Saudi Arabia is progressing through a national transformation marked by diversification, modernization and global positioning. Within this shift, communication has become a central pillar of institutional performance—shaping public trust, aligning stakeholders, and supporting national visibility.

At the heart of this transformation stands Yasser Alsanad, a pioneering voice in Middle Eastern communication leadership. With nearly two decades of cross-sector experience—spanning aviation, banking, real estate, infrastructure, and national transformation programs, he has contributed to reframing communication from a tactical role to an executive discipline—anchored in confidence-building, message architecture, and institutional cohesion.

He holds an MBA from King Abdulaziz University (2007) He has also completed the Harvard Executive Leadership Program, further enhancing his leadership skills and strategic acumen.

At Riyadh Airports Company (RAC), Alsanad redefined the MarCom function as a core enabler of institutional trust, building a cohesive structure that unified executive communication, stakeholder engagement, brand governance, crisis readiness, protocol leadership, and audience centric campaigns under one strategic umbrella.

Delivering National Milestones: Mastering High-Level Event Communication

His experience in orchestrating high-profile inaugurations dates back to 2006, when he contributed to the launch of one of the Saudi Public Transport Company’s projects, under the patronage of His Royal Highness King Salman bin Abdulaziz — who was then the Governor of Riyadh. Years later, his expertise was again reflected in the inauguration of Terminal 3 and 4 at King Khalid International Airport, led by His Royal Highness Prince Faisal bin Bandar bin Abdulaziz Al Saud, Governor of Riyadh.

This trajectory of leadership continued into 2024, when Riyadh Airports Company (RAC) achieved a historic milestone by hosting the Airports Council International (ACI) World Annual General Assembly (WAGA) — marking the first time the global summit was held in a Middle Eastern city. WAGA 2024 was more than a world-class aviation conference; it was a moment that tested and showcased Saudi Arabia’s growing global stature.

Behind the scenes, Yasser Alsanad led the comprehensive MarCom strategy that shaped every aspect of the event — from stakeholder engagement and executive messaging to protocol design, brand positioning, and cultural storytelling. The successful delivery of WAGA 2024 not only reflected RAC’s institutional maturity but also underscored Riyadh’s emergence as a central player in the global aviation dialogue.

With deep expertise in high-level protocol management and strategic communication, Yasser remains a trusted leader in delivering complex, large-scale national events that bridge vision with execution, and ambition with narrative.

Turning Public Participation into Global Achievement: A Community Engagement Success Story

When King Khalid International Airport set its sights on competing at the highest levels of global aviation rankings, Yasser Alsanad recognized that excellence on the ground must be matched by excellence in public engagement. Under his communication leadership, the airport’s Skytrax campaign became a masterclass in how strategic community mobilization can directly influence global perception.

Skytrax awards are uniquely shaped by the voices of travellers — over eight months, passengers from more than 100 nationalities rate their experiences across international airports. Understanding this dynamic, Yasser orchestrated a multi-phased public campaign that activated the airport’s most powerful asset: its community.

The campaign reached beyond passengers to engage Riyadh’s residents, domestic travellers, and international visitors passing through the capital. Through culturally resonant storytelling, localized messaging, and a carefully synchronized multi-channel rollout, the campaign invited the community to take part in elevating Riyadh’s global standing.

The response was remarkable — driven by unprecedented levels of participation and voting engagement, King Khalid International Airport was named the World’s Most Improved Airport in 2022, while securing top-tier Skytrax rankings for three consecutive years.

Driving Institutional Transformation: Communication Leadership Across Complex Transitions

Yasser Alsanad’s leadership was tested — and proven — during one of Saudi Arabia’s most significant institutional transformations: the merger of the Ministry of Housing and the Ministry of Municipal and Rural Affairs. As the two entities unified under a new national mandate, Yasser played a key role in shaping the emerging communication function that would serve the newly integrated ministry.

Amid shifting structures, new leadership dynamics, and evolving public expectations, he worked to build a cohesive communication framework that preserved institutional credibility while embracing the vision of the unified entity. His ability to navigate complex organizational landscapes and align diverse teams under a unified narrative became instrumental in stabilizing public trust and ensuring clear, consistent messaging during a period of unprecedented change.

