Marketing is an ever-evolving field driven by innovative minds who dare to challenge the status quo. These trailblazers are the visionaries shaping the future of the industry, pushing the boundaries of what’s possible and redefining the way businesses connect with their audiences. As Brandberries unveils its highly anticipated top Marketers to watch list for 2025, we’re thrilled to shine a spotlight on the most impactful, effective, and transformative names that are destined to make waves in the coming year.

This esteemed roster features marketing masterminds who have harnessed the power of emerging technologies, data-driven insights, and creative storytelling to deliver groundbreaking campaigns that captivate and inspire. From disruptive digital strategists leveraging the latest social media and e-commerce trends, to branding visionaries crafting unforgettable brand experiences, these innovators possess an unparalleled ability to anticipate consumer needs and pivot their approach accordingly. Their keen intellect, boundless imagination, and relentless drive to push the envelope have earned them a reputation as the industry’s most sought-after thought leaders, guiding brands towards greater success through their pioneering work.

As we look ahead to 2025, these marketing luminaries are poised to take the industry by storm, pioneering new frontiers in consumer engagement, campaign optimization, and market domination. With their finger firmly on the pulse of emerging trends and an uncompromising commitment to excellence, they are set to redefine the very essence of modern marketing, inspiring their peers to follow in their footsteps and cementing their status as the visionaries destined to shape the future of this dynamic, ever-evolving field.

Abdullah AlRubaish: GM Marketing, Corporate Communications at Abdullah AlOthaim Investment Group

Through Marketing and Corporate Communications Department, we strive for leadership and a deep commitment to integrating local and regional insights with innovative global strategies in marketing and audience engagement. In a region characterized by rapid growth, diverse dynamics, and tastes, I believe that our marketing approach not only harmonizes with the fine local and regional differences but also positions the organization as a forward-thinking and globally relevant brand. We distinguish ourselves in communication and marketing by relying on data intelligently without ever neglecting the human element. In today’s rapidly evolving digital age, consumer preferences are changing at a fast pace, but we always ensure that our marketing and communication processes remain at the forefront of these shifts by leveraging the latest technologies, analytics, and market trends. At the same time, we prioritize storytelling and audience engagement, an approach that aligns with the values and aspirations of our diverse customer base, particularly in the context of Saudi Arabia’s Vision 2030. Our role in marketing and communication also extends to talent development, where we focus precisely on empowering teams to innovate and create creative processes. This combination of strategic thinking, technological integration, and a people-first approach allows us to lead marketing efforts that not only drive business success and growth but also sustainably enhance lasting connections with our audience.

As the marketing industry moves forward, particularly in the MENA region, we stand on the brink of a new era defined by advanced technology and shifting consumer priorities. So, marketers should be keenly aware of how artificial intelligence (AI), machine learning, and automation reshape marketing. These technologies allow us to refine our personalization efforts, enabling more precise, tailored messaging to our audiences, which enhances engagement and brand loyalty.

However, the future of marketing is not solely about technological advances; it’s also about meaningful connections. The rising demand for sustainability and transparency will require brands to be more authentic and socially responsible. So, marketers should embed these values into their communications, ensuring that our corporate message aligns with the growing expectations of conscientious consumers.

Looking ahead, immersive technologies such as augmented reality (AR) and virtual reality (VR) will play a pivotal role in delivering unique and engaging experiences, particularly in retail and real estate. They are prepared to leverage these innovations to create deeper, more personalized connections with the audience, ensuring that our brand remains at the forefront of the marketing evolution in the MENA region.

Ahmed Zakaria: Marketing Vice President, Berain Water

Ahmed Zakaria (a-k-a Zak), currently Marketing Vice President at Berain Water, a professional leader with 25 years of experience at PepsiCo, Nestle, Colgate-Palmolive and Heineken. Zak undertook various assignments in AMESA and APAC Sectors based out of Dubai, Jeddah, Riyadh, Egypt, Switzerland and the UK.

Being a Digital Transformation Marketer and Thought-leader who led Strong Equity Love-marks, and designed Growth Strategies for Blue-chip MNCs and Family Private Businesses, besides being an Entrepreneur.

As we step into the new era of Marketing 2.0, we are evolving from Traditional Campaigns to Storytelling, from 1-way Comm. to Co-creation & Engagement, and from Mass Targeting to 1:1 Personalized Messaging that leverages 1P Data Acquisition.

Alexandra De Smet: GM of Marketing for Mobility Services & Non-OEM Business, AW Rostamani Group

A seasoned Dubai resident of 26 years, Alexandra brings a deep understanding of the local market, having lived through the phenomal growth that the UAE has undergone, and appreciating its many nuances. While she has extensive experience in the automotive industry where her passion lies, she has also worked in a number of other sectors such as QSR, CPG, pharmaceutical and beauty. 

Prior to her recent appointment as GM of Marketing for Mobility Services and Non-OEM Business at AW Rostamani Group, Alexandra worked agency side, heading the General Motors account at Carat. Few may know this, but working for GM was a dream come true for her, as that very account was the reason she got into advertising and marketing in the first place. 

Throughout her 14-year career, Alexandra has always been known for delivering work of the highest standards, as her colleagues and numerous awards she has claimed over the years can vouch for. Her strong work ethics mixed with her creative spirit and her inability to settle for the ordinary have been her recipe for success. Initially, Alexandra’s aspiration was to work in a creative agency, but with time, she found a balance between the media path that she eventually chose and the more artisitic side that runs her core. 

Competitive you say? Most definitely. Outside of work, Alexandra is an accomplished sportwoman since chilhood, spending much of her free time developing her skills across an aray of disciplines. The strive to always be better is something that drives her on the day-to-day and is synonymous with her in everything that she does. 

By definition, being different means ‘not the same’, so to differentiate oneself from others, one must be willing to take the less travelled path. That not only requires a certain courage, it requires passion. Unfortunately these days, many people have a job in an industry or another, yet have no affinity towards it. So how can one create standout work if they have no initial interest in what they are doing to begin with? 

I have an undoubtable appeal towards anything related to automotive and creating something new, something fresh, something creative is what I’m all about. I believe in taking (calculated) risks, for without risk there can be no reward. I also learn a lot from my athletic life, where I’ve been shown over and gain that an accumulation of little changes is better than no changes at all, as over time, this will make a big difference. Lastly, I never understimate the power of collaboration. 

With that as my core, I come to work everyday knowing I can move the needle and accomplish something impactful. 

For those willing to adapt to the increasingly fast pace of marketing evolution, the future of will be exciting. But for those stuck in their ways because “it has always worked this way”, perhaps it’s time for a wake-up call. We live in an era where something new today could be old news tomorrow, and if we are not quick to adapt to these changes, we simply fall behind. Covid and the need for digitalization that came with it was a perfect example of this. 

Unfortunately, it seems the gap between the trailblazers and the “snoozers” is only growing, and as the saying goes, ‘You snooze, you lose’.  If this trend continues, the future will see a minority of brands who are thriving to embrace the time they live in and an unfortunate majority trying desperately to catch up. 

Marketing used to be gutsy in its messaging, imagery and guerilla tactics to stand out. It now needs to do the same when it comes to adopting the future, be it by embracing AI, diving into Attention Economy or simply adapting to the ever-changing social media space. After all, “doing the same thing over and over again and expecting different results” is the definition of insanity. 

Asmaa Quorrich: CEO, ThinkBig Consulting

It is always hard to speak about one’s self but I will do my best to answer this question through the lense of others.  I believe the marketing community no matter how large it is, it lacks pure strategig marketing knowledge and general business acumen. I believe the below traits are what sets me apart in the region.

