I’ve spent 13 years building brands and launching them in Saudi Arabia.

Today I lead marketing and corporate communications at Mosa Al Mosa Group and its companies, across real estate, construction and valuation: I set the marketing strategy, I’m working on one brand for the whole Group, I raise the standard of content and production, and I’m building the team and internal communications.

Before that, I built the foundations, the plan and the team for the marketing of nera, Al Rajhi Bank’s digital banking proposition; the team launched it after I left. I oversaw the build of the nera+ brand, its typeface and the wider enhancement of the brand. At ROSHN I led marketing production: more than 20 broadcast TVCs, a Muse Award for the WAREFA project TVC, the internal Competency Award for Customer Focus in 2023, and the company’s digital library.

This year I also started building with AI agents, to understand the tools from the inside. They write the code; I write the requirements, set the rules and review every release. The first public result is GameDropRadar, a bilingual app live on iOS, Android and the web.

What I believe about launches hasn’t changed: a brand should feel inevitable before the first ad runs. What has changed is how fast an idea can become something people use, and how much of that a marketing leader can now do directly.

I write, mostly in Arabic, about launches, production standards and what AI changes inside a marketing team. I show the work behind each claim.