Thamma Al-Masar launched in Riyadh, Saudi Arabia as a Saudi-registered strategy and business consultancy, appointing Ross McAuley as Managing Director, with backing from Yonder Consulting, to support organisations across Saudi Arabia and the GCC executing transformation initiatives aligned with Vision 2030.
Ross McAuley Appointment and Leadership Background
Ross McAuley has taken on the role of Managing Director after more than two decades in senior leadership positions across Saudi Arabia, the UAE, and the UK. Most recently, he worked at Qiddiya in Riyadh. There, he led commercial strategy and helped shape the destination’s positioning. He also introduced visitor experience frameworks across multiple stakeholders.
Earlier in his career, McAuley served as Chief Executive Officer of SSDAlliance in Scotland. He also held senior roles at GEMS Education as Chief Marketing Officer and at Jumeirah Group as Vice President of Brand, Digital, and Loyalty. In these roles, he led global brand strategy, drove digital transformation, and managed loyalty programmes.
Thamma Al-Masar Structure and Yonder Partnership
Thamma Al-Masar is a Saudi-registered consultancy powered by Yonder, a strategy firm with offices in London and New York. Through this partnership, the firm gains access to Yonder’s research, data science, and strategy capabilities. It also uses proprietary tools for brand development, insights, and experience design.
The company is building strong local capabilities. It focuses on developing Saudi talent and aims to transition into a locally led operating model over time. Its work covers strategy, brand development, insight generation, and customer and citizen experience design. It serves both public and private sector organisations.
Strategic Focus Across Vision 2030 Sectors
The consultancy will work with leadership teams across sectors tied to Saudi Arabia’s economic transformation. These include giga-projects, tourism destinations, cultural institutions, sports initiatives, and digital public services.
Its role is clear. It will help define growth strategies, shape brand positioning, and design experience-led frameworks aligned with Vision 2030 priorities.
Ross McAuley said, “Vision 2030 is creating significant commercial opportunity and raising expectations for excellence. Thamma Al-Masar exists to help leaders turn ambition into results through clearer choices, distinctive brands, and meaningful experiences.”
Michael Simmonds, CEO of Yonder Consulting, added that the business is built around the needs of Saudi and GCC clients. He said it combines regional delivery with global expertise to support long-term strategic transformation.
