Abu Dhabi, Abu Dhabi Emirate, United Arab Emirates, July 2026 — ALDAR has elevated Lubna Khlifat to the role of Vice President – Customer Communication & Engagement (CX), recognizing her exceptional contribution to strengthening customer engagement, omnichannel communication, and customer experience across the organization’s diverse real estate portfolio.
In her expanded leadership role, Lubna will continue to shape ALDAR’s customer communication and engagement strategy, driving innovation across digital and direct customer channels while further enhancing personalized customer experiences. Her promotion reflects ALDAR’s continued investment in customer-centric transformation as it scales its business and strengthens long-term customer relationships.
Lubna has been associated with ALDAR for over two years, most recently serving as Vice President – Customer Communication & Engagement, where she led strategic communication initiatives spanning live chat, mobile applications, call centres, WhatsApp, email, and other digital engagement platforms. During her tenure, she developed customer lifecycle communication frameworks, implemented segmentation-driven engagement strategies, established omnichannel content operations, introduced concierge-style engagement models for high-net-worth customers, automated communication workflows, and played a significant role in helping ALDAR achieve an industry-leading Net Promoter Score (NPS) of 86%.
Alongside her corporate responsibilities, she has also provided Freelance Advisory Services, partnering with organizations across hospitality, retail, and real estate to design customer experience frameworks, customer journey strategies, omnichannel engagement models, empathy-led service programs, and employee experience initiatives that strengthen customer outcomes.
Prior to joining ALDAR, Lubna served as Head of Customer Experience at Betterhomes, where she redesigned customer experience strategies across multiple customer segments, implemented AI-powered customer engagement solutions, established complaint management systems, and led automation initiatives to improve operational efficiency and service delivery.
Earlier, she worked with DAMAC Properties as Customer Engagement & Communication Manager, where she established the customer communication function from the ground up, introduced AI-enabled communication platforms, developed customer segmentation strategies, increased digital engagement, enhanced customer journeys, and significantly improved customer satisfaction through integrated communication and experience initiatives.
Before DAMAC, Lubna spent nearly five years with Majid Al Futtaim as Customer Experience – Assistant Manager, where she helped establish the customer experience function, designed customer engagement policies and VIP relationship programs, led large-scale customer transformation initiatives, strengthened customer retention strategies, and contributed to significant improvements in operational efficiency and customer loyalty.
Earlier in her career, she spent more than three years with Emaar, progressing through the roles of Senior Customer Service Executive and Quality & Training Officer, where she focused on customer service quality, employee capability development, quality assurance, operational process improvement, and customer experience enhancement across the real estate business.
She also gained early professional experience as a Quality Assurance Officer with Islamic International Arab Bank PLC, where she managed quality assurance processes and compliance initiatives, before beginning her career with the United Nations as an HR Assistant Officer, supporting day-to-day human resources operations and recruitment administration.
Throughout her career, Lubna has established herself as a customer experience leader with deep expertise in customer communications, digital transformation, service design, customer journey mapping, organizational capability building, automation, and employee engagement, helping organizations build customer-centric operating models that deliver measurable business outcomes.
About ALDAR
Established to create world-class real estate developments for Abu Dhabi, ALDAR is one of the UAE’s leading real estate developers, investment, and management companies. The company has developed some of Abu Dhabi’s most iconic residential, commercial, hospitality, retail, and mixed-use destinations, including the internationally recognised Aldar Headquarters building, Yas Island developments, Al Raha Beach, Gate Towers, and numerous other landmark projects. Through innovation, sustainability, and customer-centric development, ALDAR continues to shape communities while delivering long-term value for customers, investors, and the Emirate of Abu Dhabi.
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