Ziyad Sayadi

Chapter 01 · 2017 — 2022

Tripoli

Lebanon. Where it started.

Beirut Arab University

It started with numbers.

I studied Banking & Finance. Sensible, solid, and the best training I could have had for reading what a market is actually telling you.

• Bachelor of Banking & FinanceBeirut Arab University · 2017 – 2022

2020 — 2021

Then the money went digital.

When the pandemic shut the world in, I went all in on crypto and NFTs, learning a market while it was still being invented. My bachelor’s thesis became a practical guidebook to trading both. Along the way, IE Business School taught me the other half of the equation: why people buy.

• Bachelor’s thesisA guidebook to trading crypto & NFTs
• Market Research & Consumer BehaviorIE Business School · Coursera · 2020

Munchies Co · Co-founder · 2020 — 2022

Then I took it offline.

Charts told me what people did, never why. So my brother and I opened a burger restaurant in the city, in the middle of a pandemic. I ran the marketing strategy, built our customer database and CRM, negotiated with suppliers and kept daily operations moving. People came. Then they came back.

• Marketing strategy
• Brand awareness
• CRM
• Supplier negotiation
• Operations

2022

It was working. I left anyway.

What I loved wasn’t the spreadsheet. It was why people walk through the door, and how you tell them a story they believe. To learn that properly, I had to go.

Next stop Paris

Chapter 02 · 2022 — 2023

Paris

France. Suddenly, everything in colour.

Paris School of Business

Back to school, on purpose.

This time I chose the subject. A Master’s in Marketing Strategy & Data Analytics: the bridge between the numbers I came from and the ideas I was heading towards.

• Master of Marketing Strategy & Data AnalyticsParis School of Business · 2022 – 2023
• RNCP Level 7 · Manager Produits et MarketingState-registered title · awarded November 2023

Master’s thesis · 2023

Early, again.

ChatGPT had been public for a few months when I made it my thesis: how OpenAI could improve the user experience, and what marketing becomes in the age of AI. I surveyed people across the USA, France and Lebanon on personalisation, automation, chatbots and the ethics behind them.

• Uncovering OpenAI’s Potential to Enhance User ExperienceThe Future of Marketing in the Age of Artificial Intelligence

Chapter 03 · April 2023

Prague

Two days. One business plan.

Erasmus+ Cowork4EU brought students from Paris, Dortmund, Prague and Seeburg together to design a coworking space for university students from scratch: the concept, the business model, and how we’d launch, market and sell it.

• Cowork4EU · Erasmus+Prague University of Economics and Business · 04/2023

Chapter 04 · 2023

Then I kept going.

A study trip to London and the Museum of Brands: two centuries of packaging, ads and logos, and every one that lasted told a story people wanted to keep. Then Brussels, Freiburg, Barcelona, Menorca. Every city taught me the same lesson in a different language: people decide with feeling first.

• Marketing history workshopMuseum of Brands · London · 05/2023

Chapter 05 · 2024 — present

Riyadh

Saudi Arabia. Into the work.

DDB Riyadh · 07/2024 — 08/2025

Communications Executive.

Where it started at DDB: day-to-day client communication and project coordination across multiple accounts.

• Campaign development through research, benchmarking, ideation and content planning
• Client presentations, reports, meeting summaries and project documentation
• Market and competitor analysis to spot trends, insights and opportunities
• Coordinating creative, content and production teams for on-time delivery

DDB Riyadh · 08/2025 — 05/2026

Senior Communications Executive.

From supporting campaigns to building them, for public and private sector clients.

• Campaign planning, creative ideation and activation development across digital and offline
• Audience analysis, competitor reviews and social media benchmarking behind every recommendation
• Detailed creative briefs, inspiration and campaign development documents
• Pitch presentations, proposals and new business
• Experiential activations, social initiatives and branded events

DDB Riyadh · 05/2026 — present

Communications Manager.

Now I lead integrated campaigns, from the first brainstorm to delivery.

• Planning and coordination of integrated campaigns across digital, social and offline
• Campaign strategy built on audience insight, market analysis and cultural trends
• Activation mechanics and engagement frameworks for social and on-ground
• Brainstorms across creative, content, design, media and production
• Agency credentials, pitch presentations and technical proposals
• Visual asset and photography libraries for government-sector projects

NEOM · Qiddiya

Bridging London and the Kingdom.

I’m the Riyadh-based coordination point supporting Adam&EveDDB London on initiatives for NEOM and Qiddiya, connecting a London team with some of the most ambitious projects in the region.

• Riyadh coordination pointAdam&EveDDB London · NEOM & Qiddiya

Selected clients

Government to FMCG.

Government, healthcare, banking, insurance, telecom, FMCG and destination brands, each with its own audience and its own way of saying yes.

• Insurance Authority
• Dallah Health
• Vision Bank
• Lebara
• ToYou
• Entaj