CEO & Founder

Hassan Yamouth

 

 

With over 45 years of in-depth knowledge of the Middle-Eastern markets, and a specific touch for KSA, where he has spent 35 years in strategic roles across the economic landscapes; Hassan is the true visionary in the company. His solid and well-rooted network, as well as his understanding of the natural business processes in the area are a key asset to guiding any foreign company in making a lucrative entry into the market. After successfully preparing Market Feasibility studies across many sectors for European companies (FMCG, Construction, Infrastructure, Automobile, Tour Operations…), we are ready to take you to the next step in your expansion towards the middle-east. To Hassan’s achievements,  we can’t forget mentioning the creation one of the largest test-drive circuits in the region, as well as having gained exclusive representation for some of the most prestigious magazines in the Kingdom. 

Long-term field experience, practical knowledge of the key Media stakeholders, profound market insight, and tailored step-by-step strategic action plans; we are ready to grab you by the hand and position your for take-off !

Head of PR & Media Relations

Yasmina Cordahi

 The expert communicator in the company, handling all press relations and acting as an interface with all our external stakeholders, Yasmina will point you in the right direction. On top of that, she brings robust practical experience in the Tourism sector, having owned and directed an up-market Hotel in renowned Italian mountainous regions; as well as designed on-demand all-inclusive Tour Packages. Surprises never end with Yasmina, as she has spent over 25 years in KSA, as a certified French teacher for renowned Saudi families, creating themed women-only cultural soirees in this respect. Without Yasmina, this company would lack color and spark.

CSO & Head of Marketing

Karim Yamouth

The young, restless and fiery mind of our academically polished Karim is the backbone of innovation in our company. From managing multichannel marketing campaigns to heading the global sales offices of World-class brands, Karim takes Initiative Arabia one step deeper into the 21st century. Be it Luxury cosmetics, to high-end outdoor equipment, or even Digital Services & SaaS; Karim has been through it all. Whether you need someone to manage complex distribution networks or to head field sales teams, or even to administer project coordinations, Karim is your man when it comes to overseeing the operational aspects of implementing a project. 

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