du Appoints Fatema Al Afeefi as Head of Employee Experience and HR Digitalization

News Desk -


du, a subsidiary of Emirates Integrated Telecommunication Company (EITC), has officially appointed Fatema Al Afeefi as its newly appointed Head of Employee Experience and HR Digitalization. In this pivotal role, Al Afeefi will spearhead strategic initiatives aimed at enhancing the overall employee experience and driving digital transformation across the organization.

Bringing a wealth of expertise in human resources and HR leadership, Al Afeefi’s career path includes distinguished roles at renowned entities such as HSBC, Etihad Airways, and Emirates Airlines. Her tenure at these organizations witnessed the successful development and implementation of various HR strategies, fostering employee engagement and cultivating a culture of innovation.

As part of its commitment to fostering an inclusive workplace and advancing Emiratisation, du places significant emphasis on providing opportunities for UAE nationals and acknowledging their invaluable contributions. Currently, Emirati employees constitute 40.9% of the du workforce, with 50% holding leadership positions. Al Afeefi’s appointment aligns with du’s vision to attract and recruit top talent, promote gender balance, and mirror the diverse tapestry of the UAE within its workforce. Her extensive HR experience and leadership acumen harmonize seamlessly with du’s strategic direction.

In addition to this, du maintains a dedicated learning and development team committed to enhancing the skills and knowledge of UAE nationals. Through initiatives like the Leadership Academy, du empowers Emirati employees with the essential capabilities to excel in their careers and contribute significantly to the organization’s ongoing success.

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