Riyadh: A new initiative aimed at empowering the next generation of female talent in Saudi Arabia’s creative marketing industry was launched in the capital on Tuesday by the Athar Saudi Festival of Creativity.
The Maheerah Network, developed by 'Publicis Groupe' KSA, is a year-round program centered on leadership development, hands-on training, and professional networking, all led by women currently working in the field.
Adel Baraja, CEO of 'Publicis Groupe' KSA, stated that Maheerah is designed to support business growth in the Kingdom by fostering homegrown female talent in communications.
He emphasized the importance of practical experience, pointing out that graduates in marketing and design often struggle to bridge the gap between academic knowledge and the real-world demands of strategic creative roles.
According to Baraja, the goal is to cultivate creative strategists, a role that cannot simply be taught but must be developed through experience.
The launch event featured a panel discussion titled “Owning your voice: Authentic Female Leadership in Saudi Arabia,” where Nadin Al-Alami, business lead at MSL KSA, stressed the critical need for authenticity in leadership.
She noted that the industry is fast-moving and heavily populated by Gen Z professionals, who value trust, purpose, and personal connection in the workplace.
Al-Alami also highlighted the role of cultural intelligence in shaping a productive internal culture, asserting that without these values, real progress is impossible.
She described Saudi Arabia’s national vision as one built on innovation and growth, rooted in creating a strong, values-driven workplace culture.
On the sidelines of the event, Nada Hakeem, CEO and co-founder of Wetheloft, noted that hiring trends in the creative sector have shifted dramatically with the rise of Generation Z.
Today’s young professionals are no longer satisfied with just a paycheck; they seek meaningful work and alignment with a company’s vision.
Hakeem said this shift has forced companies to adapt and offer more purpose-driven roles.
She also pointed out that women are increasingly recognized as key players in the creative field, with businesses actively seeking female candidates to enrich their teams.
Hakeem underscored that empathy is a fundamental trait in marketing and communications, and one that women often bring naturally to the table.
She believes this ability to understand and address the needs of others is what sets successful marketing apart, making women essential to the continued evolution of the industry in Saudi Arabia.
The Maheerah Network stands as a strategic effort to not only advance women's participation in the creative economy but also to help shape a future-ready workforce aligned with Saudi Arabia’s broader goals under Vision 2030.
