Riyadh, Saudi Arabia

Lujain Shaheen

Marketing &
Projects Operations Manager

Architecting mega-scale government initiatives and royal ceremonies
with precision, impact, and strategic clarity.

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01

About

A results-driven leader with 5+ years commanding large-scale government and corporate initiatives across Saudi Arabia.

I operate at the intersection of strategic planning and operational execution — transforming complex, high-stakes programs into seamlessly delivered outcomes. From orchestrating royal inauguration ceremonies to managing portfolios exceeding 50M+ SAR, I bring disciplined leadership, cross-functional coordination, and an unwavering commitment to excellence.

My expertise spans the full spectrum of project lifecycle management, integrated marketing operations, and stakeholder engagement at the highest levels of government and enterprise.

5+ Years of Leadership
50M+ SAR Managed
40+ Vendors Coordinated
100% Protocol Compliance
08

Major Projects

Royal Inauguration

Riyadh Metro Opening — Royal Inauguration

I led the end-to-end concept development, design, and delivery of the bespoke launch device and on-screen experience used during the official inauguration of the Riyadh Metro by King Salman bin Abdulaziz Al Saud. I was responsible for the project from initial creative ideation through technical design, production, testing, and final deployment, ensuring the activation moment reflected the national significance and prestige of the event. This included overseeing the full user journey of the activation interface, the visual content displayed on the screen, and the integration of the physical device with the live launch sequence. I coordinated across creative, technical, production, and protocol teams to guarantee flawless execution at the highest governmental level. In addition, I served as the lead organizer responsible for the complete launch ceremony associated with Mohammed bin Salman, managing the planning, stakeholder coordination, production delivery, and on-ground execution of the event.

Riyadh Metro Opening — image 1 Riyadh Metro Opening — image 2 Riyadh Metro Opening — main image
Strategy

SBF Targeting Strategy — Sport Boulevard Foundation

Role

Led the development of strategic targeting frameworks for the Sport Boulevard Foundation, focusing on audience definition, segmentation, and positioning across key user groups within Riyadh’s evolving urban landscape.

Actions

Designed and delivered two comprehensive targeting strategies, including audience segmentation, behavioral analysis, positioning frameworks, and communication direction. The work combined data-driven insights with strategic storytelling to align with the foundation’s vision and enhance user engagement across multiple touchpoints.

Impact

Provided a clear strategic foundation to support decision-making, improve audience reach, and strengthen engagement across initiatives — contributing to the activation of one of Riyadh’s flagship Vision 2030 urban development projects.

Full strategy available upon request.

Government Strategy

RCRC Targeting Strategy — Developed during tenure at Sela

Role

While serving as Senior Project Manager at Sela, independently conceived and owned a full targeting strategy for the Royal Commission for Riyadh City (RCRC).

Actions

Independently conceived and developed a comprehensive targeting strategy for the Royal Commission for Riyadh City — including 5C Analysis, SWOT, Business Model Canvas, Strategic Target Identification, Messaging Strategy across 4 sectors, and KPI framework — all developed within an accelerated timeline.

Impact

Delivered a government-ready strategic roadmap covering 5 RCRC departments across Smart City, Transportation, Marketing & Communications, Cultural Programs, and Urban Planning — aligned with Vision 2030.

Full strategy available upon request.

02

Experience

Featured Role
Aug 2024 — Feb 2026

Sela

Senior Project Manager — Events, Operations & Marketing

  • Directed end-to-end execution of mega government projects, including the Riyadh Metro Grand Opening
  • Architected the official inauguration console and digital activation system deployed during the royal ceremony
  • Achieved 100% technical reliability and full alignment with royal protocol standards
  • Controlled budgets exceeding 50M+ SAR with rigorous financial oversight
  • Managed and coordinated 25–30 strategic vendors simultaneously
  • Drove cross-functional execution across marketing, operations, and logistics teams
★
Royal Ceremony Execution Designed and delivered the official inauguration console and digital activation system used by leadership during the Riyadh Metro Grand Opening ceremony.
Jul 2018 — Present

Project Management & Protocol Consultant

Freelance

  • Delivered end-to-end project management for governmental and corporate clients
  • Provided agile operational leadership for high-profile activations
  • Designed VIP journey maps and executive protocol strategies
  • Bridged client vision with marketing execution and operational delivery
Dec 2023 — May 2024

