Gilbert Rustom

✔ 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗲𝗱 𝗚𝗶𝗴𝗮-𝗣𝗿𝗼𝗷𝗲𝗰𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽** Lead end-to-end B2B, B2C, and investment marketing strategy for one of Saudi Arabia’s flagship PIF-backed giga developments. Align brand, commercial, and national objectives into a unified marketing ecosystem that drives investor confidence, stakeholder trust, and global positioning. ✔ 𝗚𝗹𝗼𝗯𝗮𝗹 𝗣𝗮𝗶𝗱 𝗠𝗲𝗱𝗶𝗮 & 𝗖𝗮𝗽𝗶𝘁𝗮𝗹 𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆** Oversee large-scale international paid media investments across major global platforms, managing budgeting, performance optimization, and ROI measurement. Ensure disciplined capital deployment while maximizing reach, awareness, and commercial impact across priority markets. ✔ 𝗧𝗶𝗲𝗿-𝗢𝗻𝗲 𝗠𝗲𝗱𝗶𝗮 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 & 𝗜𝗻𝘃𝗲𝘀𝘁𝗼𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁** Structure and manage strategic content and media alliances with Bloomberg, TIME, The Economist, CNBC, and other global outlets. Strengthen international visibility, reinforce credibility, and elevate Saudi urban transformation narratives on the world stage. ✔ 𝗕𝗿𝗮𝗻𝗱 𝗡𝗮𝗿𝗿𝗮𝘁𝗶𝘃𝗲, 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 & 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻** Direct full-cycle brand storytelling across digital, film, social, experiential, and flagship on-ground activations. Ensure message consistency, regulatory alignment, and premium production standards that reflect the scale and ambition of a globally benchmarked destination. ✔ 𝗖𝗿𝗼𝘀𝘀-𝗕𝗼𝗿𝗱𝗲𝗿 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻** Partner with leading international consulting firms across KSA, MENA, Europe, the US, and Asia on branding, communications strategy, and market-entry frameworks. Integrate insights from global advisors to ensure strategic rigor and international competitiveness. ✔ 𝗠𝗲𝗱𝗶𝗮 𝗠𝗼𝗻𝗲𝘁𝗶𝘇𝗮𝘁𝗶𝗼𝗻 & 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻** Develop and manage monetizable media and content assets that generate incremental revenue streams.

✔ 𝗚𝗼-𝗧𝗼-𝗠𝗮𝗿𝗸𝗲𝘁 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 & 𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲 𝗔𝗱𝘃𝗶𝘀𝗼𝗿𝘆 Advised founders and C-suite leadership on market entry, positioning, and growth strategy within Saudi Arabia’s rapidly evolving fintech landscape. Aligned brand direction with regulatory frameworks, Sharia-compliant financing principles, and consumer trust requirements critical to BNPL adoption. ✔ 𝗠𝗮𝗿𝗸𝗲𝘁 𝗘𝗻𝘁𝗿𝘆 & 𝗕𝗿𝗮𝗻𝗱 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 Designed and implemented the integrated marketing and communications framework supporting Cashew’s launch and expansion. Focused on building merchant confidence, accelerating user acquisition, and educating the market on responsible installment-based payment solutions. ✔ 𝗠𝗲𝗿𝗰𝗵𝗮𝗻𝘁 𝗔𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 & 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗘𝗻𝗮𝗯𝗹𝗲𝗺𝗲𝗻𝘁 Structured merchant acquisition strategy in collaboration with business development teams, targeting priority retail and service sectors. Engaged leading partners to strengthen platform adoption, enhance commercial credibility, and accelerate ecosystem penetration. ✔ 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 & 𝗘𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺 𝗚𝗿𝗼𝘄𝘁𝗵 Contributed to high-level partnership negotiations and stakeholder engagement, strengthening Cashew’s competitive positioning within the Saudi fintech ecosystem. Supported scalable growth by aligning commercial narratives with investor expectations and long-term value creation. ✔ 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗘𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻 & 𝗧𝗿𝘂𝘀𝘁 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 Led strategic communications initiatives designed to normalize BNPL adoption while reinforcing responsible financing principles. Elevated brand credibility through structured messaging, stakeholder alignment, and consistent value articulation across touchpoints. This role positioned me at the intersection of fintech innovation, regulatory alignment, consumer trust, and scalable commercial growth—contributing to the successful market establishment of a high-potential BNPL platform in Saudi Arabia.

