LUBNA A ABDULKARIM
Riyadh,Saudi Arabia
Summary
Accomplished professional with expertise in strategic communications and advisory, executive positioning and reputation management, and stakeholder and government engagement. Proven track record in crisis communications, brand strategy and transformation, digital and content strategy, as well as business development and partnerships. Dedicated to driving impactful results through innovative strategies that enhance organisational reputation and foster growth.
Overview
30
30
years of professional experience
Work history
Head of Marketing & Communications
AECOM
Riyadh, Saudi Arabia
2024.01 - 2026.04
- Lead Marketing & Communications for AECOM across Saudi Arabia, supporting flagship Vision 2030 programs and national transformation initiatives.
- Direct integrated communications across corporate, project, and executive platforms, ensuring clarity, consistency, and strong brand positioning.
- Advise senior leadership on reputation management, executive positioning, and stakeholder engagement at national and international levels.
- Develop and deliver strategic campaigns positioning AECOM as partner of choice in megaproject delivery, sustainability, and innovation.
- Drive digital and content strategy, strengthening visibility, engagement, and internal alignment.
- Oversee high-impact storytelling and thought leadership across media and multimedia platforms.
- Increased executive visibility and strengthened positioning across priority platforms and industry forums.
- Drove sustained growth in digital engagement and audience reach.
- Contributed to award-winning recognition across corporate and project categories.
CEO & Founder
LK Strategy
Khartoum, Sudan
2021.01 - 2023.12
- Founded and led strategic communications and advisory firm operating in complex and evolving political environment. Clients included Saudi Sudanese Bank and SMA.
- Advised clients on public affairs, government relations, and market-entry strategies.
- Built and led consulting team delivering tailored solutions for regulatory navigation and stakeholder alignment.
- Established partnerships with government and private-sector entities supporting business continuity and growth.
- Delivered strategic campaigns enhancing visibility for regional and international clients.
- Positioned clients effectively within high-risk and emerging markets.
- Enabled market entry and stakeholder alignment in complex regulatory environments.
- Enhanced stakeholder relations by regular communication and transparency.
Senior Consultant
Office of HRH Abtaa Bin Abdulaziz
Jeddah, Saudi Arabia
2014.01 - 2020.09
- Led strategic initiatives across education and international real-estate investments.
- Directed growth and positioning of Al Omam International School, aligning with Vision 2030 education reforms.
- Spearheaded digital transformation, enhancing operational efficiency and stakeholder communication.
- Advised on cross-border investments across Saudi Arabia, UK, and Turkey.
- Strengthened institutional positioning and stakeholder engagement.
- Supported expansion and modernization of education and investment initiatives.
- Provided expert advice on business strategy, fostering client trust and retention.
- Facilitated training workshops to improve team skills.
Director of Corporate Communications
Red Sea Gateway Terminal
2009.01 - 2014.01
- Led corporate communications and PR for one of Saudi Arabia’s newest and most advanced container terminals.
- Established brand strategy, stakeholder communication frameworks, and CEO messaging.
- Managed media relations, marketing communications, and crisis-response strategies.
- Strengthened relationships with government, industry, and media stakeholders.
- Coordinated press conferences and releases to boost media coverage and awareness of RSGT's activities.
- Built relationships with key media outlets to increase brand visibility.
Senior PR Manager
Memac Ogilvy
2006.01 - 2009.01
- Managed multinational accounts across healthcare, aviation, FMCG, education, and hospitality sectors including BAYER, BUPA, Unilever, Hilton, NasAir and KAUST.
- Developed integrated communications and brand strategies for regional and global clients.
- Spearheaded the SABRE Award-winning campaign (“I Matter”) focused on women’s empowerment.
- Strengthened client positioning across competitive regional markets.
- Trained junior staff members in PR best practices, enhancing department efficiency.
Business Development & Communications Roles
1996.01 - 2006.01
- Held roles across business development, communications, and consulting in London and Saudi Arabia.
- Delivered market intelligence, due diligence, and strategic advisory for cross-border investments.
- Organized high-profile forums and events, securing major sponsorships and partnerships.
Education
Master of Arts - Arts & Social Studies
University Of Dundee
Dundee, ScotlandSkills
- - Strategic Communications & Advisory
- - Executive Positioning & Reputation Management
- - Stakeholder & Government Engagement
- - Crisis Communications
- - Brand Strategy & Transformation
- - Digital & Content Strategy
- - Business Development & Partnerships
Languages
English Native language
Arabic – Intermediate
Timeline
Head of Marketing & Communications
AECOM
2024.01 - 2026.04
CEO & Founder
LK Strategy
2021.01 - 2023.12
Senior Consultant
Office of HRH Abtaa Bin Abdulaziz
2014.01 - 2020.09
Director of Corporate Communications
Red Sea Gateway Terminal
2009.01 - 2014.01
Senior PR Manager
Memac Ogilvy
2006.01 - 2009.01
Business Development & Communications Roles
1996.01 - 2006.01
Master of Arts - Arts & Social Studies
University Of Dundee