Haifa O. BinAhmed

Chief Experience Officer @ Riyad Bank

About

I am a transformative leader at the intersection of brand, customer experience, and business performance. My mission is to humanize banking by building seamless, meaningful journeys that customers love and that deliver clear commercial value. At Riyad Bank I've had the privilege of leading visible strategic initiatives. This includes spearheading the end-to-end corporate rebranding project—a complex overhaul of our visual identity across hundreds of physical branches, ATMs, and all digital touchpoints—to signal a new, dynamic era for the bank. My approach is rooted in data and empathy. By restructuring product performance reporting to focus sharply on ROI, we've enhanced conversion rates and empowered our teams with clear insights. Simultaneously, I've led the comprehensive revamp of core customer journeys through business process innovation and root-cause analysis, ensuring our service is as effective as it is elegant. From launching bold campaigns for our new digital app to orchestrating milestone events like the Riyad Bank Tower celebration, I believe in building brands through experience. I lead by collaborating side-by-side with my team, fostering a culture of passion, understanding, and relentless pursuit of excellence.

Country

Saudi Arabia

City

Riyadh

Industry

Banking

Skill

Retail Banking, Investment Banking, Financial Analysis, Accounting, Legal Advice, Treasury Services, Credit Analysis, Complaince, KYC, Communication and interpersonal skills, Judgment and Decision-making, Leadership Skills, Planning and organizing skills, Relationship Management, Strong planning and organizational skills, Report Writing, SalesSkills, Problem-solving skills, English Proficiency, Time Management

Experience

Chief Experience Officer

Riyad Bank

2022-5 - Present · 4 yrs 5 mos

Led the enterprise-wide corporate rebranding project, successfully leading the strategic shift and implementation of the new brand identity across all physical (branches, ATMs) and digital touchpoints (apps, website, documents). Commercial & Marketing Leadership: Revitalized marketing performance by introducing ROI-focused analytics for core retail products (mortgage, auto loan, credit cards, personal loan), enhancing conversion rates and marketing efficiency. Directed high-profile campaigns and events, including the launch of the new banking app and the Riyad Bank Tower celebration. Customer Experience Transformation: Driving the comprehensive redesign of all key customer journeys through business process re-engineering and root-cause analysis, directly aiming to elevate satisfaction and commercial performance. Leadership Philosophy: Cultivate a high-performance culture by championing collaboration, mentoring talent, and leading with a passionate, hands-on approach to achieve outstanding results.

Customer Care SVP

Riyad Bank

2019-8 - 2022-4 · 2 yrs 9 mos

Appointed to overhaul the Bank's customer care function on a group-wide level. Designed and launched a comprehensive, strategic customer service program aimed at transforming response quality and efficiency. Drove significant improvements in key performance metrics, including reducing complaint resolution times and systematically capturing customer feedback to inform product and service innovation. Elevated the department's performance to exceed market standards, shifting the focus from transactional support to proactive customer relationship management.

Branch Manager

Riyad Bank

2009-12 - 2019-7 · 9 yrs 8 mos

Promoted to lead a key branch, with full P&L responsibility. Developed and executed annual business plans that consistently exceeded targets for profitability, customer growth, and operational effectiveness. Built and led high-performing teams, fostering a culture of excellence and accountability. Recruited, trained, and mentored staff to achieve set goals, emphasizing both sales performance and superior customer relationship building. Translated corporate strategy into local action, implementing new business procedures and representing the branch's interests in regional leadership meetings.

Customer Service Representative

Riyad Bank

2005-10 - 2009-11 · 4 yrs 2 mos

Built foundational expertise in retail banking operations by directly managing high-value customer portfolios, resolving complex account issues, and ensuring exceptional service satisfaction. Developed a deep, firsthand understanding of customer pain points and procedural gaps—experience that later informed strategic improvements at an organizational level. Consistently recognized for professional excellence in financial operations and customer relationship management.