At a time when it wasn’t easy for Saudi women to break into male-dominated industries, Ryouf Alrumaih emerged as a pioneer in marketing and creative leadership. As one of the first Saudi women to launch an integrated creative agency in the Kingdom, Alrumaih has redefined leadership in an industry often dominated by international players.

Her journey began with a bold vision and a belief in the potential of Saudi talent. “Leadership in marketing is about nurturing creativity and building trust within a team,” says Alrumaih, CEO of Nithar, a fully integrated creative solutions agency serving both public and private sectors.

From dream to reality

When Alrumaih founded Nithar in 2012, the challenges were immense. “Marketing services were largely dominated by foreign agencies at the time,” she says. “Starting a Saudi-led company meant breaking stereotypes — not just as a woman but as a visionary in a new field.”

Alrumaih credits Vision 2030 for transforming the playing field. “This vision didn’t just open doors; it removed walls, creating unprecedented support for Saudi women and paving the way for leadership opportunities in areas once considered out of reach.”

Marketing through a leadership lens

Alrumaih views marketing as more than campaigns; she sees it as a platform for cultural dialogue and economic growth. Her philosophy centers on teamwork and empowerment, fostering young Saudi talents.

“Leadership isn’t about control; it’s about inspiring others to think innovatively and act collaboratively,” she says. Under her guidance, Nithar has grown into a powerhouse, delivering strategies, brand identities, and creative solutions tailored to local markets while meeting global standards.

A bright future

Looking ahead, Alrumaih is optimistic about Saudi women’s role in shaping marketing’s future. “We’re seeing more women in leadership roles and redefining success. This shift isn’t just empowering; it’s reshaping the industry as a whole,” she says.

For aspiring marketers and entrepreneurs, Alrumaih has words of advice: “Seize the opportunities created by Vision 2030. Collaborate, innovate, and persevere.”

As Saudi Arabia continues making strides on the global stage, leaders like Alrumaih are ensuring the Kingdom’s story is told with creativity and authenticity — a testament to the transformative power of women’s leadership.

The Jeddah Historic District Project, under the auspices of the Ministry of Culture, has announced the commencement of Phase 2 of the Al-Arbaeen Lagoon Waterfront Development Project. This ambitious phase will excavate areas previously filled during urban expansion and meticulously reshape the lagoon, construct a state-of-the-art marina, and enhance water quality. The project seeks to restore Al-Bunt Port as closely as possible to its historic state, reconnecting the sea to the Al-Bunt area and the upcoming Red Sea Museum. Historically, Al-Bunt Port served as a primary arrival point for pilgrims traveling for Hajj and Umrah by sea, emphasizing its significant historical value and impact on Jeddah, its people, and culture.

Furthermore, the project will develop an integrated environment featuring 5 km of waterfront, infrastructure improvements, and essential facilities. The initiative will support the Marina District and Jeddah Historic District waterfront development, key anchors of the regeneration masterplan. It will create a sustainable ecosystem around the waterfront, serving as an economic driver, business hub, and platform for cultural and creative projects, contributing to making Jeddah Historic District a global tourist destination in line with the strategic goals of Saudi Vision 2030.

The current phase will see the dredging of 350,000 cubic meters from the lagoon bed, the implementation of a water aeration system to enhance water flow, quality, and environmental sustainability, and foster a healthy marine ecosystem. Additionally, the project will reshape approximately 1 million cubic meters of the lagoon, erect a 972-meter-long marine dock, and construct 490-meter-long retaining sea walls, along with the necessary infrastructure.

Preparations are underway to develop a new marina for large yacht and leisure activities, water taxi stations connecting Jeddah Historic District to Obhur Creek, the corniche, and other Red Sea attractions, including a 4.4 km public park with playgrounds and recreational options for pedestrians and cyclists. A 1,313-square-meter elevated boardwalk in the lagoon’s southern section will further enhance visitor experiences, transforming the area into a dynamic tourist hub.

Key achievements from Phase 1 of the Jeddah Historic District Program include 185,000 square meters of excavation, more than 12,000 linear meters of infrastructure, and the removal of over 200,000 square meters of roads. The phase also saw the leveling of 300,000 square meters and the demolition of existing structures, including the SAPTCO bus station and pedestrian bridge, alongside multiple parking areas. Additionally, the iconic ship sculpture was relocated and meticulously restored.

Established in 2018, the Jeddah Historic District Project was conceived with the vision of preserving the rich cultural and architectural heritage of the old city area of Jeddah, reconnecting its urban fabric, and revitalizing its communal spaces to become a center for commerce, cultural initiatives, and entrepreneurship. The project continues to focus on enhancing visitor experiences, highlighting the district’s heritage sites, cultural landmarks, and unique tourist offerings, ultimately establishing its reputation as a premier global cultural and tourist destination.