Abdulkarim Al-Gutan

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.

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.

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.

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.

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.

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.

* 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

• 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

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).

* 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.

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.

- 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.