In the fast-evolving world of health and wellness, Nahdi has emerged as a leader in Saudi Arabia, shaping the future of pharmacy care. As the Kingdom’s largest pharmacy chain, Nahdi has built a reputation for providing high-quality healthcare products, wellness solutions, and expert services. With a presence in key locations like shopping malls, airports, and hospitals, Nahdi ensures that health and well-being are accessible to all, making it a one-stop destination for every health need.
Beyond offering medications, Nahdi takes a holistic approach to wellness, embracing digital innovation to enhance customer care. With services like the E-Pharmacist, customers can consult with pharmacists in real-time, ensuring accessible and expert advice anytime. The company has also introduced the “Pharmacy of the Future,” combining technology and customer care to create a personalised healthcare experience.
At the heart of this transformation is Linda Talal Alkhadra, Nahdi’s Marketing Director, whose leadership has redefined the brand’s marketing strategy. Since joining in 2015, Linda has played a key role in reshaping how Nahdi connects with its customers, particularly young women. By embracing a modern, digital-first approach, Linda has engaged Gen Z and Millennial women through educational campaigns and interactive social media initiatives, focusing on wellness, beauty, and self-care. Her campaigns promote holistic well-being, empowering women to make informed health and wellness decisions.
Under Linda’s direction, Nahdi’s marketing has evolved to reflect the needs and aspirations of young women, making it a trusted source of health advice and support. By addressing the physical and emotional health of women, Nahdi has built a strong foundation for its beauty and wellness offerings. Moreover, the company’s innovative “Solution Project” uses data-driven insights to deliver personalised shopping experiences, increasing customer satisfaction and loyalty while driving sales.
What initially inspired you to pursue a career in marketing and leadership?
My journey into marketing and leadership was inspired by a deep passion for understanding people—their needs, aspirations, and challenges—and creating meaningful connections that drive real change. Marketing allows me to influence not just buying decisions but also the lives of our guests, particularly women and families, by ensuring that every interaction adds value. Leadership became a natural progression as I discovered the power of guiding and inspiring teams to work collaboratively toward a shared vision of impactful, guest-focused strategies.
As someone with a background in Total Quality Management and Organizational Excellence, how do you apply those skills to your marketing strategies at Nahdi?
My background in Total Quality Management has been invaluable in shaping a process-oriented approach to marketing at Nahdi. It has taught me the importance of aligning strategies with guest-centric outcomes while ensuring operational excellence and fostering continuous improvement. By systematically focusing on our guests’ needs and integrating innovation into our processes, we consistently deliver high-quality, impactful campaigns that not only meet market demands but also create lasting value for Nahdi guests.
Could you share the biggest challenge you faced in shifting towards a more modern and educational strategy for engaging Gen Z and Millennial women?
The biggest challenge was the lack of creative content developers in Saudi Arabia who could work with the speed and agilit needed for a modern, trend-driven approach. To overcome this, we relied on our Gen Z team members, who brought fresh perspectives and were instrumental in developing content that resonated with their peers. Fortunately, our management and stakeholders were incredibly supportive of my decisions, empowering me to lead this transformation effectively. Their trust and encouragement played a pivotal role in overcoming this challenge and driving our success.
How do you ensure that the content you create resonates deeply with young women?
At Nahdi, we prioritize listening to our guests. By analyzing their needs, aspirations, and feedback, we craft content that is practical, relatable, and inspiring. Leveraging our extensive database of millions of guests, we create personalized value offers and content that align with their individual needs.
We believe in the concept of omni health, addressing wellness holistically through online and offline touchpoints. Our seamless ecosystem includes online and offline consultations, Nahdi Care Clinics, our extensive pharmacy chain, and comprehensive beauty and wellness solutions that cater to health inside and out.
Additionally, we focus on providing young women with everything they need: trending products, professional consultations, and value-for-money offers. By reflecting their real-life challenges and offering actionable solutions, we foster trust and loyalty, positioning Nahdi as their trusted partner in health, beauty, and overall well-being.
What key wellness trends or topics do you think will become more important for this generation in the coming years?
Beauty and wellness care are converging as essential combined solutions for this generation. Insights from our guests reveal that 64% believe the solution to their health concerns should address both the inside-out and outside-in approach. This reflects a growing demand for holistic care that integrates physical health with self-care routines.
Additionally, mental health, sustainability, and personalization are emerging as dominant wellness trends. Gen Z and Millennial women increasingly seek solutions that balance physical, emotional, and environmental well-being. Topics like stress management, mindful living, and eco-conscious beauty will continue to gain traction. Personalization, in particular, will be key, as young women look for tailored wellness plans that align with their unique lifestyles and values.
