Bashayer Al Janad, Head of Buttermilk's Riyadh hub.Buttermilk, a community-first and culturally led content creator agency founded in the UK, has launched its first office in Riyadh months after officially expanding to the MENA region.
The move intends to strengthen the agency’s growing Middle East presence and reflects both the scale of opportunity in Saudi Arabia and Buttermilk’s long-term vision for global growth.
Buttermilk’s Riyadh hub will be led by Bashayer Al Janad, a marketing and public relations (PR) strategist, who will spearhead the agency’s growth in the Kingdom.
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Commenting on the move, Al Janad said, “Saudi Arabia is rewriting the future of culture, tourism, and business. For us, that means an unprecedented opportunity to collaborate with ambitious companies and help them tell their stories in ways that are both globally impactful and deeply rooted in local identity.
She added, “Buttermilk brings the creativity, expertise, and a network of over 270,000 creators – equipping Saudi brands to step confidently onto the world stage.”
With its new Riyadh office, Buttermilk is committed to forging strategic partnerships across the Kingdom and delivering the kind of creator-led storytelling that connects Saudi brands with audiences around the world.
The Riyadh launch builds on several years of high-profile work across the region, and marks a shift from project-based collaborations to a permanent, on-the-ground presence.
Buttermilk has already partnered with leading international brands including GAP, Prada, Estée Lauder, Armani Beauty, and Mugler – experience it now brings to Saudi firms looking to elevate their storytelling and expand into global markets.
Motez Touqmatchi, Co-Founder of Buttermilk, said, “Saudi Arabia is one of the most dynamic opportunities in the global creator economy. Our ambition is to merge global creative standards with Saudi cultural resonance, creating work that feels both world-class and locally authentic.
Touqmatchi added, “As an Arab from this region, this expansion is deeply personal – it’s about building long-term partnerships and supporting the talent shaping the Kingdom’s future.”
At the heart of Buttermilk’s model is its proprietary Brand Fan approach, which allows brands to scale creator programmes through authentic, UGC-driven storytelling.
By connecting with micro-creators and cultural tastemakers, the agency aims to help brands build stronger communities, deliver lasting ROI, and remain consistently present in the cultural conversation.
Saudi Arabia is undergoing an extraordinary transformation. With giga projects designed to attract millions of international visitors, the Kingdom has become one of the most exciting markets in the global creator economy.
For brands across tourism, luxury, fashion, and sport, creator-led storytelling is now one of the most powerful ways to connect with audiences locally and globally.
