Sari Khumaiyes: A Journey of Purpose, Innovation, and Industry Transformation

Success rarely follows a straight path. It is shaped by curiosity, courage, and the willingness to transform challenges into opportunities. True leaders are those who see possibilities where others see obstacles, who turn ideas into experiences, and who craft brands that resonate not just in markets, but in the lives of people. Every decision, every initiative, and every connection becomes a chance to create impact that extends beyond immediate outcomes.

Sari Khumaiyes exemplifies this approach to leadership. With a career spanning consumer goods, entertainment, and strategic brand development, he stands out for his ability to combine insight with empathy, innovation with purpose, and ambition with service.

Making Every Decision Matter

Sari describes himself as a purposeful leader, defining purposeful leadership as the conviction that every decision should create value beyond financial return. For him, leadership means grounding business choices in values that benefit the wider community while guiding teams with clarity and empathy. He views leadership as aligning ambition with service, ensuring growth for the organization, its people, and society at large.

This belief has guided his professional journey across diverse sectors. In fast-moving consumer goods, purposeful leadership meant understanding how household brands could enhance daily life and build trust through consistency and quality. In entertainment and cinema, his purpose has been to foster joy, cultural connection, and access to experiences that enrich people’s lives.

By practicing this mindset consistently, Sari has encouraged his teams to look beyond quarterly results and ask a deeper question: How are we improving people’s lives? That question has become his compass, shaping how he designs strategy, builds brands, and measures impact. To him, purpose is not an accessory to leadership; it is its foundation.

Common Threads in Building Successful Brands

With more than two decades of experience spanning FMCG, entertainment, and film, Sari has identified several common threads that unite successful brands across industries. He highlights three themes: consumer insight, cultural relevance, and innovation.

Consumer insight, he believes, is universal. Whether developing a new product flavor or creating a compelling cinema experience, success depends on deeply understanding what motivates people, excites them, and influences their choices.

Cultural relevance transforms a brand into something larger than itself. In Saudi Arabia, for instance, food brands connect to hospitality and family traditions, while cinemas are more than entertainment venues; they are spaces for shared culture and celebration. Grounding strategy in culture builds authenticity and trust.

Innovation, according to Sari, is what keeps brands vital. In FMCG, it might mean introducing healthier products or bold new flavors. In entertainment, it could involve digital ticketing, loyalty ecosystems, or collaborations with cultural institutions. For him, innovation is never about novelty for its own sake but about anticipating needs and delivering meaningful progress.

Across all sectors, these threads form a simple yet powerful blueprint: listen to people, respect culture, and push boundaries. This philosophy has guided Sari’s efforts to build and transform industries while balancing heritage with progress.

Story of Innovation and Influence

Looking back on his career, Sari identifies several milestones that have shaped his passion for marketing, brand building, and transformation.

One of the first defining moments was joining PepsiCo in the early 2000s. This experience exposed him to the discipline and scale of global FMCG operations and revealed how brands could move millions of people across markets while maintaining local authenticity.

His tenure as Executive Marketing Director at Savola Foods marked another pivotal chapter. Leading a portfolio that reached nearly every Saudi household, he learned that true brand building extends beyond market share and focuses on creating emotional connections that endure. Managing evolving consumer expectations during this period strengthened his strategic foresight and resilience. During his tenure, he also championed diversity and inclusion by spearheading the establishment of Savola’s first all-female department; a groundbreaking move that expanded opportunities for women in the organization and reflected his belief that innovation is driven by diverse perspectives.

Transitioning to entertainment with AMC Cinemas was another landmark in his journey. He played a foundational role in building a new industry from the ground up, creating the commercial division that encompassed marketing, programming, guest experience, and insights. From designing premium experiences to launching loyalty platforms, every initiative reflected the thrill of shaping a national sector in its formative years. Following SEVEN’s acquisition of AMC Cinemas’ stakes in Saudi Arabia, Sari played a pivotal role in advancing the integration of the cinema business into SEVEN’s portfolio. This transition aligned AMC with SEVEN’s broader vision of developing integrated entertainment destinations across the Kingdom. His leadership ensured a smooth and strategic unification that strengthened SEVEN’s mission to deliver world-class leisure experiences and accelerate the transformation of Saudi Arabia’s entertainment sector.

Finally, pursuing an EMBA with HEC Paris expanded his strategic perspective, allowing him to connect global best practices with Saudi Arabia’s Vision 2030.

