600%
first-year sales growth
Dyson enters Saudi Arabia
Objective: launch a premium global brand into Saudi Arabia from zero and make the category pay in year one
Built: an end-to-end market entry designed as a system, not a campaign — influencers and PR, television, in-store promoters, mall activations — across retail, wholesale, direct sales and e-commerce, with one plan behind all four channels
Result: 600% first-year sales growth; the partner category up 200% in the same year
Lesson: a launch that starts with the objective and is built as a system across every channel shows in revenue in the first year
40
stores; from zero to USD 10M+
A retail chain built from zero — ViaStore
Objective: build the marketing of a new retail chain from nothing and take it to real scale and real revenue
Built: the brand, the store concept, the launch and the scale-up — flagships, wholesale and service centres; e-commerce and social from zero; the first Samsung Smart Store in the Middle East
Result: 40 stores across the Kingdom; from zero to more than USD 10 million in annual revenue
Lesson: a brand built for growth makes every store cheaper to open than the last
21
people; a USD 4M budget owned
A listed group’s marketing department, from zero to IPO-ready
Objective: give a listed group a marketing function the board could trust — people, numbers and reporting — where none existed
Built: group marketing, communications, digital and PR from zero with a Cairo hub; a 21-person department; the five-year strategy; IPO-readiness communications and investor relations; the customer-experience function founded
Result: customer satisfaction from 4.5 to 9 out of 10; social audiences up more than 300%; a department handed over running, with board-level reporting in place
Lesson: a marketing department can be designed, built and measured to the standard a board and an audit committee expect
9
years with Apple’s regional distributor
The Apple years
Nine years of brand and channel marketing for Apple’s regional distributor, and the role of Apple brand ambassador for the GCC
The first lesson was learned here: the strongest brand in the world still has to be sold, one customer at a time
Lesson: international-brand standards learned at the source and applied in Saudi hands
Fifty-plus brands, four countries
Since 2023: department diagnostics, brand and go-to-market strategy, 90-day growth plans and department builds for more than fifty brands in KSA, the UAE, Qatar and Jordan
Healthcare, retail, B2B, F&B, SaaS, education and training
Lesson: out of these engagements came Marketing by Objectives™ — a system that transfers across sectors because it starts with the objective, not the industry
