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Khalil Helou, Events Director

Khalil Helou

Events Director·Al Sayegh World Wide

Saudi Arabia

Master's degree, Marketing And Advertising

Work experience

Total years of experience: 14 years, 3 months

Events Director

November 2024 - Present

Al Sayegh World Wide

Riyadh, Saudi Arabia

November 2024 - Present

• Manage high-profile governmental, corporate, luxury, and cultural events across Riyadh and AlUla,
including Aramco IPTC.
• Lead end-to-end delivery from concept development, client engagement, proposals, and RFP
response through operational execution.
• Oversee staging, AV, lighting, fabrication, branding, logistics, technical production, entertainment
coordination, and crowd management.
• Control budgets, procurement, supplier negotiations, cost optimization, resource allocation, and
profitability while maintaining quality.
• Coordinate internal teams, contractors, suppliers, and technical partners to maintain timeline discipline,
safety, and compliance.
Company industry:
Events Management
Job role:
Management

Senior Events Director

June 2018 - October 2024

Pulse Universal

Riyadh, Saudi Arabia •Hybrid

June 2018 - October 2024

•Directed large-scale experiential, corporate, exhibition, and brand activation projects for audiences of up to 5, 000+ attendees.
•Exceeded revenue targets by 20-35% through project delivery excellence, client retention, and business development support.
•Negotiated vendor and supplier contracts, generating 10-25% cost savings while protecting quality, timelines, and client expectations.
•Delivered 30+ brand activations, exhibitions, and corporate events with reported 90-98% client satisfaction and 95-100% flawless execution.
•Led major projects including Porsche Cayenne Launch, Ford UEFA Activation, Toyota Noise Meter, Olumiant Launch, and Cyramza Launch.
•Managed RFP development, client briefings, pitch presentations, budgeting, logistics, security, emergency response, and AV/VR/AR integration.
Company industry:
Events Management
Job role:
Marketing and PR

Marketing & Events Director

July 2013 - May 2018

Al Othaim Holding CO

Riyadh, Saudi Arabia •Hybrid

July 2013 - May 2018

Role Overview:
As the Marketing & Events Director, I spearheaded the development and execution of comprehensive marketing strategies for the holding company and its subsidiaries, including shopping malls, FEC, fashion retail, food & beverage, and hospitality. My role involved enhancing brand positioning, driving profitability, and orchestrating large-scale events activation, road live shows and promotional activities across the organization.

Key Achievements:

- Profit Growth: Achieved a 20% increase in overall profitability through innovative marketing strategies that enhanced brand visibility and customer engagement.

- Tenant Acquisition: Developed new tenant relationships as a direct result of successful marketing efforts, improving occupancy rates and driving revenue growth.

- Budget Management: Successfully managed marketing budgets, ensuring optimal allocation of resources and alignment with financial objectives.

- Successful Mega Mall Openings: Successfully managed the planning and production of five mega mall openings, contributing to significant brand visibility and customer engagement.

- Event Management Excellence: Organized and executed 30 diverse events, enhancing brand presence and customer experience through meticulous planning and coordination.

- Brand Strategy & Expansion: Refined the holdings brand strategy, spearheading the re branding process and restructuring efforts for both the holding and its subsidiaries. Facilitated the franchising of new retail and food brands while implementing loyalty programs, such as the Tuesday Surprise initiative, which included event planning, media booking (online and offline), and strategic execution to enhance customer engagement.

Key Responsibilities:

- Crafted and implemented short-term and long-term marketing strategies for multiple business units, including 9 shopping malls, 6 entertainment brands, 12 fashion brands, 9 F&B brands, and hospitality sectors. Developed and executed leasing strategies that led to a 20% increase in profit.

- Oversaw budgeting and financing for events and marketing initiatives, ensuring optimal resource allocation and financial efficiency.

- Planned and executed a wide range of events, including corporate functions, activation, awareness campaigns, entertainment shows, CSR activities, and in-mall exhibitions. Managed pitches for events and brand agencies, ensuring successful event planning and execution.

- Directed all operational and logistical aspects of event execution, collaborating with internal departments, vendors, and contractors. Managed large teams to ensure smooth execution of events and roadshows across the kingdom.

