Khaled Wehbi

• Manage SAR 42M P&L; accountable to ownership for revenue, margin, and growth.
• Fastest promotion to GM in division history — 6 months.
• Restructured enterprise into traditional and digital P&Ls; improved accountability by 18%.
• Drove 40% digital revenue shift through CRM, e-commerce, and programmatic media.
• Deployed AI programmatic platform; raised ad efficiency by 32%.
• Secured 32 new commercial sites through negotiation and market assessment.
• Executed COVID-19 pivot to print and activation; retained 75% of revenue.
• Cut waste by 35% and energy costs by 15% through lean operations.

Full executive accountability for a SAR 42M P&L spanning traditional outdoor advertising and digital media. Reporting to
divisional ownership; responsible for revenue, margin, cost structure, team performance, and growth strategy.
• Promoted to General Manager within 6 months — fastest appointment to GM in division history — based on
commercial performance and leadership impact.
• Restructured the business into distinct traditional and digital P&L units; improved financial accountability and margin
transparency by 18%.
• Drove 40% digital revenue shift by architecting an integrated CRM, e-commerce, and programmatic media strategy
from the ground up.
• Deployed AI-powered programmatic advertising platform; raised campaign efficiency and ROAS by 32%.
• Secured 32 new commercial sites through executive negotiation, government relations, and competitive market
assessment.
• Executed COVID-19 crisis pivot to print and activation channels within 72 hours; retained 75% of revenue under
market collapse.
• Reduced operational waste by 35% and energy costs by 15% through a lean transformation programme.

Led all commercial and marketing functions for a FMCG retail business with SAR 69M in revenue and a dominant category
position.
• Achieved 58% category market share and SAR 69M in annual revenue through integrated brand, trade, and channel
strategy.
• Managed SAR 8M annual marketing budget; delivered 12% brand equity growth and 20% marketing ROI.
• Launched proprietary Brand Health Tracker; identified perception gaps and grew aided brand awareness by 49%.
• Expanded distribution network by 22%, exceeding the 15% growth target through channel-partner activation and
trade terms management.
• Eliminated 28% of underperforming SKUs; simplified portfolio, improved margin, and reduced supply chain
complexity.
• Delivered 13 retail fit-out projects on schedule and within budget; reduced construction costs by 7% through vendor
negotiation.

Appointed to lead commercial and marketing transformation at one of Saudi Arabias emerging fintech payments companies.
• Repositioned Geidea as KSAs leading fintech payments platform through comprehensive brand and digital
transformation.
• Scaled POS merchant network 10× in 12 months through structured B2B sales, partner channel strategy, and
performance marketing.
• Grew partner base by 38% through lead-funnel infrastructure, content marketing, channel incentive programmes,
and direct B2B sales.
• Directed end-to-end digital transformation roadmap including CRM deployment, ERP integration, and marketing
automation.

Led commercial development, market strategy, and operational delivery across a residential and commercial real estate portfolio
in Riyadh.
• Achieved 89% accuracy in site-selection and demand forecasting; reduced capital deployment risk and improved
ROI on acquisitions.
• Developed and closed investor, developer, and government agreements across multiple residential and commercial
project launches.
• Led integrated launch campaigns for residential projects including Al Yasmeen villa development (16 units, Riyadh,
2017).
• Managed project operations including contractors, regulatory approvals, and timelines across simultaneous
developments.

Directed and managed a diverse team of 57 personnel, fostering a collaborative and motivated work environment to achieve collective objectives.

Established and communicated clear policies that reinforced the companys values and vision, while devising and executing impactful business strategies, operational plans, and procedural frameworks.

Played an active role in analyzing and interpreting complex data and performance metrics, contributing to informed decision-making and continuous improvement initiatives.

Assumed the critical responsibility of preparing comprehensive reports to keep the CEO well-informed about key developments, ensuring strategic alignment and effective communication at the highest level.

Cultivated and nurtured robust relationships with partners and vendors, leveraging these connections to drive mutually beneficial outcomes and enhance overall organizational efficiency.

Skillfully designed and delivered compelling presentations on innovative concepts and cash flow strategies, effectively conveying these proposals to the board of directors and senior company officers; concurrently evaluated the effectiveness of newly introduced sales plans.

Took charge of monitoring daily operations, ensuring the seamless collaboration of executives across various functions including IT, Marketing, Sales, and Finance, to achieve optimal business outcomes.

Led and guided strategic initiatives involving asset acquisitions and sales, aligning these activities with the organizations overarching goals and strategic direction.

Demonstrated adeptness in fostering a culture of cooperation through building strong relationships with peer leaders, sales management, and both sales and support teams, ensuring a unified and effective approach to achieving targets.

Displayed resilience and adaptability in steering the team and company through complex challenges and changes, effectively utilizing strategic foresight to maintain stability and progress.

Actively participated in cross-functional initiatives, leveraging insights from different departments to drive synergy, innovation, and operational excellence across the organization.

Engaged in talent development by mentoring and providing growth opportunities for team members, contributing to the development of a skilled and motivated workforce.

Collaborated closely with internal stakeholders to ensure a thorough understanding of market dynamics, customer needs, and industry trends, facilitating agile responses to evolving market conditions.

Demonstrated a commitment to ongoing learning and self-improvement, staying updated on industry best practices and emerging trends to ensure the organization remained at the forefront of its field.

• Built Kreabs Riyadh practice from the ground up; led strategic communications mandates for government and
public-sector clients across KSA.
• Managed multi-country operations across Saudi Arabia, UAE, and Qatar — P&L accountability, team leadership,
and client delivery across all three markets.
• Directed integrated marketing, PR, and business development programmes across agency and corporate
environments.

Responsibilities:

Responsible for keeping the regional manager apprised with every single progress taking place in the company on daily basis

Making the clients aware of the products and improve the company basic brand name through campaign and events for enhancing sales of the company.

Prepared the balance sheet for the outcomes and the incomes of the company.

Responsible for the bank accounts management for Jeddah branch .

Managed the implementation of the campaign and ensured putting the company on the right track.

Managed staff of branch and organized responsibilities between Jeddah and Riyadh branch.

Hired new colleagues and made the necessary training for them to improve the functioning of the company.

Worked with Saudi research and Marketing Group as Projects Manager - Head of Media Services Department, Al Mahalliyya Public Affairs as Deputy Manager and Promax Middle East (public relations) as Qatar Country Manager during the intervening period of Aug 2003 - Jul 2009.

Accomplishments:

Appreciated for planning and introducing creative activities to the client for their brand name known all around Saudi Arabia.

Successfully launched Several Awareness Campaign in Saudi Arabia .