Reem Mohammad Asaad is a Saudi Arabian financial advisor and writer based in Jeddah. She has 12 years of corporate experience in investment management and finance. In 2008, she added socio-economic welfare to her personal mission. Her first independent project was the “Lingerie” campaign calling for better employment opportunities for women and improved consumer rights. The campaign garnered international recognition and support stirring many underlying issues about women in the country and raising national awareness on women and consumer rights. The campaign ended successfully in 2011 when the Ministry of Labor enforced a law allowing women to work freely in the retail sectors, instantly creating thousands of jobs kingdomwide. As a result of her efforts, Reem was ranked the third most powerful Arab for 2012 bywww.arabianbusiness.com. Her work was documented in three international books in English, Italian and Swedish. Reem carries on her mission to improve financial awareness and women’s economic rights in Saudi Arabia. She is an international guest speaker in a variety of academic institutions and conferences. A married mother of three daughters, Reem lives in Jeddah with her family and enjoys reading, languages and discovering new talents.