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Abdulkarim Al-Gutan, Marketing & Customer Experience Director

Abdulkarim Al-Gutan

Marketing & Customer Experience Director·TOOLS & SOLUTIONS

Saudi Arabia

Master's degree, MBA

Work experience

Total years of experience: 22 years, 1 months

Marketing & Customer Experience Director

January 2024 - Present

TOOLS & SOLUTIONS

Riyadh, Saudi Arabia

January 2024 - Present

Lead integrated marketing and customer experience strategy, aligning brand positioning with
revenue growth and full client lifecycle management across B2B and government segments.
Develop and execute Account-Based Marketing (ABM) programs targeting high-value enterprise
and government accounts to improve pipeline quality and conversion rates.
Establish and govern enterprise-wide CX frameworks, ensuring alignment across pre-sales,
delivery, and account management to drive retention and client satisfaction.
Define and implement marketing performance measurement and attribution models, linking
campaigns to pipeline, revenue impact, and ROI.
Collaborate with executive leadership to position the organization as a strategic solutions partner
within national and sector-specific transformation initiatives.

Company industry:
IT Services

Marketing & Communications Manager

September 2018 - Present

Diriyah Gate Development Authority

Riyadh, Saudi Arabia

September 2018 - Present

Company industry:
Hospitality & Accomodation
Job role:
Marketing and PR

Marketing Strategy Advisor

January 2023 - January 2024

ROYAL INSTITUTE OF TRADITIONAL ARTS (Wrth)

Riyadh, Saudi Arabia

January 2023 - January 2024

Design a national cultural marketing strategy supporting Saudi Arabias creative economy and
heritage sector.
Define audience segmentation and engagement strategies across multiple stakeholder groups.
Build multi-channel storytelling frameworks to position the institute as a cultural authority
locally and internationally.
Introduce performance measurement models linking cultural impact with engagement metrics.

Company industry:
Business Support Services

Marketing Communications Leader

January 2021 - January 2022

WORLD DEFENSE SHOW

Riyadh, Saudi Arabia

January 2021 - January 2022

Led global positioning and communications strategy for one of the worlds largest defense
exhibitions.
Directed international PR and stakeholder engagement targeting governments, defense
leaders, and global exhibitors.
Delivered high-impact campaigns across diplomatic, commercial, and media channels.
Ensured alignment with national messaging through coordination with government entities
and strategic partners.

Company industry:
Military & Defense

Marketing & Customer Service Senior Manager

January 2018 - January 2021

DIRIYAH GATE DEVELOPMENT AUTHORITY

Riyadh, Saudi Arabia

January 2018 - January 2021

Lead marketing and customer service strategy for a flagship giga-project aligned with Saudi Vision 2030,
positioning Diriyah as a global cultural and tourism destination.
Develop and execute integrated branding and marketing campaigns to elevate international awareness
and visitor engagement.
Design end-to-end visitor journey frameworks (pre-visit, on-site, post-visit), enhancing experience
quality and satisfaction.
Introduce data-driven performance tracking and analytics, enabling continuous optimization of
campaigns and visitor engagement strategies.
Collaborate with government stakeholders and strategic partners to ensure alignment with national
positioning and tourism objectives.

Company industry:
Public Administration

Transformation Leader (Yaqoot)

January 2018 - September 2018

ZAIN KSA Digital

Riyadh, Saudi Arabia

January 2018 - September 2018

Led the creation and launch of Yaqoot, Zains first fully digital telecom offering.
Owned product strategy, digital business model, and go-to-market execution.
Designed fully digital onboarding, subscription, and service journeys (zero physical interaction).
Orchestrated cross-functional delivery across technology, product, marketing, and CX teams.

Company industry:
Telecommunications

Digital Director

January 2018 - August 2018

Zain - KSA

Riyadh, Saudi Arabia

January 2018 - August 2018

Company industry:
Telecommunications
Job role:
Marketing and PR

Customer Service Advisor

January 2015 - January 2018

HUMAN RESOURCES DEVELOPMENT FUND (HRDF)

Riyadh, Saudi Arabia

January 2015 - January 2018

Advised on the enhancement of digital service channels, improving accessibility, usability, and
overall service performance.
Established frameworks to measure and track customer satisfaction across all services and channels,
enabling data-driven improvement and consistent experience management.
Led the national telework transformation program, driving adoption, governance, and operational
effectiveness at scale.
Established the Digital Infrastructure Directorate, defining its mandate, operating model, and
governance to support sustainable digital growth and service delivery.

Company industry:
Human Resources Outsourcing

Advisor

August 2015 - December 2017

Human Resources Development Fund (HRDF)

Riyadh, Saudi Arabia

August 2015 - December 2017

Company industry:
Human Resources Outsourcing
Job role:
Consulting

Head of Digital Experience

November 2014 - August 2015

Riyad bank

Riyadh, Saudi Arabia

November 2014 - August 2015

* Work alongside others within the Customer Experience Team and Marketing function to develop, maintain and report on the success of the Bank’s Social Media strategy.
* Work closely with digital channels stakeholders across the bank to promote customer centricity and provide actionable recommendations that improve customers’ experience.
* Drives the development of new and relevant customer experiences for the digital channels.
* Defines, implements and monitors the development of content on digital channels, mapping their content with the customer journey, specifying content format, information architecture, content plan and content management system

