TheFace: Noor Balfaqeeh, PR head at Saudi National Center for Performance Measurement

Noor Balfaqeeh and her family. (AN photo by Ziyad Alarfaj)
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Updated 03 March 2020
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TheFace: Noor Balfaqeeh, PR head at Saudi National Center for Performance Measurement

My upbringing influenced my choice of career and determined the things that I am passionate about. As a purpose-driven person, I find meaning in everything I do and turn it into the fuel that keeps me moving.

Born in Jeddah and raised in Madinah, I was the eldest child in the family home which put me at the forefront of responsibility. Looking after my siblings and helping my mother with chores, taught me how to depend on myself and care about others.

I grew up in a house close to the Prophet’s Mosque in Madinah, which turned it into a motel-like destination, where we would receive friends and relatives from all over the world. I also remember that we used to free-up two rooms of the house every Hajj season to host pilgrims, and this awakened a sense of giving in me.

As a teenager, I helped my father in his work, mainly writing and publishing books. I also assisted him in his genealogy work, which is the study of families and tracing lineages.

Besides enjoying my time with the non-stop guests and playing with my sisters, school was the biggest joy of my life. When I did not come first in my class, I would be second.

In 1994, I graduated from high school as one of the top 10 students and would have gone to engineering college if it had been available for girls. Instead, I studied at King Abdul Aziz University from where I gained a bachelor’s degree in linguistics. I later obtained a master’s degree in translation from the University of Birmingham.

My husband is a great man. Ever since I left my parents’ house, he has been my partner, a great father to our children, my mentor and above all my soul mate. Together we have been on a quest to find a good life together and aid the development of each other.

I am a mother of four beautiful jewels; two of them are adults and are out of the nest studying abroad. The other two little girls are the joy of my life and we are enjoying life’s adventures together.

I am the head of public relations and communication at the National Center for Performance Measurement (Adaa). Joining Adaa in 2018 was an adventurous move and a life-changing decision. I had to move to Riyadh with my family after spending five years as head of communications and sustainable business at multi-national company Unilever, in Jeddah.

My career in public relations and communications started in 2007 at Effat University.

The qualities that were deeply embedded in me for helping and serving others came to good use when I became a certified consultant of Birkman psychometric assessment.

WildFit Arabia is another project that I am working on with two of my dear friends. The program is a unique nutritional and lifestyle challenge that helps people to maintain a healthy weight and lead a healthy lifestyle.

I am also translating a book by a scientist and scholar who changed my life when I attended many of his workshops.

My journey of self-exploration started in 2011 and paved the way for many positive changes in my life on professional, personal, social and spiritual levels. I am a resilient person who is filled with peace and love for everyone and everything.

My biggest achievement was to holistically stabilize myself emotionally, socially and professionally, something which allowed me to become better in all aspects of my life.

Every morning I meditate and remind myself, “I am full of hope and gratitude, I am determined to give and serve, I am full of confidence that I am better in every role I play in this life.”

The motto I stand by is: Every day and in every way, I am getting better and better. So, I know that even the sky is not my limit and with good intention I will continue positively impacting the lives of whoever crosses my path.


The secret keepers of desert balance in Saudi Arabia

Updated 27 December 2025
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The secret keepers of desert balance in Saudi Arabia

  • How the Kingdom’s wildcats control pests, protect public health, and sustain the ecosystem

RIYADH: During the summer of 2024, two desert lynx kittens were born in Taif as part of Saudi Arabia’s efforts to protect and increase the population of caracals in the country.

Although caracals are critically endangered, wildcats in general play a significant ecological role in the Kingdom. They act as natural pest control, and Saudi Arabia is committed to conserving these species while increasing their populations to support a thriving ecosystem.

Despite the Kingdom’s harsh, arid climate, conditions are suitable for wildcats not only to survive but also to flourish. Among the terrestrial species inhabiting Saudi Arabia are sand cats, Arabian wildcats, and the desert lynx.

Felis margarita, or sand cats, are small — around 40-60 cm — with pale sandy fur that allows them to blend into the desert. They have a broad head, large ears, and long hair on the bottom of their feet to walk on hot sand.

