Saad Abdullah: Driving Marketing Transformation Across the Global Mobility Landscape

Saad Abdullah is a marketing leader shaping the evolution of the mobility industry, with experience spanning brand strategy, OEM partnerships, commercial growth and emerging markets. His career has combined global brand management with market-focused execution across the automotive sector.

Leading Marketing at Abdul Latif Jameel

Abdullah currently serves as Marketing Director at Abdul Latif Jameel, where he works across a multi-market portfolio representing more than 10 automotive brands across over 15 markets in the Middle East, North Africa, Europe and Asia. His remit includes elevating marketing standards, strengthening OEM partnerships and business development, supporting go-to-market strategies for new mobility brands including electric vehicles, and modernising marketing operations through artificial intelligence.

Experience Across Toyota and Lexus

Before his current role, Abdullah served as General Manager Marketing at Toyota UAE, where he led brand marketing, advertising and communications for Toyota and Lexus. He also held senior responsibilities as Brand Director and Head of Marketing and Brand Operations at Lexus UAE, building experience across premium automotive brand management and customer engagement.

Global Brand Management Experience

Abdullah’s international experience includes a role within the Global Lexus Brand Management Division in Tokyo, Japan. During this period, he was involved in project planning and implementation for INTERSECT BY LEXUS luxury brand spaces in Tokyo, Dubai and New York. The experience added a global dimension to his understanding of brand experience, positioning and market adaptation.

Blending Brand Strategy With Commercial Growth

Across his career, Abdullah has worked across brand strategy, product launches, integrated campaigns, digital transformation, customer experience and business excellence. His profile reflects an approach that connects long-term brand building with commercial priorities, particularly in markets where mobility trends and consumer expectations are changing rapidly.

Building Distinctive Automotive Campaigns

Among the achievements associated with his career are leading Lexus to the number-two position in brand intimacy in the UAE and contributing to an increase in market share from 18% to 20.1%. He has also led vehicle launches supported by unconventional campaign approaches designed to create stronger consumer engagement and differentiate automotive brands in competitive markets.

Industry Recognition and Initiatives

Abdullah has also contributed to the wider marketing ecosystem as a jury member for the inaugural Effie Awards Saudi Arabia. His work has included initiatives that use culture and community as platforms for brand storytelling, including transforming streets into living narratives for Emirati Women’s Day and supporting the Toyota GR UAE Motorsport Academy.

A Leadership Approach Built for a Changing Mobility Market

Abdullah’s leadership approach brings together strategic vision, brand building and commercial growth. As the mobility industry is increasingly reshaped by electrification, new mobility models, digitalisation and changing customer expectations, his experience across global brand management and emerging markets positions him at the intersection of strategy, innovation and market transformation.