Ammar Alamro

Ammar Alamo is a dynamic and results-oriented marketing professional, serving as the Director of Marketing and Communications at the Saudi Sports for All Federation (SFA) in Riyadh, Saudi Arabia. With an MBA and a passion for strategic brand development, Ammar has a proven track record of establishing and optimising B2C and B2B marketing functions for maximum performance. Since joining the SFA in January 2023, Ammar has played a pivotal role in promoting and growing major events, including the Riyadh Marathon, Tough Mudder, and the SandClash CrossFit competition, leading campaigns of varying sizes, at a national or localised level. Some of these campaigns last many months. Ammar’s strategic vision and quick adaptation to brand positioning have been instrumental in the success of these initiatives, finding coverage for them in international markets. One of his key achievements with the SFA has been the #MoveYourWorld campaign, which encouraged people in Saudi Arabia to post images and videos to highlight movement – this resulted in 55.6 million video views, 218.6 million impressions, and 590 million steps achieved. The campaign was also named one of the top 10 promotional campaigns in the Middle East in 2023 by Campaign ME magazine. Ammar also helped to launch the first annual SFA Expo in 2023, oversaw the documentary film for the inspiring Movement is the Start campaign, engaged more than 50,000 citizens for various sporting activities on National Sports Day, spearheaded the marketing strategy for the inaugural Riyadh Fitness Festival, and has led the SFA’s digital transformation efforts. Through building awareness, Ammar helped to increase membership of the Neighbourhood Clubs by 141% compared to 2022, with a 192% increase of participants in Summer Camps, and the number of activities increasing by 160%. A lifelong learner, Ammar recently completed the Marketing Leadership Program at Stanford University, further enhancing his expertise in the ever-evolving field of marketing. He adds this to the MBA obtained from the University of Wisconsin-Whitewater, and the BBA from Qassim University. Prior to working at the SFA, Ammar spent seven years in a number of roles at Saudi Arabia’s Olayan Group, which he joined as a marketing trainee in 2015. During that time, he contributed significantly to the organisation’s success, and is grateful for being part of such a value-driven organisation, gaining a wealth of knowledge during his tenure. Ammar continues to be a driving force in the marketing landscape, combining strategic thinking, innovation, and a passion for bringing people together through the power of sports and community engagement.