Tash assumed his current position in February 2021. In 2025, he launched SV by Saudia, a new Saudia-inspired, ready-to-wear and lifestyle brand, presented under the theme ‘Live to Fly’ at Riyadh Fashion Week. He also led the ‘We See Saudia In You‘ initiative, celebrating Saudia’s crew as global brand ambassadors, as well as the ‘Made to Fly‘ travel pack in collaboration with adidas, in April 2026. With a fleet of 149 aircraft, Saudia transported 37 million guests in 2025.