Experience — 002
Twenty years shipping transformation.
Masar Holding is a diversified investment and development group built to translate strategic vision into operational impact across technology, education, industrial operations, and creative industries. Operating as a holding platform for ventures that deliver digital transformation, applied innovation, and performance infrastructure, the group serves institutions and enterprises in Saudi Arabia, the UAE, and across the GCC. Under my leadership, Masar channels more than two decades of cross-sector experience into four integrated practice areas: technology modernization and enterprise systems; innovation labs and intellectual property; institutional governance and performance platforms; and brand, media, and creative production. Each practice builds on the expertise developed through the roles below — from early-stage graphic design and advertising campaigns, through enterprise IT and ERP transformation, to national innovation programs and AI-enabled performance platforms.
- — Architected enterprise-wide innovation and performance ecosystems aligned with national transformation priorities
- — Delivered large-scale digitalization and automation programs, reducing overhead and accelerating decision cycles
- — Drove institutional excellence benchmarks and national accreditation outcomes
- — Shaped record-breaking, high-visibility initiatives that positioned the organization on the global stage
- — Led technology modernization that unlocked ~USD 1M in measurable revenue impact
- — Designed and deployed enterprise-grade network and connectivity infrastructure across industrial sites
- — Re-engineered cybersecurity and surveillance posture, strengthening operational resilience and risk governance
- — Spearheaded an 8-year enterprise digital transformation roadmap spanning operations, finance, and supply chain
- — Enabled ERP platforms and cross-functional integration, unifying data flows across the organization
- — Built secure point-to-point connectivity between remote sites, ensuring reliable enterprise communications
- — Directed integrated brand and political campaigns with six-figure budgets
- — Crafted visual identity and communications for 6+ high-stakes municipal election campaigns
- — Shaped campaign strategy, messaging, and audience engagement through design leadership