Thamer Farsi: A Strategic and Communication-Driven Senior Executive Leading NEOM’s Global Brand Evolution

Thamer Farsi stands as a strategic and communication-driven senior executive with a wealth of expertise in marketing communications, operations management, brand building, and business development. Currently serving as Executive Director of Communications at NEOM, Thamer plays a critical role in crafting and developing innovative communication strategies and solutions that align with NEOM’s visionary business objectives.

Executive Leadership and Brand Creation Mastery

Thamer’s skillset spans executive leadership, strategy and execution, talent management, and stakeholder engagement. As a collaborative leader, he builds empowered, motivated, multicultural, cross-functional teams, actively fostering diversity, inclusivity, and collaboration to fuel creative excellence and organizational success.

Driving NEOM Brand and Communication Excellence

Since November 2023, Thamer has led the strategic planning and execution of all marketing communications for NEOM, expertly integrating social, digital, and paid media, corporate and crisis communications, media relations, campaign development, and brand management. He meticulously manages relationships with international brand partners and Marcom suppliers, ensuring best-in-class delivery and elevating NEOM’s reputation globally.

Transforming Publicis Groupe KSA

Prior to NEOM, Thamer held pivotal roles at Publicis Groupe KSA, including Group CEO and Chief Operating Officer, managing over 100 professionals across Riyadh, Jeddah, and Dammam. He spearheaded performance improvement and operational efficiencies, achieving double-digit profit growth. His strategic leadership encompassed supporting major brands such as McDonald’s, Samsung, PMI, MDL Beast, and Jeddah Season, as well as helping develop and build brand equity for iconic Saudi entities like Qiddiyah by PIF, Al Nahdi Pharmacies, Saudia Group, AlBaik, Goody, and Savola.

Career Growth and Strategic Impact

Thamer’s career reflects a steady ascent through leadership positions at Leo Burnett MEA, where he served as Regional Managing Director, General Manager, Client Service Director, and Communication Director. His tenure was marked by record revenue growth, brand positioning excellence, strong client service, team development, and the securing of new business through pitches and referrals. His early experience in senior account and sales roles set the foundation for his strategic approach to client engagement and brand communication.

Academic Background and Leadership Philosophy

Holding an MBA in Marketing & International Business from American InterContinental University and a bachelor’s degree in Marketing & Financial Management from the Arab Academy for Science, Technology, and Maritime Transport, Thamer combines academic rigor with practical expertise. His philosophy centers on aligning business vision with measurable marketing outcomes, embracing technology, data insights, and digital advancements to achieve sustained growth and brand equity.

Thamer Farsi’s leadership journey is distinguished by a potent mix of strategic vision, communication excellence, and transformative impact. At NEOM, he continues to drive the evolution of a globally recognized brand that blends innovation, sustainability, and cultural inclusivity, setting new standards for urban development and corporate reputation in Saudi Arabia and beyond.