✔ 𝗩𝗲𝗻𝘁𝘂𝗿𝗲 𝗣𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 & 𝗘𝗻𝗮𝗯𝗹𝗲𝗺𝗲𝗻𝘁 Led a diversified portfolio of early-stage and growth ventures across media, fintech, eGaming, film production, and events management. Guided founders and executive teams on market positioning, operational readiness, and commercial scalability within Saudi Arabia’s evolving investment ecosystem. ✔ 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗠𝗼𝗱𝗲𝗹 & 𝗚𝗿𝗼𝘄𝘁𝗵 𝗔𝗿𝗰𝗵𝗶𝘁𝗲𝗰𝘁𝘂𝗿𝗲 Structured comprehensive business plans, go-to-market strategies, and operating models aligned with investor expectations and sustainable revenue growth. Integrated marketing, financial discipline, and performance governance into scalable frameworks designed for long-term enterprise value. ✔ 𝗖𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗲 𝗚𝗼𝘃𝗲𝗿𝗻𝗮𝗻𝗰𝗲 & 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸𝘀 Advised portfolio companies on regulatory compliance, corporate structuring, and governance best practices. Implemented sustainability and risk management frameworks to enhance transparency, investor confidence, and operational resilience. ✔ 𝗠&𝗔 𝗗𝘂𝗲 𝗗𝗶𝗹𝗶𝗴𝗲𝗻𝗰𝗲 & 𝗜𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁 𝗔𝘀𝘀𝗲𝘀𝘀𝗺𝗲𝗻𝘁 Led commercial and strategic due diligence for potential acquisitions and investments. Evaluated market fit, competitive positioning, financial sustainability, and operational maturity—supporting data-driven investment decisions and capital allocation strategies. ✔ 𝗖𝗿𝗼𝘀𝘀-𝗦𝗲𝗰𝘁𝗼𝗿 𝗘𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺 𝗜𝗺𝗽𝗮𝗰𝘁 Played a pivotal role in strengthening Saudi Arabia’s entrepreneurial and media landscape by enabling structured growth foundations for over 20 ventures. Bridged strategy, governance, and marketing execution to transform high-potential startups into investment-ready entities. This role positioned me at the intersection of venture strategy, governance architecture, commercial growth, and investment readiness—supporting capital efficiency while accelerating innovation across emerging sectors.

✔ 𝗙𝗼𝘂𝗻𝗱𝗲𝗱, 𝗦𝗰𝗮𝗹𝗲𝗱 & 𝗘𝘅𝗶𝘁𝗲𝗱 𝗮 𝗙𝘂𝗹𝗹-𝗦𝗲𝗿𝘃𝗶𝗰𝗲 𝗖𝗼𝗻𝘀𝘂𝗹𝘁𝗮𝗻𝗰𝘆 Established BlindSpot and grew it into a respected multi-sector marketing and management consultancy serving leading Saudi and regional organizations. Built the firm from inception to successful exit after 14 years of sustained commercial performance and client retention. ✔ 𝗠𝘂𝗹𝘁𝗶-𝗦𝗲𝗰𝘁𝗼𝗿 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗔𝗱𝘃𝗶𝘀𝗼𝗿𝘆 Led high-impact advisory engagements across financial services, real estate, healthcare, telecommunications, automotive, FMCG, hospitality, education, and government. Positioned brands for competitive differentiation, accelerated growth, and long-term market leadership. ✔ 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗲𝗱 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 & 𝗕𝗿𝗮𝗻𝗱 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 Designed and executed comprehensive marketing ecosystems spanning brand strategy, corporate communications, media planning, creative direction, and production oversight. Enabled clients to transition from fragmented messaging to unified, performance-driven brand architectures. ✔ 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝘀 & 𝗣&𝗟 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 Oversaw end-to-end agency operations including financial management, revenue growth, cost optimization, and contract negotiations. Maintained commercial sustainability while scaling multidisciplinary teams and preserving delivery excellence. ✔ 𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲 𝗖𝗹𝗶𝗲𝗻𝘁 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀 & 𝗟𝗼𝗻𝗴-𝗧𝗲𝗿𝗺 𝗥𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 Managed senior stakeholder relationships at board and C-suite levels, becoming a trusted strategic advisor. Built long-term partnerships grounded in measurable results, governance discipline, and brand value creation. ✔ 𝗘𝗻𝘁𝗿𝗲𝗽𝗿𝗲𝗻𝗲𝘂𝗿𝗶𝗮𝗹 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 & 𝗧𝗲𝗮𝗺 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 Recruited, mentored, and led cross-functional teams across strategy, media, communications, and production. Cultivated a performance culture focused on innovation, accountability, and sustainable growth.