- Coordinated and trained the mall managers and the teams to provide detailed operational and logistical events plans, including media campaigns, security, traffic management, and crowd control for each event.
Company industry:
Real Estate
Job role:
Management

Senior Sales & Marketing Manager

March 2012 - June 2013

Creative Edge Holding

Riyadh, Saudi Arabia

March 2012 - June 2013

• Led execution of major events including the Saudi edition of MasterChef, driving audience
engagement, sponsorship visibility, and brand exposure.
• Developed sponsorship packages for STV channels, Mix FM radio, stadium LED screens, and the
Saudi Equestrian Club.
• Managed B2B events, MICE operations, exhibitions, TV commercials, radio campaigns, budgets, rate
cards, and media production.
Company industry:
Media Production
Job role:
Sales

Education

AUST

May 2006

May 2006

Master's degree, Marketing And Advertising

Lebanon

Rochville University USA

October 2001

October 2001

Bachelor's degree, Business Marketing

United States

– spring 2004:

Skills

Marketing
Expert
Marketing
Expert
Major Events
Expert
Major Events
Expert
Corporate Events
Expert
Corporate Events
Expert
Activations
Expert
Activations
Expert
Event Management
Expert
Event Management
Expert
Media Relations
Expert
Media Relations
Expert
Team Leadership
Expert
Team Leadership
Expert
ADVERTISING
Expert
ADVERTISING
Expert
BANKING
Expert
BANKING
Expert
CUSTOMER RELATIONS
Expert
CUSTOMER RELATIONS
Expert
REAL ESTATE
Expert
REAL ESTATE
Expert
RETAIL
Expert
RETAIL
Expert
SALES
Expert
SALES
Expert
WEB SITE PRODUCTION
Expert
WEB SITE PRODUCTION
Expert
ATL
Expert
ATL
Expert
BUDGETING
Expert
BUDGETING
Expert
Account managment
Expert
Account managment
Expert
ceremonies
Expert
ceremonies
Expert
giveaways and gift items
Expert
giveaways and gift items
Expert
Venue Management
Expert
Venue Management
Expert
Season greetings
Expert
Season greetings
Expert
Expo strategy
Expert
Expo strategy
Expert
event strategy
Expert
event strategy
Expert
Corporate Events
Expert
Corporate Events
Expert
Gala Dinner
Expert
Gala Dinner
Expert
Interpersonal Communication
Expert
Interpersonal Communication
Expert
Event Management Software
Expert
Event Management Software
Expert
Bill of Quantities (BOQ)
Expert
Bill of Quantities (BOQ)
Expert
Quality Control
Expert
Quality Control
Expert
Event Execution
Expert
Event Execution
Expert
BTL
Expert
BTL
Expert
TTL
Expert
TTL
Expert
Sales Target Management
Expert
Sales Target Management
Expert
Event Management
Expert
Event Management
Expert
Planning Budgeting & Forecasting
Expert
Planning Budgeting & Forecasting
Expert
Activation
Expert
Activation
Expert
Festival management
Expert
Festival management
Expert
Launches Events
Expert
Launches Events
Expert
Mega event Management
Expert
Mega event Management
Expert
Events Planning
Expert
Events Planning
Expert
Installation Management
Expert
Installation Management
Expert
Production
Expert
Production
Expert
Site inspection
Expert
Site inspection
Expert
Sales Forecasting
Expert
Sales Forecasting
Expert
Account Planning
Expert
Account Planning
Expert
Strategic Planning
Expert
Strategic Planning
Expert
Marketing Leadership
Expert
Marketing Leadership
Expert
Re Branding
Expert
Re Branding
Expert
FMCG
Expert
FMCG
Expert
Stakeholder Engagement
Expert
Stakeholder Engagement
Expert
Communication Training
Expert
Communication Training
Expert
New Business Opportunities
Expert
New Business Opportunities
Expert
Business Initiatives
Expert
Business Initiatives
Expert
Production Direction
Expert
Production Direction
Expert
Budget Control
Expert
Budget Control
Expert
Budget Compliance
Expert
Budget Compliance
Expert
Project Teams
Expert
Project Teams
Expert
Project Implementation
Expert
Project Implementation
Expert
Account Management
Expert
Account Management
Expert
Brand Development
Expert
Brand Development
Expert
Crisis Management
Expert
Crisis Management
Expert
Media Sales
Expert
Media Sales
Expert
Floor Plans
Expert
Floor Plans
Expert
Event Sales
Expert