Marketing Specialist

Sequencive

  • Managed client relationships and strategic marketing agreements
  • Conducted market analysis to inform campaign direction
  • Executed digital and integrated marketing campaigns
  • Established strategic partnerships to expand brand reach
Aug 2018 — Feb 2024

HR & Operations Specialist

Multiple Organizations

  • Managed full-cycle recruitment, onboarding, and payroll operations
  • Ensured compliance with Saudi labor regulations
  • Administered government platforms: GOSI, Qiwa, Muqeem, Mudad
  • Led workforce coordination and operational process design
03

Key Impact

Mega-Project Leadership

Orchestrated large-scale government initiatives from concept to completion, ensuring flawless execution under intense public and institutional scrutiny.

50M+ SAR Budget Command

Directed financial planning and cost control across multi-million riyal portfolios with precision and full accountability.

Riyadh Metro Grand Opening

Led the operational and technical execution of one of Saudi Arabia's most significant infrastructure launch events.

25–40 Vendor Ecosystem

Managed complex multi-vendor ecosystems, coordinating procurement, delivery timelines, and quality assurance simultaneously.

Government-Level Exposure

Navigated high-protocol government environments with authority, earning trust at the executive and ministerial levels.

Royal Ceremony Precision

Designed and delivered bespoke digital activation systems for royal ceremonies, achieving 100% technical reliability.

04

Expertise

Project Management

  • End-to-End Project Lifecycle
  • Budgeting & Cost Control
  • Risk & Performance Monitoring
  • ERP & PM Software
  • KPI Design & Tracking

Marketing

  • Integrated Campaign Strategy
  • Digital Marketing & Analytics
  • Brand Visibility & Engagement
  • Commercial Proposal Development
  • Market Research & Analysis

Operations

  • Event & Ceremony Execution
  • Workflow Optimization
  • Vendor & Contract Management
  • Logistics Coordination
  • Process Improvement

Stakeholder Management

  • Government Coordination
  • Executive Protocol Design
  • Cross-Functional Leadership
  • VIP Journey Mapping
  • Partnership Development
05

Case Studies

01

Riyadh Metro Grand Opening

Mega Event Government Royal Protocol
Role

Senior Project Manager — End-to-end event execution and digital activation

Actions

Directed cross-functional teams across marketing, operations, and logistics. Designed and deployed the official inauguration console. Managed vendor ecosystem of 25–30 partners. Controlled 50M+ SAR budget with full financial oversight.

Impact

Flawless execution of one of Saudi Arabia's most significant infrastructure launches. 100% technical reliability during royal ceremony. Full compliance with royal protocol standards.

02

Government Protocol Consulting

Consulting VIP Protocol Strategy
Role

Project Management & Protocol Consultant — Freelance advisory

Actions

Designed bespoke VIP journey maps and executive protocol frameworks. Provided agile operational leadership for high-profile activations. Bridged client vision with marketing and execution strategies.

Impact

Established trusted advisory relationships with government and corporate clients. Delivered repeatable frameworks adopted across multiple initiatives.

03

Integrated Marketing Operations

Marketing Digital Campaigns
Role

Marketing Specialist — Campaign execution and partner management

Actions

Executed end-to-end digital and integrated marketing campaigns. Conducted market analysis to inform strategic direction. Built strategic partnerships to amplify brand reach and engagement.

Impact

Expanded client portfolios through data-driven campaign strategies. Strengthened brand positioning through strategic alliance development.

2026

International Protocol & Etiquette

06

Credentials

2024

PMP

Project Management Professional

2023

E-Marketing & Google Ads

Digital Marketing Certification

2019

Coaching & TOT Training

Training of Trainers Certification

2019

Executive Business Administration

Diploma — Cambridge Training College

2018

HR & Administration

Human Resources Certification

Ongoing

B.A. Applied Marketing

King Abdulaziz University

07

Get in Touch

Open to strategic opportunities in project management, operations leadership, and large-scale event execution.

Whether you're planning a mega event, building a project management function, or need executive-level operational leadership — let's connect.

Email lojainshaheen@yahoo.com Phone 0546478910 LinkedIn linkedin.com/in/LujainShaheen