Who’s Who: Metab Abdul Aziz Al-Ajmah, director of brand strategy at Mobily

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Updated 13 June 2021
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Who’s Who: Metab Abdul Aziz Al-Ajmah, director of brand strategy at Mobily

Metab Abdul Aziz Al-Ajmah is the director of brand strategy at Mobily, one of the biggest telecommunications services in Saudi Arabia.

Al-Ajmah has been overseeing brand strategy development, brand management and brand touchpoints including packaging.

Prior to that, Al-Ajmah worked with Thiqah Business Solutions as senior product manager from 2018 to 2020.

In 2017, he joined the National Housing Co. where he first worked as a B2C brand manager and developed and executed marketing and communication plans. He was promoted in 2018 to the position of brand and communications manager where he stayed until December 2018.

Before that, Al-Ajmah worked with Nadec in Saudi Arabia in 2012. He started as assistant brand manager, first for juices, then in the same position in the dairy category of the company.

In 2014, he took the position of brand manager in Nadec where he stayed until 2017.

Al-Ajmah received his bachelor’s degree in marketing from King Fahd University of Petroleum and Minerals in Dhahran in 2012.

In 2019, he received his MBA from King Saud University, Riyadh. In 2020 he received the Driving Strategic Innovation (DSI) from IMD in Switzerland.

Also in 2019, Al-Ajmah attended the Leadership Development Program (LDP) at the Center for Creative Leadership in Belgium.


Where We Are Going Today: Ana Starter Sourdough Factory in Dammam

Updated 25 February 2026
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Where We Are Going Today: Ana Starter Sourdough Factory in Dammam

Since returning to live in the Kingdom after years abroad with the best bakeries at my fingertips, I have been on a mission to find suitable sourdough locally. I sampled many mediocre ones, but one would rise above the rest: Ana Starter Sourdough Factory.

I first met founder Aisha Al-Omair at the Juthoor Farmer’s Market and tried her bread then. I liked it immediately.

“Ana Starter Sourdough Factory started as a passion for creating and fermenting the healthiest bread and introducing it to the Saudi market,” she told me at the time.

It began as a personal mission then expanded — like the dough — to serve the community.

“For a long time, I’ve suffered feeding my kids proper bread. The breads that were available at the supermarkets or at local bakeries had instant yeast, that never really took time to ferment, and therefore, when you consume the average bread, you notice some stiffening, you notice indigestion, you notice bloating and heartburn.”

Indeed, I did not feel any bloating or heartburn after devouring a slice or a few so I recently went on a quest to find more.

I ventured to Dammam to find her factory shop. It is a tiny slither of a place — I almost missed it while driving past factories in the Industrial City.

The shop comes with a decadent whiff of delicious bread.

Upon entering, you will see fridges stocked with bread and goodies like jams and butters (from other brands) that complement the bread well.

The sourdough offerings include jalapeno cheddar, zataar, plain and about a dozen other flavors.

The hassawi sourdough, made with local dates from neighboring Al-Ahsa, quickly became my favorite. It has little bits of dates tucked inside like tiny treasures.

Each slice is separated with a sheet, making it easy to freeze and pull out what you need without slices sticking together.

Fluffy with a rustic crust, it is great for sandwiches, dipping in olive oil, or slathering with salted butter.

My freezer is now packed with loaves.

At around SR45 ($12) per loaf, the price is slightly steep for the local market, but the superior quality is worth the extra dough.

Each day, they post on Instagram Stories showing what is available for pickup — and the quantity of each item.

Ordering is easy: Send a DM to reserve a loaf, swing by the shop, or opt for delivery.

• For more details, check their Instagram @anaastarter.