Khaled Alfheed has been promoted to Executive Director of Corporate Communications at Saudi Arabia’s National Center for Performance Measurement (Adaa). He previously served as Director of Public Relations and Communications at the Riyadh-based organisation.
The promotion follows more than two decades of experience in media, public relations and corporate communications. Alfheed’s career spans public-sector communications, nonprofit organisations and newspaper journalism.
Khaled Alfheed’s corporate communications experience
Before his promotion, Alfheed led public relations and communications at Adaa from February 2023. His experience at the organisation provides continuity as he takes on the executive director position.
Earlier, he spent more than 17 years as Director of Corporate Communications at the Children with Disability Association. He held the position from December 2005 to February 2023.
His career also includes newsroom experience at several Saudi media organisations. Alfheed worked as a news editor at Al Jazirah newspaper and Al Riyadh newspaper. He also spent more than seven years in a news editor role at the Saudi Research and Media Group.
Education and professional development
Alfheed holds a bachelor’s degree in Physical Education and Kinesiology from King Saud University. He completed the degree between 1994 and 1998.
He later undertook a Euro-Arab fellowship in the management of nonprofit organisations at the Universidad de Granada. The fellowship ran from December 2019 to October 2021.
His education also includes a bachelor’s degree in Public Relations and Communication from King Abdulaziz University, completed between 2014 and 2018. In addition, he completed a research fellowship in social responsibility at the International Islamic University Malaysia.
Communications and social impact
Alfheed’s professional background extends beyond corporate communications. From February 2023 to August 2025, he chaired the Saudi Federation for the Visually Impaired, according to his professional profile.
His stated areas of expertise include media relations, content development, strategic planning and performance measurement. He also identifies social responsibility and volunteering initiatives among his professional interests.
These experiences span institutional communications, journalism and social impact. However, the organisation has not specified a new mandate or detailed priorities for Alfheed in his executive director role.
The promotion places an experienced communications professional in Adaa’s corporate communications leadership
