CAse studies
The Executive Sprint
Executive Marketing Counsel — Heritage & Tourism, KSA · Building a Digital Transformation Capability — Media Group, MENA
The Growth Blueprint
Media Growth Architecture — Global F&B brand, MENA
The Partnership Reset
Agency Transition & Operational Continuity — National Telecom, KSA
The Capability Redesign
In-Housing Design & Audit — Banking & Financial Services Group, UAE
/ CASE STUDY 01
THE EXECUTIVES PRINT
Executive Marketing Counsel
Heritage & Tourism, KSA · Destination Marketing (Public Investment Fund)
RESULT
International visibility established from a zero baseline.
THE SITUATION
A landmark national destination, the birthplace of
birthplace of the Saudi state and held under the
under the Public Investment Fund, set out to
to become a globally recognized luxury heritage
heritage and cultural destination. The CMO’s
CMO’s mandate: build the marketing and media
media operating model from a nearstanding start, align multiple stakeholder groups
standing
groups behind one strategic vision, and stand up
stand up the commercial infrastructure for an
an ambitious growth target.
The Intervention
Served as senior account lead and strategic
advisor to the CMO. Counseled on the media and
MarTech vision, the destination marketing
strategy, and the stakeholder alignment needed
to move the CMO’s and board’s agenda forward.
Designed and led a specialist team in luxury
hospitality and global destination marketing,
bringing media, technology and brand
stakeholders into a single operating cadence.
The Outcome
The destination stood up its media and marketing
marketing operating model with a functioning
functioning specialist team. Digital planning and
planning and execution enabled early commercial
commercial objectives, including the marketing of
marketing of ultra-high-net-worth residential real
residential real estate within the precinct.
International visibility was established from a zero
a zero baseline, benchmarked against the world’s
world’s leading heritage destinations.
/ CASE STUDY 02
THE GROWTH BLUEPRINT
Media Growth Architecture
Global F&B brand · MENA
RESULT
Moving from Marketing reporting on activity to reporting growth
The Situation
A market-leading food brand under sustained
commercial pressure in MENA: share erosion
from category saturation, a wider competitive set,
and shifting consumer spending. The brand had
increased media investment, upgraded
measurement and refreshed creative, yet
commercial performance kept missing global
benchmarks. The pattern was reporting activity,
not growth.
The Intervention
Restructured the commercial team architecture,
introducing commerce-driven talent at the
decision layer. Redirected investment from media
amplification toward marketing science and
modelling. Built a marketing-mix-modelling
capability for bottom-up, evidence-based
decisions on the marketing and product calendar,
by seasonality, demand signal and channel ROI,
moving the culture from precedent-based
planning to data-first decisions.
The Outcome
Sales pacing recovered across the planning cycle.
cycle. Brand sentiment stabilized. Marketing-mix-Marketing-mix-modelling was adopted as the
the operating standard for investment decisions.
decisions. Internal capability was upskilled to own
to own and sustain the data infrastructure. The
The business moved from reporting media
outputs to reporting commercial outcomes.
/ CASE STUDY 03
THE PARTNERSHIP RESET
Agency Transition &
Operational Continuity
National telecommunications operator · KSA
RESULT
Three-day transition. Three minutes of brand off-air. $60M+ portfolio.
The Situation
A national telecommunications operator with a
$60M+ annual media investment portfolio,
moving between media-group partners. In an
always-on category, any interruption to media
presence, measured in minutes not days, carried
material commercial and reputational risk. The
transition spanned C-suite leadership,
procurement, operations, and both incoming and
outgoing agency structures.
The Intervention
Assumed full operational governance of the
transition. Orchestrated account migration across
team enablement, capability upskilling, client
management from C-suite to procurement, and
agency board-level preparation. Designed the
transition sequencing to a zero-tolerance brief for
brand exposure, and managed the full handover:
timeline, dependencies, risk protocols and
continuity assurance.
The Outcome
The account transitioned completely within three
three days, with brand off-air time held to three
three minutes. The client relationship was
sustained without disruption, and the account
account remained with the media group.
/ CASE STUDY 04
THE CAPABILITY REDESIGN
In-Housing Design & Audit
Banking & Financial Services Group · UAE
RESULT
An agile hybrid model orchestrating the bank’s growth internally
The Situation
A major regional bank running a marketing
function built for a brand-led era inside a business
that had moved to a growth-led mandate. Inhousing decisions had been made for cost and
control, but without a coherent operating model,
governance architecture or capability framework.
Media and performance sat in partial in-house
structures with unclear decision rights, redundant
technology and thin talent architecture.
The Intervention
Assessed the in-housing model against the bank’s
commercial mandate. Defined capability scope,
what belonged in-house, what stayed with
external partners, what required a hybrid model.
Designed the governance architecture, the
technology and tool-stack specification, the talent
model and the performance benchmarking
framework. Produced the transition roadmap
with sequenced milestones and build-versus-buy
modelling at each layer.
The Outcome
The marketing function was restructured around
around a coherent in-housing model with defined
defined decision rights and governance. Media
Media and performance operations aligned to the
to the bank’s growth agenda. Scope was
rationalized and refocused on the layers that
that generate commercial return, shifting the
the organization to an ROI conversation where
where every dirham correlates to revenue across
across loans and cards.
