Amira Afandi

Leadership, to me, has always been about purpose — not position. It’s built through years of learning, listening, and helping others see the bigger picture. Over the past 20 years, my journey across banking, tourism, and aviation has been shaped by transformation — guiding teams and organizations to communicate with clarity, unity, and meaning. Today, as General Manager of Marketing & Corporate Communications at Jeddah Airports Company, I focus on strengthening trust: between brands and their people, between organizations and their communities. I believe that every strategic decision deserves a story that connects it to those it serves. My work has included leading the communication of one of the Kingdom’s largest bank mergers, establishing the new brand identity that followed, and driving Jeddah Airports’ brand transformation in alignment with Vision 2030. I continue to build teams that think long-term, act with empathy, and find purpose in their work. These values guide how I lead, and how I contribute to the organizations I serve. I also share my experience across sectors where communication and purpose can shape transformation and trust. ✨ Areas of contribution: Reputation Strategy | ESG & Stakeholder Trust | Organizational Transformation | Vision 2030 Alignment | Leadership & Culture Beyond titles and achievements, I remain deeply committed to mentoring young Saudi leaders, especially women in marketing — because influence matters most when it opens doors for others.