In line with the Riyadh Strategy 2030, the Saudi government looks forward to bring hundreds of international companies to set up their regional offices in the city to create around 35,000 new jobs for Saudi locals and double its population.
As part of the country’s effort to make the Riyadh masterplan a reality, marketing experts will be given a key position of the strategy, as outlined by Dr. Eman Al-Shammari, the deputy dean of the college of economics and administrative sciences at Imam Muhammad bin Saud Islamic University.
“Riyadh is a golden opportunity. One day it will be a global destination, competing with big metropolitan global cities. That is why marketing is important,” Dr. Al-Shammari stated.
Dr. Al-Shammari, who is also a marketing consultant at the General Authority for Small and Medium Enterprises (Monshaat), said proper marketing would act as the backbone of the strategy’s success.
“It’s important to identify the cultural dimensions, including education research, habits and traditions, historical museums, tourism, arts, sports, industry, and investments. Marketing of cities is important for development,” Dr. Al-Shammari added.
The recruitment experts in Saudi Arabia have seen a spike in demand for marketing executives in the Kingdom. As per the Global Salary Survey by recruitment agency Robert Walters, the demand for digital marketing managers in the Kingdom has grown by 40 percent in 2020 and this trend is set to continue as the country aims to attract more industry talent.
Bryan O’Grady, associate business manager for Saudi Arabia at recruitment consultancy firm Hays, said demand for marketing professionals has increased since the start of the year. While the salary levels had not taken off yet, it is expected to get better once things begin to return to normal after the pandemic
“Changes in consumer habits with regards to online purchasing have evolved rapidly and are here to stay for the future. As a result, we have seen employers invest in their digital marketing capability to maximize online presence and drive sales. With all of this in mind and with Vision 2030 continuing to drive investment in Saudi Arabia, we are seeing strong demand for experienced marketing professionals and expect this to continue throughout 2021.”
Earlier, Hays reported that over half of Saudi employers and employees expect their salaries to rise this year. The 2021 Saudi Arabia Salary & Employment report, which surveyed nearly 600 employers and employees in late 2020 found that 53 percent of companies think they will award pay raises to their staff.