 Define the company strategy and business model to maximize the value proposition delivery and profitability with the minimum operational risks.  Development and implementation of business plans to support the strategic vision and direction established by the Board of Directors.  Led the development of Ruwias project detailed business case and feasibility study for total land area and investment portfolio of more than SAR 10 billion that includes different mix of Retail/Commercial , Office towers , residential developments and secondary infrastructure

"In 2008, the Governor Makkah Region launched a program to develop and improve Un-Planned Settlements (UPS) in the region through Public Private Partnership (PPP). Ruwais was the second UPS deployed for development on an area covers approximately 1,46 million Sqm of Ruwais district in Jeddah. The Development site will be subject to comprehensive planning and development as one of the main components of Jeddah’s master plan with a built up area on Ruwais Development is set at around 5,57 million Sqm in the coming years."

Refined the Industrial Valley (63 million Sqm GLA) strategic plans and market strategy that resulted in improving the business case aspects from commercial offering to development strategy. Extend the business case strategies and development synergies for the entire 63 Million Sqm and maintained the project business plan long/short terms objectives. Led the development of the Industrial Valley phase 1 business case and feasibility study for total land area of 6 Million Sqm and investment portfolio of more than SAR 2 billion that includes different mix of industrial, commercial, residential developments and secondary infrastructure. Set up the overall business model and structure that comprises of the operational requirements & KPI’s, internal/external SLA’s, development plan, commercial offerings and legal terms. Led the city airport study along with the technical consultant that delivered effective city aviation recommended solutions to facilitate the cargo movement and multi- transportation modes integration.

"It is a Saudi public joint stock company, operating as the master developer and land lord of King Abdullah Economic City “KAEC” with a total capital of SAR 8.5 billion. The new city been initiated by the Saudi government with the aim of increasing the Kingdom’s competitiveness, diversifying its economy, and creating jobs for its citizens."

Led the business case development and complete feasibility study for the company targeted growth and expansion. Developed and managed the company local and International strategic business relations, partnership and alliances Maintain continuance market intelligence gathering and primary research. Developed company image and marketing strategies. Oversaw the overall company customers’ contracts and all related emerging legal matters.

"One of the leading transportation service provider companies in Saudi with a national wide operational branches network covering the country major ports and cities. Al-Watania has a fleet of 700+ trucks working a cross the entire GCC and Levant regions serving major regional and local customers in different type of market sectors, in addition to its sizable logistics facilities and maintenance workshops spread over the country major cities."