Sand cats have long hair on the bottom of their feet, allowing them to walk on hot sand and prevent them from sinking into the sand. (SPA/Visitsaudi)

“It is small in size and does not mate with other cats. It is the only cat species in the world with hair on the soles of its feet instead of skin to prevent it from sinking into the sand,” said Obaid Alouni, a Saudi environmentalist.

Alouni explained that one defensive technique sand cats use is to lie flat on the ground to avoid detection.
“It lies flat on the ground when it senses danger to avoid being noticed by other animals.”

These cats primarily feed on rodents and small reptiles, occasionally large insects, obtaining their water from their prey. Sand cats are native to West Asia and help regulate rodent and insect populations, preventing outbreaks and reducing disease spread.

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Interestingly, raising sand cats as domestic pets is becoming more popular, Alouni said. But he emphasized that adoption is easier when they are kittens, as they remain wild animals. Although widely distributed across the Kingdom, exact population numbers are difficult to determine due to their elusive nature. They are currently listed as “least concern” by the International Union for Conservation of Nature.

Similar to sand cats, Arabian wildcats (Felis lybica) are found across the Arabian Peninsula and play a vital role in environmental health.

“They are wild cats that live independently without human intervention,” Alouni told Arab News.

An Arabian wildcat at Olomouc Zoo in the Czech Republic. (Wikimedia Commons: Michal Maňas)

Arabian wildcats resemble domestic cats but have thicker, sandy to grey-brown coats with faint stripes or spots and ringed tails with blunt tips. Like sand cats, they feed on rodents, birds, reptiles, and insects and are listed as “least concern” by the IUCN.

However, Alouni warned that pure populations of Arabian wildcats in Saudi Arabia could be threatened by hybridization with domestic cats.

“Currently, wild cats face the problem of interbreeding with domestic cats. This weakens their immune systems and makes them more susceptible to diseases from other cats,” he said.

“This contributes to the extinction of the purebred lineage and, consequently, the disappearance of their wild instincts,” he added.

DID YOU KNOW?

• Sand cats are the only cat species with hair on the soles of their feet, allowing them to walk on hot sand without sinking.

• Caracals, locally known as Al-Washaq, are native and endangered, capable of jumping 3 to 4 meters in a single leap.

• Pure populations of the Arabian wildcat are at risk due to hybridization with domestic cats.

While both species are desert dwellers, sand cats are harder to spot as they avoid heavily trafficked areas. They are mainly found in the Ad Dahna desert and the Empty Quarter, where sand dunes dominate the landscape. Arabian wildcats, however, inhabit rocky or mountainous areas such as the Tuwaiq Mountains, valleys, and farms with abundant small prey.

“Wild cats come around towns and villages, and unfortunately, begin mating with domesticated cats that people release outside,” Alouni explained. He stressed the importance of keeping domestic cats away from wildcat habitats, including deserts and camping sites.

The third wildcat species native to Saudi Arabia, the caracal or desert lynx, is critically endangered. “The lynx is classified in size between large and small, and is distinguished by its jump, which can reach 3 meters or even 4 meters in the sky,” Alouni described.

This combination of photos released by the Saudi National Center for Wildlife (NCW) last year shows a female Caracal and its cub at the Prince Saud Al-Faisal Wildlife Research Center in Taif. (SPA file)

Locally known as Al-Washaq, desert lynx have reddish-tan coats, long legs, and black-tufted ears. They feed on birds, rodents, and sometimes small antelopes. Thankfully, these cats are protected under Saudi law due to their critically endangered status.

Hunting any sand cats, Arabian wildcats, or desert lynx can result in fines of approximately $20,000, according to the Saudi Ministry of Environment, Water, and Agriculture.
“There is a very severe financial penalty in Saudi Arabia for anyone who hunts it,” Alouni added.

The Kingdom has strict regulations to protect endangered animals, criminalizing not only hunting or killing but also trade. Violators could face penalties of up to $8 million, up to 10 years in prison, or both.

Overall, sand cats, Al-Washaq, and Arabian wildcats are essential to maintaining a healthy environment in Saudi Arabia. By controlling rodent populations, they help prevent outbreaks that could threaten agriculture and public health.