2020 HW Woman of Influence: Riham El-Lakany

Freddie Mac, Vice President and Chief Marketing and Communications Officer, Single-Family Division

Riham El-Lakany

As vice president and chief marketing and communications officer for Freddie Mac Single-Family, Riham El-Lakany supports the business through comprehensive, effective marketing and communications campaigns and initiatives.

Under El-Lakany’s leadership and direction, her team launched Freddie Mac’s newly designed single-family website and new Single-Family Guide online experience in May 2019 with more than 500 pages on the website and over 3,000 pages in the revised guide. In the last year, the company’s single-family communications grew rapidly in both quantity and quality. Under El-Lakany’s direction, the communications team sent 4 million emails to support more than 700 campaigns. El-Lakany and her team also launched new several new marketing and communications channels, including a podcast series called Home Starts Here, covering dozens of timely topics and featuring top industry experts; a series of digital books on topics that Freddie Mac’s clients care about most; a new online magazine titled Sightline, offering clients the insights and perspectives to help them succeed; and a variety of thought leadership articles aimed at raising awareness and exploring new trends and opportunities. El-Lakany has also been a driving force of #LeadingTheWay, helping to launch Freddie Mac’s campaign focused on the advancement of women in the workplace.

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