Our annual Marketing Game Changers feature aims to recognise and celebrate those client-side marketing leaders whose actions and insights have made the greatest impact on their brands, their industries and the region’s marketing community over the past 12 months.
One of them for this year is Ali Ashraf, who is the Advertising, Media Buying & Product Placement Associate Director at Diriyah.
With more than 15 years of experience, including two in his current position, Ashraf oversees a team of 4 and a department of more than 300 people at Diriyah.
Ali Ashraf
Advertising, Media Buying & Product Placement Associate Director, Diriyah
Years in current position: 2
Years in the company: 7
Years in the industry: 15
Size of team: 4
Size of department: 300+
What would you place at the top of your brand and marketing priority list in 2025?
In 2025, our top priority is mastering the dual mandate that defines Diriyah’s journey: driving commercial success while igniting global fascination for ‘The City of Earth’. As developers, we’ll accelerate leasing and sales across our world-class asset portfolio – hotels, residences, museums, academies, retail, and more – delivering tangible value. Simultaneously, we’ll continue to amplify demand for Diriyah as a must-visit destination, seamlessly merging its cultural heritage with its modern allure.
The challenge isn’t just balancing these objectives; it’s intertwining them so every commercial success fuels the global recognition of Diriyah, and every captivated visitor reinforces its commercial appeal. 2025 will be the year we solidify Diriyah’s position as not just a development, but a phenomenon that resonates across Saudi Arabia and the world.
What is the one thing you would change about the industry if you had a magic wand?
If I had a magic wand, I’d transform the industry’s approach to measurement into a seamless, real-time system that tracks the total impact of every initiative – beyond traditional KPIs, beyond timelines, and beyond channels. Imagine the ability to instantly map how a single campaign sparks conversations, shapes perceptions, and strengthens brand equity long after its initial run.
This isn’t just about numbers; it’s about understanding the ripple effects of every action. From digital impressions to cultural impressions, from one-time activations to enduring brand loyalty, we’d have a holistic view of how every touchpoint, story and experience contributes to the brand’s essence.
With this capability, we wouldn’t just measure success – we’d predict and optimise it, ensuring every move fuels sustained growth, relevance and resonance. It’s about moving from fleeting metrics to building timeless, measurable legacies.
Are we using the latest technologies optimally to enhance the brand’s overall customer experience?
Optimising technology to enhance the brand’s customer experience isn’t a one-and-done; it’s a perpetual evolution. We are in a transformative era when mature technologies are refining their capabilities, and emerging innovations are redefining the way societies – and customers – engage with brands.
The real challenge lies in balancing tech-savvy with human insight. While today’s customer evolves rapidly – becoming more informed, discerning, and digitally empowered – the answer isn’t just in adopting every shiny new tool. It’s in strategically leveraging technology to amplify our unique strengths, create resonant, relevant content, and build authentic connections.
Being data-informed rather than data-led is key. Data can guide us, but it shouldn’t dictate to us; people are more than metrics. At the end of the day, it’s not about chasing trends but about using technology to foster trust, relevance, and emotional impact – because no innovation can replace the power of genuine human connection.
Is there a say-do gap and a green skills gap within sustainability that need to be addressed?
Absolutely! The say-do gap in sustainability? It’s a canyon – and social media’s built a lovely suspension bridge for performative activists to stroll across. According to a recent global study, 64 per cent of consumers say they want brands to take a stand on sustainability, but when it comes to their own actions? Only 26 per cent actually make environmentally conscious choices consistently.
And then there’s the green skills gap. Here’s the kicker: the World Economic Forum reports that only 10 per cent of workers globally are equipped with the green skills required to support the transition to a sustainable economy. Translation? While we’re all busy preaching, the workforce isn’t ready to do the heavy lifting needed to tackle climate challenges at scale.
The fix? Cut the carbon hypocrisy. If you’re going to hashtag #ClimateAction, make sure your own emissions aren’t the size of a small nation’s. And let’s close the skills gap by investing in real training, upskilling and education. Because saving the planet isn’t about talking the talk – it’s about having the skills (and the guts) to actually walk it.
RAPID FIRE
Next destination on your bucketlist?
Japan.
Go-to cheat meal?
Always a good burger.
Advice to the newest member on your team?
Welcome to a once-in-a-lifetime opportunity. At Diriyah, we’re not just building a city; we’re shaping a home for 100,000 lives and a culture and heritage destination for 50 million annual visitors by 2030. We are redefining the future of a country.
Practise gratitude for being part of this incredible journey – and bring your best every day. Together, we’re creating history and a legacy the world will never forget.
Most thought-provoking quote you’ve heard in 2024?
The only people who will remember you working late are your children.
Your favourite place in the Middle East?
Oman.
A personal goal you want to achieve?
Get my coaching license and coach a junior football (soccer) team.
The first thing you do when you get to work?
Try and not get overwhelmed with the amount of unread emails.
The person who has influenced you most in 2024?
My wife, who is also a life coach, and my children inspire me to be better every day.
Agency reference
Rasha Rteil, Managing Director, Hearts & Science MENA
Ali Ashraf certainly lives up to being named as a Gamechanger in the marketing and media scene, not only in the MENA region, but also in the world. Scaling up Diriyah, The City of Earth, for the world to see, Ali is shaking things up in KSA’s media landscape. From media buying to product placement and advertising, he’s been at the heart of putting Diriyah on the global map. Ali’s fearless approach has driven growth, making moves that bring Diriyah’s vision to life.
