01 / The Journey
From service and engineering to entrepreneurship, diplomacy and the next generation of urban media: a journey shaped by discipline, enterprise and public purpose.
Service & structure
Jordanian reporting places Sami in the engineering division of the Royal Jordanian Air Force, where he led an engineering team working on projects connected with the office of Prince Hassan bin Talal, including Badia development. His long-form Amman TV conversation returns to this period as the discipline beneath everything that followed.
Read more · Ammon News / Amman TV ↗Jordan → Cambridge
He studied civil engineering at the University of Jordan, then continued his management education in Cambridge—bringing structural thinking into the world of enterprise and leadership.
Read more · Hills Advertising / Entrepreneur Middle East ↗Advertising leadership
Before establishing Hills, Sami served as general manager of BackLite Advertising. The move brought engineering logic into a medium governed by sightlines, movement, public space and commercial timing.
Read more · Entrepreneur Middle East ↗The founding
Sami founded Hills Advertising L.L.C. in Dubai. The company’s public record begins with a simple premise: own and operate prominent locations, understand how people move through the city, and make outdoor media more valuable than a rented surface.
Read more · Hills Advertising ↗Recognition
Arabian Business named him Entrepreneur of the Year in 2007. An Innovation Award followed in 2008, then CEO Middle East’s Visionary of the Year in 2009—early recognition of a company still in its first decade.
Read more · Hills awards archive ↗Culture & influence
Hills was recognized as a Supporter of the Arts in 2010 and Friend of the Arts in 2012. In 2014, Arabian Business included Sami among its World’s 100 Most Influential Arabs in the Creatives category. An Apex Installation Award followed in 2015.
Read more · Hills / Arabian Business ↗Diplomatic service
In March 2018, Sami was appointed Ambassador Extraordinary and Plenipotentiary of Antigua and Barbuda to the Hashemite Kingdom of Jordan. The Embassy’s current public communications identify him as H.E. Dr. Sami Al Mufleh, Ambassador to Jordan. The role widened the field of his work—from representing a company and an industry to representing a nation and building relationships across regions.
Read more · Embassy of Antigua and Barbuda in Jordan ↗The attention economy
In Campaign Middle East, Sami argued that data-driven digital billboards could respond to traffic, weather and audience context—while also calling for better measurement, sustainability and storytelling.
Read more · Campaign Middle East ↗The next decade
Hills announced plans to invest up to AED 1 billion in its digital transformation, including the conversion of 20 flagship bridge assets. For Sami, the move is not a campaign tactic; it is infrastructure built for the decade ahead.
Read more · Gulf Business ↗Regional recognition
The Middle East 100 featured Sami among the region’s visionaries, innovators, founders and changemakers. Its profile recognizes more than two decades of industry experience, the expansion of premium OOH networks, digital and data-led transformation, wider Hills Group business interests, and support for meaningful social and community impact.
Read more · 1 Middle East · The Middle East 100 ↗
Embassy of Antigua and Barbuda · AmmanThe constant
“Let other people talk about your success—not you.”
The cities changed. The media changed. The scale changed. The most revealing line in Sami’s public story is that he wanted the person at the center of it to remain recognizable.