Saudi Arabia
With over 15 years of experience, I am a results-driven Strategic Leader with a proven track record of delivering high-impact initiatives across Strategy Development & Execution as a part of Corporate Social Responsibility (CSR), Corporate Branding, Marketing, Market Research, and Organizational Transformation. My work is aligned with Saudi Vision 2030, and I specialize in leveraging data insights and research-driven strategies to craft creative and innovative business solutions that promote sustainable growth and long-term success. I have extensive experience in developing governance frameworks, advocating for policies that drive change, and enhancing organizational structures to optimize performance. My leadership is focused on system improvements, fostering collaboration, and building cross-functional teams that achieve measurable outcomes. I am passionate about creating and sustaining positive organizational change and ensuring that every initiative I lead leaves a lasting impact. As a charismatic leader, I believe in building strong, strategic relationships across industries, and I am committed to leveraging my extensive professional network to create opportunities and drive business success. By aligning organizational objectives with broader national and global goals, I aim to help companies thrive in an ever-evolving landscape. I’m always open to connecting with like-minded professionals and organizations that share a passion for sustainable growth, innovation, and transformational leadership.
* General Department for Social Responsibility * Key Responsibilities & Achievements: • Lead the strategic planning and execution of high-impact initiatives, including the Global CSR Forum 2024, uniting global thought leaders to advance corporate social responsibility practices. • Oversee the CSR National Awards Program (2024), establishing award criteria and guiding the nomination process to align with national CSR priorities. • Drive the design and implementation of the National CSR Rating Scheme, tracking and measuring companies’ CSR performance. • Lead the development of a CSR Governance Framework, establishing national standards for corporate responsibility in alignment with global best practices. • Manage the National CSR Committee Secretariat, fostering cross-sector collaboration to influence CSR policies and further national strategic goals. • Formulate and execute strategic initiatives aligned with Saudi Vision 2030, promoting sustainable development and social impact through CSR efforts. • Define and advance the department's long-term strategic objectives, ensuring alignment with national priorities.
* Vision Realization Office * Key Responsibilities & Achievements: • Led the planning and execution of key national initiatives aligned with NTP Objective 6.2.1, supporting the realization of Saudi Arabia’s Vision 2030 in the social sector. • Developed and instituted performance management systems, optimizing resource allocation and improving project execution efficiency. • Coordinated and managed multiple high-priority initiatives, ensuring effective cross-departmental collaboration and successful strategy implementation. • Led the development and execution of detailed project roadmaps, ensuring timely delivery of key milestones and meeting performance benchmarks. • Directed in-depth research and analysis to uncover insights into CSR perceptions, challenges, and aspirations in Saudi Arabia, forming the basis for the CSR National Strategy.
* Key Responsibilities & Achievements: • Led the Customer Experience Lab, pioneering innovative approaches to design and align product strategies with evolving market trends and consumer needs. • Contributed to the bank’s innovation strategy, leveraging customer feedback and research to drive informed decision-making and enhance competitive positioning. • Conducted in-depth research and data analysis to uncover insights into customer behaviors, translating findings into strategic initiatives that improved brand perception and service offerings. • Championed continuous customer engagement improvements through targeted product and service enhancements, ensuring exceptional experiences at every touchpoint. • Partnered with cross-functional teams to implement customer experience testing methodologies, refining service processes to consistently meet and exceed customer expectations.
* Research & Quality Department * Key Responsibilities & Achievements: • Managed Corporate Branding, Market Research, and Quality departments, driving strategic growth and operational excellence. • Led the brand refresh project, developing brand architecture, visual identity, and comprehensive brand guidelines for consistent offline and online presence. • Oversaw the integration of the refreshed brand across 2D and 3D products, ensuring seamless execution across all platforms and marketing materials. • Nominated by SAMA to advise on the MADA BCG project, contributing to campaign concept creation and visual library production. • Directed cross-functional teams to implement the brand refresh strategy, enhancing the bank’s corporate image and strengthening market competitiveness. • Analyzed Net Promoter Score (NPS) results, providing actionable insights to improve customer satisfaction and loyalty. • Managed CATI research processes, ensuring high-quality data collection and analysis for informed decision-making. • Led the integration of research findings into business operations, driving continuous product and service improvements.
* Key Responsibilities & Achievements: • Unified the bank’s leadership vision, culture, and branding, creating a consistent identity that engaged both internal and external stakeholders. • Spearheaded the development and execution of a social media strategy, boosting the bank's digital presence and enhancing its online reputation. • Played a pivotal role in the launch of the ROL (Riyad Online) mobile app, transforming the digital experience and driving customer engagement. • Conducted a comprehensive brand assessment, including a thorough brand audit and competitive analysis, setting a foundation for future growth and alignment with market trends. • Led the revamp of the intranet platform, integrating advanced features and automated workflows to streamline communication and improve operational efficiency.
* Key Responsibilities & Achievements: • Managed the performance of the ECM process, analyzing key metrics and generating strategic reports to inform decision-making and drive marketing division goals. • Led the optimization of internal workflows through business process reengineering, enhancing operational efficiency and aligning team efforts with marketing objectives. • Spearheaded a comprehensive organizational redesign for the Brand and Corporate Marketing Division, improving structural alignment and recommending professional development initiatives to address skill gaps and boost team performance.
* Key Responsibilities & Achievements: • Led the Marketing and PR Department, managing five subunits and developing strategic marketing plans to strengthen the university’s brand and align with institutional goals. • Spearheaded the university launch campaign, positioning AlYamamah University as a regional leader and enhancing its public image. Introduced an integrated customer service strategy to streamline interdepartmental workflows and improve stakeholder engagement. • Organized and supervised high-profile events, including the AlYamamah College Fourth Ramadan Football Championship and the First Saudi Festival, earning recognition for exceptional event management. • Pioneered the digital transformation of the department, introducing e-marketing initiatives and fostering international relations to expand the university’s global outreach and partnerships.
* Key Responsibilities & Achievements: • Coordinated and executed events, ranging from internal student activities to large-scale national events. • Collaborated with advertising agencies and print houses on creative development, media planning, and production execution. • Leveraged a variety of marketing tools, including both BTL (Below the Line) and ATL (Above the Line) strategies, tailored to specific campaign needs. • Contributed as a member of the Al Yamamah Center for Professional Development’s strategic restructuring committee. • Developed and managed RFP processes, evaluating contract terms, pricing, and other key criteria in collaboration with internal stakeholders. * Key Achievements: • Played a pivotal role in a committee negotiating a SAR 10 million franchise deal. • Represented Al Yamamah College and the Al Yamamah Center for Professional Development in high-level contract development and negotiations. • Led the design and launch of the revamped university website (www.yu.edu.sa), enhancing features and functionality for improved user experience.
* Girls College * Key Responsibilities & Achievements: • Led the media campaign for the successful launch of the Girls College at AlYamamah University, driving brand visibility and engagement. • Represented Girls College as an ambassador in key activities, promoting its mission and strengthening its presence within the community. • Actively contributed as a member of the HR, Quality, and ‘Equal’ Committees, influencing strategic initiatives and fostering an inclusive, high-quality environment at the university.