Ali joins the RFU with extensive experience in sport, communications and marketing, as well as deep knowledge of rugby. She has joined from More than Equal, an organisation dedicated to developing the first female Formula 1 world champion, Ali was CEO for two years. In this role, she has taken the startup, founded by the ex-F1 driver David Coulthard, into full operation, building a dedicated team, developing high-profile partnerships and getting a high-performance programme, training young female drivers, off the ground. 

Prior to being at More Than Equal, she spent almost four years at Sport England where she was an Executive Director, looking after marketing, communications, digital and innovation. During this time, she led communications for some of the most high-profile moments in UK sport, including the publication of the Whyte Review, which explored abuse in British Gymnastics, while she also oversaw major campaigns including the award-winning This Girl Can which encourages women and girls to be more active. 

Before this, she held senior communications roles for the UK Government, where her positions included Deputy Official Spokesperson and Head of News for Prime Minister Theresa May at Downing Street and Head of News at HM Treasury under Chancellors George Osborne and Philip Hammond. She has also held senior communications and marketing roles at Premiership Rugby club Wasps and the BBC.

She has been heavily involved in women's rugby in a variety of roles, including founding the award-winning website ScrumQueens and she has recently published the first book exploring the 100-year history of the game. She is also the co-founder of Women of Union, which is dedicated to supporting and championing women working in rugby.