Four categories.One discipline.

Calo is a multi-market food-tech and health-tech business built around one mission: making healthy easy. I lead group-level marketing and demand, working closely with the CEO and leadership team on strategic direction, growth, positioning, and market performance.

• Brand strategy and brand architecture across markets and verticals
• Performance marketing, growth, and demand systems
• Partnerships, creator programs, and content
• Business development, B2B growth, and government engagement
• Customer experience and market-level strategy
• AI adoption across the marketing organization

• Demand systems
• Brand clarity
• Multi-market alignment
• Scaling capability

Leejam is the company behind Fitness Time, the largest fitness chain in the region. I led marketing through a period of significant growth: the network expanded from around 140 locations to 211, membership grew from roughly 300,000 to more than 500,000, and the company's stock reached an all-time high in 2024.

• Brand and large-scale consumer campaigns
• Digital performance and subscription growth
• Partnerships and fitness community programs
• Mass-market brand building across Saudi Arabia

• Saudi consumer behavior
• Subscriptions
• Lifestyle brand building
• Scale

A fast-moving smartphone and consumer technology category, where relevance is earned quarter by quarter. I worked on brand building, partnerships, go-to-market, and campaigns.

• Brand relevance and demand creation
• Partnership ecosystems
• Go-to-market and launch campaigns

• Consumer tech
• Speed
• Partnership leverage

Working at the intersection of marketing, business operations, and technology in one of the world's largest consumer electronics organizations.

• Corporate and consumer marketing
• Brand operations and commercial execution
• Business operations across the Saudi market

• Operational rigor
• Commercial execution
• Consumer electronics