Riyadh Region
Banking and financial services executive with over 20 years of leadership experience across retail banking, consumer finance, commercial strategy, business development, sales and marketing, and financial product development. My career spans senior leadership roles across banking and finance, with extensive experience in managing regional operations, branch networks, multi-channel sales organizations, strategic partnerships, and business transformation initiatives. I have led organizational restructuring, commercial performance improvement, product development, and distribution strategies, while contributing to executive decision-making and corporate governance as a member of the Executive Committee. Currently serving as Head of Marketing and Segmentation at SHL Finance Company, I lead marketing, customer segmentation, financial product initiatives, digital channels, and strategic partnerships, including the ANB Personal Finance Program. My focus is on building sustainable business growth, improving commercial and operational performance, and developing high-performing teams while maintaining sound governance and regulatory compliance.
Lead marketing, customer segmentation, and financial product development, with a focus on business growth, commercial performance, sales and distribution channels, and strategic partnerships. • Lead marketing and commercial strategies, develop customer segments, and identify growth and expansion opportunities aligned with company objectives. • Oversee financial product development and competitiveness, and contribute to reviews of credit policies, customer eligibility, and financing procedures. • Lead the ANB Personal Finance Program, including commercial performance, sales-channel development, initiative execution, and operational improvement. • Develop telesales, direct sales, branch, and digital channel performance to improve efficiency and application-to-disbursement conversion. • Lead digital and marketing initiatives across advertising campaigns, the mobile application, and website to improve customer acquisition, experience, and the financing journey. • Manage strategic partnerships and commercial relationships, identifying business development, product, and market expansion opportunities. • Monitor commercial indicators and analyze sales, product, and channel results, providing executive management with reports and recommendations to support decisions and action plans. • Participate in management committees and cross-functional initiatives with Credit, Risk, Compliance, and Technology to improve processes, resolve operational challenges, and increase business efficiency.
Led sales, marketing, product development, and distribution channels at Nayifat Finance Company, contributing to executive management and decisions on commercial performance and organizational development. • Led sales and marketing functions, including direct sales, telesales, and branches, and developed commercial plans to achieve company objectives. • Oversaw sales and distribution channel performance, improving operating processes, efficiency, and productivity. • Led financial product development and initiatives to improve processes and customer experience in coordination with relevant departments. • Served as an Executive Committee Member, contributing to discussions on strategy, operating plans, business growth, and company performance. • Participated in Credit, Procurement, and Systems Development committees, reviewing initiatives and proposals to improve business operations and procedures. • Oversaw digital and marketing initiatives, including the development and launch of the company’s mobile application and digital marketing campaigns. • Monitored commercial performance and sales, product, and channel indicators, reporting directly to the CEO with recommendations. • Led teams, developed the operating structure, allocated responsibilities, and improved cross-departmental coordination to achieve company objectives.
Led Riyad Bank’s branch network in Riyadh Central Area, overseeing commercial and operational performance, banking business growth, and distribution-network efficiency. • Led the area’s commercial performance and developed plans and initiatives to grow sales, improve productivity, and support profitability. • Oversaw the branch network and branch managers, monitoring commercial and operational targets and service quality. • Led branch-network restructuring initiatives, including location assessments, branch relocations, and resource allocation aligned with commercial opportunities and customer needs. • Developed leadership-team performance and reorganized resources and responsibilities to improve operational efficiency and business results. • Participated in committees and initiatives covering branch-network expansion, new-site selection, and branch organizational structure development. • Analyzed performance indicators and coordinated corrective actions with relevant departments to improve area results.
Led banking business and the branch network in Tabuk Area, with responsibility for commercial and operational performance, target achievement, and team efficiency. • Managed commercial and operational performance across the branch network, developing business plans and delivering against targets. • Led initiatives to improve branch performance and address gaps in productivity and sales. • Oversaw branch managers and teams, developed their capabilities, monitored performance, and improved resource allocation. • Developed commercial relationships, grew the customer base, and improved banking service quality. • Coordinated with central departments to execute commercial and operational plans and resolve challenges affecting area results.
Managed commercial and operational branch activities, including sales growth, banking relationships, team leadership, target achievement, and regulatory compliance. • Led branch business, executed sales plans, and grew the portfolio and banking relationships. • Managed sales, service, and operations teams, monitoring productivity and performance indicators. • Developed customer relationships and improved service quality and customer experience. • Monitored compliance with banking policies and operating procedures, and managed risks associated with branch activities.
Provided retail banking products and services, acquired customers, developed banking relationships, and worked toward sales and service-quality targets in accordance with approved policies and procedures.