Saudi Arabia has announced a major update to its Saudisation policy, raising localisation requirements for private-sector marketing and sales roles to 60 per cent. The move is designed to expand employment opportunities for Saudi nationals while strengthening long-term labour market stability across the Kingdom.
The decision was confirmed by the Ministry of Human Resources and Social Development, which said the new Saudisation policy will take effect from Monday, January 19, 2026. The rules apply to all private-sector establishments employing three or more workers.
Saudisation policy targets marketing professions
Under the first phase of the Saudisation policy, private-sector marketing roles will be required to maintain a minimum localisation rate of 60 per cent. The ministry said implementation will begin three months after the official announcement, giving businesses time to adjust recruitment and workforce plans.
The policy covers a broad range of marketing-related positions, including marketing and advertising managers, marketing specialists, designers, public relations professionals, and photographers. By widening the scope, authorities aim to ensure meaningful participation of Saudi nationals across both strategic and creative functions within organisations.
Saudisation policy expands to sales roles
A second decision extends the same 60 per cent Saudisation policy to private-sector sales positions. This requirement also applies to firms with three or more employees and will be enforced after a three-month transition period.
Sales roles affected by the policy include sales managers, retail and wholesale sales representatives, IT and communications equipment sales specialists, and commercial sales professionals. The ministry said aligning marketing and sales localisation targets will help create consistency across customer-facing business functions.
Labour market impact and Vision 2030 goals
According to the ministry, the updated Saudisation policy is expected to make the Saudi labour market more attractive while supporting the creation of quality jobs for qualified citizens. Officials say the measures will also promote job stability and career development in the private sector.
The move aligns closely with Vision 2030 objectives, which prioritise workforce localisation, private-sector growth, and reduced reliance on expatriate labour. Authorities said they will work closely with other public sector bodies to monitor compliance and support smooth implementation.
As Saudi Arabia continues to reform its employment framework, the expanded Saudisation policy signals a stronger push toward sustainable localisation, with marketing and sales now joining a growing list of professions subject to higher national workforce requirements.
