Panel Discussion

Mohammed is a seasoned business development leader with experience in industry leading multinational and local companies across multiple industries and geographies such as P&G , Mars, Samsung and SNB. He is currently the CMO for Hungerstation in Saudi Arabia. He holds a Bachelor degree of Industrial and Systems engineering.

Strategic Thinking: Have owned and lead the Carbonated Beverage agenda in the last 4 PepsiCo assignments. Made sound recommendations to build brand strategies and influence the Beverages agenda in MEA and led the development of adjacent beverage categories both in MEA and AMEA Sector – Innovation & New Media: Demonstrated ability to 1) lead innovation from scratch 2) stretch existing brands and 3) innovate on media platforms – Marketing Management: Deep understanding of Brand Building Framework. Design of long-term and mid-term Marketing Strategies. Achieved significant increase in brand KPI’s in the three last assignments in PepsiCo – Project Management: Used to working in a fast-pace challenging environment to deliver business results. Delivered best record ever in Sales and significant pick-up in market share in all projects managed – Copy and print development: Managed many copy productions along with other media tools in the same campaign. Worked with: Saatchi & Saatchi Morocco and New York as well as BBDO,DDB and many others to produce commercial and non-commercial copies and platforms that scored very well with consumers – Public Relations: Due to excellent communication skills and good people management, I successfully implemented several PR programs to protect brand image in the civil society – Celebrity management: developed many campaigns around music stars (TVC, concerts, PR events…)

Khaled Tash is the Group Chief Marketing Officer of SAUDIA. With more than two decades of experience in marketing and communications, Khaled has worked in the aviation, FMCG and real estate sectors where he has led brand development, brand management, strategic launches and transformation initiatives. His education includes a Bachelor of Science from King Fahd University for Petroleum and Minerals, and has completed executive programs at Harvard Business School, INSEAD and the CMO Accelerator Program in Cannes Lions. Khaled joined SAUDIA in February 2021 to lead SAUDIA group’s brand and communication transformation to become the “Wings of Vision 2030” and the marketing efforts that aim to “bring the World to Saudi Arabia”.

Khaled is a pragmatic business leader who is fascinated about business and their inner workings. A former global executive leading Marketing, Branding, Public Affairs and Communications operations for Europe, Central Asia, Middle East & Africa Region. Currently the CEO of TOUGHLOVE Advisors – a new business, strategy, marketing and branding advisory firm. He has more than 30 years’ experience, which started in advertising and then continued in international sales, marketing, and branding in FMCG (B2C) and Food Packaging Industries (B2B), including Tetra Pak and The Coca-Cola Company. Khaled has a Bachelor of Commerce degree from Concordia University – Canada and has completed several executive programmes in leadership and management at Ashridge – UK, IMD – Switzerland and Harvard Business School – USA. He is an active investor in technology, beverages, hospitality, sports marketing, and finance. Born in Beirut, he is a Canadian citizen and has lived and worked in 15 countries and now calls Dubai home. Khaled is also the Chairman of The Marketing Society – UAE and is a very well-respected business leader, public speaker, marketer, and mentor to young entrepreneurs. Khaled is also a published author of a book titled “This Is What Tickles Me” and a co-author of a book titled “MADE WITH TOUGHLOVE” – Real Life Business Stories.