Noor Balfaqeeh

Head of Public Relations at the Saudi National Center for Performance

My upbringing influenced my choice of career and determined the things that I am passionate about. As a purpose-driven person, I find meaning in everything I do and turn it into the fuel that keeps me moving.

Born in Jeddah and raised in Madinah, I was the eldest child in the family home which put me at the forefront of responsibility. Looking after my siblings and helping my mother with chores, taught me how to depend on myself and care about others.

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I grew up in a house close to the Prophet’s Mosque in Madinah, which turned it into a motel-like destination, where we would receive friends and relatives from all over the world. I also remember that we used to free-up two rooms of the house every Hajj season to host pilgrims, and this awakened a sense of giving in me.

As a teenager, I helped my father in his work, mainly writing and publishing books. I also assisted him in his genealogy work, which is the study of families and tracing lineages.

Besides enjoying my time with the non-stop guests and playing with my sisters, school was the biggest joy of my life. When I did not come first in my class, I would be second.

In 1994, I graduated from high school as one of the top 10 students and would have gone to engineering college if it had been available for girls. Instead, I studied at King Abdul Aziz University from where I gained a bachelor’s degree in linguistics. I later obtained a master’s degree in translation from the University of Birmingham.

My husband is a great man. Ever since I left my parents’ house, he has been my partner, a great father to our children, my mentor and above all my soul mate. Together we have been on a quest to find a good life together and aid the development of each other.

I am a mother of four beautiful jewels; two of them are adults and are out of the nest studying abroad. The other two little girls are the joy of my life and we are enjoying life’s adventures together.

I am the head of public relations and communication at the National Center for Performance Measurement (Adaa). Joining Adaa in 2018 was an adventurous move and a life-changing decision. I had to move to Riyadh with my family after spending five years as head of communications and sustainable business at multi-national company Unilever, in Jeddah.

Joining Adaa was a life-changing decision. I had to move to Riyadh with my family after five years as head of communications and sustainable business at Unilever in Jeddah.

My career in public relations and communications started in 2007 at Effat University.

The qualities that were deeply embedded in me for helping and serving others came to good use when I became a certified consultant of Birkman psychometric assessment.

WildFit Arabia is another project that I am working on with two of my dear friends. The program is a unique nutritional and lifestyle challenge that helps people to maintain a healthy weight and lead a healthy lifestyle.

I am also translating a book by a scientist and scholar who changed my life when I attended many of his workshops.

My journey of self-exploration started in 2011 and paved the way for many positive changes in my life on professional, personal, social and spiritual levels. I am a resilient person who is filled with peace and love for everyone and everything.

My biggest achievement was to holistically stabilize myself emotionally, socially and professionally, something which allowed me to become better in all aspects of my life.

Every morning I meditate and remind myself, “I am full of hope and gratitude, I am determined to give and serve, I am full of confidence that I am better in every role I play in this life.”

The motto I stand by is: Every day and in every way, I am getting better and better. So, I know that even the sky is not my limit and with good intention I will continue positively impacting the lives of whoever crosses my path.

Follow Noor Balfaqeeh
Twitter: @Nbalfaqeeh
Instagram: @Nbalfaqeeh
Linkedin: @noor-balfaqeeh

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