Abdallah Massaad

Abdallah Massaad has spent more than 25 years shaping industrial manufacturing businesses across regional and international markets, bringing strategic vision and operational expertise to his role as group CEO of RAK Ceramics. Since joining the company, he has overseen its evolution from a leading ceramics manufacturer into a global, design-led lifestyle solutions provider.

Under his leadership, FY2025 marked a defining year for the company. Pre-tax profit rose 19.9 per cent year-on-year to Dhs331.9m, while gross margins reached 40 per cent. The UAE, contributing 39 per cent of group revenue, was repositioned as RAK Ceramics’ global manufacturing headquarters, supported by investments in advanced Continua+ large-format porcelain slab production and the strategic consolidation of selected European manufacturing operations.

Massaad has also accelerated the company’s premiumisation strategy through the expansion of brands such as KLUDI and Cookplay, while driving regional growth with a new manufacturing facility in Yanbu, Saudi Arabia. Today, RAK Ceramics employs 12,000 people, generates $1bn in annual revenue and operates in more than 150 countries. Through RAK Porcelain, it has become the world’s largest tableware supplier to the hospitality sector, serving over 50,000 hotels, 20 major airlines and cruise operators. Innovation and sustainability remain central to his leadership.

The company has achieved 100 per cent waste reuse within its manufacturing process and continues to invest in energy-efficient technologies and carbon reduction initiatives. These efforts have earned RAK Ceramics the UAE Ministry of Industry and Advanced Technology’s Industry 4.0 Leader Award and the In-Country Value Excellence Award.

Massaad is steering RAK Ceramics beyond manufacturing towards becoming a global lifestyle solutions provider, supported by digital transformation, sustainable growth, expanded production capacity.