Maha Kassim has been appointed as Senior Director People & Culture at Ras Al Khaimah Tourism Development Authority (RAKTDA). The authority announced the appointment as part of its executive leadership team, with Maha Kassim set to lead its people and culture agenda.
In her new position, Maha Kassim will oversee the authority’s people strategy. Her responsibilities include talent development, organisational transformation, employee engagement, and workforce excellence. The role supports the authority’s efforts to build a strong workforce as Ras Al Khaimah’s tourism sector continues to expand.
Maha Kassim joins RAKTDA with extensive HR leadership experience
Before joining Ras Al Khaimah Tourism Development Authority, Maha Kassim served as Head of HR and Talent & Transformation Senior Director at Aujan Coca-Cola Beverages Company (ACCBC). In that role, she was responsible for leading the company’s human resources function while supporting talent and transformation initiatives.
Earlier in her career, Maha Kassim held a series of senior HR leadership positions at AstraZeneca, Aramex, and PepsiCo. Across those organisations, she led initiatives covering talent acquisition, HR business partnering, organisational development, performance management, organisational transformation, and culture.
Her experience also spans multiple regional and international markets. She worked across the Middle East, Africa, and other international locations, giving her broad exposure to workforce management and strategic HR leadership.
According to the appointment announcement, Maha Kassim brings more than 18 years of experience in strategic human resources, talent management, and organisational transformation.
Role focuses on talent, transformation and employee engagement
As Senior Director People & Culture, Maha Kassim will lead the authority’s people and culture strategy. She will oversee programmes designed to strengthen talent development across the organisation.
In addition, she will guide organisational transformation initiatives while supporting employee engagement and workforce excellence. These responsibilities place the people function at the centre of the authority’s organisational priorities.
The position combines talent management with broader culture and transformation responsibilities. As a result, the role covers both workforce development and organisational effectiveness.
Appointment adds experienced HR leadership to RAKTDA
Maha Kassim’s appointment brings experience from consumer goods, healthcare, logistics, and multinational organisations to Ras Al Khaimah Tourism Development Authority. Throughout her career, she has worked across different areas of human resources, including recruitment, organisational development, performance management, and culture.
Her previous leadership roles also included responsibility for HR business partnering and talent acquisition across regional and international markets. Consequently, she brings experience in managing people strategies across diverse business environments.
Ras Al Khaimah Tourism Development Authority announced the appointment as part of its executive leadership team. The authority said Maha Kassim will lead its people and culture strategy while supporting talent development, organisational transformation, employee engagement, and workforce excellence.
