Haifa Bin Ahmed is the Chief Experience Officer (CXO) at Riyad Bank since 2022. She has achieved outstanding success in developing the customer care and experience, raising the customer satisfaction index as well as achieving an outstanding level of customer experience development with qualitative achievements in the performance indicators which demonstrated frequent increase in the customer satisfaction and further strengthen the position of Riyad Bank as the pioneering bank.

Bin Ahmed assumed various leading roles in Riyad Bank during her +17-year work experience, including the Senior Vice President of Customer Champion.

Bin Ahmed holds a Bachelor's Degree in Accounting and Business Management from King Saud University. She has also completed several executive training programs, such as the Leadership Program from CASS, London and the Leadership & Management program from Alfaisal University. She was also granted the Certified Manager Certification from the Arab Academy for Management, Banking and Financial Sciences (AAMBFS).