ElGoly assumed her current position in 2020, leading a team of 24. Since joining, she has been responsible for shifting HDB’s brand image from housing-focused to a commercial bank. The ‘Endless Banking Services’ campaign during Ramadan 2026, which showcased HDB’s various banking services, achieving over 445 million video views and drove a 64% increase in new customer acquisition compared to the same month in 2025. This also contributed to 110% growth in retail customer loans and a 141% increase in credit card utilization over the same period.