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Hadi Malaeb, Marketing & Communications Country Manager

Hadi Malaeb

Marketing & Communications Country Manager·International SOS Al-Rushaid

Saudi Arabia

Master's degree, Management & Marketing

Work experience

Total years of experience: 19 years, 9 months

Marketing & Communications Country Manager

July 2022 - Present

International SOS Al-Rushaid

Khobar, Saudi Arabia

July 2022 - Present

Own and lead the full marketing function within a matrix organization, aligning closely with the General Manager while operating within a regional marketing structure.

• Manage a SAR 600K budget, driving efficient allocation across campaigns, email marketing, launches, and events
• Built a B2B demand generation strategy that redefined targeting through behavioral insights, generating a SAR 125M+ pipeline
• Developed new services based on market gaps, translating insights into commercial offerings
• Created annual marketing strategies across B2B and B2C, linking segmentation, pricing, and ROI tracking
• Produced market intelligence reports that directly influence commercial focus and business priorities
• Positioned brand and experts in major industry events, elevating credibility and visibility (IADC, IPTC, Global Health Exhibition, HSE International)
• Built marketing policies & procedures for KSA marketing team, later adopted as global best practice
• Awarded Best Creativity (Global) for two consecutive years
Company industry:
Other Healthcare Services

Marketing Manager

August 2021 - July 2022

Niagara College KSA

Riyadh, Saudi Arabia

August 2021 - July 2022

Led marketing for Niagara College KSA and Aramco education initiatives, combining product marketing, digital transformation, and recruitment strategy.

• Delivered recruitment strategies by aligning campaigns with actual student behavior, achieving full enrollment targets
• Led the launch of TAYARAN (Aramco), establishing it as a leading aviation academy in KSA
• Built digital presence and recruitment funnel, improving lead quality and conversion
• Introduced new revenue streams through short courses (B2B & B2C) for Leading National Academy (Aramco)
• Used student journey insights to refine engagement and retention strategies continuously
• Represented the brands across major events and activations to drive visibility and enrollment (Jeddah Comiccon, Gulf International Education Exhibition, B2B sponsorships)
• Supported graduate talent positioning, connecting students with business opportunities and showcasing capabilities through career and graduation events.
Company industry:
Higher Education

Marketing Manager

July 2020 - July 2021

Al Rajhi International Group

Jeddah, Saudi Arabia

July 2020 - July 2021

Joined during the COVID disruption and led the recovery and repositioning of F&B brands (Shami, Ramesses Restaurants, and Al Shami Food Factory).

• Rebuild marketing strategy by redefining audience behavior and consumption patterns supported by ROI analysis
• Led full brand transformation, from visual identity and uniforms to in-store atmosphere, improving positioning and customer experience
• Launched influencer campaigns (30+ ambassadors) and expanded digital aggregators' presence from 3 to 21 platforms, accelerating growth
• Introduced performance-driven pricing and product strategies, improving profitability
• Promoted within 6 months due to business impact
Company industry:
Catering, Food Service, & Restaurant

Marketing Coordinator / Digital Media

November 2017 - June 2020

Niagara College KSA

Mecca, Saudi Arabia

November 2017 - June 2020

• Delivered digital campaigns achieving 1, 050+ annual enrollments (350 male / 700 female)
• Reduced cost-per-lead through continuous optimization of SEO, UX, and targeting
• Developed student journey insights improving conversion performance
• Supported recruitment through open days, school visits, events, mall activations, and digital campaigns
• Managed social media calendars and content creation, driving consistent engagement and brand visibility.
• Liaised with media, vendors, and internal teams to ensure alignment on messaging and campaign delivery.
Company industry:
Vocational Education

Art Director & Branding Manager

September 2006 - October 2017

Saad Group

Khobar, Saudi Arabia

September 2006 - October 2017

Promoted from Senior Graphic Designer to lead branding and creative direction across multiple subsidiaries (healthcare, financial services, education, real estate, hospitality).

• Directed creative teams, agencies, and production across TV, print, and digital
• Managed nationwide B2B and B2C campaigns (above and below the line) for Saad Specialist Hospital, delivering results within a SAR 6M budget
• Owned brand guidelines, messaging, and tone of voice across multiple subsidiaries, ensuring consistency and alignment.
• Supervised a creative team of 10+, overseeing design, copy, quality control, and delivery standards.
• Managed external agencies, filmmakers, and production partners, including TV commercials, photoshoots, and large-scale campaign production.
Company industry:
Other Business Support Services

