For many Filipinos overseas, the story often begins with a suitcase packed with ambition, tempered by the quiet fear of starting over in a place where nothing is guaranteed.
Jeffrey Santos knows that feeling well. More than 15 years after he first took his chances abroad, the 41-year-old now serves as Director of Business Development at Amaar Holding in Saudi Arabia, a role that places him at the center of major decisions shaping real estate, construction, and investment ventures in the Kingdom.
A dream that crossed borders
Santos’ decision to work abroad was never accidental. Early in his career, he carried what he describes as a “wild idea”: to earn international experience under a global company, then return home to the Philippines equipped with knowledge he could build on. That dream took him far beyond what he initially imagined.
“I had the personal dream of climbing the corporate ladder,” he shares, recalling his goal of working for a Dutch multinational firm. That opportunity came through Hertel, where he found himself in Saudi Arabia as the only Filipino among mostly local and multinational colleagues—a rarity at a time when real estate investment in the Kingdom was largely reserved for locals.
The odds were steep, but Santos leaned into them. Over time, he developed deep expertise in strategy and business planning, new venture building, corporate structuring, and rehabilitation—skills that would later define his leadership career.
Building, fixing, and rebuilding companies
At Amaar Holding, Santos’ work goes beyond titles. He has played a key role in the formation of the group and its subsidiaries, including Amaar Real Estate, Amaar Mining, and several companies under the Tasawy Group. Just as critical, he has led complex corporate rehabilitation efforts and winding-down processes—often under intense pressure.
His career highlights include the rehabilitation of Amaar Real Estate and Hertel OTC in Saudi Arabia, alongside the winding up of underperforming entities. At one point, he navigated two mergers and acquisitions and three major management events within the same company over just five years.
What keeps him engaged is not the scale alone, but the impact. “The most fulfilling element of my work is the implementation of business development strategies that foster partnerships and generate substantial economic value,” he says. For Santos, contributing to Saudi Arabia’s growth carries a personal dimension: “We are creating opportunities that contribute to nation building—a way of giving back to the country that I call my second home.”
Learning to adapt in unfamiliar ground
Success did not come without friction. One of Santos’ biggest challenges was adjusting to Saudi work culture, particularly within family-run organizations where decision-making dynamics can differ sharply from corporate norms elsewhere.
Rather than resist, he adapted. Exposure to diverse cultures and international business practices, he says, sharpened his flexibility and widened his perspective. Working across oil and gas, construction, and real estate sectors pushed him to operate comfortably in fast-changing, high-stakes environments.
The rewards extended beyond professional growth. Competitive compensation, tax advantages, and the opportunity to contribute to large-scale infrastructure projects helped provide stability for his family and a sense of long-term purpose.
Looking ahead, closer to home
While Santos continues to thrive abroad, his future plans point toward a more grounded chapter. He hopes to operate his own farm, take a more active role in local and overseas market investments—particularly in trading—and expand the apartment and property portfolio of Jaden Investments.
It’s a vision shaped by years of building for others, now slowly turning inward.
Advice forged through experience
When asked what advice he would give to fellow Filipinos overseas, Santos returns to the principles that anchored him early on. “Consistency beats talent and work smarter, not harder,” he says. He also offers a caution against comparison: “Beware of the green grass across the fence—it might just be fake grass.”
Perhaps most telling is his reminder to stay present. “Don’t look for success elsewhere,” he adds. “Start in your own backyard—where you are right now.”
