Over the past decade, has established a profile for advocacy of business growth, community health and women's development issues. Formerly, seven years as CEO, Alfa International, a multi-brand luxury retail company with Harvey Nichols Riyadh in its portfolio. 2013, founded Alf Khair, a social enterprise with an aim to elevate the professional capital of Saudi women through a structured curriculum focusing on professional guidance and career management. October 2017, appointed President, Mass Participation Federation. Since August 2016, Vice-President, Development and Planning, General Sports Authority, a governmental body focused on developing the Saudi sports and physical fitness space. Member, several advisory bodies including Saudi National Creative Initiative, whose programmes aim to create a communication platform for creative talent in Saudi Arabia. Founding Member, "Zahra" Breast Cancer Association. Business of Fashion's Top 500 people working in the fashion industry (2013 and 2014). Fast Company's Most Creative Person of 2014. Selected as one of the most powerful 200 Arab women, Forbes Middle East magazine (2014). Foreign Policy Magazine Global Thinker Mogul (2014). Young Global Leader (2015). Most recently, awarded with the Sheikh Mohammed bin Rashid Al Maktoum Creative Sport Award in its 9th Edition.