A strategy that can’t be measured is an opinion.
Fifteen years building the offices that do the measuring, across Saudi government, sport, and now a device.
Five offices, built from scratch.
All of them in Saudi Arabia. A strategy management office is not a department you can order into existence: it is an operating model, a governance structure, a reporting rhythm, and the people who hold it together.
- Ministry of EducationDirector, Strategy & Planning
- Saudi Esports FederationHead of PMO, Strategy & Business Intelligence
- Ministry of InteriorVision Realization Office
- NIDLPProgram and corporate performance offices
- Ministry of DefenceCentral and satellite SMOs
- ADAAInitiative Management Office
The record
- 15+
- Years in practice
- 5+
- Offices established
- 5
- Saudi sectors shaped
- 2
- National strategies written
Education · Esports and gaming · Defence · Entertainment · Security
At the Ministry of Education I run the institutional strategy for the education and training sector in Saudi Arabia: quarterly performance reviews against national KPIs, target operating models, five-year business plans and the annual operating plan, and the strategic redesign of every Saudi cultural office worldwide.
Then the Saudi esports and gaming sector.
At the Saudi Esports Federation I ran the PMO, strategy and business intelligence over a portfolio above SAR 3 billion: the National Gaming and Esports Strategy, the initiative governance and EPM system behind it, and the reporting that reached the Initiative Management Office led by HRH Mohammed bin Salman.
Built the operating model and KPI reporting for Gamers8, now the Esports World Cup, and had a part in establishing the Esports Foundation.
Two years later, a three-year strategy that moved the New Global Sport Conference from an annual event to a year-round platform.
The research
How should a global esports body run its offices?
Published in July 2026 in English and Arabic: Esports Global Strategy: Designing and Governing Satellite Offices for International Esports Organizations. Benchmarked against four international federations and validated by a two-round panel of more than twenty practitioners.
Its finding: an esports satellite is a bounded subsidiary. Its authority over the core product is capped from outside the organisation, by the game publishers, so the design has to work under that ceiling. The research sets out the operating model, an expansion index and a sixteen-hub network.
The four benchmarks
PDF · English 52 pages, 2.6 MB · Arabic 80 pages, 2.0 MB
All of that measures organizations.
HealthyGaming measures a person.
Chief executive and co-founder of HealthyGaming Saudi since 2022, and a partner in HealthyGaming International. The company puts a player's physical and mental condition on the same footing as their rank, and helps gamers and parents build habits that outlast a season.
The POD. A Saudi-made contactless sensing device. Computer vision, mmWave radar, thermal imaging and edge AI, reading player wellness in real time with nothing attached to the player.
Credentials
- Esports Management MasterFC Barcelona, ITTI, Barcelona
- MBAHeriot-Watt University, Edinburgh
- BEng MechatronicsJordan University, Amman
- ESG InvestingCFA Institute
- SAFe Program Consultant, SAFe AgilistScaled Agile
- PMP, PMI-ACPProject Management Institute
Before the offices: part of the team in the Khuzama workshops, where Saudi Vision 2030 and the first National Transformation Program were born. Riyadh, Saudi Arabia.