SAUDI ARABIA: NMK Electronics, a Midwich Group company and distributor of professional AVLC and technology solutions across the Middle East, has promoted Rayan Soumsom to Business Operations Director, Saudi Arabia, strengthening its leadership structure as it expands its presence in the Kingdom.

Soumsom’s promotion follows a progression through senior technical, commercial and business development roles at NMK. Most recently Head of Business Development, he has worked closely with end users, consultants and designers to strengthen market engagement and develop opportunities across the company’s professional AVLC and technology portfolio.

Previously, as Group Technical Director, Soumsom led 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 background also includes the design of high-profile projects and complex, large-scale technology deployments.

His expanded remit comes as Saudi Arabia continues to accelerate development across entertainment, tourism, hospitality, education, sports and major infrastructure, creating growing demand for audiovisual, lighting, communication and integrated technology solutions. In his new role, Soumsom will take greater responsibility for NMK’s Saudi Arabian operations, with a focus on operational excellence, local capabilities, customer and vendor relationships, and long-term growth.

“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,” said Alex Kemanes, Managing Director – MESEA, NMK Electronics.

The appointment represents a progression from technical leadership through business development into broader operational responsibility, giving Soumsom experience across multiple areas of the organisation.

“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.”