Event Sales
Expert
events Logistics management
Expert
events Logistics management
Expert
events operation management
Expert
events operation management
Expert
Vendor Relations
Expert
Vendor Relations
Expert
Regulatory Standards
Expert
Regulatory Standards
Expert
Operations
Expert
Operations
Expert
Timelines
Expert
Timelines
Expert
Target Costing
Expert
Target Costing
Expert
Launches
Expert
Launches
Expert
Exhibition Stands
Expert
Exhibition Stands
Expert
MICE planning and implementation
Expert
MICE planning and implementation
Expert
Operations Management
Expert
Operations Management
Expert
Adobe Creative suite
Expert
Adobe Creative suite
Expert
ZOHO
Expert
ZOHO
Expert
Dynamics software
Expert
Dynamics software
Expert
Dynamics access
Expert
Dynamics access
Expert
MC office
Expert
MC office
Expert
Information Design
Expert
Information Design
Expert
Creative Design
Expert
Creative Design
Expert
Creative Agencies
Expert
Creative Agencies
Expert
Creative Problem Solving
Expert
Creative Problem Solving
Expert
Leadership
Expert
Leadership
Expert
B2B Marketing Strategy
Expert
B2B Marketing Strategy
Expert
Client Servicing
Expert
Client Servicing
Expert
New Business Development
Expert
New Business Development
Expert
Good knowledge in graphic design
Expert
Good knowledge in graphic design
Expert
Financial Negotiations
Expert
Financial Negotiations
Expert
Venue Relations
Expert
Venue Relations
Expert
Live Events
Expert
Live Events
Expert
Entertainment Events
Expert
Entertainment Events
Expert
Sports events
Expert
Sports events
Expert
Resource Allocation
Expert
Resource Allocation
Expert
Research Skills
Expert
Research Skills
Expert
Entertainment Management
Expert
Entertainment Management
Expert
Entertainment Industry
Expert
Entertainment Industry
Expert
Interpersonal Relationships
Expert
Interpersonal Relationships
Expert
Multitasking
Expert
Multitasking
Expert
Project Plans
Expert
Project Plans
Expert
Team Performance
Expert
Team Performance
Expert
Project Oversight
Expert
Project Oversight
Expert
Project Management
Expert
Project Management
Expert
Sales Performance
Expert
Sales Performance
Expert
Sales Target
Expert
Sales Target
Expert
Tactical Plans
Expert
Tactical Plans
Expert
Key Performance Indicators
Expert
Key Performance Indicators
Expert
Gala Dinners
Expert
Gala Dinners
Expert
Tactical Sales Planning
Expert
Tactical Sales Planning
Expert
Pitch Development
Expert
Pitch Development
Expert
Event Planning
Expert
Event Planning
Expert
B2C marketing
Expert
B2C marketing
Expert
Sponsorship packages
Expert
Sponsorship packages
Expert
Marketing Strategy
Expert
Marketing Strategy
Expert
Integrated Marketing
Expert
Integrated Marketing
Expert
Branding
Expert
Branding
Expert
CRM
Expert
CRM
Expert
Brand Management
Expert
Brand Management
Expert
Market Planning
Expert
Market Planning
Expert
Market Research
Expert
Market Research
Expert
Negotiation
Expert
Negotiation
Expert
Malls
Expert
Malls
Expert
Commercial Leasing
Expert
Commercial Leasing
Expert
Creative brief
Expert
Creative brief
Expert
Media Production
Expert
Media Production
Expert
special leasing
Expert
special leasing
Expert
Major Events
Expert
Major Events
Expert
Activations
Expert
Activations
Expert
Marketing
Expert
Marketing
Expert
Entertainment events Management
Expert
Entertainment events Management
Expert
CONCEPTUALIZATION
Intermediate
CONCEPTUALIZATION
Intermediate
CONSULTING
Intermediate
CONSULTING
Intermediate
ENTERTAINMENT JOURNALISM
Intermediate
ENTERTAINMENT JOURNALISM
Intermediate
PROCUREMENT
Intermediate
PROCUREMENT
Intermediate
REQUEST FOR PROPOSAL
Intermediate
REQUEST FOR PROPOSAL
Intermediate

Social profiles

Personal Website
Personal Website

URL removed due to policy violation. Please contact support for further information.

Languages

Arabic
Expert
English
Expert

Memberships

MECSC

Member

January 2016

Training and Certifications

Training
TV and media temenologis
Pulse universal
Intoduction to media planning and buying
Pulse universal

Hobbies

  • Baseball
    I practice it as hobby