SARRY SHAABAN
Riyadh,Saudi Arabia
Summary
Executive leader and "Vision Realization" strategist specializing in the commercial architecture and turnkey delivery of global giga-projects. A pioneering force behind the Kingdom’s entertainment transformation, bridging the gap between strategic foresight and on-ground operational excellence. Proven track record of managing portfolios exceeding SAR 5 Billion and orchestrating end-to-end guest experiences for 65M+ visitors across Riyadh Season and national festivals. Deep expertise in IP governance, licensing ecosystems, and public-private partnerships (PPP), ensuring alignment with Vision 2030’s Quality of Life and economic diversification mandates.
Overview
24
24
years of professional experience
Work history
Principal Consultant – Executive Operations & Commercial Delivery
General Entertainment Authority (GEA)
Riyadh
2022.06 - 2026.02
- Direct strategic implementation of MENA’s key entertainment seasons, synchronising operational activities with Kingdom’s Vision 2030 Quality of Life goals.
- Administer direct commercial governance of IPs, licensing, vendor contracts, concessions, and sponsorship agreements, maintaining compliance with international standards to optimise revenue.
- Spearheaded ticketing strategy, access control systems, and revenue protection across multi-zone destinations, facilitating smooth visitor flows and data-driven decision-making.
- Oversaw operating budgets surpassing SAR 1 billion, implementing strategic cost optimisation measures and performance controls to achieve successful delivery of high-impact events in line with financial goals.
- Directed comprehensive operational initiatives for Riyadh Season 2022–2025 spanning 13 zones, resulting in over 65M visits and a 94% visitor satisfaction rate.
Senior Director – Festivals & Events (Commercial PMO)
KPMG / Ministry of Culture
Riyadh
2019.05 - 2022.05
- Directed Project Management Office (PMO) for national festivals, ensuring alignment between strategic objectives and operational delivery.
- Oversaw PMO and commercial governance for national festivals and seasons, maintaining coherence among various ministries and government bodies.
- Managed SAR 500M+ multi-ministry execution, integrating sponsorships, ticketing, hospitality, and venue arrangements.
- Managed delivery of Saudi Cup (2nd & 3rd editions), securing 5B+ media impressions and strengthening global brand presence of Saudi cultural and sporting events.
Managing Director
Food & Supplies Company
Jeddah
2018.09 - 2021.09
- Executed strategic restructuring resulting in organisational transformation and increased profitability.
- Oversaw financial operations for fiscal control and profitability.
- Directed full P&L oversight; realised 38% savings in operational costs through strategic contract restructuring and process optimisation.
- Devised strategic frameworks for 5-year and 20-year commercial real estate and mixed-use development, facilitating sustainable asset expansion.
Director – Commercial & Marketing
Panda Retail (Savola Group)
Jeddah
2001.12 - 2018.02
- Spearheaded commercial strategy for region's largest retailer throughout rapid growth phase
- Steered commercial strategy, supplier contracts, licensing efforts, and collaborative partnerships.
- Directed management of SAR 100M+ commercial and branding budgets spanning 400 stores and 26,000 employees.
- Championed board-level steering, transformation, and strategic planning efforts.
- Optimised supplier contracts and rebate negotiations.
- Introduced new marketing campaigns, boosted brand image.
- Led negotiations with vendors and suppliers, securing favourable terms.
Education
MSc - Global Investment & Trade
California State University
Long BeachBSc - International Business
California State University
Long BeachBSc - Finance, Real Estate & Law
California State University
Long BeachSkills
- Commercial strategy development
- Contract management
- Strategic partnerships
- Turnkey solutions
- Project Management Office (PMO)
- IP governance
- Ticketing systems
- Venue monetization
- Operational readiness
- Profit and Loss (P&L) management
- Solution architecture
- Team leadership
- Strategic planning
- Budget management
- Contract administration
- Operational consulting
- Strategic business development
- Decisive problem solving
- Leadership capabilities
Timeline
Principal Consultant – Executive Operations & Commercial Delivery
General Entertainment Authority (GEA)
2022.06 - 2026.02
Senior Director – Festivals & Events (Commercial PMO)
KPMG / Ministry of Culture
2019.05 - 2022.05
Managing Director
Food & Supplies Company
2018.09 - 2021.09
Director – Commercial & Marketing
Panda Retail (Savola Group)
2001.12 - 2018.02
MSc - Global Investment & Trade
California State University
BSc - International Business
California State University
BSc - Finance, Real Estate & Law
California State University