Saudi Arabia’s Vision 2030 is reshaping the country’s economic and cultural landscape, with a strong emphasis on digital media, entertainment, and creative industries. At the helm of this transformation is @Nada Al-Tuwaijri, a dynamic leader and entrepreneur. As the co-founder and CEO of Merwas, she has played a pivotal role in positioning Saudi Arabia as a global hub for creative content production and digital innovation. Her career spans journalism, public relations, strategic partnerships, and humanitarian efforts, making her an influential force in the Kingdom’s evolving creative sector.
Early Life and Educational Background
Nada Al-Tuwaijri was born in Saudi Arabia and developed an early passion for storytelling, media, and global affairs. She pursued higher education in London, earning a Bachelor’s degree in Political Science and Government from Kingston University. Furthering her academic journey, she obtained a Master’s degree in Peace Studies and Conflict Resolution from the University of Westminster. This solid educational foundation provided her with critical thinking skills and a global perspective that would later shape her career in media, entertainment, and advocacy.
A Trailblazer in Media and Communications
Al-Tuwaijri’s career began in journalism at Al Arabiya, one of the Middle East’s leading news networks. As a journalist, she honed her skills in storytelling, research, and public engagement. Her ability to communicate effectively and build narratives made her a sought-after media professional.
She transitioned into strategic communications, working as a Senior Account Manager at Edelman, a global communications firm. Here, she managed high-profile accounts, developed PR strategies, and facilitated brand positioning for multinational clients.
Public Sector Leadership: Elevating Saudi Arabia’s Global Presence
Al-Tuwaijri’s expertise in media and strategic partnerships led her to serve in key public sector roles:
- Head of Strategic Partnerships and Development at the Center of International Communication (CIC), a department under Saudi Arabia’s Ministry of Media. In this role, she fostered global collaborations and ensured that Saudi Arabia’s narrative was effectively communicated to international audiences.
- Media and Communications Manager at the Misk Foundation, where she played a crucial role in initiatives aimed at empowering young Saudis and fostering innovation in education, technology, and entrepreneurship.
These roles allowed Al-Tuwaijri to bridge Saudi Arabia’s evolving media landscape with global best practices, further cementing her reputation as a leader in strategic communication.
Founding Merwas: Revolutionizing Saudi Arabia’s Creative Industry
Recognizing the need for a world-class digital multimedia and content creation hub in Saudi Arabia, Nada Al-Tuwaijri co-founded Merwas, a state-of-the-art multimedia and entertainment production company based in Riyadh. As CEO of Merwas, she has spearheaded initiatives that provide Saudi and international artists access to top-tier production facilities, cutting-edge technology, and global industry expertise.
Merwas’ Impact on Saudi Arabia’s Creative Economy
Under Al-Tuwaijri’s leadership, Merwas has established itself as a leading force in the Saudi creative economy. Key contributions include:
- Empowering Local Talent: Merwas provides a platform for emerging Saudi artists, filmmakers, and content creators, helping them bring their visions to life with world-class production support.
- State-of-the-Art Infrastructure: Equipped with the latest recording studios, post-production facilities, and immersive media technologies, Merwas enables creators to produce content that meets international standards.
- Fostering International Collaborations: Through strategic partnerships, Merwas has attracted global talent and investors to Saudi Arabia’s entertainment sector, contributing to the Kingdom’s goal of becoming a media and entertainment powerhouse.
Merwas aligns with Vision 2030’s objectives by fostering a diverse and sustainable creative industry, reducing reliance on oil, and positioning Saudi Arabia as a regional hub for media production.
Humanitarian Initiatives: A Commitment to Social Impact
Beyond her professional achievements, Nada Al-Tuwaijri is deeply committed to humanitarian work. She founded “Men Ajlehem”, a social impact initiative that provided essential supplies to refugees at the Zaatari Camp in Jordan. This initiative supported 20% of the camp’s population, providing them with daily necessities.
Her advocacy extended to women’s safety initiatives, including the Safe Cities project in Cairo, aimed at combating sexual harassment in public spaces. These initiatives highlight Al-Tuwaijri’s dedication to social justice and community empowerment, reflecting her belief that media and communication can be powerful tools for positive change.
Recognition and Influence on the Global Stage
Al-Tuwaijri’s leadership and contributions have earned her widespread recognition in the creative and media industries. She has been named among the top Saudi talents under 35, highlighting her influence in shaping the Kingdom’s digital and entertainment sectors.
Her work with Merwas has also attracted international acclaim, with the company being recognized as a key player in Saudi Arabia’s creative transformation. Al-Tuwaijri frequently represents Saudi Arabia at global forums, creative summits, and media conferences, where she discusses the Kingdom’s vision for cultural and entertainment growth.
Future Vision: Elevating Saudi Arabia’s Global Creative Standing
Looking ahead, Nada Al-Tuwaijri is focused on:
1. Expanding Saudi Arabia’s Creative Ecosystem
She aims to launch new creative hubs, production studios, and training programs that support local talent and attract global partnerships.
2. Strengthening International Collaborations
By partnering with leading global media firms, film studios, and content creators, she envisions Saudi Arabia as a major player in the global creative economy.
3. Investing in Talent Development
Al-Tuwaijri is committed to upskilling Saudi youth through education programs, internships, and mentorships in media production, digital storytelling, and entertainment technology.
4. Driving Digital Innovation in Media and Entertainment
As AI and immersive technologies reshape content creation, she is leading initiatives that integrate virtual reality (VR), augmented reality (AR), and AI-driven production techniques into Saudi Arabia’s creative sector.
Empowering Local Communities Through Creativity
Nada Al-Tuwaijri firmly believes in the power of media and entertainment to drive social and economic growth. Through Merwas and her various initiatives, she is creating opportunities for local filmmakers, musicians, designers, and content creators to showcase their talents on a global stage.
Her efforts to democratize access to creative tools and platforms are ensuring that young Saudis—regardless of background—have the resources they need to thrive in the digital economy.
Conclusion: A Visionary Shaping the Future of Saudi Arabia’s Media and Entertainment Industry
Nada Al-Tuwaijri’s career is a testament to visionary leadership, innovation, and commitment to social impact. Through her work in media, strategic communications, and digital content creation, she is not only shaping Saudi Arabia’s creative industry but also contributing to the country’s cultural and economic diversification under Vision 2030.As Saudi Arabia continues to open its doors to the world, Nada Al-Tuwaijri’s pioneering efforts ensure that the Kingdom’s creative sector thrives on a global scale—one that fosters innovation, empowers talent, and tells compelling stories to the world.
