Asma Alotaibi: Steering Strategic Projects at the Saudi Equestrian Authority

Asma Alotaibi entered the Saudi Equestrian Authority with a clear mandate: to turn the organisation’s ambitions into a structured programme of work. By establishing a Projects General Department, she equipped a traditionally sport‑focused body with the governance tools needed for large‑scale, multi‑year initiatives.

Her career weaves through the Ministry of Transport and Logistics Services, the Ministry of Commerce and other government entities, each role adding a layer of expertise in aligning national mandates with on‑the‑ground execution. That breadth now informs the way she frames the Authority’s strategic agenda.

Building a Governance Framework for New Initiatives

At the Authority, Asma leads the design of governance structures that translate board‑level vision into actionable projects. She introduced clear decision‑making pathways, ensuring every initiative is vetted against the corporate strategy and regulatory requirements.

The framework specifies roles, reporting lines and performance indicators, allowing senior leaders to monitor progress without micromanaging. This disciplined approach reduces the ambiguity that often hampers organisations expanding beyond their core activities.

During her two‑year tenure, she oversaw phased execution plans that align each project stage with budgetary approvals, securing efficient resource allocation as the department matures.

Translating Vision 2030 into Equestrian Development

Vision 2030 calls for diversification and growth of cultural and sports sectors. Asma’s current mandate is to align the Authority’s projects with these national priorities, turning policy language into measurable outcomes.

She mapped each project to specific Vision 2030 targets, such as youth participation, international event hosting and private‑sector partnership, providing stakeholders with a transparent view of how equestrian sport contributes to broader economic goals.

The corporate strategy she drafted received formal Board approval in early 2025 and now guides the Authority’s implementation roadmap across the next five years.

Strategic alignment turns ambition into accountable action, making national objectives visible at the operational level.

Leveraging Cross‑Ministerial Coordination

Previously, Asma coordinated the Global Logistics Forum, attracting more than 13,000 participants from over 30 countries. She applied those skills to facilitate dialogue between the Ministry of Transport, the Ministry of Sports and private investors on upcoming equestrian infrastructure.

Her ability to convene diverse parties, capture consensus and document agreements has already yielded several memoranda of understanding worth billions of riyals. These partnerships lay the groundwork for new training centres and international competition venues.

Within the logistics forum she facilitated 55 sessions and secured 67 agreements valued at $4.3 billion, demonstrating her capacity to manage complex, high‑value negotiations.

Embedding Project Management Discipline

A certified PMP® and Lean Six Sigma Green Belt, Asma introduced a Project Management Office (PMO) culture that emphasises risk registers, mitigation plans and monthly progress reviews. The PMO’s templates standardise reporting, making it easier for senior officials to assess health across multiple programmes.

The result is a more predictable delivery cadence, allowing the Authority to schedule events, secure sponsorships and allocate resources with greater confidence.

She also oversaw the creation of a Continuous Development Department, designing its operating model and governance framework to sustain long‑term skill growth within the organisation.

Developing Talent and Institutional Capability

Beyond structures, Asma focuses on people. She built a team of project managers, analysts and governance officers, providing mentorship and formal training pathways. This investment in capability ensures the Authority can sustain its project pipeline long after initial reforms are embedded.

Her mentorship programmes have included Lean Six Sigma training and PMP certification support, equipping staff with internationally recognised project competencies.

Her emphasis on continuous development mirrors the broader public‑sector shift toward building internal expertise rather than relying on external consultants.

Recognition by The Saudi Women Leaders

Asma Alotaibi’s work exemplifies how strategic project leadership can reshape a national institution. By marrying rigorous governance with Vision 2030 objectives, she offers a model for other Saudi organisations seeking to translate policy into impact.

Her approach provides a roadmap for women leaders across the kingdom: develop cross‑sector expertise, embed robust project disciplines, and align ambitions with the nation’s long‑term goals. In doing so, Asma advances the Saudi Equestrian Authority while contributing to a growing narrative of professional excellence within Saudi Arabia’s public sector.

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