  • Deep marketing knowledge: I am a marketing purist who fully comprehends the marketing principles and consumer decision making framework. I have been applying the same old principles for the entirety of my career and they have never failed me. New Marketers lack the holistic understanding of marketing constituents while my focus keeps me centered and allows me to take decisions quickly. I continuously educate myself on consumer behavior and brand building to stay current.
  • Risk taking & innovation: I am not scared of taking risks. I have been know for supporting new talent and trying new techniques within and beyond our region. I believe I take calculated risks but others view me as a risk taker. I try new things because the world changes every single day and familiar things cloud our judgement and don’t allow us to evolve. This has allowed me to discover and leverage incredible talent and be a pioneer in digital transformation in some of my biggest Global roles as well as regional ones.
  • Full business understanding and love of numbers: I majored in finance when I was in college and I started my marketing career in P&G where marketing managers are mini-GM’s of their brands. I always think of the big picture and the financial impact of every decision we make as a business and not just as a marketing department. This also fuels my love for analyitics and ROI.

The above three traits enabled me to launch my own brand in 2019. It has been a successful business for 5 years and I am coming with new announcements soon. I apply my marketing playbook on myself, and it has been successful so far.

The marketing industry is going through an identity crisis right now. Digital marketing facilitates data collection, hypertargeting and personalization which are hugely beneficial for consumers. It helps businesses serve them better and faster. On the other hand, the relentless focus on performance marketing as a result of data abundance is taking marketers and CEO’s away from brand building.

AI is not helping there either. With the need for more content and continuous communication, AI becomes crucial to stay connected with consumers and serving them the right information. The flip side of AI is that it is diminishing the importance of human made creative work that is vital for brand building. At the end of the day, brands are not built through conversion, they reach lifetime value when they emotionally hook consumers through story telling.

The last predicament of marketing nowadays is data integrity. Online engagement is more and more difficult to authenticate. Machines are becoming smarter and even agencies are being fooled by BOTS nowadays. Audits are necessary to ensure the data is clean and decisions are taken based on real insights.

I believe business’ focus on conversion will take them away from brand building. Some mistakes will be made but it is only through these mistakes that the business community will learn the lesson and go back to striking a balance between top of the funnel and bottom of the funnel and between short-term and long-term.

Basel Hijazi: Marketing Lead – Google Saudi, Retail MENA and Think With Google

Basel Hijazi thrives at the intersection of marketing and technology as Google Saudi, Retail MENA and Think with Google’s lead.  When he’s not cracking consumer insights, you might find him launching Google features to the MENA region or brainstorming the next big innovation (he even has a patent to his name!).  Intrigued by the power of tech and AI, Basel loves experimenting with new tools and features – his latest favorite tool being NotebookLM.

The dynamic and culturally rich MENA region offers a unique landscape for marketers. My experience here has taught me the importance of:

User-centricity: The digital revolution has transformed consumer behavior in MENA. Successful marketing demands a constant understanding of these evolving needs and preferences, placing the user at the heart of every strategy.

Embracing Innovation: The rapid pace of technological advancement necessitates continuous learning and adaptation. By enthusiastically exploring new tools and platforms, marketers can unlock creative possibilities and gain a competitive edge. I find that playfully experimenting with new technologies and sharing them with others sparks inspiration for innovative marketing applications.

The Power of Collaboration: The MENA region is brimming with innovative brands and talented individuals. By fostering strong partnerships and collaborative initiatives, marketers can amplify creativity, unlock new opportunities, and achieve remarkable growth.

While the rapid evolution of technology makes it challenging to predict the future of marketing with certainty, several key trends are emerging:

Hyper-personalization: AI is empowering marketers to deliver increasingly personalized experiences. Imagine receiving marketing messages tailored not just to your demographics, but to your real-time needs and preferences. This trend will only accelerate, enabling brands to forge deeper connections with individual customers.

Growth-Driven Strategies: Growth marketing is one of my favorite fields of marketing, with its focus on data-driven experimentation and customer journey optimization. New technologies are making it easier to track and analyze customer behavior, allowing marketers to create personalized journeys that guide users towards conversion and long-term engagement.

Democratization of Creativity: Everyone has a level of creativity, new gen-AI tools will help more people bring their ideas to life enabling even further creativity.


Bilal Bezri: Head of Marketing Middle East and Africa, Ericsson

For the past 3 years, Bilal Bezri is the Head of the Marketing across Middle East and Africa at Ericsson. A University of Guelph Biomedical engineer alongside a master’s in Finance (derivatives) & Business Administration from Wilfrid Laurier. In his current role, the focus is on utilizing deep Account-based-Marketing strategies to engage Communication Service Providers (CSPs) across the region in realizing the vision of unleashing the value of 5G & communication. Having spent over 10 years in Ericsson’s ICT industry across various senior roles; he is deeply passionate about the role that connectivity and technology evolves the way we live, work & play. Over his decade long journey in Ericsson, Bilal Bezri has worked across pre-sales, Sales & Innovation.

In his capacity as the Innovation Hub Manager in Saudi Arabia, Bilal has introduced a region-first implementation of a connected Autonomous vehicles for a trial of a 2-year period – culminated in a real-life deployment at one of the largest ICT events, LEAP 2022. Over the tenure leading the Innovation Hub in Saudi Arabia, Bilal has worked with various companies & experiential agencies to bring across different show-floors the value of 5G for both consumers & enterprises. The Innovation spectrum stretched across XR, AR, VR, drones, immersive fan experience & other forms of 5G-enabled use cases. Over the past few years, Bilal has delivered industry events and key customer experiential activations worth over +13 M USD including experiential customer co-creations, innovation showcases and ICT industry representation.

Prior to Ericsson, Bilal, has worked in Product Management & Marketing of a stock market application that utilizes Behavioral finance and Order-Book Analytics to unearth equity investment strategies in the Saudi Stock Market. 

As a marketing leader, it is key to embed advanced Account-based-marketing strategies – Bilal focuses on three pillars – Revenue, Relationship & Reputation. Within each of those pillars various forms of channels & marketing tactics are built to engage the target audience. As the ICT industry drastically evolves, a marketing leader needs to surface the elements of collaboration and co-creation as these become immensely key to unlocking the relatable value of technology to consumers and enterprises. 

Leading a team across the Market Area Middle East & Africa it is vital to not only introduce structured ABM practices based on proven frameworks, but further refining & distilling plans based on country visions, customer technology evolution & pushing the possibilities of innovation. In large sized B2B accounts with a handful of Key Accounts per country – the holy grail of marketing rests on building a yearly customer journey with a mix of experiential, informative and inspirational activations. Ericsson’s technology & solutions forms the backbone that society and businesses operate; developing messaging frameworks in both digital & physical fronts requires the marketing leader to translate complex value propositions into simpler takeaways for the larger audience – some of which won’t have any brand affinity but will fully depend on it.

In complex industries like ICT, and specifically in technology & communication, co-creation & innovation becomes instrumental for any marketing professional. As consumers and businesses expectation increase on what is at the forefront of this industry, marketeers will require to integrate further personalization, innovation & communication in their activations. Furthermore, marketeers need to integrate as much as possible relatable messages from the everyday life of consumers & those value-add proposals for businesses. 

Leaning on some Ericsson insights and from some of the evolutions we will see in AR, VR and XR – the marketing industry need to pre-emptively start exploring how these technologies coupled with emotional experiences can further strength brand equity. In the next 5 years according to a ConsumerLab study from Ericsson [1], smartphones and AR devices will double in number. These will serve as enablers of the Marketing Industry in a completely new universe – one that transposes experiences, emotional attachments, and loyalty over unlimited physical environments. This new “realm” will give access to experiences that otherwise would either be impossible to deliver or deemed too expensive if they were to be physically built. This excites me the most as consumers & enterprises that start to leverage this realm will be the first movers and will learn how to build an unstoppable marketing force that can be delivered in a fraction of the traditional cost.

