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Lateefa Alwaalan serves as the Managing Director of Endeavor Saudi since July 2018 and is also a Board Member at the Riyadh Chamber of Commerce & Industry since August 2020. As a W20 Saudi Delegate since February 2021 and former Co-Chair of the W20 Entrepreneurship Working Group, Lateefa actively contributes to women's empowerment in Saudi Arabia. Lateefa co-founded Aroom, an innovative company, and previously held the position of CEO at Yatooq, a company focused on Arabic coffee brewing technology. Lateefa's early career includes roles as General Manager of Alwallan Pharmacies Group, Founding Member of CellA+ Network, MIS Analyst at Atheeb Telecom Consortium, and System Administrator at Riyad Bank. Lateefa holds an MBA in Technology Management and a Technology Entrepreneurship Certificate from the University of Washington, along with a Bachelor's degree in Computer & Information Sciences from King Saud University.