Saudi Arabia Implements Stricter Saudization Rules for Marketing and Sales Professions
Saudi Arabia commenced the enforcement of elevated Saudization rates for marketing and sales professions on Sunday, marking a significant regulatory step to boost national participation in the private sector. The Ministry of Human Resources and Social Development announced that these measures mandate a localization rate of 60 percent for both sectors, following the conclusion of a grace period for private establishments, as reported by the Saudi Press Agency.
Scope and Salary Requirements of the New Regulations
This decision applies to companies that employ three or more workers in the targeted roles. Additionally, a minimum monthly salary of SR5,500, equivalent to approximately $1,466, has been established for Saudi employees to be counted toward the Saudization rates specifically within marketing professions. This salary floor aims to enhance job quality and mitigate inefficient employment practices.
Marketing roles encompassed by the new rules include:
- Marketing Manager
- Advertising Manager
- Advertising Agent
- Graphic Designer
- Advertising Designer
- Public Relations Specialist
- Marketing Specialist
- Public Relations Manager
- Photographer
Sales roles covered are:
- Sales Manager
- Retail and Wholesale Sales Representative
- Sales Representative
- Information and Communications Technology Sales Specialist
- Commercial Specialist
- Commodity Broker
Expert Insights on the Impact and Challenges
Fahad Al-Kastaban, a human resources advisor, highlighted to Arab News that this move represents an important regulatory step anticipated to enhance the participation of national talent in one of the most dynamic and rapidly growing sectors. He emphasized that the decision is expected to expand job opportunities for Saudi men and women, particularly with the introduction of the minimum wage, which helps improve job quality and reduce inefficient employment.
Al-Kastaban also pointed out the most prominent challenges, including the limited availability of qualified talent for some specialized roles, high turnover rates in the marketing and sales sector, and operational cost pressures. He suggested that these challenges can be addressed through investment in training and upskilling, improving the work environment, and building clear career pathways that enhance job stability, alongside leveraging support programs offered by the ministry.
He stressed that achieving the intended impact will depend on the quality of implementation, including developing skills, improving the work environment, and building clear career pathways that ensure sustainability. "In doing so, the impact of the decision will go beyond merely raising localization rates, contributing meaningfully to improving labor market efficiency and advancing the goals of Saudi Vision 2030 in a sustainable way," he added.
Implementation and Broader Context of Saudization Efforts
The ministry has published detailed procedural guidelines on its website, outlining the targeted roles, implementation mechanisms, methods for calculating localization rates, and penalties for non-compliance. Over recent years, Saudi Arabia has expanded Saudization requirements across a range of sectors as part of broader labor market reforms under Vision 2030.
According to statistics released by the ministry in December 2025, more than 2.48 million Saudis have entered the private sector since 2020. The data also revealed that the overall labor force participation rate reached 68.2 percent in the first quarter of 2025, while Saudi participation rose to 51.3 percent. During the same period, the Human Resources Development Fund supported approximately 143,000 Saudis in securing private sector jobs, with SR1.83 billion allocated to training and employment programs.
