11 May 2026 – Today, we’re launching Thamma Al‑Masar, a new Saudi-registered strategy and business consultancy built to support organisations across Saudi Arabia and the GCC. Powered by Yonder, the business has been created to help leaders navigate one of the most ambitious and exciting periods of economic and cultural transformation in the world, with a long-term commitment to fostering a genuinely Saudi business and nurturing local talent.
To lead the brand, Thamma Al‑Masar has appointed Ross McAuley as Managing Director. He brings deep regional leadership experience across destination development, brand, commercial strategy and customer experience.
A new consultancy built for Vision 2030
Saudi Arabia’s transformation is creating extraordinary opportunity across giga-projects, global tourism destinations, new sports leagues, cultural institutions and digitally enabled public services. For organisations across the Kingdom and the wider GCC, the opportunity is significant but so too is the challenge of turning ambition into tangible outcomes.
Thamma Al‑Masar has been created to help close that gap. The business will partner with leadership teams to define growth strategies, build distinctive brands and design meaningful customer and citizen experiences aligned with Vision 2030. Its offer combines strategic clarity with practical delivery, helping organisations make better decisions, build stronger brands and create experiences that people actively choose.
Powered by Yonder, built for the region
Thamma Al‑Masar draws on Yonder’s global capabilities, proprietary tools and methods, and international experience across insight, strategy, brand and experience design. This enables the consultancy to combine rigorous, insight-led strategy with the ability to carry that strategy through to execution.
At the same time, Thamma Al‑Masar has been built for the pace and priorities of the Saudi and GCC market. Its long-term ambition is to create a locally rooted business by developing Saudi talent and becoming increasingly locally led over time.
Ross McAuley joins as Managing Director
Ross McAuley joins after more than two decades leading transformation across the region. Most recently at Qiddiya, he worked at the heart of one of Saudi Arabia’s flagship giga-projects, shaping its commercial strategy and global positioning. His experience spans destination development, brand and customer experience at scale, including senior roles at Jumeirah Group and GEMS Education.
Commenting on the launch, Ross McAuley said:
“Vision 2030 is creating significant commercial opportunity, and raising expectations for what great looks like. The challenge isn’t ambition, it’s execution. Thamma Al‑Masar exists to help leaders turn bold ideas into real-world impact, quickly and effectively.”
Michael Simmonds, CEO of Yonder Consulting, added:
“Thamma Al‑Masar is a market-first business designed around Saudi and GCC client needs, powered by Yonder’s global expertise and standards. Ross brings decades of leadership experience in the region, spanning destination development, commercial growth and experience-led transformation. Together, we’re excited to invest in Saudi talent and leadership, and to support organisations as they turn ambitious strategies into implemented change and meaningful impact.”
Supporting transformation across sectors
Thamma Al‑Masar’s work spans strategy, brand, insight and experience design, supporting both public and private sector organisations across areas including giga-projects and destinations, government ministries and authorities, corporate transformation, culture and creativity, luxury hospitality and sport and entertainment.
From growth strategy and positioning to customer and citizen experiences, EVP and brand launches, the business is designed to work alongside leadership teams to turn transformation into implemented change and lasting impact.
To learn more, visit yonderconsulting.com/ksa