Suheir Houbi Alul is a seasoned customer experience and business development professional with three decades of leadership experience across the automotive industry in the Middle East. During her tenure at General Motors, she held senior roles across sales, after-sales, distribution, and customer experience—building a proven track record in transforming operations, localizing global strategies, and embedding CX excellence into organizational culture.

Fluent in Arabic and English, Suheir specializes in localizing customer experience—adapting global standards into culturally relevant, actionable strategies tailored to regional markets. Through her consulting and training, Suheir helps organizations elevate customer journeys, align cross-functional teams, and strengthen brand reputation, while also mentoring young professionals and entrepreneurs across the region.