HUSSEIN M. DAJANI
Group Chief Marketing & Customer Centricity Officer
Petromin Corporation
During his 21+years career, Hussein M. Dajani, has been able to demonstrate astute leadership, career growth, corporate success, strategic thinking as well as building a personal brand (through thought leadership and conference presentations) – all of which were achieved by working for great companies and with great talents. He is currently Group Chief Marketing & Customer Centricity Officer, Petromin Saudi Arabia. Over the past few years, Hussein has worked with the likes of WPP and Publicis overseeing some of their largest regional clients (such as STC, Vodafone, Nokia, Visa and HSBC) and was fortunate enough to be recognized as a high potential leader by WPP being awarded the renowned ‘WPP Young High Potential Leaders' Award from Sir Martin Sorrell himself, as well as receiving regional awards from the likes of Gulf Marketing Review, which identified him as one of the 40 top marketing professionals in the region, being voted by the Huffington Post as among the 10 people changing the marcomm landscape in the MENA region, voted as being among the top 200 CX leaders globally to watch in 2021 & 2022, BTX Top Executive Award 2021, BIZZNXT AWARDS 2022, & lately CX Professional of the year 2022. Hussein's core expertise lies in the Digital Marketing and Tech space, evolving over the years from a pure player marketeer. Starting his career with some of the worlds' greatest communication companies, prior to joining Petromin he served at Deloitte Digital as a Partner for the Advertising, Marketing, CX, & Commerce market offering, Hussein was the GM for Digital & CX Transformation with Nissan Motor Co. for Africa, Middle East, India, Turkey, and Oceania overseeing some of the most dramatic customer transformations the company has had to go through in recent times. His contribution to the organization was recognized by senior leadership and lead him to winning the AMIEO Chairperson Nissan Way Award in July 2021.
Saudi Arabia has solidified its position as a dynamic and rapidly evolving hub for marketing, advertising, customer experience, and digital transformation. Last year was a milestone in the Kingdom’s journey toward innovation and customer-centricity, fuelled by the ambitious Vision 2030. Here’s an in-depth look at the key highlights and real-world examples that defined the year across these critical sectors.
1, Marketing: A Data-Driven Revolution
The enforcement of the Personal Data Protection Law (PDPL) in Saudi Arabia has been a game-changer, compelling brands to adopt ethical, data-driven approaches. This shift empowered businesses to craft hyper-personalized campaigns while fostering trust and compliance with global standards.
Key Trends:
- Hyper-Personalization: Leveraging AI and machine learning to deliver tailored experiences across touchpoints.
- Local Storytelling: Campaigns increasingly celebrated Saudi culture, heritage, and the evolving national identity.
- Sustainability Messaging: Brands aligned their narratives with Saudi Arabia’s ambitious sustainability goals.
Real-World Examples:
STC (Saudi Telecom Company): STC’s "Connected for Good" campaign highlighted its role in empowering communities through digital solutions, blending data insights with compelling storytelling.
Almarai: The dairy giant’s Ramadan campaign used AI-driven personalization to target specific audience segments, achieving record engagement by celebrating traditional Saudi iftar moments.
Saudi Tourism Authority: Through geo-targeting and AI, their Saudi Seasons campaigns delivered personalized itineraries, boosting both domestic and international tourism.
2. Advertising: The Rise of Hybrid Creativity
Advertising in 2024 embraced a blend of traditional storytelling and cutting-edge technology. Brands utilized AI tools for ideation and execution, creating dynamic campaigns that resonated deeply with their audiences.
Key Developments:
- Influencer Marketing Evolution: Brands focused on authentic, long-term collaborations with micro and nano influencers alongside AI-powered virtual influencers.
- AI-Driven Creativity: From ideation to execution, AI tools crafted compelling campaigns.
- Outdoor Advertising Renaissance: Interactive digital billboards in major cities offered real-time updates and contextual relevance.
Real-World Examples:
SNB (Saudi National Bank): For Saudi National Day, SNB’s AI-powered campaign delivered personalized celebratory messages tailored to customer demographics.
Panda Retail: A TikTok challenge encouraging customers to share their favorite deals went viral, generating millions of views and boosting footfall.
Aramco: Interactive billboards adjusted messages based on weather conditions, showcasing Aramco’s energy efficiency solutions during hot summer days.
3. Customer Experience: Putting the Saudi Consumer First
Customer-centricity took center stage in 2024, with brands reimagining the customer journey through AI, omnichannel strategies, and loyalty programs tailored to Saudi audiences.
Highlights:
- AI-Powered CX: Chatbots, voice search, and predictive analytics transformed customer service.
- Tailored Loyalty Programs: Initiatives like PETROMINit! prioritized convenience and personalization.
- Female-Focused Initiatives: A growing number of campaigns and services catered specifically to female drivers and professionals.
Real-World Examples:
PETROMINit!: Saudi’s first automotive GEN AI Whatsapp agent and an app loyalty program rewarding users for vehicle maintenance services.
Careem: Enhanced AI-driven recommendations and a “Women’s Preferred Driver” feature catered to female riders.
Jarir Bookstore: AR technology allowed customers to visualize furniture setups before purchase, while their loyalty program introduced dynamic discounts based on purchasing habits.
4. Media: The Saudi Consumer’s Digital Playground
2024 witnessed a dramatic shift in media consumption patterns, with streaming platforms, short-form videos, and localized content dominating the landscape.
Notable Trends:
- Localized Content: Arabic-language narratives flourished across platforms.
- Streaming Wars: Platforms like Netflix and Shahid competed with exclusive Saudi-produced content.
- Social Media Governance: Brands adopted stricter governance models to ensure consistency and real-time responsiveness.
Real-World Examples:
Shahid: Their Saudi-produced drama series, Watan Al-Ahlam, became a cultural phenomenon, with co-branded campaigns boosting engagement.
Saudi Pro League: Behind-the-scenes content on YouTube and TikTok featured global football stars, supported by collaborations with brands like NEOM.
KFC Saudi Arabia: The “Saudi Flavors” campaign celebrated local food culture, combining influencer partnerships and user-generated content.
5. Digital: Saudi Arabia’s Innovation Powerhouse
Digital transformation remained the backbone of Saudi Arabia’s evolution, with investments in AI, AR/VR, voice search, and e-commerce redefining industry standards.
Digital Highlights:
- Voice Search Optimization: Leading brands adopted strategies to cater to tech-savvy consumers.
- AR/VR Experiences: Immersive storytelling gained traction, especially in retail and automotive sectors.
- E-Commerce Growth: AI-driven recommendations and faster delivery options fueled online shopping.
Real-World Examples:
Toyota Saudi Arabia: Their AR showroom experience allowed customers to explore car features virtually, aligning with their EV launch.
Noon.com: The “Shop with Voice” feature enabled users to search for products via Arabic voice commands.
Virgin Mobile KSA: AI chatbots provided personalized support, reducing resolution times and enhancing customer satisfaction.
Looking Ahead to 2025
The seismic shifts in marketing, advertising, customer experience, media, and digital transformation in Saudi Arabia during 2024 have set the stage for an even more innovative future. As businesses prepare for 2025, the focus must remain on:
- Embracing emerging technologies like generative AI and immersive experiences.
- Driving sustainability as a core brand narrative.
- Staying culturally attuned to Saudi Arabia’s unique and evolving landscape.
Saudi Arabia’s bold embrace of innovation and its commitment to Vision 2030’s transformative goals ensure that the Kingdom will continue to be a beacon of growth and opportunity for global and local brands alike.