✔ 𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗦𝗥 & 𝗘𝗦𝗚 𝗣𝗿𝗼𝗴𝗿𝗮𝗺 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 Led AccountAbility’s Saudi operations and spearheaded the design, launch, and execution of the Kingdom’s Responsible Competitiveness Index (RCI). Positioned the initiative as a national benchmark for corporate sustainability, governance, and responsible business performance. ✔ 𝗚𝗼𝘃𝗲𝗿𝗻𝗺𝗲𝗻𝘁 & 𝗜𝗻𝘀𝘁𝗶𝘁𝘂𝘁𝗶𝗼𝗻𝗮𝗹 𝗦𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 Collaborated closely with leading public and private entities, including the King Khaled Foundation and SAGIA, aligning CSR objectives with national development priorities. Strengthened public-private dialogue around sustainability standards and long-term competitiveness. ✔ 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸𝘀 & 𝗕𝗲𝗻𝗰𝗵𝗺𝗮𝗿𝗸𝗶𝗻𝗴 𝗠𝗲𝘁𝗵𝗼𝗱𝗼𝗹𝗼𝗴𝘆 Structured governance, evaluation, and performance assessment models to measure ESG maturity across participating organizations. Developed transparent benchmarking systems that enhanced accountability, comparability, and strategic improvement across sectors. ✔ 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗠𝗲𝘁𝗵𝗼𝗱𝗼𝗹𝗼𝗴𝗶𝗰𝗮𝗹 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁 Coordinated with global AccountAbility teams in New York and London to ensure reporting consistency, methodological rigor, and alignment with international sustainability standards. Integrated global best practices into the Saudi market context. ✔ 𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗜𝗺𝗽𝗮𝗰𝘁 & 𝗘𝗦𝗚 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 Co-founded and institutionalized one of Saudi Arabia’s early structured CSR benchmarking initiatives, reinforcing the Kingdom’s commitment to responsible competitiveness and corporate governance excellence across the GCC. This role positioned me at the intersection of sustainability strategy, governance architecture, stakeholder diplomacy, and national competitiveness—laying a foundation for ESG-driven value creation long before it became a global imperative.

Regional MD

✔ 𝗣𝗿𝗼𝗴𝗿𝗲𝘀𝘀𝗶𝗼𝗻 𝘁𝗼 𝗔𝗴𝗲𝗻𝗰𝘆 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 Advanced from managerial roles to Managing Director, assuming full accountability for client leadership, commercial performance, and operational excellence. Led multidisciplinary teams while overseeing revenue growth, delivery standards, and long-term portfolio sustainability within a highly competitive market. ✔ 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗖𝗹𝗶𝗲𝗻𝘁 𝗚𝗿𝗼𝘄𝘁𝗵 & 𝗕𝗿𝗮𝗻𝗱 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 Directed account strategy and integrated planning for major regional and multinational brands, aligning marketing investments with measurable business objectives. Played a senior role in brand repositioning initiatives, including the transformation of Al Rajhi Bank into one of the Kingdom’s most sophisticated financial institutions. ✔ 𝗛𝗶𝗴𝗵-𝗣𝗿𝗼𝗳𝗶𝗹𝗲 𝗚𝗹𝗼𝗯𝗮𝗹 & 𝗥𝗲𝗴𝗶𝗼𝗻𝗮𝗹 𝗣𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼𝘀 Led senior engagements across automotive, banking, telecom, government, real estate, FMCG, healthcare, hospitality, and luxury sectors. Managed strategic relationships for brands including Aston Martin, Toyota, Al Rajhi Bank, STC, Unilever, and leading international hotel groups—ensuring consistency, growth, and premium positioning. ✔ 𝗘𝗻𝗱-𝘁𝗼-𝗘𝗻𝗱 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗲𝗱 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻 Oversaw full-cycle marketing campaigns spanning strategic planning, media strategy, creative development, production oversight, and performance evaluation. Ensured alignment between brand narrative and commercial outcomes from concept through final delivery. ✔ 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 & 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗘𝘅𝗰𝗲𝗹𝗹𝗲𝗻𝗰𝗲 Managed P&L accountability, contract negotiations, and senior stakeholder relationships while maintaining delivery quality and profitability. Strengthened Ogilvy’s market leadership position in Saudi Arabia through disciplined execution and strategic client retention.

Managing director

Advanced executive program focused on strategic leadership, corporate finance, and executive decision-making. Developed board-level perspective on organizational behavior and enterprise transformation. Strengthened capabilities in C-suite strategy formulation and long-term value creation.