Co-Founder · Melodies
Managing Director — Business Turnaround & Transformation Leader
Fourteen years building, restructuring and growing businesses across events, contracting, hospitality and diversified holdings in Saudi Arabia — turning complex situations into disciplined, growing enterprises.
About
Ala'a Olayan is a Saudi entrepreneur and operator — Co-Founder & Managing Director of Melodies, the event management and experiential company, and Co-Founder & CEO of Beyonders for Contracting.
Since 2012 he has held senior leadership roles across contracting, hospitality and diversified groups in Jeddah and Riyadh — as Group Regional Manager, Group Business Development Director, Managing Director and Chief Operating Officer — leading restructurings, redesigning processes and building organisations that perform consistently.
Today he drives strategy and operations across both ventures, delivering large-scale events and construction projects for government entities, leading brands and major developments across Saudi Arabia and the GCC.
“Success is never accidental. It is the result of strategic thinking, strong partnerships, and a relentless focus on value creation.”
Ala'a Olayan
Career journey
From regional operations to founding and leading his own companies.
Jun 2023 — PresentCurrent
Melodies · Saudi Arabia
Driving strategic direction and operational excellence across large-scale events and experiential projects. Built an agile organisation that delivers memorable experiences at scale for government, corporate and brand clients across Saudi Arabia and the GCC.
Jan 2023 — PresentCurrent
Beyonders for Contracting · Saudi Arabia
Leading enterprise strategy and operations across a diverse contracting portfolio — end-to-end project execution from tendering to delivery, optimising cost, timelines and quality while strengthening supply chain and site performance.
Jul 2021 — Jun 2023
Artcon Group · Saudi Arabia
Directed day-to-day operations across a diversified group, aligning teams, processes and priorities with business objectives, and partnered with senior leadership on strategic initiatives that improved efficiency and performance.
May 2019 — Jul 2021
Ramada for Hospitality Services · Jeddah
Oversaw full hospitality operations — driving service quality, cost discipline and consistency — and spearheaded an organisational restructuring and process redesign to build a more resilient, efficient business.
May 2017 — Apr 2019
Al Sarif Group · Saudi Arabia
Led business development across group entities, identifying and pursuing growth opportunities in contracting, hospitality and diversified holdings, aligned with group strategy.
Nov 2012 — May 2017
Hoshan Company Limited · Jeddah
Managed regional operations across multiple locations, standardising processes to ensure consistent performance, and informed group strategy with regional performance insights.
Leadership
From stabilising a business under pressure to scaling it into new markets — one continuous discipline.
Diagnose & stabilise
Candid diagnosis of the numbers and the operation — then decisive action to protect cash, control cost and restore confidence.
Rebuild the operating model
Restructuring organisations and redesigning processes so performance is built into how the business runs — not dependent on heroics.
Found, scale & diversify
Building ventures from the ground up and expanding into new services and markets — growth that is disciplined, not just fast.
Ventures & sectors
Events & Experiences · Co-Founder & MD
A specialised event management, entertainment and experiential company delivering integrated solutions for conferences, exhibitions, national celebrations, entertainment events, corporate gatherings and private occasions — for government entities, brands and large-scale projects across Saudi Arabia and the GCC.
Co-Founder & CEO
Construction and contracting — end-to-end project execution from tendering to delivery, with a focus on cost, timelines, quality and site performance.
Visit beyonders.saTrack record
As Managing Director of Ramada for Hospitality Services, led full operations and a restructuring built on service quality and cost discipline.
Track record
Group-level operations and business development at Artcon Group and Al Sarif Group — aligning multiple entities behind one strategy.
Approach
A clear, repeatable sequence — applied with judgement, not by rote.
Time on the ground with teams, clients and the numbers to find the real problem — not the reported one.
Protect cash, stop the losses, and give stakeholders a credible plan they can believe in.
Refocus on what the business does best; simplify the structure and the cost base around it.
Put the right leaders, processes and systems in place so results become repeatable.
Reinvest in new services, partnerships and markets — with governance that keeps growth healthy.
Trusted by
Why partners work with him
Restructurings and process redesigns led across hospitality and diversified groups.
COO and MD experience — on site, in the numbers, with the team.
Two companies co-founded and built from the ground up.
Building Saudi businesses aligned with the ambition of Vision 2030.
Contact
For partnerships, investment conversations, speaking invitations or media requests.
Save contact