Thamma Al-Masar has officially launched as a Saudi-registered strategy and business consultancy focused on supporting organisations across Saudi Arabia and the GCC region. The consultancy aims to play a long-term role in strengthening local business capabilities while investing in Saudi talent development amid the Kingdom’s ongoing economic and cultural transformation.
Alongside the launch, the company announced the appointment of Ross McAuley as Managing Director. McAuley brings extensive regional expertise across destination development, commercial strategy, branding, and customer experience.
The consultancy is backed by Yonder, the global insight-led strategy consultancy with offices in London and New York. Operating as “Powered by Yonder,” Thamma Al-Masar will leverage Yonder’s global methodologies, tools, and expertise in insight generation, strategic consulting, brand development, and experience design. At the same time, the business plans to establish a locally rooted organisation with increasing Saudi leadership over time.
As Saudi Arabia continues to advance major initiatives under Vision 2030, including giga-projects, tourism developments, sports ventures, cultural institutions, and digital transformation programmes, demand for strategic advisory and experience-led consulting services continues to grow. Thamma Al-Masar plans to work with businesses and public sector organisations across the region to develop growth strategies, strengthen brand positioning, and create impactful customer and citizen experiences.
“Vision 2030 is creating significant commercial opportunity, and raising expectations for what great looks like,” said Ross McAuley, Managing Director. “Thamma Al-Masar exists to help leaders turn ambition into results: clearer choices, distinctive brands, and experiences people genuinely choose. And because we’re powered by Yonder, we can bring the very best of our global team and thinking into the Kingdom and work side by side with our clients to bring it to life.”
McAuley joins the consultancy after more than 20 years in leadership roles across Saudi Arabia, the UAE, and the UK. Most recently, he worked with Qiddiya in Riyadh, where he led commercial strategy and supported destination positioning globally. His career also includes serving as CEO of SSDAlliance in Scotland, along with senior leadership roles at GEMS Education and Jumeirah Group, where he oversaw global brand strategy, digital transformation, loyalty programmes, and guest experience initiatives.
“Thamma Al-Masar is a market-first business designed around Saudi and GCC client needs, powered by Yonder’s global expertise and standards,” said Michael Simmonds, CEO of Yonder Consulting. “Ross brings decades of leadership experience in the Kingdom, spanning destination development, commercial growth and experience-led transformation. Together, we’re excited to invest in Saudi talent and leadership, and to support organizations as they turn ambitious strategies into implemented change and meaningful impact.”
The consultancy’s service portfolio will include strategy, insights, brand development, and experience design, catering to both public and private sector organisations across areas such as giga-projects, tourism destinations, government entities, corporate transformation, hospitality, culture, sports, and entertainment.
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