H.E Farida Abdulla Mohamed Al-Ali

Fatema Al Afeefi is a dynamic and accomplished HR Executive with over 15 years of experience in reimagining the role of HR as a catalyst for organizational transformation and human-centered growth. Stepping into this newly shaped leadership role, Fatema is known for her strategic foresight and people-first mindset. She has led large-scale change initiatives, nurtured future-ready leadership, and built adaptive, purpose-driven cultures that drive both employees’ performance and engagement.

Fatema currently serves as Chief People & Impact Officer (Acting) at du, where she leads the company’s people strategy, aligning human capital with core business priorities to drive innovation, inclusion, and long-term impact. Her leadership encompasses organizational development, cultural transformation, capability building and talent optimization with a strong emphasis on driving du’s strategic priorities, particularly in

Emiratization and gender balance, working towards a more inclusive workforce that resonates with the company’s core values. Her role is integral in enhancing these endeavors and promoting a progressive and digital HR environment.

Her career spans senior HR leadership roles at globally respected organizations including Emirates, Etihad Airways, and HSBC, where she has developed deep expertise across the evolving HR landscape, digital transformation, and the future of work. In addition to her executive roles, Fatema has served on the board of the Emirates Institute for Banking and Financial Studies (EIBFS), where she contributed to reshaping the strategic agenda and advancing national capabilities in financial education and workforce development.

Fatema holds a BA in Psychology from the American University in Cairo. She is passionate about shaping purpose-driven organizational cultures where talent and business excellence thrive in tandem.