Reema Bint Bandar Al Saud has a diverse array of credentials, having previously served as the CEO of multi-brand luxury retailer Alfa International, which operates Harvey Nichols in Riyadh, as well as having been a member of the international policy advisory board for global ride hailing app Uber. Al Saud’s most recent, and perhaps significant, accomplishment is her appointment as the Vice President for Development and Planning (Women’s Affairs) at the General Sports Authority in Saudi. The governmental body focusses on developing sports and furthering the physical fitness space for women in the kingdom. While the princess’s efforts in promoting women’s rights are long-standing (she lived much of her life in the US while her father, Bandar bin Sultan, was Saudi Arabia’s ambassador to the US from 1983 to 2005), her first major move took place in 2013, when she founded social enterprise Alf Khair, the initiative that provides professional guidance and career management to women in Saudi.