Saleh Lzeik

Head of Marcom Consulting at Wafy

Speaker

Saleh Lzeik is a highly experienced marketing communications professional with over 13 years of experience in the industry. Based in Riyadh, Saudi Arabia, he has a strong focus on content strategy and brand storytelling, and has worked with trend-setting clients across the GCC. His knowledge in digital marketing and marcom consulting has been developing since 2010. In his role as Head of Marcom Consulting at Wafy App, he has been responsible for deploying a digitally-oriented skillset across various channels including immersive tech. His expertise have also been instrumental in positioning the brand for younger audiences as the leading aggregator across Saudi Arabia's top sectors of culture, tourism, entertainment, and sport, and has worked with various government and private entities to develop brand-specific experiences.

Some of Saleh's key achievements include launching the Saudi Ministry of Housing's Sakani platform, which cleared a bottleneck effect of over 1 million registrants, and achieving SAR 1.2 billion in revenue for Almarai’s leading baked snack brand by strategically shifting consumption behavior and brand positioning. He has also revolutionized the Saudi pizza market with Maestro, a brand that promised simple, for-all offerings and opened 160 stores in under three years. In addition to his work in comms, Saleh has also been involved in various brand consulting projects, including revamping the Saudi Arabian Monetary Agency's Institute of Finance and achieving over SAR 12 million in revenue and a record-setting 386.3% online brand growth in content viewership during the Saudi General Authority of Zakat and Tax's Ramadan campaign. More recently, Saleh has been focused on multi-million dollar projects with the Saudi Ministry of Culture, GEA, MoSport, and the Saudi Tourism Authority.

Saleh has held various leadership positions throughout his career, including Head of Marcom Consulting at Wafy App, Director of CS/Digital Content and Social Media at Ethos Interactive, and Director of Content/PMO at in communications. He has a Master's degree in Marketing & Commercial Management from Madrid’s Universidad Rey Juan Carlos, and has also completed the Creative Academy for Young Marketers program by the Cannes Lions International Festival of Creativity.