Impact
Three chapters. Three brands. One consistent outcome: growth that outlasts the campaign and market share that speaks for itself.
15+ Years Across Four Brands
2024 – Present · Riyadh
Chinese SUV Market Share · KSA
Built an unknown Chinese SUV brand into the #1 in its category across Saudi Arabia in under 12 months. Full P&L ownership of a $15M+ budget, 160% YoY unit growth, and a 50+ sub-dealer network activated from scratch.
View Full Case Study →2021 – 2024 · Jeddah & Riyadh
Brand Manager · Premium Korean Segment
Three years leading brand strategy and full-channel marketing execution for one of Korea's most recognised automotive names in Saudi Arabia. Built campaign architecture across digital, OOH, and experiential — repositioning Kia's premium lineup against dominant Japanese competitors by shifting the conversation from price to product quality and brand prestige.
2013 – 2021 · Riyadh
Hyundai · Genesis · Geely
Seven and a half years managing group marketing across three simultaneous brand portfolios. This period built the analytical discipline that defines every campaign today: multi-brand reporting systems, cross-channel attribution models, and ROI frameworks refined across every market condition the GCC has thrown at me.
Flagship Case Study
The Challenge
Saudi Arabian automotive buyers had deep loyalty to Japanese and Korean brands. Chinese vehicles carried a quality perception problem that no amount of pricing would fix on its own. The task was to build trust, awareness, and purchase intent simultaneously, with a finite budget and no precedent in the market.
The Approach
Started with brand positioning before spending a single riyal on media. Built the visual identity, messaging hierarchy, and product story from scratch. Activated a 50+ sub-dealer network across Saudi Arabia, creating coverage and consumer confidence before scaling paid performance campaigns. Every channel measured against unit sales, not awareness scores.
The Result
Strategy, market intelligence, and the honest lessons from 15 years in GCC automotive.