Iman Hajjed Al-Mutairi is the executive director for destination branding at the Soudah Development Company (SDC). The new entity, fully owned by the Public Investment Fund (PIF) of Saudi Arabia, will lead the development of a luxury mountain destination with immersive cultural experiences. It will be a celebration of natural assets empowering the local and national economies. Prior to her new position, Al-Mutairi worked in 2020 as a marketing and communication adviser at the Ministry of Tourism. Al-Mutairi received a bachelor’s degree in small business administration  from King Saud University. In 2012, she attended the Willamette University, Salem, Oregon, US, to earn a master’s degree. In 2018, Al-Mutairi attended an executive course on strategic branding at London Business School. She also completed a leadership development program at Harvard Business School in 2019. There she also successfully passed a strategic marketing management program. For more than a year beginning in 2016, she served as a senior marketing analyst at Takamol Holding, where she planned, developed and directed marketing efforts for launching campaigns. In 2017, Al-Mutairi moved to Misk Foundation where she, for nearly a year, managed a portfolio of more than eight brands and developed the marketing strategy of the Misk Initiatives Center. For nearly 16 months, beginning in June 2018, Al-Mutairi worked as the marketing director for tourist destinations at the Royal Commission for AlUla, where she helped raise international and local awareness of AlUla as a tourist destination. She also developed the city brand identity, initiated and managed the tourism partnerships with airlines, travel media, tour and travel agents.