In what ways have you seen marketing evolve during your time at Nahdi, and what do you believe is the future of marketing for brands targeting Gen Z and Millennial females?
Marketing has evolved significantly, focusing on personalization, authenticity, and agility. At Nahdi, we’ve embraced this evolution by actively listening to our guests and empowering our Fastverizing team to create timely, trend-driven content that deeply resonates with Gen Z and Millennial females. Agility has been a key differentiator for us, allowing us to stay ahead of changing market dynamics. Personally, I’ve succeeded at Nahdi by being fast, adaptable, and using innovative approaches to achieve impactful results efficiently.
The future of marketing will continue to leverage data, AI, and immersive technologies like augmented reality, but it will always circle back to the human connection. At the end of the day, people want to do business with people. Our pharmacists are a prime example of this—they are not just experts but also trusted advisors who embody the human touch that sets Nahdi apart. This human-centric approach will remain at the heart of our marketing strategies.
What message do you hope young mothers take away from Nahdi’s support and guidance?
We want young mothers to know that Nahdi is here to support them every step of the way, from pregnancy to their child’s adulthood. Our focus on the first 1,000 days of a baby’s life highlights the critical role mothers play in their child’s well-being, and we are committed to being their trusted partner throughout this journey.
Through our parenting program, which aims to engage over 1 million mothers in 2025, we provide practical advice, expert insights, and emotional reassurance. Our goal is to ensure that mothers feel seen, supported, and empowered, offering them the tools and community they need to navigate motherhood with confidence and ease.
What advice would you give to young professionals looking to follow a similar path in leadership?
Leadership is a journey of continuous learning and growth. Embrace every challenge as an opportunity to improve, and don’t be afraid to make mistakes. As our CEO Yasser Joharji once told me, “You are the CEO of your area—take decisions and don’t fear mistakes. The more mistakes you make, the more you’ll learn and grow.” Mistakes are not failures; they are steppingstones toward progress and success.
Ask questions, seek feedback, and remain curious about new possibilities. Cultivate empathy and adaptability, as these are key to building strong teams and creating impactful strategies. Always stay connected to your purpose and the value you aim to bring to others.
Remember, all work works when approached with dedication, resilience, and a willingness to learn. Empower yourself to empower others, and leadership will naturally follow. By staying open to growth and staying true to your vision, you’ll create a meaningful and rewarding path in leadership.
Looking back on your journey at Nahdi, is there a particular moment or campaign that stands out as especially meaningful to you on a personal level?
One of the most meaningful aspects of my journey at Nahdi has been our unwavering commitment to placing women at the center of everything we do. Over the years, we have continuously worked to empower women in all their roles—as individuals, mothers, daughters, and caregivers—through tailored wellness, beauty, and self-care solutions.
A standout initiative for me was our multidimensional female-focused campaigns, which recognized the unique and diverse needs of women and provided holistic support to help them thrive. These campaigns was not just about products; it was about empowering women to care for themselves while continuing to care for others.
Seeing the tangible impact on our guests’ lives and receiving heartfelt feedback reaffirmed the importance of our work. It reminded me that what we do extends far beyond transactions—it’s about creating lasting value and meaningful change. Building on this foundation, we are especially proud to be working on the 2025 iteration of this initiative, which will further innovate and expand on our commitment to supporting women in every dimension of their lives.
How do you see your work contributing to the broader goals of female empowerment and wellness in the region, aligned with Vision 2030?
My work aligns seamlessly with Saudi Vision 2030 by championing female empowerment, fostering innovation, and promoting wellbeing across all facets of life. By placing women—particularly young women—at the heart of Nahdi’s communication and service strategies, we contribute to building a healthier, more informed, and confident generation.
Through our innovative campaigns and guest-centric initiatives, we address Saudi women’s diverse needs, enabling them to thrive as individuals, professionals, and caregivers. This approach not only drives business success but also supports the nation’s broader goals of fostering inclusion, growth, and well-being. It’s a privilege and an honor to contribute to a vision that uplifts women and empowers them to shape a brighter future for themselves and their communities.
As Nahdi continues to grow and expand, both in Saudi Arabia and beyond, its commitment to wellness and innovation remains steadfast. With Linda leading the marketing charge, Nahdi is not just a pharmacy—it is a trusted partner in health, empowering a new generation to embrace healthier, more informed lifestyles.