Company industry:
Banking
Job role:
Customer Service and Call Center

Digital Marketing Manager

September 2013 - September 2014

SABB / HSBC

Riyadh, Saudi Arabia

September 2013 - September 2014

• Setting the digital strategy and criteria for selecting the appropriate digital channels.
• Look after implementing the marketing digital plans
• Ensure the highest ROI out of any digital marketing investment.
• Manage digital marketing campaigns to raise brand awareness and achieve targeted ROI.
• Responsible for planning and budgetary control of all digital marketing.
• Devise strategies to drive traffic to the Banks websites.
• Track conversion rates and suggest improvements to the channels.
• Build & propose the social media strategy for the Bank.
• Review new technologies and keep the Bank at the forefront of developments in digital marketing.
* Look for website/ Mobile applications development and enhancement with latest features

Company industry:
Banking
Job role:
Marketing and PR

Head of Digital Customer Experience

January 2014 - August 2014

RIYAD BANK

Riyadh, Saudi Arabia

January 2014 - August 2014

Establish the Digital CX function supporting online banking platforms and digital channels.
Define content and experience governance frameworks for digital banking journeys.
Improve usability and consistency across digital touchpoints (web, mobile, onboarding).

Company industry:
Banking

Executive Manager Digital Marketing Services

January 2005 - September 2013

mobily

Riyadh, Saudi Arabia

January 2005 - September 2013

* Owning all digital marketing projects with IT to develop services and interactive experiences on digital touch points: website(s), mobile site(s), mobile apps, applications and services for owned social media entities.
* Deriving digital services and interactive experiences in areas of users’ self services (like e-portal account management), customer care enablement and empowerment (like e-care), transactional features on digital touch points (like e-sales), integration of digital applications with backends and services, all of this while adhering to the international best practices in usability, user interface design and user interactions (UI and UX).
* Work on defining KPIs and metrics for digital touch points, long term activities, and making sure to achieve the required targets and goals assigned as KPIs on the different content activities.
* Manages the integration of the function with the overall digital marketing activities.
* Defining and implementing a strategy that includes heavy interaction with different departments.
* Managing the departments agency and any work that might be needed from any external party could be hired for a long term engagement.

Company industry:
Telecommunications
Job role:
Marketing and PR

Marketing, Digital Services Executive Manager

January 2005 - January 2013

MOBILY

Riyadh, Saudi Arabia

January 2005 - January 2013

Leading digital marketing growth strategies during rapid telecom market expansion.
Managing large-scale performance marketing campaigns across search, social, and digital platforms.
Directing content and digital channel strategy aligned with brand and acquisition goals.
Implementing marketing analytics frameworks to optimize spend and subscriber growth.

Company industry:
Telecommunications

Technical Consultant

April 2004 - May 2005

Al Faisaliah Business & Technology Services

Riyadh, Saudi Arabia

April 2004 - May 2005

- Developing web applications using multiple programming languages.
- Managing small-scale IT projects, responsible of scheduling and executing projects, and ensuring of delivering the projects as planed baseline.
- A focal point of contact between FBTC and their customers to ensure customer satisfaction after selling the product.
- Seeking business opportunities in the market and capturing any new area of business development.

Company industry:
IT Services
Job role:
Information Technology

Education

Prince Sultan University

May 2013

May 2013

Master's degree, MBA

Saudi Arabia

Prince Sultan University

January 2013

January 2013

Master's degree, Business Administration

Saudi Arabia

King Fahad University of Petroleum And Minerals

January 2004

January 2004

Bachelor's degree, Computer science & Engineering

Saudi Arabia

GPA (point): 2.9 out of 4

GPA (point): 2.9 out of 4

King Fahad University of Petroleum & Minerals

January 2004

January 2004

Bachelor's degree, Computer Science

Saudi Arabia

Skills

Social Media Marketing
Expert
Social Media Marketing
Expert
Usability Design
Expert
Usability Design
Expert
Website Testing
Expert
Website Testing
Expert
Digital Marketing
Expert
Digital Marketing
Expert
Digital Services usability
Expert
Digital Services usability
Expert
Social Media Strategies
Expert
Social Media Strategies
Expert
Social Media Marketing
Expert
Social Media Marketing
Expert
Usability Design
Expert
Usability Design
Expert
Website Testing
Expert
Website Testing
Expert
Digital Marketing
Expert
Digital Marketing
Expert
BANKING
Intermediate
BANKING
Intermediate
BRAND POSITIONING
Intermediate
BRAND POSITIONING
Intermediate
BUSINESS TRANSFORMATION
Intermediate
BUSINESS TRANSFORMATION
Intermediate
CUSTOMER ENGAGEMENT
Intermediate
CUSTOMER ENGAGEMENT
Intermediate
CUSTOMER SERVICE
Intermediate
CUSTOMER SERVICE
Intermediate
DIGITAL TRANSFORMATION
Intermediate
DIGITAL TRANSFORMATION
Intermediate
LEADERSHIP
Intermediate
LEADERSHIP
Intermediate
MARKETING
Intermediate
MARKETING
Intermediate
STRATEGIC MARKETING
Intermediate
STRATEGIC MARKETING
Intermediate
TELECOMMUNICATIONS
Intermediate
TELECOMMUNICATIONS
Intermediate

Social profiles

Personal Website
Personal Website
abdulkarem.me

Languages

English
Expert
Arabic
Expert

Memberships

جمعية تجربة العميل

عضو مؤسس

May 2019

Training and Certifications

Certifications
Customer Experience Professional Certificate
Customer Experience Professional Certificate
the CX academy
Jan 2026
Show credentials