TBWA\RAAD strengthens its people-first culture with appointment of Priya Cima

Cima brings more than three decades of experience blending counseling psychology and organizational development. “Her appointment reinforces TBWA\RAAD’s ongoing commitment to people-centric growth, backed by her deep understanding of what it takes to build resilient, high-performing creative teams in today’s competitive talent landscape,” the company said in the announcement. 

The statement shared a brief about Cima’s role adding, “Priya will drive initiatives around leadership and talent development, organizational efficiency, and culture transformation, while leading change management efforts that align with TBWA\RAAD’s disruptive spirit. In Saudi Arabia, she will also serve as the main point of contact for all talent operations, overseeing the employee experience end-to-end.” 

Welcoming Cima in her new role, Reda Raad, Group CEO, TBWA\RAAD said, “The creative industry is at a turning point where talent strategy directly impacts business outcomes. Priya’s proven track record of transforming workplace cultures will be instrumental as we continue winning major regional accounts and expanding our Saudi presence. I’m confident she will play a key role in empowering our agency culture and helping our talent thrive.” 

Cima added, “I’m excited and honored to join the TBWA\RAAD family, an organization that truly walks the talk when it comes to creating an exceptional workplace culture. What inspires me most is that this culture isn’t static, it’s dynamic, fueled by Disruption®, innovation, and genuine care for people. I look forward to contributing to a workplace where creativity and collaboration help everyone grow and flourish.” 

Cima most recently worked with Mohamed bin Zayed University of Artificial Intelligence (MBZUAI) as a Organizational Culture & Wellbeing leader, and prior to has worked with ChearfulHealth, Fortes Education, Dubai Health Authority, and KPMG. “She’s also a founding member of the Society of Business Psychology in the Middle East and an active member of the Society for Industrial and Organizational Psychology,” the statement noted.

Adding “Her multicultural perspective and passion for cross-cultural connection, wellness, and continuous learning make her a perfect fit for TBWA\RAAD’s diverse regional teams, and for an industry that thrives on creativity powered by people.” 

On the academic front, Cima holds a qualification in Applied Counselling and Organizational Psychology from New York University, along with certifications in Psychology, Organizational Development, Business and Talent Management, and Social and Emotional Wellbeing from leading global institutions.