At the Royal Commission for AlUla, I led the user experience and digital strategy for the destination’s broader digital ecosystem. As the in-house UX lead, I collaborated closely with Deloitte Digital—an agency brought on across several projects including UX/UI, content, social, and campaign development—to deliver key digital experiences ahead of AlUla’s first global brand campaign, Forever Revitalising.

I oversaw the full end-to-end digital journey across all touchpoints, from initial discovery to on-ground engagement. This included leading the design of the new Experience AlUla website and mobile app, ensuring both platforms delivered a seamless, intuitive experience while supporting storytelling, itinerary planning, and booking.

My role extended to digital strategy across social media, CRM, email, and on-site digital integrations—ensuring every channel worked together to elevate the visitor experience. A key part of this work involved localization and audience segmentation—shaping the digital experience to meet the expectations of different global markets and traveler profiles.

Beyond core platforms, I also oversaw the development of satellite projects such as the Living Museum – created for AlUla’s Arts and Culture department—, and microsites for flagship events like the AlUla World Archaeology Summit—ensuring consistency and alignment across AlUla’s broader digital presence.