Abeer Alessa, co-founder and CEO of The Bold Group, is an exceptional leader in Saudi Arabia's creative advertising landscape. As one of the first Saudi women to enter the field, she has built a reputation for pushing boundaries and leading with creativity and vision. Her company, The Bold Group, stands as a testament to the power of innovation in marketing and branding, especially as the Kingdom shifts towards a more diversified economy under Vision 2030.

A Journey of Vision and Determination Abeer’s journey into advertising began with a strong foundation in arts and marketing. After earning an associate degree in Art & Design from the Royal University for Women, she pursued further education at SKEMA Business School, where she completed a Master's in International Marketing and Business Development. These formative years helped shape her creative mindset and laid the groundwork for her future ventures.

In 2010, Abeer co-founded The Bold Group, a bold and creative advertising agency that quickly gained recognition in the competitive Saudi market. From its early days, the agency differentiated itself by embracing innovative approaches to visual communication, brand development, and digital marketing. Abeer’s leadership not only helped her company grow but also contributed to reshaping Saudi Arabia’s advertising industry, which historically had been male-dominated.

Leadership Beyond Bold Beyond her work at The Bold Group, Abeer has taken on significant roles that reflect her influence in the broader advertising sector. In May 2024, she was appointed as the Vice President of the Advertising Committee for the Federation of Saudi Chambers, where she is responsible for steering the country’s advertising policies and encouraging the growth of local talent. This position allows her to directly contribute to fostering a more inclusive and vibrant advertising industry in the Kingdom.

Since 2017, Abeer has also been a member of the Riyadh Chamber of Commerce & Industry, where she continues to influence advertising standards and practices. Through these roles, she advocates for the development of creative industries as key drivers of Saudi Arabia’s economic diversification, a core objective of Vision 2030.

Empowering Women in Leadership One of the highlights of Abeer’s career has been her advocacy for women’s leadership. From 2019 to 2020, she served as a member of the Saudi Women Leadership Circle at UNICEF, where she worked to promote female empowerment in the workplace. Abeer’s passion for women’s rights and her belief in the transformative power of education are key components of her leadership philosophy. She is dedicated to creating opportunities for women to thrive in industries that have traditionally been closed off to them.

Her efforts are particularly inspiring in the context of Saudi Arabia, where women's roles in business and society are undergoing a historic transformation. As a mentor and role model, Abeer’s success is a beacon of what is possible when determination meets opportunity.

Shaping the Future with Bold Creativity Under Abeer’s leadership, The Bold Group has become synonymous with creativity and forward-thinking strategies. The agency specializes in visual communication, brand development, and digital marketing, areas that are crucial as Saudi businesses seek to expand their reach and embrace new technologies. The Bold Group has also worked with some of the biggest brands in the region, creating impactful campaigns that resonate with the values of Vision 2030.

Abeer’s work has not only helped elevate the advertising industry in Saudi Arabia but also contributed to the country’s goals of economic diversification and cultural development. Through her innovative approach, she is actively shaping the future of marketing in Saudi Arabia and setting new standards for what creative leadership looks like in the region.

Vision 2030 and Saudi Arabia’s Creative Future As Saudi Arabia marches towards Vision 2030, the Kingdom is experiencing a wave of transformation across various sectors. For Abeer Alessa, this vision is a blueprint for creative growth and opportunity. She recognizes the power of the creative economy and its role in helping Saudi Arabia move away from oil dependency, encouraging entrepreneurship, and fostering a new generation of leaders in media, arts, and business.

Abeer’s contributions through Bold Group, her work with industry committees, and her relentless advocacy for women in leadership positions make her a central figure in this transformation. Her story is a living example of how individual leadership can align with national goals to create lasting societal change.