Coaching Helps to Redefine the Future of Saudi Telecom Company

In alignment with Saudi Arabia’s VISION 2030 initiative to diversify its economy and empower women, STC launched a bold coaching strategy as part of its DARE transformation plan. Faced with the challenge of digital disruption and cultural evolution, STC embedded coaching into its executive and leadership development programs beginning in 2016. The initiative targeted executives, senior managers, and high-potential leaders, training them with ICF-credentialed coaches to foster collaboration, agility, and innovation.

With over 1,500 leaders engaged and 5,000 employees reached, coaching has transformed STC’s internal culture from hierarchical to inclusive. Leaders now embrace participatory management and cross-functional collaboration. One standout result? The creation of STC’s “Digital Day,” where all physical retail stores close to spotlight digital services — an innovation born from a coaching-supported team.

Notably, STC’s program also catalyzed women’s advancement in leadership, with coaching directly supporting the promotion of the company’s first female director. As a result of this widespread impact, STC moved from the third to the top quartile in the McKinsey Organizational Health Index.

“Coaching helps leaders improve their skills and maximize business outcomes,” said Haithem Alfaraj, SVP of tech and operations. STC’s success now stands as a model for other organizations navigating transformation across the Middle East.