Mazen Yassin

I've led marketing, business development, and operational initiatives across Saudi Arabia and the GCC for more than 20 years. Most recently, I developed and executed marketing strategy for a PIF company, launched the company and its subsidiaries, and established marketing policies and procedures.

At IKEA Saudi Arabia and Bahrain, I led customer relations and experience across stores, call centres, exchanges, returns, and deliveries. I increased service sales by 60–80% for three consecutive years, reduced waiting times by 30%, initiated a CRM integration with 3PL providers, and helped transform employee engagement from the organization’s lowest score to its highest.

As Deputy Country Marketing Manager for IKEA, I increased store visitation by 124%, customer traffic by 133%, average transaction value by 122%, and grew social media following to 1.5 million. I also received a Gold Lynx Advertising Award for the first-ever thematic campaign.

My background includes strategic account management at Bassmat agency, marketing leadership for STC’s largest distribution channel, and brand management at Unilever across beverage, oral care, and ice cream portfolios. I’m focused on transformative initiatives that strengthen customer experience, operational efficiency, commercial performance, and Vision 2030 alignment.