Celine Gergess: Marketing Director, Cenomi Retail

Celine is an experienced marketing professional with a deep expertise in creating and executing cutting-edge marketing strategies across various GCC and MENA markets for top international brands like Zara, Decathlon, Kiko, Alo yoga, Massimo Dutti, Flying Tiger, Fnac, Aleph (apple premium partner)…  across several verticals fashion, beauty, tech, lifestyle and sports . With a proven history of leading dynamic teams and managing multi-million-dollar budgets, she has successfully driven brand growth and boosted revenue through impactful campaigns. Her skill set includes orchestrating integrated marketing efforts, leveraging digital platforms, and managing customer relationships, all grounded in a keen ability to analyze market trends and consumer behaviors for informed strategic decisions.

Throughout her career, she’s launched several successful brands and expanded market presence across fashion, beauty, lifestyle, sports, and tech sectors. She has also been involved in shaping the business trajectory of brands by establishing their identity, devising marketing strategies, overseeing PR, and enhancing e-commerce operations. Her approach is data-driven, ensuring optimal business development and market distribution, while closely monitoring performance forecasts.

Collaboration and teamwork are at the heart of her leadership style, as she’s passionate about uniting teams to achieve collective business goals. Her diverse experience and commitment to innovative, results-focused marketing have been key to her success in fostering both brand growth and business development.

As a marketing leader in the MENA region, her differentiation lies in a combination of empathy, adaptability, and creative thinking. She prioritizes empathy towards her team, cultivating a deep understanding of their unique strengths and challenges. This supportive environment fosters collaboration and innovation, empowering us to develop more personalized and impactful marketing strategies.

Staying updated on the latest trends, tools, and technologies is essential in this rapidly evolving landscape. By embracing innovation, she ensures that her approaches remain fresh and competitive, allowing her to implement effective strategies that resonate with the audience.

Her experience working with over 50 international brands has provided her with valuable insights and exposure to diverse markets, enhancing her creative problem-solving skills. She encourages her team to think outside the box, leading to distinctive campaigns that capture attention and drive engagement.

Moreover, she leverages data-driven decision-making to inform her strategies, enabling precise targeting and optimizing campaigns for improved ROI. Building strong networks with industry peers and influencers facilitates collaboration and broadens her reach, enhancing her credibility.

Lastly, she’s committed to continuous learning, embracing ongoing education in marketing principles and consumer behavior. This dedication not only fosters personal growth but also strengthens her ability to lead effectively in the dynamic MENA region.

The marketing industry is facing significant transformation, propelled by rapid technological advancements, shifting consumer behaviors, and increasing demands for personalized experiences. With the growing integration of artificial intelligence and machine learning into marketing strategies, businesses will harness data analytics to gain profound insights into customer preferences and behaviors. This evolution will empower marketers to develop hyper-targeted campaigns that resonate more deeply with their audiences.

Additionally, the expansion of social media and digital platforms will further influence marketing tactics, as consumers increasingly seek genuine connections with brands. Influencer marketing, user-generated content, and community engagement will become vital elements of brand strategies, enhancing trust and loyalty among consumers.

Moreover, the marketing landscape will require greater agility and adaptability. Marketers must stay ahead of trends and be prepared to swiftly adjust their strategies in response to changing market dynamics. As the industry progresses, those who embrace innovation, focus on building customer relationships, and maintain ethical standards will excel in the competitive marketing environment of the future. This future will be characterized by more rapid change, enhanced technology enablement, increased personalization, and two-way communication through AI messaging and personalized targeting.

Dina Jreissati: Senior Executive Vice President Marketing & Communications, Shamal Holding

Dina Jreissati is not a stereotypical marketer. 

With a career spanning two decades, her journey has been a blend of driving success for some of the region’s largest businesses, whilst empowering individuals and developing a unique thirst for knowledge. 


Dina is currently Senior Executive Vice President of Marketing & Communications at Shamal Holding, a Dubai-based diversified investment firm. As an active member of the leadership team, she oversees the branding strategy and storytelling for some of Dubai’s most iconic and loved brands, including Dubai Harbour, Baccarat Hotel & Residences Dubai, Skydive Dubai, and Five Guys UAE, amongst many others. In her role, she leads a vibrant team of passionate marketers and has been instrumental in steering the group’s growing portfolio to new heights with beautifully executed brand campaigns that resonate with people at every level.

Throughout her career, whether agency-side running her own branding consultancy or building an integrated advertising firm, or client-side as Marketing Director and Acting CMO at Nakheel, Dina has always placed humans at the forefront. Her belief that ‘people are everything’ is the cornerstone of her work, driving her to create brand strategies that are not just innovative but also deeply resonant.

In addition to her corporate achievements, Dina is a certified executive and life coach, providing guidance and mentorship to professionals seeking to advance their careers. Her commitment to personal and professional development is evident in her active participation in the Harvard Business Review Advisory Council, where she contributes her insights on emerging trends and best practices in marketing and leadership.

Her appetite for knowledge keeps her on the cutting edge of marketing trends, ensuring her approach remains relevant and impactful. Now, with an MBA in Strategic Management adorning her wall, her toolkit continues to expand.

For Dina, marketing is not just about business growth – it is about growing people and creating work that stands the test of time through its strategic brilliance and its profound human connection.

What differentiates you as a marketing leader in the MENA region? 

The MENA marketing scene is undeniably complex, not least in part due to the region being a melting pot of different cultures. 

My eclectic life journey has given me the tools to navigate these waters. Growing up in Mexico, Spanish was my first language. Upon returning to Lebanon, I became fluent in French and Arabic. My formative years in Australia added English to my linguistic repertoire. These experiences have provided me with unique insights into different cultures, languages, and the varied wants, needs, and desires of people. I became acutely aware of what ties people together and understood from an early age that effective marketing must be relatable to individuals.

However, it was my passion for the arts and great design that ultimately led me to the advertising industry. It was there that I was able to hone my craft, reimagining complex marketing briefs as simple, succinct campaigns. Elegant design profoundly expresses the human experience, and this creative process has been at the heart of everything that I’ve done ever since. I learned the importance of storytelling, clarity of vision, and most importantly, consistency while adhering to values.

As I gained experience in the field, I also pursued learning, always studying and acquiring deeper knowledge. I pursued ICF certifications in life and subsequently, executive coaching. They taught me the value of empathy, the power of strategic thinking, and the importance of clear communication. In so doing, I learned how to inspire and empower those around me, fostering a culture of innovation and collaboration. It has been a catalyst for personal and professional growth, enabling me to lead with vision, passion, and integrity. Eventually this led to earning an MBA in Strategic Management and I’ve recently being admitted as a Fellow in the Chartered Institute of Marketing.

In essence, my journey has helped shape me into a leader who is as creative as I am analytical. A life that continues to be enriched in immeasurable ways.

In a world filled with technical jargon, I prefer to keep things simple. I value authenticity, and my approach to marketing is not just about reaching a broad audience but about connecting with individuals on a personal level. 

What the future holds for the marketing industry?

According to AI, our industry is poised for significant digital transformation driven by technological advancements and evolving consumer behaviours. AI would also point out that as digital penetration continues to rise, marketers will increasingly leverage data analytics and machine learning to create more personalised and targeted campaigns. 

Whilst this may hold some truth, at its very essence, marketing has always been built on understanding human emotions. History has taught us that the art of effective messaging, cultural nuance, and a deep understanding of consumer aspirations cannot be replaced by technology.

Twenty years ago, marketing buzzwords were viral, SEO, web 2.0, and PPC.

The great industry disruptor, social media, is a term that was just starting to be used. 

