Saudi Ports Authority (MAWANI)

Smart Ports Initiative

I led the marketing, branding, event management, and promotion of the Smart Ports initiative, MAWANI's largest and most significant campaign aimed at transforming Saudi ports into global smart hubs. My responsibilities included creating the entire brand identity, executing a high-profile launch event attended by top governmental and business leaders, managing media coverage, and orchestrating comprehensive promotional strategies using digital platforms. The campaign successfully positioned Saudi Arabia as a leader in maritime logistics, aligning closely with the national Vision 2030 by integrating cutting-edge technologies like AI, IoT, and 5G, and emphasizing sustainability and economic diversification.

Sail to Opportunities

I led the full marketing and communications strategy for the “Sail to Opportunities” investment campaign. This initiative introduced investment offerings in multi-purpose terminals across eight major Saudi ports. I developed all key messaging, managed press coverage, and launched digital activations using the hashtag #SailToOpportunities, which resonated strongly with private sector investors.

World Maritime Day Campaigns

For two consecutive years, I contributed to executing and promoting World Maritime Day campaigns, managing media outreach, social media activities, and leading the production of all creative and promotional materials to highlight Saudi maritime achievements and enhance public awareness globally.

Kafu Program (Internal Engagement)

I developed and managed the “Kafu” program to strengthen internal engagement. The initiative included content production, employee recognition campaigns, and participation strategies through internal channels, creating stronger alignment between staff and the authority’s vision.

Organizational Engagement Campaigns

Over the course of my tenure, I led and executed more than 50 internal campaigns aimed at enriching employee experience. These included communications for National Day, Eid holidays, official events, and blood donation drives. I also managed campaigns centered around internal initiatives such as employee workshops, team collaboration events, and the internal launch of MAWANI’s strategic vision.

Tamkeen Program (Internal Placement Campaign)

I led the internal communications and full campaign rollout for Tamkeen, a large-scale internal transformation initiative focused on employee placement and empowerment. The campaign targeted employees across nine Saudi ports and the Riyadh headquarters, aiming to raise awareness and engagement around the restructuring process. My responsibilities included campaign planning, creative concept development, production of visual and written content, and full execution across all internal channels. The campaign used emails, internal screens, SMS, and leadership messages to create a highly visible and motivating experience for employees.

Digital Presence

I led MAWANI’s digital growth across all platforms, increasing engagement and visibility through the creation of over 1,000 social media posts per year and the development and management of website content. These efforts contributed to an 18M+ video views milestone and a 63% increase in followers within one year.

Media Relations

I coordinated media relationships, official announcements, and national interviews across campaigns and initiatives. My team managed over 25 press releases and led collaborations with local and international media outlets to ensure consistent messaging and optimal brand reputation.

https://www.youtube.com/watch?v=92AcXsuSNjE