Saudi Arabia’s raft of government initiatives, legal reforms, and Saudisation policies have mandated the inclusion of women not only in the workforce, but also in corporate governance and senior leadership roles in line with its Vision 2030 goal of economic, social and cultural diversification.
Multiple reports released by PwC and Kearney have documented the impact of these reforms, highlighting a surge in the female employment, with participation in the workforce doubling between 2017 and 2023 from 17.4 per cent to 36 percent, which is well ahead of the 30 per cent target set for 2030.
Concurrently, several CMO roundtable conversations have indicated that the brand, marketing, communications and creative industry has witnessed a significant increase in the number of women being appointed to executive committees (ExCos), reflecting a notable shift in inclusive corporate strategies, changing attitudes towards corporate gender roles, the rise of women role models in leadership, and a change in positioning as brands across the Kingdom leverage gender equity as a strategic advantage.
“Saudi women are shaping brand strategies that balance modern standards with Saudi cultural values.”
Evaluating on-ground impact of diversity policies
To resonate research findings with progress on the ground, Campaign Middle East spoke to Ashwaq Alshathri, GVP General Management MD Country Lead Riyadh, KSA at Publicis Sapient, about the evolving roles and opportunities of women in leadership positions within the field of brand and marketing.
Alshathri said, “Over the past year, Saudi women have gained substantial influence in brand and marketing leadership, becoming key players in boardrooms and Executive Committees. They’re actively shaping brand strategies that balance modern standards with Saudi cultural values. Platforms such as the Creative Women Forum highlight their achievements, celebrating their role in driving innovation and empowering future leaders.
“We’re also witnessing significant progress in the tech and digital consultancy space,” she added. “With an emphasis on inclusion, more women are now joining boards and executive teams, particularly in tech and digital transformation. Saudi women are now at the forefront, making strategic decisions, advancing technology, and promoting inclusive digital growth. Increased female board membership reflects broader goals to bridge gender gaps and leverage diverse leadership, enhancing Saudi Arabia’s global competitiveness in the digital economy.”
“Initiatives such as the Maheerah programme and partnerships with educational institutions are helping women gain leadership skills.”
Women empowerment and professional development
This progress has also been enabled through a growing wave of women-centric empowerment, education and professional development opportunities such as the Maheerah Programme, an acceleration initiative designed for women pursuing greater career advancement within Saudi Arabia’s marketing communications industry.
Powered by Publicis Groupe, the Maheerah Programme is being held on 5-6 November at the Crowne Plaza Riyadh RDC Hotel and Convention Center, alongside the highly anticipated Athar – Saudi Festival of Creativity, Saudi Arabia’s largest gathering of the creative marketing industry.
When asked about how the programme, which is currently in its second year, helps women within the marketing and communications industry, Alshathri said, “Initiatives such as the Maheerah programme and partnerships with educational institutions are helping women gain leadership skills. They are immensely important. It enables mid to senior-level professionals to empower and inspire one another as they rise through the ranks and take on leadership roles.”
“I’m particularly passionate about participating in such initiatives that help other women within Saudi Arabia pursue their career aspirations. It’s vital that we collectively recognise the abundance of talented women professionals within the Kingdom’s workforce. I hope to bring my knowledge of the industry and experiences learnt throughout my career to guide participants to elevate their skills and take those all-important significant steps in their careers to realise their true potential,” she added.
“With ethical design and diverse data, AI can also enhance personalised learning and transparent communication, offering organisations a clearer view of DEI progress and areas for growth.”
Impact of tech and AI on diversity
Amidst a human-first mentorship and training approach to diversity, questions have also been raised about how this corroborates with a digital-first world where AI bias and data integrity have become genuine concerns.
But what a few others view as a challenge, Alshathri views as a nascent opportunity to use AI and novel tech to champion diversity, equity and inclusion.
“The growing awareness of AI basis and data integrity has sparked a valuable opportunity to use AI as a tool for advancing diversity, equity and inclusion by identifying and reducing bias in hiring, pay, and promotion. Through data analysis, AI can highlight patterns, supporting fair representation,” Alshathri said.
“AI can help create inclusive recruitment processes by refining job descriptions to reduce bias and improve accessibility. With ethical design and diverse data, AI can also enhance personalised learning and transparent communication, offering organisations a clearer view of DEI progress and areas for growth,” Alshathri concluded.
