Name : Sami Al Mufleh Designation : Founder and CEO, Hills Advertising Years in the role: 23 years Years in the industry: 30 years Years in the Middle East region: 34 years Other roles / board memberships: Former Ambassador of Antigua and Barbuda to Jordan; Board Member across several private and international companies.
Sami Al Mufleh is the Founder and CEO of Hills Advertising and has spent 30 years helping shape the outdoor media landscape across the Middle East. Since establishing Hills, Sami has grown the business through a long-term approach built around strategic locations, strong partnerships and continued investment in the evolution of the medium. His leadership philosophy has always been grounded in looking beyond immediate market demand and building capabilities that can create value over time.
Over three decades, he has seen OOH evolve from a predominantly location-led business into an increasingly connected, technology-enabled and measurable media platform. Through that change, he has maintained that strong leadership is not about predicting every shift correctly, but about remaining curious, adaptable and decisive enough to respond while keeping sight of the long-term ambition.
Today, Sami is leading Hills through one of the most significant transformations in its history, with a major focus on digital infrastructure, technology, measurement and the development of a more connected outdoor media offering across Dubai. His approach combines long-term conviction with a willingness to continuously challenge assumptions and adapt as markets evolve. He believes that businesses cannot wait for demand to become obvious before investing in what comes next, while recognizing that meaningful transformation requires patience, the right people and disciplined execution.
Beyond Hills, Sami has held a diplomatic position as Ambassador of Antigua and Barbuda to Jordan and serves on the boards of several private and international companies.
Leading Hills through its most ambitious transformation to date, with a long-term investment program reshaping its outdoor media network across Dubai. The focus has been on building the infrastructure, technology and commercial capabilities required for the next generation of OOH, while positioning the business for sustainable growth in the years ahead.
The best book you’ve read in the past 12 months: The Nvidia Way – Tae Kim
One thing the industry needs to improve on priority: Long-term thinking.
One point of focus for 2026 within the organisation: Building for tomorrow.
One quality you believe is essential to leadership: Adaptability.
Your word of advice to young leaders: Stay curious. Stay decisive.
One ad from outside your country of work that you enjoyed in the past 12 months: “So Win” by Nike.
One thing that you’ve unlearnt / learnt new in the past 12 months: Never stop adapting.
POWER ESSAY: THE COURAGE TO BUILD BEFORE THE MARKET ASKS
One of the hardest decisions in business is not deciding what to build. It is deciding when. By the time everyone agrees that a market is ready for something, there is a good chance you are already late.
After 30 years in outdoor advertising, I have seen our industry change more times than I can count. Technology has changed. Formats have changed. Clients have changed. Cities have changed. Even the way we define value in media has changed.
And it will all change again. What interests me more today is not trying to predict every change that is coming.…