James Elliot-Square

James is a creative, confident, and driven Commercial Director with 23 years of experience across Advertising, Marketing, and Events throughout Europe and the Middle East. He has a consistent track record of surpassing sales targets, driving profitability through innovative ideas, and leading high-performing teams with a supportive and proactive approach.

At Sovereign PPG, James aligns business development initiatives with the company’s vision, identifying and executing new opportunities that fuel long-term profitability. He has been instrumental in expanding Sovereign PPG into new markets, including successfully launching operations in Saudi Arabia and establishing it as the company’s second-largest market after the UAE. His expertise spans company formation, trading, brokerage, procurement, and online advertising, enabling clients to navigate complex GCC market entry with confidence and ease.

With a Bachelor of Science degree and extensive commercial leadership experience, James combines strategic vision with hands-on execution, ensuring clients achieve both efficiency and growth.

Outside of work, James is a keen sportsman and passionate about charitable sporting initiatives. He has completed extraordinary endurance events such as the World Marathon Challenge (seven marathons across seven continents in seven consecutive days) and the North Pole Marathon, earning a place in the exclusive Grand Slam Club of fewer than 200 members worldwide. A former UAE international rugby player and long-standing Dubai Dragons member, James has won multiple league titles, earned Player of the Year in 2016, and continues to actively participate in rugby, cricket, and football.