Du, from Emirates Integrated Telecommunication Company (EITC), has appointed Fatema Al Afeefi as the new Head of Employee Experience and HR Digitalisation. In her new role, Al Afeefi will be responsible for leading the strategic initiatives aimed at creating a positive employee experience and driving digital transformation within the organisation. With a background in human resources and HR leadership, Al Afeefi brings a wealth of experience and expertise to her new role at du.

Prior to joining du she served multiple well-known entities such as HSBC Etihad Airways and Emirates Airlines, where she developed and implemented various HR strategies to drive employee engagement and foster a culture of innovation.