Kaabour assumed her position in 2018, leading a team of 15. Throughout 2025, she oversaw the full revamp of the Al Masaood brand, including its mission, vision, and values, alongside its digital footprint. Seven new company websites went live, resulting in an 18.9% average follower growth on social media platforms. A new logo is currently underway. Kaabour is a member of The Marketing Society. She also published her marketing and communications guidebook in 2023.