Fast forward ten years, and the marketing buzzwords were big data, content marketing, social listening, omnichannel, and customer journey mapping. 

Changes that were not forecast, were met with adaptation. So, brands adapted as marketers followed consumers to their places of congregation.

Now, ten years on, we talk about AI, metaverse, blockchain and influencers. 

The point is, each decade brings about new shape-shifting trends that form our strategies. The tools may change, yet the craft remains. 

The future of our industry will rhyme with its past. Yes, there will be an increasing focus on the latest technological and digital developments. There will of course be innovation and adaptation. 

But most importantly, it will be about understanding human emotions. As it always has been. 

Dominic Lynch: Director of Marketing, Bain & Company Middle East

Dominic is the Director of Marketing at Bain & Company, bringing a global perspective to brand growth, customer engagement, and digital innovation in the MENA region. With a background spanning consulting firms, international media agencies, and roles in streaming and retail, he has a proven track record in brand strategy, customer growth, and digital transformation.

Dominic champions data-driven, customer-centric marketing that resonates with diverse audiences. Known for his collaborative style, he fosters innovation and adaptability within his teams, balancing strategic insight with practical execution. Dominic’s blend of consulting and agency experience enables him to navigate complex markets and drive sustainable growth.

As a marketing leader in MENA, I bring a blend of global insights and a keen understanding of local nuances. My experience spans brand development, performance marketing, customer growth, and digital transformation, enabling me to navigate diverse markets effectively. Having worked across consulting and agency roles, I understand the importance of aligning strategy with on-the-ground realities to drive impactful results. I value people and collaboration and am constantly learning.  This commitment to understanding both the global picture and local specifics differentiates me, allowing me to build strong results and lasting relationships.

The marketing industry is on the brink of transformative change, with AI and data-driven personalization taking centre stage. These advancements promise more efficient, impactful interactions, enabling brands to create meaningful connections with customers. Additionally, a growing emphasis on sustainability and authenticity reflects an evolving consumer mindset. Brands that genuinely embrace these values will lead the way. I believe that successful marketers of the future will combine technological savvy with an ethical approach, fostering trust and transparency. While digital tools will play a crucial role, human insights and adaptability will remain irreplaceable. Successful marketers in the future will be ready to innovate with purpose and responsibility.

Ebru Tuygun: Managing Director, GVGL Marketing

Ebru has over 20 years of experience in marketing, communications, and brand management with global consulting firms like Deloitte and Accenture. During her career, she has influenced key agenda items across diverse regions, including Europe, the Middle East, Asia Pacific, focusing on marketing strategy, growth, brand culture, revenue generation, and employer branding initiatives. 

Living in Dubai for the past eight years, Ebru has developed a reputation for simplifying complex structures and specializing in business transformation, strategy building, public relations, employer branding and building brand culture.

As the founding Managing Director of GVGL Global Marketing Management, Ebru has been delivering marketing strategies, go-to-market growth plans, and initiatives in employer branding and DEI across EMEA, Asia Pacific, and the Americas for both global and local signature companies like Bayer, Property Finder, Novo Nordisk and Hilton, just to name few. She recently signed a strategic partnership with the global creative agency, Xfacta, whom she worked in the past together and created global best practices together. Her success stories include contributions to major global programs such as CEO Programs, B20 Turkey and Saudi, Expo 2020 Dubai, Fintech Programs in Dubai and Saudi, COP 28, and G20 Saudi Arabia.

Ebru has been selected for the CMO Accelerator Program at the Cannes Lions Creativity Festival five times and is recognized among the top 10 CMOs in the Middle East. She is among the Jury of Athar Festival 2024 and chairing a panel. She has received accolades from the Women Leadership Congress and the Women in Martech Vibe Awards, and she is listed as one of “Asia’s 100 Women Power Leaders 2023.”

As the Chairwoman of IWBD (International Women Board of Directors), Ebru participates in global conferences to empower women leaders in boardrooms. Additionally, she serves on the board of the Marketing Society.

Ebru holds a degree in Political Science and International Relations from Boğaziçi University, has completed management and leadership programs at Harvard Business School and selected for the High Potential Women Leaders Program by Stanford University Executive Education.

As a marketing leader in the Middle East, I believe what truly differentiates me is my relentless focus on purpose-driven brand transformation, paired with a deep understanding of the region’s cultural diversity. Over the past two decades, I’ve had the privilege of leading marketing efforts at global consulting firms like Deloitte and Accenture, where I’ve driven innovative growth strategies across markets such as the Middle East, Europe, and Asia Pacific. My passion lies in not just elevating brands, but in ensuring that they resonate with the values of their audiences—whether it’s through championing sustainability initiatives or driving employer branding efforts that reflect genuine inclusivity.

What sets me apart is the fusion of creativity with strategy, underpinned by my leadership experiences in diverse regions and sectors. Having been honored as one of the Middle East’s top CMOs and recognized globally for my advocacy in women’s leadership, I strive to create marketing solutions that are both innovative and empathetic. By leveraging insights from initiatives like IWBD, where I serve as Chairwoman, I am committed to fostering environments where diversity thrives and purpose drives business excellence. My journey is defined by a dedication to crafting impactful brand stories that not only meet business goals but also inspire meaningful change.

Innovating with Purpose: Brand Culture and Conscious Marketing Shaping Brand Strategy and Creativity

The future of the marketing industry is being shaped by several emerging trends. Key among these is the integration of Generative AI (GenAI), which has become essential in helping marketers meet the increasing demand for personalized, scalable content. For instance, Coca-Cola utilizes AI to create tailored advertisements and product recommendations based on consumer preferences, allowing for dynamic and engaging campaigns that resonate with audiences.

Another significant shift is the growing importance of the creator economy. Brands are now building networks with creators and influencers to extend their reach and tap into niche markets. A prime example is Nike‘s collaboration with TikTok influencers to launch fitness challenges that engage younger consumers, fostering authentic connections built on trust and mutual respect.

Furthermore, the emphasis on building brand culture is reshaping how organizations engage with their employees and communities. A prime example of this is Bayer’s recent campaign in the Middle East, where they focused on enhancing their employer branding by empowering women leaders. This initiative showcased the journeys of talented female employees in Bayer Egypt, highlighting their aspirations and experiences. The campaign included a strategic blend of employer branding, creative ideation, and personal branding workshops, all aimed at fostering a supportive and inclusive workplace culture. By centering their narrative on women’s leadership, Bayer not only strengthens its brand culture but also demonstrates a commitment to diversity and inclusion in the workplace, ultimately attracting top talent and enhancing their reputation as an employer of choice.

Additionally, purpose-driven marketing and a focus on giving back to society have become central to modern marketing strategies. Patagonia exemplifies this trend with its “Don’t Buy This Jacket” campaign, encouraging customers to consider the environmental impact of their purchases. This approach not only promotes sustainability but also resonates with consumers who prioritize environmental responsibility.

George Paige: Global Head of Brand, Etihad Airways

George is the dynamic Global Head of Brand for Etihad Airways, someone who took an unconventional path to his current role. Graduating from the University of Exeter with a law degree, he quickly realized the legal world wasn’t for him. Craving a connection to what truly motivates people, George pivoted to the vibrant tourism and leisure sector, diving headfirst into the exhilarating world of theme parks.

Fast forward over a decade, and George found himself in Abu Dhabi, ready to showcase the attractions on Yas Island to the world—just days before the pandemic turned everything upside down. While many were grounded, George faced the unique challenge of promoting thrilling experiences when the world was staying home.

But adversity sparked innovation! After two years of navigating the pandemic’s twists and turns and spearheading a successful partnership between Miral Experiences and Etihad, George transitioned to the aviation industry. Now, he’s channeling his passion and expertise to elevate the iconic Etihad Airways brand, ensuring it resonates with travelers everywhere. George’s journey isn’t just about adapting; it’s about thriving in the face of challenges and continuously finding ways to connect with audiences, and more importantly, the people around him. 

