Ahmed Al-Mehmadi is the executive director of communications at Saudi Arabia’s General Entertainment Authority (GEA). He has been working with the GEA since February 2018. Al-Mehmadi has a vast experience in marketing. Before joining the GEA, he worked in various key positions in Nadec Foods. During his over a decade-long association with Nadec, which he joined as a senior brand manager in 2007, Al-Mehmadi climbed the corporate ladder by proving to be a result-oriented professional. Al-Mehmadi also worked as a property portfolio coordinator with Eimar Arabia from April 2005 to July 2007. He obtained a bachelor’s degree in marketing from King Fahd University of Petroleum and Minerals (KFUPM), Dhahran. During his studies, he worked as a trainee at Unilever Arabia and was later appointed Unilever campus coordinator at KFUPM. Since the announcement of the Saudi Vision 2030, the Kingdom is taking various steps to diversify its economy with a focus on boosting entertainment and leisure activities in the country. The GEA is playing an active role to achieve the goals set in Vision 2030 by organized a range of different events across the Kingdom. Commenting on the activities at Riyadh Season, Al-Mehmadi said: “It is such an exciting time for the Kingdom, as we not only open our doors to an increasing array of world-class entertainment options, but also witness the enthusiasm with which it is embraced by our residents.”