Tammam Othman
Riyadh,Saudi Arabia
Summary
Dynamic marketing professional with expertise in performance and growth marketing, brand strategy and positioning, and digital marketing and acquisition. Proven track record in PR, media relations, corporate communications, and events management. Skilled in product marketing, GTM strategy, customer engagement, retention, team leadership, agency management, budgeting, and ROI optimization. Committed to driving brand success through innovative strategies and effective communication.
Overview
19
19
years of professional experience
5
5
years of post-secondary education
1
1
Certification
Work history
Head of Performance Marketing, Brand & Marketing Communications
HALA (Group) – Saudi Fintech
09.2022 - 11.2025
- Directed performance and growth marketing across all business units: Hala Payments, Hala Cashier, Hala Financing, Hala Box.
- Established and optimised full digital growth funnel, achieving average 18% monthly growth from month four.
- Designed and implemented digital onboarding journeys for leads and subscribers from SEO and paid media channels.
- Oversaw brand elevation and communication strategy alongside full-funnel digital marketing efforts.
- Contributed to $130 million raised in Series B funding through strategic marketing and PR initiatives.
- Managed PR, investor communications, media relations, and strategic messaging for enhanced visibility.
- Led planning and execution of corporate events, exhibitions, and sponsorships to boost engagement.
- Optimised promotional strategies and offers to enhance marketing effectiveness.
Head of Marketing & Brand
Tasheel Fintech – United Company for Financial Services (Extra/Fawzan Group)
08.2021 - 08.2022
- Led full marketing function including brand, digital, product, and communication.
- Launched the company’s first credit card in the Saudi market.
- Increased financing application submissions by 20% and improved approval rate from 16% to 24% through enhanced targeting.
- Delivered 11 promotions with incremental sales between 2%–18%.
- Reduced customer journey steps from 61 to 33 to improve onboarding.
- Managed mobile app and website redesign.
- Directed pre-launch branding, positioning, and MVP work for a new fintech product.
Head of Marketing, Brand & Communication (Consultant)
Derayah Financial – D360 Digital Bank
05.2021 - 07.2021
- Built full marketing, brand, and communication strategy for the bank’s launch.
- Structured marketing team hiring and supported agency selection.
- Prepared all communication channels for go-to-market execution.
Head of Marketing Communications (Consultant)
Nabrah Marketing / Saudi Arabian Railways (SAR)
02.2021 - 05.2021
- Led communication strategy and yearly marketing planning for SAR.
- Managed brand merge communications between SAR, Al Haramain, and SRO.
- Set KPIs and guided agency and internal marketing teams.
Director, Performance Marketing & Brand Communications
Careem KSA/Uber
08.2019 - 01.2021
- Led the entire demand organization across Ride Hailing, Careem NOW, and Careem Pay.
- Achieved 8% monthly average improvement in retention.
- Delivered 14% growth in NOW demand and 6% growth in ride-hailing.
- Contributed to post-lockdown business recovery, exceeding targets by 13%.
- Launched 3 new car category products.
- Owned brand equity, consumer perception, and communication investment ROI.
- Directed digital KPIs, customer acquisition, engagement, and loyalty strategy.
Director, Brand & Marketing Communications
Zain KSA
09.2013 - 08.2019
- Led full scope of digital planning, brand strategy, creative production, and channel management.
- Delivered 168 campaigns in one year with over 76,000 artworks.
- Produced 130+ videos, increasing share-of-voice by 22%.
- Increased qualified website traffic by 120% (42M+ sessions).
- Grew social media community by 24% (FB), 35% (TW), 43% (IG), 31% (YT).
- Revamped Zain’s brand identity and retail experience across 300+ shops.
- Launched major value propositions and product platforms.
Account Director – STC
James Walter Thompson (JWT), Riyadh
09.2011 - 01.2013
- Led STC brand refresh including guidelines, tone of voice, and imagery.
- Managed Sawa anniversary campaign, increasing daily subscriptions by 63%.
- Delivered Effie-shortlisted roaming platform campaign (+5.2% activations).
- Contributed to milestone of reaching 140M customers globally.
Senior Account Manager – Zain KSA & Samba Financial
M&C Saatchi – Riyadh
10.2007 - 09.2011
- Launched Zain KSA IPO achieving 183% oversubscription.
- Led soft and official launches including corporate, commercial, CSR, and digital.
- Managed major sponsorships: Saudi National Team, Zain Football League, Reem Circuit.
- Launched first 4G mobile broadband campaign in KSA.
Account Executive – Mobily & Safi Danone
Promoseven Riyadh
07.2006 - 11.2007
- Managed complete packaging revamp for Safi Danone SKUs.
- Led promotions, merchandising, branding, and TVC production.
- Expanded agency portfolio by onboarding new F&B client “Nabaty.”
Education
Bachelor of Business Administration -
01.2002 - 01.2006
Baccalaureate - Philosophy
Balamand University
Lebanon 01.2001 - 01.2002
Skills
- Performance & Growth Marketing
- Brand Strategy & Positioning
- PR, Media Relations & Corporate Communications
- Events & Exhibitions Management
- Product Marketing & GTM Strategy
- Digital Marketing & Acquisition
- Customer Engagement & Retention
- Team Leadership & Agency Management
- Budgeting & ROI Optimization
Certification
- Leadership Education Program in Digital Transformation (2022)
- Twitter Summit Workshop (2019)
- Snapchat Way Onward Academy (2019)
- Google Analytics (2016 & 2019)
- Brand Forward Workshop (2017)
- Humankind Workshop – Leo Burnett (2016)
- The Lovemarks Academy – Dubai (2011)
Languages
Arabic
English
French (Fluent)
Personal Strengths
- Strong leadership and communication
- Team building and cross-functional management
- Strategic thinker with analytical mindset
- Creative problem-solving and brand storytelling
Timeline
Head of Performance Marketing, Brand & Marketing Communications
HALA (Group) – Saudi Fintech
09.2022 - 11.2025
Head of Marketing & Brand
Tasheel Fintech – United Company for Financial Services (Extra/Fawzan Group)
08.2021 - 08.2022
Head of Marketing, Brand & Communication (Consultant)
Derayah Financial – D360 Digital Bank
05.2021 - 07.2021
Head of Marketing Communications (Consultant)
Nabrah Marketing / Saudi Arabian Railways (SAR)
02.2021 - 05.2021
Director, Performance Marketing & Brand Communications
Careem KSA/Uber
08.2019 - 01.2021
Director, Brand & Marketing Communications
Zain KSA
09.2013 - 08.2019
Account Director – STC
James Walter Thompson (JWT), Riyadh
09.2011 - 01.2013
Senior Account Manager – Zain KSA & Samba Financial
M&C Saatchi – Riyadh
10.2007 - 09.2011
Account Executive – Mobily & Safi Danone
Promoseven Riyadh
07.2006 - 11.2007
Bachelor of Business Administration -
01.2002 - 01.2006
Baccalaureate - Philosophy
Balamand University
01.2001 - 01.2002