Proven Arabia promotes Leandra Meintjes to chief marketing officer

28 April 2023 2 min. read
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Saudi professional services group Proven Arabia has promoted Leandra Meintjes to the Chief Marketing Officer.

In her new role, Leandra Meintjes is responsible for the full marketing and brand agenda of Proven Arabia and its various subsidiaries.

Headquartered in Riyadh, Proven Arabia is the parent of seven firms focused on different lines of business in the professional services landscape. The firm’s namesake brand Proven specialises in corporate, administrative and human capital services, with Proven Consult its management consulting wing.

Leandra Meintjes, Chief Marketing Officer, Proven Arabia

Proven 360 is the group’s marketing agency, Proven Robotics specialises in robotic process automation, Proven Reality is an expert company in virtual and augmented reality, while two other subsidiaries provide technology solutions.

Meintjes now spearheads the marketing strategy across the group, leading a team of 16 staff across seven countries, including Saudi Arabia, the United Arab Emirates, and India.

She brings around two decades of marketing experience to the role, the last three of which she spent at Proven Arabia. Initially responsible for the marketing of Proven and Proven Consult, Meintjes more recently also took on the marketing role for the solutions business.

“Leandra's exceptional leadership in spearheading our vision for a wider marketing platform with a client service offering has been nothing short of phenomenal. Her ability to bring the team together with her positive energy and focus on the mission, along with her exceptional stakeholder management skills, made her the ideal candidate for the position,” said Omer Salem, CEO of Proven.

Zaid Mashari, CEO of Proven Arabia, added: “Leandra's customer-centric approach paved the way for exponential growth of our companies. With her at the helm as our new Chief Marketing Officer, I am confident that Proven Arabia will continue to grow and thrive in the years ahead.”

Proven 360

Meanwhile, as part of her remit, Meintjes will also lead Proven 360, which launched late last year.

Branding itself as fully integrated marketing consultancy, Proven 360 supports clients with online and offline marketing, including brand identity and positioning, social media management, content creation, digital marketing, website management, copywriting, graphic design, photography, and event management.

“Our mission is to become an extension of the internal marketing teams of our clients, with the goal of empowering them to focus on the business of expanding in the region,” Meintjes explained.

Commenting on her step up, Meintjes said: “Nearly three years on since joining, I’m immensely grateful to the leadership team for the opportunity to expand my sphere of marketing influence as Chief Marketing Officer. I look forward to delivering positive results for the group as a whole and to playing a decisive role in the start-up phase of Proven 360.”