Together, these experiences deepened his belief that marketing is not merely a business function but a force for transformation, a bridge between consumer aspirations and organizational purpose. For Sari, each stage of his journey reaffirmed that his role as a marketer is to listen, to adapt, and to lead industries forward.

Journey of Growth and Purpose

Sari reflects on his Executive MBA at HEC Paris, sponsored by the Public Investment Fund, as a transformative journey that redefined his understanding of leadership and strategy. Rather than viewing it as a mere academic milestone, he describes it as an experience that expanded his perspective and sharpened his strategic thinking.

Studying alongside executives from around the world allowed him to compare approaches, challenge assumptions, and appreciate the diversity of leadership styles across industries and regions. The curriculum emphasized entrepreneurial thinking, resilience, and innovation, while courses on leadership and change management deepened his grasp of organizational evolution. His specialization at Babson College further reinforced his belief that entrepreneurship is not limited to start-ups but represents a mindset applicable across corporations, public entities, and government-backed enterprises.

Sari notes that the EMBA influenced his leadership style in three important ways. First, it reinforced the power of inclusivity by highlighting the value of listening to diverse voices and encouraging collaborative decision-making. Second, it sharpened his focus on adaptability, reminding him that agility often matters more than hierarchy in rapidly changing environments. Third, it encouraged him to adopt an ecosystem mindset, enabling him to view initiatives not as isolated projects but as part of a wider network of stakeholders, value creation, and societal contribution.

He emphasizes that the Public Investment Fund’s sponsorship symbolized the connection between personal growth and national ambition. The experience inspired him to align his professional journey with Saudi Arabia’s Vision 2030, ensuring that his work contributes not only to organizational success but also to the Kingdom’s broader development goals.

For Sari, both experiences, one in fast-moving consumer goods and the other in entertainment, reaffirmed that leadership is defined by the ability to mobilize brands for good. When organizations act with empathy and intention, they can inspire unity, hope, and shared responsibility within society.

Harnessing Global Excellence with Local Insight

Having worked with both global and local consumer brands, Sari has developed a deep appreciation for the strengths and synergies each brings. Global brands, he explains, offer scale, discipline, and robust frameworks. His experience with organizations such as PepsiCo and Mars exposed him to world-class processes, advanced research methodologies, and the ability to execute campaigns seamlessly across multiple markets.

Local brands, on the other hand, bring cultural intimacy and authenticity. They understand community rhythms, traditions, and emotional nuances in ways that global frameworks may sometimes overlook. At Savola Foods, Sari witnessed how a simple food product could become a part of national identity by resonating deeply with family life, celebrations, and heritage.

According to Sari, the real magic lies in harmonizing both worlds. By combining global standards with local insight, brands can achieve relevance without compromising professionalism. He points to AMC Cinemas’ entry into the Saudi market as an example of this balance. While the brand carried the credibility of a global name, it localized its guest experience, programming, and marketing to reflect Saudi culture. This fusion of global excellence and local understanding fostered trust, engagement, and long-term loyalty among audiences.

Transforming Afia into a Lifestyle Brand

For Sari, innovation begins with listening. During his tenure at Savola Foods, he witnessed firsthand how insights drawn directly from consumers could transform entire categories. One of the most meaningful examples of this was the evolution of Afia, a household brand that had already earned deep trust across Saudi Arabia and the Middle East.

Rather than viewing Afia as a single product, Sari and his team envisioned it as a platform for healthy living. Through continuous dialogue with consumers, they identified a growing desire for mindful cooking and balanced nutrition. Families were seeking healthier ways to prepare meals without compromising on flavor. That understanding became the foundation for innovation.

Under his leadership, the brand introduced new formats, expanded into adjacent categories, and launched products that aligned with evolving lifestyle trends. When consumers expressed an interest in lighter cooking methods, the company developed Afia Spray Oil, a product that allowed for precise use of oil with less waste and fewer calories. This innovation was not simply a product extension; it represented a shift in behavior that positioned Afia as a champion of modern, health-conscious households.

Sari also guided the diversification of the Afia portfolio into complementary categories, ensuring the brand-maintained relevance in more moments of daily life. Each product was backed by consumer research, market data, and a clear purpose: to make healthier choices easier and more accessible.

He describes this journey as proof that innovation thrives where empathy meets execution. By staying close to consumers and transforming their aspirations into practical, meaningful solutions, Afia evolved from a market leader into a trusted lifestyle partner.

