Marketing consultant, Fractional CMO, brand strategy, energetic speaker, foodie, soccer player, and proud Dad

I’m passionate about marketing and building brands, and that energy is evident from the first moment of interaction. My approach combines curiosity with strategic thinking and creative solutions to help businesses stand out and grow through effective marketing.

With over 20 years of experience, I’ve led transformative projects across diverse industries, including technology, medtech, consumer goods, and professional services—serving both B2C and B2B clients. In 2012, I founded Common Giant, where I helped companies harness branding as a competitive advantage in a crowded marketplace.

Throughout my career, I’ve worked client-side managing retail stores up to $52MM in revenue, served as VP of Brand Strategy on the agency side, launched an agency with global clients, and acted as a fractional CMO for multiple businesses. My experience spans branding, marketing strategy, and creative execution across a variety of business models.

"The guy you want in the room." - Former coworker.

I believe in these four core principles:

1 - Marketing is a business practice. 
It’s not just about promotion. Marketing is a series of levers to pull for higher profits.

2 - Know the customer as much as you know yourself.
Understand what, how, and where your customers buy to serve them best.

3 - Grow the orchard while you sell the fruit.
Focus on long-term brand growth while capitalizing on immediate sales.

4 - Boring is expensive.
Mediocre marketing is forgettable, less effective, and costs more in the long run.

Beyond my work with brands, I'm an enthusiastic keynote speaker, delivering engaging talks on branding, marketing, creative problem-solving in business, and effective marketing strategies to audiences of all sizes.

Phillip Oakley

Mobily

I work closely with a dynamic team to create impactful campaigns and strategies in the telecom industry with one of the leading telecom brands in the MENA region!

Account Manager / Brand Analyst

TTP - Creative Agency

Inhouse Consultant (Mobily)

Sonicbrand

Cultural Consultant

Gene جيـن

Branding Research & Content

Assisting in a localized marketing strategy and helped choose the right influencers.

Cultural Consultant  @ Obviously (WPP Group)

Manifest Agency | وكالة مانيفست

Key Account Manager & BD

BeStudio Design Agency

Generated millions of Saudi Riyals in sales & managed the client servicing department and trained newbies.

Managing key government accounts from ground zero to launch.
Conducting brand health checks on corporate brands.

Managed campaign for Ehsan nonprofit org that generated more than 100 million usd in the first 3 months.

Key Government Accounts Manager & Senior Brand Anlayst

Upwork

Recruiting marketing talent for agencies and optimizing marketing costs for startups and setting operations strategy.

Translating, copywriting, and localizing content mostly for social media.

Advising best branding practices for clients to increase brand equity and awareness.

Writing/Translation

After working in different communication roles in the past five years I discovered my deep love for branding and how brand assets wether creative or strategic are very powerful tools! Lately I have started cooperating with brands to help them build brand equity through brand strategy and identity projects. I have also generated millions of saudi riyals in profit for branding agencies through mega marketing projects by crafting the perfect proposal!


Now that you know a little about my professional background let me tell you a thing or two about me! I am عبدالله a Moroccan born in the US and raised in Saudi Arabia with profound love for photography and everything that has to do with culture. 

Some of the latest branding projects I have played a key role in:

- SDAIA (Ehsan - National Charity Platform)
- Jandariya Festival (MOC)
- Riyadh International Book fair (MOC)
- Aramco (Al Tamayyuz Academy)
- NAUSS - Naif Arab University for Security Sciences
- Misk Fellowship Program
- HAMAT Malls
- Saudi Tourism Authority (conf)
- Ministry of Agriculture MEWA (conf)
- Saudi Payments (conf)
- New Balance MENA Campaigns
- JAREED Hotels
- Royal Court - Decision Support Center
- Camel Step

If you have reached this place it means you are interested, let's connect!


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Phillip Oakley

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