𝗖𝗵𝗮𝗿𝘁𝗶𝗻𝗴 T𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 O𝗳 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, By Saadia Karam

As I look back on my nearly two decades in the marketing industry, I see a path that’s been marked by innovation, resilience, and a focus on the future. This journey has shaped my understanding of what marketing can be and shown me the potential to drive change in a world where technology and human connection are becoming inseparable.

𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗮𝗻𝗱 𝗟𝗲𝗮𝗱𝗶𝗻𝗴 𝗮𝘁 𝘁𝗵𝗲 𝗚𝗹𝗼𝗯𝗮𝗹 𝗟𝗲𝘃𝗲𝗹

Working with leading brands like META, TikTok, and Microsoft, I immersed myself in the fast-paced world of digital marketing. Each experience taught me about the power of strategy and the importance of understanding people’s motivations, preferences, and unique perspectives. These roles gave me a rare view into the global marketing landscape, showing me the value of staying agile and grounded in empathy as consumer behavior evolves.

As I grew in my career, I recognized the need to deepen these connections and go beyond surface-level interactions. This drive to find authenticity in marketing became central to my vision and continues to be the foundation of my work.

𝗘𝗺𝗯𝗿𝗮𝗰𝗶𝗻𝗴 𝘁𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲: 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗠𝗲𝗲𝘁𝘀 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻

The future of marketing, in my view, lies in balancing the possibilities of AI, data, and automation with a focus on emotional insight. Technology opens countless doors, but it’s the human side of marketing that creates lasting connections. I believe that while data can reveal patterns, it’s empathy that lets us understand and connect on a meaningful level.

In my work, I encourage an approach that values both the precision of technology and the depth of human understanding. This blend of innovation and empathy is essential as we move into a future where audiences expect more than transactions. They want experiences that feel personal, relevant, and real.

𝗟𝗲𝗮𝗱𝗶𝗻𝗴 𝗖𝗵𝗮𝗻𝗴𝗲 𝗶𝗻 𝘁𝗵𝗲 𝗠𝗘𝗡𝗔 𝗥𝗲𝗴𝗶𝗼𝗻

Working in the MENA region has been a defining part of my journey. This is a region alive with potential, where digital transformation is happening in powerful ways.

MENA’s unique position offers an opportunity to lead by example, combining global trends with cultural insight. I see my role as helping brands in the region create connections that reflect both innovation and authenticity, with a respect for the values that make each community unique.

𝗠𝗼𝘃𝗶𝗻𝗴 𝗙𝗼𝗿𝘄𝗮𝗿𝗱 𝘄𝗶𝘁𝗵 𝗣𝘂𝗿𝗽𝗼𝘀𝗲

This career has taught me that leadership is about creating opportunities for positive change, remaining adaptable, and finding purpose in everything you do. I’m committed to advancing marketing as a field that builds genuine connections and reflects the future we want to create.

The journey continues, and I look forward to what lies ahead as we build a new era in marketing, one that is defined by purpose, creativity, and the potential for impact.