Following that, Yasser managed another layer of complex communication leadership — orchestrating dual brand identities that balanced two distinct communication priorities: the consumer-facing brand of King Khalid International Airport (B2C), and the corporate-facing positioning (B2B, B2G). To achieve this, Riyadh Airports Company implemented a brand architecture that enabled both identities to operate in sync — serving distinct audiences while reinforcing a shared vision of growth, excellence, and national ambition, ensuring that every message, whether directed to citizens, partners, or global aviation bodies, reflected the organization’s evolving role in Saudi Arabia’s broader transformation.

Navigating Crises with Credibility: Strategic Communication as a Trust Anchor

In an era where crises unfold with unprecedented speed and complexity, Yasser Alsanad has distinguished himself as a communication leader capable of transforming high-pressure moments into opportunities for institutional credibility.

Whether navigating the post-pandemic surge in global travel in 2022 — which strained airport operations worldwide — or confronting the global aviation disruption triggered by the 2024 CrowdStrike outage, Yasser’s approach consistently prioritized transparency, speed, and public confidence. When speculation began to circulate about passenger congestion at King Khalid International Airport, his team launched an innovative real-time livestream directly from airport terminals. The message was simple: reality speaks for itself. In a world of noise, it was the unfiltered truth that became the most powerful message. As Yasser often notes: “The public doesn’t demand perfection — it values honesty.”

This same principle of communication has underpinned his broader leadership across sectors. During Saudi Arabia’s ambitious national housing transformation, Yasser played an instrumental communication role in a story that His Royal Highness the Crown Prince described as “an unprecedented success story.” Managing complex narratives, addressing public concerns, and unifying diverse stakeholders, Yasser helped position the sector as a symbol of national achievement and public confidence.

Across every crisis and every opportunity, Yasser’s communication philosophy remains constant: that reputation is not protected through silence or spin — but earned through clarity, credibility, and the courage to meet the public where they are.

Leading with Purpose, Building with People: Inspiring the Next Generation in Communication Field.

Great institutions are built by great teams—and great teams are shaped by intention.

Yasser Alsanad’s leadership journey reflects a deliberate evolution—from directive execution toward strategic empowerment. In the early stages of his career, particularly within high-pressure environments, his leadership emphasized precision, structure, and direct accountability. As his role expanded and the landscape of institutional communication grew more complex, his philosophy matured accordingly.

Today, his approach is grounded in collaboration, cognitive diversity, and a culture of trust. He has shaped MarCom teams that think critically, challenge constructively, and co-create with purpose. His leadership promotes clarity in purpose and f lexibility in execution—fostering an environment where innovation emerges through confidence, contribution, and shared ownership.

Within his communication leadership role at Riyadh Airports Company, Yasser Alsanad champions a leadership model built on trust, clarity, and intellectual freedom. He believes that true impact in communication doesn’t come from top-down direction—but from environments where every team member feels ownership, accountability, and the psychological space to innovate.

This shift has strengthened campaigns and embedded creative resilience across Riyadh Airports Company. Through transparency, alignment, and long-term vision, Yasser has transformed communication into an operational expression of strategic intent—deeply connected to national ambition.

Inspired by the timeless leadership philosophy of Ghazi Al Gosaibi—who once wrote that ‘a true leader creates more leaders, not followers,’ Yasser strives to empower the next generation of communicators through trust, vision, and purpose-driven mentorship.”

To the next generation of marketing and communication professionals, Yasser offers a powerful message: “Master the fundamentals, stay curious about the future, and always connect your work to something bigger than yourself.”

Charting the Future: Communication Rooted in Vision

Across every role he has held, from national events to institutional transformation, Yasser Alsanad has consistently demonstrated what it means to lead with foresight, navigate complexity, and elevate the role of communication as a pillar of national identity and progress.

Looking ahead, Yasser is driven by a deep passion to contribute to the success of Saudi Arabia’s landmark Vision 2030, which reflects the aspirations of His Royal Highness the Crown Prince and positions the Kingdom at the center of global focus, including Expo 2030 in Riyadh and the FIFA World Cup. With a steadfast commitment to national pride and global excellence, he remains ready to shape the narrative of the Kingdom’s most defining moments.

As the countdown to 2030 accelerates, Yasser views the coming years as a decisive window, the opportunities ahead are vast — to connect, to narrate, and to lead. And for Yasser Alsanad, the journey has never been about limits, but about lifting stories to where they deserve to be heard.