New Murabba + 1 more · University of California, Berkeley, Haas School of Business
As a strategic and creative leader at New Murabba, I am at the forefront of transforming the Mukaab district into a world-class, experience-led destination. My ability to align visionary thinking with actionable strategies has been pivotal in crafting immersive, guest-centric experiences that redefine urban living. I take pride in leading bold initiatives that not only meet but exceed expectations, setting new benchmarks for innovation and excellence. With expertise in analytical problem-solving and dynamic leadership, I oversee ambitious business targets, ensuring every element of the Mukaab reflects a seamless blend of cutting-edge technology, cultural authenticity, and global appeal. My journey in real estate development spans the integration of residential, commercial, and leisure sectors into cohesive, transformative spaces. Previously, as Senior Strategic Advisor at the Public Investment Fund, I shaped strategies that ignited new economic sectors and laid the groundwork for visionary projects. Today, I remain focused on reshaping Riyadh’s downtown, aligning innovative initiatives with government directives, and establishing the Mukaab as a beacon of transformative, experience-led urban development.
• Oversaw the creative and experience strategy for the immersive Mukaab district. • Developed engaging content to enhance visitor experiences within the Experience Studio function. • Collaborated with cross-functional teams to ensure alignment with the overall vision of New Murabba.
Heading/Acting, Leading: - The Strategy & Innovation - The Development of The Mukaab Residential, Commercial, Retail, and forward-looking Retail and Hospitality - The Development of The Mukaab Leisure and Entertainment - The Experience and Technology of the Mukaab
New Murabba Development Company (NMDC) to develop New Murabba, planned to be the largest modern downtown in Riyadh, and contribute to the city’s future development in line with Saudi Vision 2030. The New Murabba project will be built around the concept of sustainability, featuring green areas and walking and cycling paths that will enhance the quality of life by promoting healthy, active lifestyles and community activities.
Forward-looking Urban Development Megaproject, Riyadh, SA • Strategy - Strategy, mission, vision, strategic themes, and objectives - Development program and framework - Future of Real Estate and Design strategy - Business model, customer segments, value propositions, and key activities - Corporate strategy and organizational structure - Feasibility and Economic Impact - Strategic roadmap • Content development • Customer experience • Innovation management & ecosystem activation • Strategic project management office • Entity Establishment New Murabba, Riyadh, SA Roles and Responsibilities: • Strategy Project Management Office • Strategy • Development, Design, and Construction (supporting) • Governance & Entity Establishment • Finance • Marketing & Communication Wadi Al Disah Zone Development, Tabuk. SA Roles and Responsibilities: • Governance & Entity Establishment • Strategy • Master Planning &Construction • PMO • Marketing and communication PUBLIC INVESTMENT FUND (PIF), RIYADH, SA Urban Regeneration Company, Riyadh. SA Roles and Responsibilities: • Governance & Entity Establishment • Strategy Project O (unknown), Saudi Arabia • Concept and ideation CEER Motor Roles and Responsibilities: • Governance & Entity Establishment (Supporting): • Strategy (Supporting) • Master Planning & Construction (Supporting): • PMO (Supporting) • Operations (Supporting) Royal Court (Diwan), Saudi Arabia Aerospace Company • Governance & Entity Establishment (Supporting): • Strategy (Supporting)
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