Lina Yahya doesn’t just talk about experience; she lives it, leads it, and makes sure it sticks. With over 25 years of cross-functional experience in strategy, product, sales, and customer experience, she has consistently helped organizations move beyond surface-level change to embed lasting, experience-led transformation into their DNA.

Throughout her career, Lina has been known as the one people turn to when something needs fixing, or when something entirely new needs to be built. Whether it’s launching a new line of business, setting up customer protection practices across the board, or restructuring service models, she brings clarity, momentum, and measurable outcomes to complex challenges.

Lina has also led some of the most impactful CX transformations in the region, including her role as EVP of Customer Excellence & Protection at RAKBANK. There, she reshaped the bank’s entire approach to experience, developing CX strategies across all functions, embedding employee engagement, revamping complaints handling, and aligning regulatory frameworks with customer expectations.

As a certified Customer Culture Practitioner and keynote speaker, Lina is also a familiar face in the global CX scene. For over a decade, she has been part of the Awards International and International Business Excellence Awards journey, not only as a judge but as someone deeply invested in the conversations behind the stage. For her, the real highlight has never been just the awards; it’s the dialogues, the debates, and the bold ideas exchanged between practitioners from across industries. In recent panels, she’s helped steer discussions on one of CX’s most pressing questions: how do we evolve measurement to reflect today’s AI-driven, behaviour-shifting, multi-channel world?

That’s exactly how the change cue was born. Tired of seeing great ideas and customer feedback get buried in inboxes and reports, Lina is building a different kind of system, one that makes it easy to track, prioritize, and actually deliver on the things that matter most to customers and employees. Not another dashboard but a way of working. One that connects the dots, breaks down silos, and turns talk into action.

This is a space Lina is deeply committed to: helping organizations move beyond outdated metrics to models that truly reflect customer value and business relevance. Because now more than ever, how we measure experience will shape how we deliver it. Whether she’s rethinking KPIs, coaching teams, or facilitating workshops that challenge the status quo, Lina is focused on making change & helping organizations stop getting stuck in analysis and start fixing them.

Her mantra? Listening is good. Acting is better. But sustaining change: that’s where the magic happens. Through the change cue, she continues to help teams move from insight to action, one cue at a time.