As a marketing leader in the MENA region, I believe my strengths lie in two key attributes: resilience and adaptability. In a fast-paced environment marked by constant change, the ability to thrive amidst shifting dynamics is crucial. Successful marketers here embrace challenges, viewing them as opportunities to excel. Whether it’s navigating new management structures or pivoting to accommodate evolving project demands, I consistently align my efforts with the organization’s vision, ensuring we meet our goals despite the challenges.

However, resilience and adaptability are only part of the equation. Building strong relationships is fundamental to my leadership approach. In today’s landscape, the role of a senior marketing leader extends beyond traditional boundaries; it requires fostering genuine connections across teams and departments. By cultivating trust and collaboration, I can effectively address roadblocks and drive collective success. Ultimately, it’s this combination of resilience, adaptability, and relationship-building that differentiates me as a marketing leader in the MENA region, enabling me to navigate complexities and deliver impactful results.

The future of the marketing industry is set to be full of change, driven by technology, evolving consumer habits, and a growing emphasis on personalisation. With advancements in artificial intelligence and data analytics, marketers will have world-first tools at their fingertips to understand what customers really want. This means more personalized experiences, making it easier for brands (particularly those in the travel space) to connect with people on a deeper level.

Digital channels will continue to dominate, with social media and online platforms playing a key role in how brands engage with their audiences. Consumers are looking for authenticity, so brands will need to be genuine and transparent in their messaging. This shift will lead to more heartfelt storytelling and community-focused marketing.

Furthermore, the way we build our teams will adapt to these changing needs. We’ll likely see a rise in younger talent who can guide seasoned executives on the latest trends and preferences of the newer generations. Additionally, we can expect a significant shift in media spending toward more innovative formats that effectively engage younger audiences. This approach will help brands connect more meaningfully with today’s consumers.

Hasan Abughosh: Global Marketing Director, Foodics

Hasan Abughosh is an accomplished marketing leader with over a decade of experience driving growth and digital transformation across various industries in the Middle East. His expertise spans technology, mobility, startups, and AI, making him a recognized figure in the region’s marketing landscape.

An MBA graduate from UCL, Hasan has been involved in key initiatives such as Digital Hacks at UCL, collaborating with fellow alumni to create digital solutions for large-scale organizations. His work often aligns with global goals, including the UN Sustainable Development Goals, highlighting his commitment to making an impact beyond corporate objectives.

Previously serving as the CMO of Jeeny, Hasan was pivotal in crafting impactful campaigns that won the prestigious Pikasso d’Or Award for best OOH campaign in 2017, solidifying Jeeny’s brand visibility in the GCC region. Under his leadership, Jeeny became well known for its creative and strategic partnerships, such as its 2.5-year sponsorship of AC Milan, driving significant increases in app awareness and user engagement.

In addition, Hasan has authored several articles providing insights into the marketing landscape of Saudi Arabia, focusing on mobility, consumer behavior, and the evolving digital environment in the Kingdom. His piece titled “Saudi Focus: Riding into Saudi Arabia’s New Era” provides an in-depth perspective on navigating the complexities of marketing a ride-hailing app in the region, reflecting his strategic thinking and understanding of the market’s nuances.

Currently, Hasan spearheads Strategic Marketing & PR across Saudi Arabia, the UAE, Kuwait, Egypt, Bahrain, Qatar, Oman, Jordan, and global markets at Foodics, utilizing his broad expertise to foster brand growth and industry leadership. Hasan remains passionate about creating transformative marketing strategies that contribute to the evolving tech landscape of Saudi Arabia and beyond.

My unique blend of marketing expertise combined with financial acumen and technological innovation. Beyond crafting impactful campaigns, I have immersed myself in the broader business landscape—working on investor pitches, startup evaluations, and financial projections. In 2017, I served on a startup judge panel at Oasis 500 in Amman, gaining insight into the evaluation of early-stage ventures and understanding what drives investor confidence.

My experience extends to working on financial models and scientific projection models, giving me a deeper understanding of business metrics that go beyond traditional marketing KPIs. Additionally, I have led projects involving machine learning models for churn prevention, which enabled me to effectively bridge the gap between data science and customer retention strategies.

This diverse background grants me an edge in incorporating financial and technological innovation into marketing strategies. It allows me to design marketing funnels and customer journeys that are not only creatively compelling but also backed by scientific rigor and financial viability. Coupled with my experience across all markets in the MENA region, this positions me uniquely to lead marketing efforts that are both data-driven and deeply attuned to the cultural nuances of the region.

The future of the marketing industry is being reshaped by the increasing adoption of data-driven strategies, AI technologies, and unconventional campaign approaches. As a long-time advocate for data, AI, and creative risk-taking, I am witnessing a growing trend among marketers embracing these transformative tools. This shift is necessary, as the acceleration of customer needs, product innovation, and media consumption trends outpaces the capacity of traditional marketing methods to keep up.

The marketing industry is transforming to keep up with rapidly evolving consumer expectations and diminishing attention spans. According to Gartner, by 2025, 75% of marketing leaders are expected to use AI for dynamic creative optimization, enhancing campaign adaptability in real time. McKinsey projects that AI could potentially increase marketing and sales ROI by 20-30%, driven by improved personalization and efficiency.

Moreover, the diversity of media channels and changes in distribution strategies require marketers to adopt a holistic approach to maintain customer engagement. The emergence of voice search, AI-powered analytics, and immersive experiences is gradually replacing traditional models of consumer engagement. In this future, only those marketers who embrace the bold fusion of data, AI, and creativity will thrive.

The future of marketing is agile, personalized, and technology-centric, and it is already upon us. We must innovate beyond our current capabilities to truly capture audience interest in an ever-shifting digital landscape.

Jumana Akkawi: Chief Marketing Officer and Communications Director, IBM Middle East and Africa

Jumana serves as the Chief Marketing Officer and Communications Director for IBM Middle East and Africa.

Prior to this role, Jumana managed communications for IBM in the Middle East and Africa region and in a previous stint, she led communications for North, Central, and Eastern Europe at IBM.

Jumana’s journey began in the dynamic realm of broadcast and public relations agencies, where she was an account manager at Buchanen Middle East, the PR arm of JWT advertising where she managed key accounts including Unicorn Investment Bank, Algebra Capital, HSBC, KPMG, ALDAR Properties, Victory Heights, Emaar Industries & Investments and Sony Ericsson.

Before her tenure at Buchanen, Jumana led PR and events at Al Aqariya real estate TV. She then transitioned into the technology sector with Cisco, where she directed communications for operations in the Middle East. 

Jumana brings more than 20 years of experience across marketing and communications serving different sectors, including technology, finance, government, retail and energy, across the B2B and B2C landscape.

Recognized for her contributions to the industry, Jumana was nominated earlier in her career for the “30 Under 30” by ITP Arabian Computer News, celebrating the top 30 brightest minds under 30 in the Middle East IT sector. 

A graduate of the American University of Beirut, Jumana holds a degree in Computer Science.

Jumana is a dedicated mother of four, an avid cook whenever time permits and a former table tennis champion. 

I always align our marketing and communications strategy with sales goals and company’s objectives to deliver a strong return on investment, ensuring that both teams work closely to drive measurable business outcomes. I prioritize customer experience by placing the customer journey at the core of every campaign, using market data, trends and AI to create personalized, relevant interactions across all touchpoints. Storytelling plays a crucial role in this, where crafting compelling narratives is critical to engage audiences and create an exceptional red-carpet client experience that turns them into loyal advocates. I’m always asking “why” and “how” to make sure we don’t lose focus of our priorities. 

