A key enabler of Saudi Arabia’s Vision 2030 for business growth and urban
transformation, the King Abdullah Financial District Development & Management
Company needed to develop a corporate communications function and enhance its
marketing capabilities in support of customer strategies while taking into consideration
evolving consumer preferences. Our team assessed the real estate landscape in the
Kingdom and beyond, and developed the company’s business communications strategy,
and its application across all internal stakeholders.
Although an important real estate subsidiary within the PIF portfolio, both corporate communications and an appreciation of its relevance to the company’s success were missing. A new function with a clear mandate and strategy that could garner internal support and buy-in from key stakeholders were needed.
Our lead business consultant supported KAFD as an extended member of the leadership team. Assessing customer journeys and understanding business objectives, he developed the organization’s business communications strategy, and created the framework of the newly established Corporate Communications department in the company, which included functional guidance and workforce planning. He cascaded the new business communications model internally and oversaw its adoption and implementation throughout the company.
With the company’s expansion, its corporate strategy took on a new phase of growth, which led him to develop an overarching functional strategy that redefined the mandates of the marketing, experience and corporate communications departments, providing for a revenue-generating operating model. Aligning all outputs with all key internal stakeholders and influencing the team mindsets, he worked to improve internal efficiencies.
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