Resilience, Collaboration, and the Art of Balance

Sari’s experience in the entertainment and film industries has taught him lessons that extend far beyond the sector. The first, he explains, is resilience. The entertainment world is inherently unpredictable, where audience preferences can shift overnight and box office results can defy expectations. Effective leaders must learn to adapt swiftly, adjust their strategies, and maintain team morale amid uncertainty.

The second lesson is the importance of collaboration across ecosystems. Success in film and entertainment depends on the seamless cooperation of producers, distributors, exhibitors, regulators, and audiences. For Sari, this interdependence mirrors other industries where value creation depends on networks of aligned partners rather than isolated players.

The third lesson lies in balancing creativity with structure. While entertainment thrives on imagination and bold ideas, sustaining the industry requires operational discipline, financial accountability, and compliance with regulations. According to Sari, the ability to safeguard creativity while maintaining structure is a transferable skill applicable to any business landscape.

Building the Future Kingdom

Sari views Saudi Arabia’s Vision 2030 as far more than an economic diversification initiative. To him, it represents a national transformation aimed at reshaping the Kingdom’s cultural, economic, and social fabric. His contribution to this vision has centered on building industries that elevate quality of life and foster a deep sense of national pride.

Beyond his current role, Sari sees himself as a bridge-builder dedicated to connecting people, ideas, and opportunities. Through entrepreneurship, mentorship, and ecosystem development, he aims to empower Saudi youth to learn, create, and innovate. By aligning his expertise in marketing, brand development, and entertainment with the Kingdom’s strategic goals, he seeks to nurture creative industries that can stand confidently alongside their global counterparts.

For Sari, leadership within Vision 2030 means ensuring that ambition translates into empowerment. He believes the success of the vision depends on leaders at every level taking ownership of its aspirations and becoming catalysts for collective progress.

Cultivating a Culture of Excellence and Purpose
Sari begins with clarity. He believes that teams must understand not only what they are doing but also why they are doing it. Once the purpose is clear, motivation naturally follows. He then focuses on empowerment, giving his team members the autonomy to make decisions and the safety to learn from mistakes. This, he says, fosters ownership and creativity.

Recognition is another cornerstone of his leadership. For Sari, celebrating small wins builds confidence and reinforces collective energy. He also invests deeply in mentorship, regularly engaging in coaching sessions and guiding younger professionals through career decisions and leadership challenges. By creating pathways for growth, he ensures that excellence within his teams becomes sustainable rather than episodic.

Family as the Foundation of Purposeful Leadership
Sari often reflects that family lies at the heart of his purpose. Being a proud father of four children constantly reminds him that leadership must extend beyond the office. Every professional decision he makes is grounded in the same values he strives to instill at home: integrity, curiosity, empathy, and resilience.

He acknowledges how Saudi Vision 2030 has enriched his children’s lives, allowing them to grow up in a Kingdom that celebrates creativity, inclusion, and possibility. Watching them explore this new landscape reinforces his belief that purpose-driven leadership has a real impact when it helps shape a better future for the next generation. Their perspective, he says, keeps him humble. Seeing the world through their eyes, clear, optimistic, and unguarded, inspires him to lead with both heart and ambition.

Passions that Fuel Creativity and Connection
Outside of work, Sari is a tech enthusiast, movie lover, and video gamer. Technology, he explains, keeps him curious and informed, allowing him to anticipate shifts in consumer behavior. Movies sharpen his storytelling abilities and remind him of the power of narrative to inspire and move people. Gaming, on the other hand, cultivates problem-solving, teamwork, and adaptability, qualities that directly enhance his professional approach.

These passions also make him relatable. When he connects with colleagues or partners over shared interests, professional relationships gain a personal dimension. Sari believes that creativity and innovation flourish when leaders stay connected to culture in all its forms, not just business trends.

Leadership Rooted in Service and Impact

Sari’s advice to future leaders is simple yet profound: anchor ambition in service. Growth and achievement are important, but their true value lies in how they benefit others. Whether leading a multinational campaign or a new start-up, he encourages young leaders to ask how their work uplifts communities, strengthens culture, or creates opportunity.

He believes that carrying this question forward transforms leadership from mere success into meaningful impact. In his words, when purpose becomes a daily practice guiding every decision, it shapes not just careers but legacies.