Currently leading distribution and channel strategy for Saudi Artisanal Company, a Ministry of Culture subsidiary building the retail and e-commerce infrastructure for the Kingdom's craft sector.
Aug 2023 – Present
Head of Distribution Channels
Saudi Artisanal Company · Riyadh
Delivered the Saudi Artisanal Flagship Store end-to-end on a 90-day recovery timeline against a budget exceeding SAR 2.5M — winner of Interior Design of the Year: Retail at the Commercial Interior Design Awards Saudi 2026. Launched the Artisan-to-Consumer marketplace, onboarding 45 artisans and SAR 100K+ GMV. Established the first official craft retail presence in Makkah and Mina during Hajj: 35+ artisans, 200K footfall.
Sept 2020 – May 2023
Managing Director
Redbananas Marketing Agency · Jeddah
Full P&L ownership through a period of rapid growth. Tripled revenue from SAR 3M to SAR 9M and grew the team five-fold, from 8 to 40. Clients included Cartier, Microsoft, Nespresso, Xiaomi, Google, Crate & Barrel, the Red Sea Film Festival, the Muslim World League, and Castrol.
Feb 2018 – Aug 2020
Chief Operations Officer
Holam Media & Entertainment · Riyadh
Second in command of a media production SME reaching SAR 7M in revenue, with a core team of 20 and a bench of 100+ contractors. Delivered 75+ projects from inception through to account closing, operating simultaneously as COO, producer, and project manager. Clients included National Geographic, Almarai, MullenLowe Group, SAIB, Misk, and Saudi Channel 1.
Jul – Nov 2016
Content Director
Mohtawa.sa · Riyadh
Led the content team producing B2B and B2C output — copywriting, social content, translation, and company profiles — alongside client photography, graphic design, video, and motion graphics.
2016
Creative Consultant
Careem
Designs, content, and social output for the #CareemSays campaign — 31% of Careem KSA's total Twitter impressions, the five highest-engagement tweets in the account's history, and 665K impressions across 24 tweets.
Apr 2013 – Jun 2015
Marketing Specialist
Lomar · Jeddah
Built and ran the cultural programme for a Saudi menswear brand modernising the thobe — Lomar [Un]Stitched, the Nabd art exhibition, and the Lomar Creative Club. Created Khalli Al-Khair Yamshi, a take-back campaign trading discounts for donated thobes.
2006 – 2009
General Practitioner, Dentist
Al-Hiba Polyclinics · Jeddah
Primary dental care across conservative restorative work, prosthodontics, oral surgery, and periodontics, averaging 18–25 patients a day. Practised in a clinic run to commercial targets — a first exposure to the tension between clinical judgement and the P&L that shaped the later move into operations.
Executive MBA
MBSC · Class Rep · Jan 2027
Leadership in an AI-Driven World
Babson Academy · July 2026
Lean Six Sigma Black Belt
2024
CAPM
Project Management Institute · 2025
Bachelor of Dental Sciences
October 6th University · Top 5% of 400 · 2003
