عبدالعزيز السعد
Senior Specialist, Data Analytics · Saudi Tourism Authority · Riyadh
I turn tourism and commercial data into things people decide with — semantic models, executive dashboards, attribution, and end-to-end reviews of the journeys visitors actually take. Seven years across government tourism, banking, telecom and clinical research.
An independent end-to-end review of Visit Saudi's visa-with-booking campaign. Both authorised sellers walked to their deepest priced screen, in English and Arabic, on desktop and phone, tested from all seven eligible markets. Thirteen findings, six of them blocking, each with the evidence attached.
Domestic tourism marketing analytics, trade marketing and campaign validation. Author of the Tourism Enablers & Drivers framework, adopted across STA departments as a reference for performance discussions. Owns the booking and user-journey validation step for visitsaudi.com offers, plus the Trade, Influencer and Attribution trackers and the Paid Media and Visitor Care dashboards.
Customer and marketing data warehouses, campaign targeting through SAP Hybris, loyalty and consumer-spending analysis across Saudi banks, and a spend simulator that shaped marketing strategy. Played a key role in the bank's Real Madrid partnership, focused on improving the club's data processes. Attended Cannes Lions 2024.
Served roughly 15 B2B product and sales managers. Owned annual operating-plan budgeting and forecasting across 51 B2B products with quarterly revisions. Built the sales pipeline analytics suite, a Huawei 5G live dashboard, and executive progress reporting across 40+ Power BI dashboards.
Began as a volunteer data analyst and grew into geospatial lead. Built Google Maps API geolocation pipelines covering over a million data points across Riyadh, mapping retailers and food outlets against educational facilities. The work produced two published public-health papers.
Thesis: Development of Nickel Borate Based Materials for Urea Electrooxidation. Built a nickel-copper-borate electrocatalyst for hydrogen production via urea electrooxidation. Five years of laboratory research, defended October 2025.
Sixteen months studying in California during undergraduate study.
Power BI, DAX, semantic modelling, SQL, forecasting, dashboard design for executive audiences
Attribution modelling, campaign and offer validation, media performance, loyalty and spend analysis
End-to-end QA of tourism websites and booking journeys, bilingual and multi-device, with evidence-backed reporting
Geospatial pipelines, published research, laboratory electrochemistry
Open to conversations about analytics, measurement and digital journey work.