My approach is grounded in full-funnel marketing, optimizing every stage for engagement and conversion, from awareness to retention. Audience focus is another key aspect of my strategy. Understanding the importance of tailoring and localizing messages to different market segments, particularly in regions like MEA is key, where cultural nuances are critical. By avoiding a “one size fits all” approach, focusing on creating campaigns that truly resonate both locally and globally and build long-term loyalty is essential.

Additionally, I place a strong emphasis on prioritizing my team, fostering a collaborative and agile environment that empowers them to adapt swiftly to market shifts. This ensures we stay aligned with business goals while maximizing impact.

The marketing industry stands at a transformative inflection point, driven by the rise of generative AI, which is becoming essential for competitive advantage. Brands must prioritize hyper-personalization, as 52% of CMOs recognize it as a key focus, while 94% face challenges in deriving actionable insights from data.

The Importance of Data Quality and Ethical AI

Building a solid data foundation is crucial, as poor data quality can hinder AI projects, with Gartner estimating that 30% may fail post-proof of concept. But with that vast potential comes the responsibility to embrace and deploy AI with trust, ethics, and safety in mind—particularly for marketers, who serve as brand stewards and bear responsibility for their organization’s customer experience. Brands must implement enterprise-grade AI with a disciplined approach, ensuring that workflows are thoughtfully designed and that ethical considerations are integrated into their processes.

Reskilling and Client-Centric Strategies

Additionally, reskilling marketing teams is vital to harness the full potential of AI. The future of marketing will see greater automation in content creation and campaign management, allowing teams to concentrate on strategy and creativity while keeping clients at the center of their journey. AI tools are enabling marketers to segment audiences with precision, offering tailored content that adapts dynamically to customer behavior and local cultural relevance. This ensures highly relevant and timely experiences that improve customer satisfaction and retention.

Optimizing Engagement Through Generative AI

Generative AI will optimize content supply chains, enabling targeted engagement through predictive analytics and tailored messaging. As trends like voice search and video content gain prominence, companies that adapt swiftly and maintain a customer-centric approach will gain a significant edge in this rapidly evolving landscape. 

Businesses that embrace these technologies and trends, while maintaining a customer-first approach, will thrive in the future marketing landscape.

Lynn Fattouh: Senior Consumer Marketing Manager MENA at Spotify

Lynn Fattouh’s Journey 

Over the years, my career in marketing has been shaped by more than just strategy—it’s been about connecting people, fostering creativity, and empowering voices. At Spotify MENA, I’ve had the privilege of leading campaigns that go beyond marketing; they resonate deeply with our audiences, whether they’re listeners or artists. The journey from ideation to execution is one I cherish, especially when the work reflects authenticity and builds lasting connections that inspire people. 

Before Spotify, I spent nearly a decade in creative agencies like Saatchi & Saatchi and MullenLowe MENA, learning how to bring innovative visions to life. But beyond the corporate landscape, I’ve always been passionate about music. As an Arab Hip Hop artist, I’ve shared the stage with global icons like The Gorillaz and Snoop Dogg, which not only shaped my identity but fueled my drive to amplify the voices of local Arab artists. The power of self-expression is something I carry with me every day, and it shapes my work and role at Spotify.

In a world full of content, I’ve learned that authenticity is the key to cutting through the noise. How do we ensure that we’re telling stories that truly matter? That’s the question I ask myself every day. Whether it’s creating a platform for emerging artists or shaping campaigns that reflect our audience’s journey, I’m driven by the motive to create meaningful, human connections. And at Spotify, I’m proud to be part of a team that’s doing just that.

Turning Noise into Narratives

As marketing leaders in the MENA region, we should always be able to transform noise into narratives that truly resonate. At Spotify, it’s beyond launching campaigns—I always try to create cultural moments that live beyond the confines of marketing. For me, every strategy is a story waiting to be told, every activation a bridge between the brand and the human experience.

Having lived both sides of the industry as an artist and a marketer, I approach my work with an understanding that music isn’t just a product—it’s a form of connection, an expression of identity. My role is to ensure that this connection reaches across borders and speaks to the diversity of our audience, from the emerging creators taking their first steps to the chart-topping artists defining today’s sound.

What excites me about marketing in this region is its energy—the stories are as dynamic as the people telling them. My focus is on harnessing that energy and crafting campaigns that don’t just reach people but resonate deeply, turning fleeting moments into meaningful engagements. Authenticity isn’t a buzzword for me; it’s the compass that guides every decision, ensuring that our work reflects the journey of both listeners and creators in a way that feels real, impactful, and lasting.

Shaping the Future

As I look ahead, the future of marketing is about moving beyond traditional metrics and tapping into something deeper: meaningful impact and cultural leadership. We’re entering an era where data is abundant, but attention is fragmented, and the challenge isn’t just to innovate—it’s to create lasting relevance. The next wave of marketing, in my view, will demand a blend of authenticity, purpose, and adaptability to navigate an ever-evolving landscape.

While technology will continue to evolve, from AI to immersive experiences, these advancements will only be as powerful as the ideas behind them. Marketing’s future lies in how we use these tools to elevate creativity, drive meaningful narratives that are born from real consumer insights, and influence cultural conversations. It’s no longer about quantity—it’s about aligning with movements that reflect the values of the times and leading with integrity.

In the MENA region, the potential is immense. It’s a vibrant market, full of opportunities for brands to not only promote but actively shape cultural trends. As marketers, we must embrace innovation and be willing to take bold steps that move the industry forward. By focusing on creativity, leadership, and adaptability, we’ll build something that lasts and makes an impact. 

Mahmoud Gawad: Head of Marketing, Central Arabia at Nestle Waters

Mahmoud is a Marketing and Sales Development professional, boasting over 18 years of experience in the MENA region. He began his career at Nestlé Waters Egypt in 2007, where he spent seven years in various roles focused on generating demand. His final position there was Channel & Category Sales Development Manager, where he showcased his expertise and commitment to success.

In 2014, Mahmoud transitioned to DANONE Middle East in the UAE as a Marketing and Sales Development Manager for the MENA region, where he spearheaded the growth of the evian, Volvic, and Badoit brands. In 2018, he took on the role of Senior Marketing Director at NOVA Water in Saudi Arabia.

As of September 2024, Mahmoud has returned to Nestlé as the Head of Marketing for Central Arabia, overseeing the water business in Saudi Arabia and Bahrain. Throughout his career, he has been instrumental in building strong teams, fostering beloved brands, and developing strategic business solutions that drive profitable growth.

Mahmoud is a distinguished marketing leader in the MENA region, renowned for his extensive expertise in the beverages industry. With a career that spans both multinational corporations and prestigious local companies, he possesses a unique blend of experience. Mahmoud has successfully managed globally recognized premium brands like evian, as well as pioneering local brands such as Nova Water in Saudi Arabia. This dual perspective has allowed him to position his brands among the most influential in the region.

What sets Mahmoud apart is his remarkable ability to transform less glamorous categories, such as bottled water, into beloved brands that resonate with consumers. His innovative marketing strategies and deep understanding of consumer/ market dynamics have consistently driven profitable growth.

In addition to his marketing acumen, Mahmoud is celebrated for his leadership style, which emphasizes the development and nurturing of talent within his teams. He fosters an environment that encourages creativity and instills a sense of ownership among team members and partners. This collaborative approach not only enhances team morale but also leads to exceptional results.

The future of the marketing industry promises to be dynamic and transformative, shaped by rapid technological advancements and evolving consumer behaviors. At the forefront of this evolution is personalization, as brands strive to create tailored experiences that resonate with individual preferences. In an age where consumers are inundated with choices, the ability to connect on a personal level will be crucial for brands seeking to build loyalty and trust.

