AVANTGARDE GROUP has named Abby Bekheit as Managing Director for its Saudi Arabia operations, reinforcing its long-term commitment to the Kingdom—one of the fastest-evolving markets globally.
With over 15 years of leadership experience across Saudi Arabia, the UAE, and the UK, Bekheit brings a strong background spanning government, media, entertainment, and financial services. Her appointment also formalises the agency’s presence in Riyadh, marking a strategic move to build and scale capabilities locally.
“Saudi Arabia is not a market you enter with a template. The brands succeeding here – whether homegrown or international – are those that understand the culture, move at its pace, and build relationships with genuine depth. That is what we are here to do.”
Bekheit has been based in Saudi Arabia since 2019, beginning her journey with SELA during the first Riyadh Season. Fluent in Arabic, English, and French, she combines deep regional insight with global strategic expertise.
Her portfolio includes work with leading organisations such as WWE, AlRajhi Capital, Saudi Media Research Group, Ministry of Sports Saudi Arabia, General Entertainment Authority, and Diriyah Gate Development Authority. She has also contributed to major international initiatives like the Special Olympics in Abu Dhabi.
In her new role, Bekheit will oversee business development, client partnerships, and overall market strategy, with a focus on helping Saudi brands build strong local identities while expanding globally.
The agency is well-positioned to support the Kingdom’s evolving brand landscape, particularly across sectors such as automotive, luxury, retail, and government-backed initiatives. Its global client roster includes leading automotive brands like Porsche, Audi, BMW, MINI, Kia, and Ferrari.
Her appointment comes at a pivotal time as Saudi Arabia accelerates its transformation under Vision 2030. Large-scale developments such as New Murabba, Diriyah, Qiddiya, and the National Events Center are redefining experiential marketing in the region.
Saudi Arabia is also emerging as a global hub for major events, including the Esports World Cup, Formula 1, and the FIFA World Cup 2034. Looking ahead, Expo 2030 Riyadh stands out as a key milestone, with AVANTGARDE GROUP aiming to play a significant role in its execution.
“What excites me most is the scale of imagination here,” Bekheit added. “Saudi Arabia is not following global trends — it is creating them. Vision 2030 is not just a government programme; it is a national ambition that is reshaping how Saudi brands think, grow, and engage with the world. The brands being built in this Kingdom deserve a partner who can take them global without losing what makes them distinctly Saudi. That is the work we are here to do. Expo 2030 Riyadh is a once-in-a-generation opportunity, and we are determined to be part of it.”
Bekheit, a certified Project Management Professional, is currently focused on building the Riyadh team and expanding the agency’s client portfolio across key sectors.
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