A strategic leadership appointment supporting NMK’s expanding presence, local capabilities and long-term growth ambitions in the Kingdom.
**Riyadh, Saudi Arabia – 30th August 2026** – NMK Electronics, a Midwich Group company and a leading distributor of professional **AVLC and technology solutions across the Middle East**, has announced the promotion of **Rayan Soumsom to Business Operations Director, Saudi Arabia**, marking an important step in the company’s continued growth and investment in the Kingdom.
The promotion builds on Rayan’s progression within NMK Electronics, where he has held senior technical and commercial leadership positions. Most recently serving as **Head of Business Development**, he has worked closely with end users, consultants and designers to strengthen NMK’s engagement across the market and expand opportunities for its portfolio of professional AVLC and technology solutions.
Prior to this, Rayan served as **Group Technical Director**, where he led and guided a team of **20 technical experts** across NMK’s regional offices. With more than a decade of experience in the AV and systems integration industry, his career also includes the successful design of high-profile projects bringing significant experience in complex, large-scale technology projects to his new role.
The appointment comes at an important time for NMK in Saudi Arabia, as the Kingdom continues to see significant development across entertainment, tourism, hospitality, education, sports and major infrastructure. These developments are creating new opportunities for advanced audiovisual, lighting, communication and integrated technology solutions, while increasing the need for strong local expertise, technical capabilities and customer support.
In his expanded role, Rayan will take greater responsibility for NMK’s operations in Saudi Arabia, with a focus on strengthening operational excellence, developing local capabilities, building deeper customer and vendor relationships, and supporting the company’s long-term growth in the Kingdom.
**Alex Kemanes, Managing Director – MESEA, NMK Electronics, said:** “Saudi Arabia is a strategically important market for NMK and the wider Midwich Group, and building the right leadership structure is critical to our ambitions in the Kingdom. Rayan brings a rare combination of deep technical knowledge, commercial understanding and strong relationships across the industry. His progression within NMK has been exceptional, and this promotion is both recognition of what he has achieved and a reflection of the role we see him playing in our future growth.”
Rayan’s appointment represents a natural progression from technical leadership into business development and now broader operational leadership, giving him a unique perspective across multiple areas of the organisation.
**Rayan Soumsom, Business Operations Director, Saudi Arabia, NMK Electronics, said:** “Saudi Arabia is one of the most exciting and ambitious markets in our industry, and I’m incredibly proud to take on this responsibility at such an important stage of NMK’s growth. Having worked across the technical, business development and customer-facing sides of our organisation, I’ve been fortunate to understand the business from several perspectives.”
“My focus now is on bringing those experiences together — strengthening our operation, developing our people and ensuring we continue to create real value for our customers and technology partners in the Kingdom. There is tremendous opportunity ahead, and I look forward to working with our teams and partners to build on the strong foundation NMK has established in Saudi Arabia.”
Rayan holds an **MBA with merit** and is an active member of professional industry organisations. Throughout his career, his approach to leadership and relationship-building has been grounded in a simple philosophy: **“Never assume, always clarify and communicate.”**
His promotion further reinforces NMK Electronics’ commitment to **developing leadership talent from within, investing in local capabilities and strengthening its presence in Saudi Arabia**, as the company continues to support the Kingdom’s rapidly evolving technology landscape.