Additionally, sustainability is set to become a cornerstone of marketing strategies. As consumers increasingly prioritize brands that demonstrate social responsibility, companies will need to align their values with those of their consumers and customers. This shift will not only involve adopting sustainable practices but also transparently communicating these efforts to foster genuine connections with consumers who are passionate about environmental issues.

Moreover, the integration of artificial intelligence and data analytics will revolutionize how brands engage with their audiences. In summary, the future of the marketing industry will be characterized by a strong focus on personalization, sustainability, and technological integration. Brands that embrace these trends and adapt to the changing landscape will not only thrive but also foster deeper connections with their consumers, ultimately shaping a more responsible and innovative marketing ecosystem.

Mai Youssef: Communications and Corporate Marketing Director, Canon Middle East and Turkey

Mai Youssef is the Communications and Corporate Marketing Director for Canon Middle East, Turkey, and Canon Central and North Africa. With over 16 years of experience at Canon, Mai has been instrumental in shaping the brand’s communications landscape across the MENA region. She oversees a wide array of functions, including corporate PR, brand management, events, digital and social media strategies, CSR campaigns, and internal communications.

Mai began her career in marketing and corporate communications with renowned multinational firms such Xerox Egypt, and Orix Leasing, where she gained valuable expertise in shaping strategic communication frameworks. Her guiding principle is grounded in doing the right thing, embracing challenges, and maintaining accountability. Mai’s passion lies in creating meaningful connections between brands and people, fostering trust through authentic communication.

Under her leadership, Canon has launched several high-impact campaigns, including the ‘Women Who Empower’ initiative, which supports women-owned creative brands, and the ‘Trailblazers’ series, which promotes local talent in the Middle East. In 2021, she was honored with the Marketing Game Changers award by Campaign Middle East, a testament to her forward-thinking approach.

Mai holds an Executive master’s degree in strategic marketing from the University of Wollongong in Dubai. Known for her collaborative leadership style, Mai is committed to fostering diversity and inclusion within the industry, ensuring Canon remains at the forefront of innovation and sustainability.

What sets Mai Youssef apart as a marketing leader is her relentless pursuit of innovation in communications, combined with a deep-rooted commitment to social impact. She has successfully navigated the brand Canon through a constantly evolving media landscape in the region. 

In a world where AI-generated content is abundant, the challenge lies in maintaining the value of authentic creativity. While the rise of generative content risks commodifying creativity, reducing it to a mere output, this saturation paradoxically elevates the worth of genuine, human-driven content. In a sea of algorithmically produced work, creative output that reflects real human thought and emotion becomes invaluable. Mai recognizes this and focuses on crafting campaigns that resonate deeply with audiences through authenticity and emotional connection.

Her leadership is defined by an unwavering focus on inclusivity and purpose-driven marketing. In addition, Mai’s deep understanding of the region’s socio-economic landscape allows her to create campaigns that resonate with local audiences while maintaining Canon’s global standards of excellence. As a visionary marketing leader, she continues to shape the narrative of marketing in MENA in line with Canon’s corporate philosophy of Kyosei – ‘living and working together for the common good’.

Mai Youssef’s thoughts on the future of marketing

As we move into the future, the marketing industry is on the cusp of radical transformation, driven by the rapid advancement of digital technology. The rise of AI, Web3, and immersive experiences like the metaverse are reshaping the way brands interact with consumers. For me, the future of marketing lies in creating highly personalized, human-centered experiences powered by data and technology.

But while technology is essential, the human element will remain irreplaceable. Building trust and fostering authentic relationships with customers will be more important than ever. Brands need to leverage emerging technologies without losing sight of the need for transparency, inclusivity, and purpose-driven messaging.

Sustainability will also play a pivotal role in future marketing strategies. Consumers are becoming increasingly conscious of the brands they support, and businesses will need to align their marketing efforts with global sustainability goals. 

In this new era, marketers will need to be adaptable, creative, and forward-thinking. Those who can combine data-driven insights with genuine human connection will succeed in building lasting brand loyalty. As a marketing leader, I look forward to exploring these opportunities and continuing to create meaningful, impactful campaigns that resonate with the customer of tomorrow.

Marwa Kaabour: CMO/ Group Head of Marketing and Corporate Communication, Al Masaood

Marwa Kaabour: My journey as a marketing leader in the MENA region

As a marketing professional with over 25 years of experience, I’ve had the privilege of shaping and driving transformative strategies across the MENA region. My journey has been defined by a passion for embracing technology, adaptability, and creativity to solve complex problems. In today’s fast-paced digital landscape, I’ve led initiatives that leverage data and analytics to better understand customers and create personalized, impactful brand experiences. At Al Masaood for example, I’ve guided our marketing efforts by integrating advanced technologies and driving digital transformation that aligns with business goals.

Creativity and problem-solving are at the core of my leadership approach. I believe that successful marketing is not just about delivering a message but crafting a meaningful, engaging story. Throughout the corporate transformation at Al Masaood, my role in “Project Leap” allowed me to align our teams and foster a culture where communication and collaboration were key drivers of success.

I’ve always championed continuous learning, pursuing certifications in sustainability and digital marketing to stay ahead of industry trends. My commitment to growth—both for myself and my team—ensures that we’re not only keeping pace with change but also leading with innovation and purpose. This mindset has allowed me to create lasting impact.

The future of the marketing industry is brimming with Technology Adoption & Adaptability

The future of marketing lies in the intersection of technology adoption, adaptability, creativity, and continuous learning. As technology evolves, marketers will need to embrace AI, machine learning, and advanced data analytics to understand consumer behaviour at a granular level and craft hyper-personalized campaigns. Brands like Amazon and Netflix are already leading the way in this, and the trend will only accelerate.

Adaptability will be crucial as the market becomes increasingly dynamic. Marketing teams must stay agile, ready to pivot strategies based on real-time data and shifting consumer preferences. Creativity and problem-solving will become even more valuable as brands look for unique ways to connect with audiences. In a crowded digital landscape, innovative storytelling and interactive experiences, powered by augmented reality or immersive content, will set brands apart.

Continuous learning will underpin the success of future marketers. As new tools and platforms emerge, staying on the cutting edge will require lifelong learning. The marketing leaders of tomorrow will be those who not only keep pace with technological changes but also foster a culture of curiosity and growth within their teams, ensuring that creativity and innovation are at the heart of every campaign.

Melhem Najm: CMO, Stellantis Middle East and Africa

Melhem Najm is the regional Chief Marketing Officer at Stellantis, overseeing brand marketing, digital activities, E-commerce and AI implementation across the company’s marketing function for 15 brands in 84 countries. This comprises world-leading names including Alfa Romeo, Chrysler, Citroën, Dodge, Fiat, Jeep, Opel, Peugeot and Ram.

A multi award-winning marcomms specialist, Najm has over 20 years of global and regional strategic marketing and media experience, and over a decade within the automotive industry.

Prior to joining Stellantis, he held senior brand and agency roles in the Middle East, Africa and Eastern Europe. 

Najm started his career as a data analyst, which has gone on to inspire his approach to data and technology driven marketing. This approach, coupled with his passion for creativity has resulted in more than 100 global and regional industy awards including Cannes Lions, The New York Festival, D&ad, LIA and The One Show. 

He holds a degree in International Business Management from Notre Dame University in Lebanon.

In the days of traditional marketing, the role of the CMO required far less accountability than it does today. As CMOs, we are now responsible for the overall customer experience while also managing surrounding business aspects.  To do this successfully, we must have a holistic understanding of the different operational aspects of this evolved role, and an ability to bring together the right people, agencies and tech partners.

At Stellantis, we approach this challenge by bringing together highly specialised experts in key areas including marcoms, digital technologies and data. These teams are then supported by a integrated agency network purely focused on our brands and business.

