Experience
Career
Eighteen years across logistics, energy, financial services, consumer goods, live events and food and beverage.
Director, Events & Protocol
SAL Saudi Logistics Services · Riyadh
Owns how the Kingdom's largest air cargo and logistics handler appears, hosts and is understood, through a period of international expansion.
The mandate
Move the function from delivering events on request to running a governed programme tied to commercial objectives, and to build the protocol standard a company operating at regulator and ministerial level requires.
Delivered
- Annual events calendar, budget and governance owned across the group, with participation decided against objectives rather than habit
- Protocol framework applied to every official engagement: order of precedence, seating, run of show, escort and photography permissions
- International exhibition strategy across Europe, Asia and the Gulf, with sponsorship evaluated on return rather than presence
- Post event measurement framework built and now applied group wide, reporting leads, meetings, senior visitors and agreements advanced
- Corporate communications workstreams for the European acquisition, covering internal communication, culture, brand and external release sequencing
Corporate Communication Director, Acting
SAL Saudi Logistics Services · Riyadh
Held the corporate communication directorship alongside the events and protocol function.
The mandate
Hold brand, internal communication, PR and executive visibility under one reporting line while the permanent appointment was made.
Delivered
- Internal and external communication overseen across the group
- Brand, PR and executive visibility coordinated rather than run in parallel
Head of Events & Protocol
SAL Saudi Logistics Services · Riyadh
Established the events, protocol and sponsorship capability and the standards the function still operates to.
The mandate
Build a function from the ground up in a company that had events happening but no owner, no standard and no measurement.
Delivered
- Events, protocol and sponsorship consolidated under a single function
- Signing ceremonies, station launches and official visits delivered end to end
- Protocol briefs introduced as standard, covering run of show, attendees and responsibilities
- Company represented at international logistics platforms, opening carrier and customer access
Executive Manager, Events, Sponsorship & Protocol
ACWA Power · Riyadh
Corporate events, sponsorship and protocol across a listed international energy developer during a period of major project delivery.
The mandate
Support a listed developer's visibility with investors, governments and the international energy community at the moment its flagship projects came to market.
Delivered
- Noor Energy 1, engagement around the world's largest single site concentrated solar project
- Capital Markets Day delivered to institutional analyst and international press standard
- COP28 participation, accreditation, delegation management and executive scheduling
- Sponsorship portfolio evaluated and negotiated on commercial return
Head of External Events Unit
Riyad Bank · Riyadh
Led the external events unit for one of the Kingdom's largest financial institutions.
The mandate
Take the bank's external programme from execution to something that carried brand and employee engagement objectives.
Delivered
- Rebranding launch delivered at the new KAFD headquarters, introducing the identity to staff and market together
- Family Day across three cities for more than 17,000 employees and family members, with entertainment facilities, activations and live performance
- First place, Molhim Boot Camp, awarded by the Chief Executive Officer for solving an operational problem the bank had been carrying
External Events Planning Manager
Riyad Bank · Riyadh
Planning and delivery of the bank's external events programme.
The mandate
Own the planning discipline behind multi city activations, from budget through to on ground execution.
Delivered
- Multi city activations, entertainment programming and live performance
- Vendor selection, budget control and on ground execution
Event Manager
Maestro Group · Riyadh
Agency side delivery across corporate, entertainment and large scale public events.
The mandate
Carry client accounts end to end, from brief through to delivery, across concurrent projects.
Delivered
- Full ownership of client accounts from brief to delivery
- Production teams led across concurrent projects
Senior Event Coordinator · Event Specialist
Maestro Group · Riyadh
Progression through the agency's delivery function.
The mandate
Move from coordination into ownership of medium and large scale programmes.
Delivered
- Medium to large scale workshops, launches and entertainment events
- Event coordination, logistics and registration management
Event & Projects Coordinator
Maestro Group · Riyadh
Coordination and management across small and large scale events.
The mandate
Learn the operational floor of the business, and start bringing work in as well as delivering it.
Delivered
- Coordination and management across small and large scale events
- Client development and deal initiation alongside delivery
Consumer Engagement Executive
Philip Morris International · Riyadh
Consumer engagement and field marketing across the Saudi market.
The mandate
Run consumer facing engagement at national scale, through agencies and a large field team.
Delivered
- Multiple marketing agencies supervised
- Field team of more than 100 trained and managed
- Event management, setup and equipment, with full financial reporting
Early career
DMS · 7 Promotions · Al Reem Circuit
Field marketing, promotions and data analysis. Where the discipline started.
The mandate
Learn the work from the ground, on the floor, before managing anyone doing it.
Delivered
- Consumer marketing and event setup
- Data gathering, analysis and reporting
Sectors