strategy.

Throughout his career, Khaldoun has successfully developed and scaled multi-category FMCG portfolios. He combines a sharp eye for brand positioning with strategic consumer marketing, working closely with distribution channels to expand market presence and strengthen retail execution across modern trade, traditional trade, and food service. His approach ensures that brand equity translates directly into strong shelf-visibility and consistent commercial performance.

Beyond brand strategy, his leadership extends deeply into factory-to-market execution. Khaldoun champions manufacturing best practices, lean production frameworks, and rigorous quality assurance protocols. By aligning factory operations with supply chain and sales objectives, he ensures high-volume output while maintaining the stringent quality standards required of a leading snacking brand.

Known for building high-performing teams and fostering a culture of continuous improvement, Khaldoun combines strategic insight with hands-on operational leadership. At Awafi, he is focused on scaling production capabilities, driving manufacturing innovation, and cementing Crunchos as a dominant, high-quality household name across the region.

Khaldoun holds a Bachelor of Arts in Public Administration from the American University of Beirut – Lebanon.