Marketing & Business Development Consulting

Riyadh-stadium_intro(L to R) 1) Scrap tires 2) crumb rubber production 3) continuous roll sound absorption membrane 4) asphalt rubber  

Keith J. Fryer


Keith Fryer is a seasoned professional with international sales & marketing skills combined with project management experience with emphasis in the field of environmental recycling projects, construction sector products, plastics recycling and GRC product manufacturing - based on experience gained in the UK, USA, Europe & GCC Countries including; Qatar, UAE and Saudi Arabia.

Photo: Scrap Tires awaiting recycling in Saudi Arabia

Recent projects include tire recycling project management in Saudi Arabia, sustainability program research and materials recycled materials sourcing for a Fortune 500 consumer electronics company; as well as providing operational and logistics management for a major international plastics consumer products supplier.

Keith has worked for Lafarge Cement, Pilkington Fiberglass Cemfil® and Contracting Divisions in the UK and for 16+ years focused on selling to UK architects and later exporting GRC architectural cladding panels to the Arabian Gulf states. In 1980 he was appointed General Manager of the first major GRC manufacturing facility in the GCC, which was built on a green field site in Riyadh, Saudi Arabia. He was also responsible for the operations of a second GRC manufacturing facility in Dammam, Saudi Arabia owned by one of the two Saudi partners in the venture.

Photo: Asphalt rubber being layed-down

In 1985 he returned to the UK and set up his consulting business Keith Fryer Associates (KFA Marketing Consulting) and worked with a number of UK-based clients, including returning to consult for Pilkington Contracting Division focused on fiberglass sales to major UK construction projects. 

Keith Fryer Associates CA, Inc., was established in Los Angeles, CA in October 1992 and Keith has since worked as a project consultant, advising client companies on research, marketing & sales development programs, management consulting and project management services. Keith is a Member of the Chartered Institute of Marketing (UK) and is also an active member of the tire recycling industry affiliated with Rubber Pavements Association (RPA), a non-profit asphalt rubber trade association, based in Arizona; and he was an organizing committee member of the AR2012 5th International Asphalt Rubber Conference held in Munich Germany sponsored by major US and European AR industry players. The 6th Int’l AR2016 Conference was held in Las Vegas, 2015.

Areas of expertise

  • Marketing and Operational management support services
  • Market Research
  • Project Feasibility Studies
  • Technology Transfer Programs
  • New Venture Due-Diligence
  • International marketing & sales development programs
  • Project management services