Education

King Fahd University of Petroleum & Minerals

January 2013

January 2013

Master's degree, Management & Marketing

Saudi Arabia

Lebanese University, College of Media and Documentation

January 2003

January 2003

Bachelor's degree, Advertising & Marketing

Lebanon

Lebanese University, College of Business Administration

January 2002

January 2002

Bachelor's degree, Computer

Lebanon

Skills

Advertising
Expert
Advertising
Expert
Branding
Expert
Branding
Expert
Entrepreneurship
Expert
Entrepreneurship
Expert
Marketing
Expert
Marketing
Expert
Business Planning
Expert
Business Planning
Expert
Creative Writing
Expert
Creative Writing
Expert
Microsoft Office
Expert
Microsoft Office
Expert
Advertising
Expert
Advertising
Expert
Sustainability Reporting
Expert
Sustainability Reporting
Expert
Sustainability
Expert
Sustainability
Expert
Business Development
Expert
Business Development
Expert
Product Life Cycle
Expert
Product Life Cycle
Expert
Business Planning
Expert
Business Planning
Expert
Social Media
Expert
Social Media
Expert
Branding
Expert
Branding
Expert
Entrepreneurship
Expert
Entrepreneurship
Expert
Management
Intermediate
Management
Intermediate
Instagram Ads
Expert
Instagram Ads
Expert
Facebook Adverts
Expert
Facebook Adverts
Expert
Digital Media
Expert
Digital Media
Expert
Hootsuite
Expert
Hootsuite
Expert
Digital Analytics
Expert
Digital Analytics
Expert
SalesForce
Beginner
SalesForce
Beginner
SnapChat Adverts
Expert
SnapChat Adverts
Expert
SurveyMonkey
Expert
SurveyMonkey
Expert
Twitter Ads
Expert
Twitter Ads
Expert
SEO
Intermediate
SEO
Intermediate
Google AdWords
Expert
Google AdWords
Expert
YouTube Ads
Expert
YouTube Ads
Expert
Team management
Expert
Team management
Expert
Teamwork
Expert
Teamwork
Expert
Leadership
Expert
Leadership
Expert
Project management
Expert
Project management
Expert
Marketing
Expert
Marketing
Expert
BUSINESS TO BUSINESS
Intermediate
BUSINESS TO BUSINESS
Intermediate
BUSINESS TO CONSUMER
Intermediate
BUSINESS TO CONSUMER
Intermediate
COMMUNICATIONS
Intermediate
COMMUNICATIONS
Intermediate
AVIATION
Intermediate
AVIATION
Intermediate
FOOD AND BEVERAGE MANAGEMENT
Intermediate
FOOD AND BEVERAGE MANAGEMENT
Intermediate
LINKEDIN
Intermediate
LINKEDIN
Intermediate
MANAGEMENT
Intermediate
MANAGEMENT
Intermediate
MARKETING
Intermediate
MARKETING
Intermediate
MASTER OF BUSINESS ADMINISTRATION MBA
Intermediate
MASTER OF BUSINESS ADMINISTRATION MBA
Intermediate
REAL ESTATE
Intermediate
REAL ESTATE
Intermediate
BRANDING
Intermediate
BRANDING
Intermediate
BUSINESS TO BUSINESS
Intermediate
BUSINESS TO BUSINESS
Intermediate
BUSINESS ACUMEN
Intermediate
BUSINESS ACUMEN
Intermediate
BUSINESS TO CONSUMER
Intermediate
BUSINESS TO CONSUMER
Intermediate
CAMPAIGN MANAGEMENT
Intermediate
CAMPAIGN MANAGEMENT
Intermediate
COMMUNICATIONS
Intermediate
COMMUNICATIONS
Intermediate
DATA DRIVEN DECISION MAKING
Intermediate
DATA DRIVEN DECISION MAKING
Intermediate
LINKEDIN
Intermediate
LINKEDIN
Intermediate
MARKETING
Intermediate
MARKETING
Intermediate
PRODUCT MARKETING
Intermediate
PRODUCT MARKETING
Intermediate

Languages

English
Expert
Arabic
Expert
French
Beginner

Memberships

Lebanese Community in Saudi Arabia

Support

March 2007

Training and Certifications

Certifications
/ Brand Management
Leadership Level
Filmmaking & Creative Writing
Sustainability
Entrepreneurship
Brand Management
Google Analytics
Digital Analytics - Google Academy
Nov 2017
Developing Innovative Ideas for New Companies, Maryland USAUniversity
Apr 2014
Sustainability, University of Florida, USA
Aug 2013
Filmmaking, New York Film Academy
Oct 2008
Training
Brand Management: Aligning Business, Brand and Behavior
London Business School
Nov 2015
Creative Writing
New York Film Academy
Oct 2008

Hobbies

  • Simple Video Editing
  • Directing,
  • Scriptwriting,
  • Visual Storytelling:
  • Filmmaking
  • Swimming
  • Reading (Management, Marketing, and Sustainability)
  • Estidama