As a result, my role is to prioritise collaboration and accountability across functions, making sure that data is at the heart of every decision we take, while constantly learning from each other. I believe growth comes from shared knowledge and by adapting to the ever-evolving marketing landscape.

My goal is to transform the marketing function into a data driven sales machine that pushes our 15 brands through memorable customer experiences. By creating meaningful connections, we aim to weave our brands naturally into people’s daily lives.

I’m optimistic about the future of marketing, led by the convergence of artificial intelligence and digital technologies. We can expect to see traditional marketing models continue to evolve, with professionals and agencies moving from their current role as service providers into new roles as strategic technology partners, with AI at the heart of campaign optimisation, content creation, and, crucially, customer insights. We will see brands becoming media houses, creators becoming brands, and A.I. acting as a co-pilot for creative ideation and operation. 

Data analytics partnered with the smarts of LLMs will change the game – enabling hyper-personalisation at scale and empowering us to craft individually tailored messages across multiple channels simultaneously. But at the heart of every truly great campaign, human creativity and strategic thinking will remain irreplaceable.

Marketers will need to develop new skills – like prompt engineering and AI model training – to better understand and interpret data, so that we can develop innovative strategies led by these insights, and, perhaps most importantly, maintain an authentic human connection with our audiences while guarding our brands against deception unleashed by GenAI.

The telescopic evolution of technology – moving at ever greater speed, means that the future of marketing is already here. It’s our job to make sure we can keep up with the pace. 

  • I worked with Claude.AI, my preferred written content LLM, for this essay. 

Merve Gokce: Marketing Director, Pepsico Middle East

 Merve Gokce leads the eCommerce and Modern Trade Marketing & Marketing strategy agenda collaborating closely with key clients and business units across the Middle East to drive significant value and growth.

In her previous role at PepsiCo, Merve spearheaded Away-From-Home Marketing and played a pivotal role in the company’s Premier Partnership with Expo 2020 Dubai. She led the conceptualization and development of innovative brand experiences/pavilions, marking several industry firsts in the region along with sustainability initiatives. Her leadership was showcased in high-profile events, including Usain Bolt’s “Run the World” campaign and initiatives featuring football legend Didier Drogba alongside trailblazing women’s football coach Iqra Ismail, underscoring her commitment to promoting gender equality and opportunities in sports.

Earlier in her PepsiCo career, Merve focused on global innovation and insights, leading strategic initiatives for the Asia, Middle East, and North Africa regions within the Away-From-Home channel. Her ability to blend consumer insights with strategic marketing has consistently driven brand success and market penetration.

Before joining PepsiCo in October 2016, Merve accumulated a decade of experience at Mondelez International, where she held various roles focused on brand innovation across Eastern Europe, the Middle East, and Africa.

Merve earned her Bachelor of Science degree in Industrial Engineering from Sabancı University in Istanbul, equipping her with a strong foundation to navigate the complexities of the fast-paced consumer goods industry.

Merve Gokce stands out as a marketing leader in the MENA region through her strategic vision and deep understanding of local markets. With a proven track record in marketing, partnerships and brand experiences, she has successfully led initiatives that create memorable experiences and resonate with diverse consumer segments. Her commitment to social and environmental impact reflects her dedication to promoting equality and creating opportunities within the marketing landscape.

Merve’s extensive experience across Eastern Europe, the Middle East, and Africa enhances her ability to leverage best practices for market penetration and brand success. Her analytical background in industrial engineering supports her data-driven decision-making, ensuring that her marketing strategies are grounded in consumer insights for maximum impact.

Additionally, her collaborative leadership style fosters strong relationships among clients and internal teams, which is essential for driving cohesive marketing efforts. With a proven ability to deliver outstanding results, blending innovation with a commitment to positive change.

The future of the marketing industry is set for further transformation, driven by the increasing need for brands to resonate locally and regionally. As globalization continues to blur borders, the importance of cultural relevance has never been clearer. Brands that understand and respect local customs, values, and preferences will not only capture consumer attention but also build lasting relationships. Culturally relevant marketing fosters authenticity, and creates a deeper connection.

Innovation will play a crucial role in this evolving landscape. As technology advances, marketers need to harness data analytics, artificial intelligence, and immersive experiences to create personalized and engaging campaigns. 

Sustainability is to remain a fundamental building block. Marketers must not only promote sustainable products but also embody sustainability in their operational practices. This commitment can enhance brand reputation and attract a conscientious consumer base.

In summary, the future of marketing will hinge on cultural relevance, innovation, and sustainability. Brands that embrace these principles will be well-positioned to thrive in an increasingly diverse and environmentally aware marketplace.

Mike Rich: CMO, Aramex

Mike joined Aramex in October 2020 as Group Chief Marketing Officer, where he leads the global marketing and customer experience strategy for both B2B and B2C. His mission? To drive growth, strengthen customer loyalty, elevate Aramex’s brand, and position the company as a CX leader—all while supporting commercial goals across 65 countries. With over 20 years of experience, Mike is known for his strategic approach, innovative ideas, and high-energy, digital-first leadership style.

As CMO, Mike oversees a powerhouse team of over 500 marketing and CX professionals across eight regions, ensuring alignment with Aramex’s broader business objectives. His areas of expertise include digital and growth marketing, brand management, commercial sales, data insights, customer experience, customer service, marketing communications, and loyalty programs. His industry experience spans logistics, leisure, F&B, and loyalty and rewards across the Middle East, Africa, Asia, Oceania, the US, UK, and Europe.

Before joining Aramex, Mike served as CMO at The Entertainer, a global loyalty and rewards leader, where he developed a multi-channel marketing strategy focused on driving revenue growth and brand recognition for both B2B and B2C. He also held other key roles, leading a team of 105 marketing professionals.

Originally from South Africa, Mike kicked off his career at Brandhouse—a joint venture of Diageo, Heineken, and Namibian Breweries. In 2008, he ventured into entrepreneurship, opening two popular restaurants, Buena Vista and Casa del Sol. Mike is also an investor in LittleBig Productions, a creative production house with operations in South Africa, Dubai, and the Netherlands.

Mike holds a certificate in International Marketing Management from Varsity College and a Diploma in Business Management and Computer Technology from Computer Career Training College.

What sets me apart as a marketing leader in the MENA region is the combination of diverse experience, regional expertise, and relentless curiosity. With over 20 years in the field and eight years specifically in the Middle East, I’ve developed a deep understanding of the local market dynamics and cultural nuances, essential for connecting with audiences in the region.

Currently, I’m responsible for Marketing and Customer Experience across 60+ countries, leading a team of over 550 talented individuals. This scope allows me to appreciate and adapt to diverse market needs. I’ve had the unique opportunity to grow businesses from the startup phase to steering the Marketing and CX function of a billion-dollar listed enterprise, while also stepping into the shoes of an entrepreneur and investor.

What drives me? An obsession with doing things differently and a commitment to curiosity. Whether it’s exploring innovative approaches in Marketing or pioneering better Customer Experience strategies, I’m always on the lookout for fresh perspectives. This mindset has been a guiding force throughout my career, allowing me to consistently create value and deliver impact across the markets I serve.

It’s such an exciting time to be part of the workforce! With new technology emerging at a rapid pace, there’s never been a better moment to work in Marketing and Customer Experience. Staying on top of trends is essential to staying ahead, and that’s why keeping an external focus is key.

I see two major areas where marketing is evolving:

Revenue… Marketing and sales are closer than ever! There was a time when these functions couldn’t be further apart, but over the past decade, marketing has positioned itself as a commercial powerhouse, driving revenue and creating new streams. I believe marketing and sales will become even more intertwined, eventually merging into a single function. In many digital businesses, we’re already seeing this in action.

Ai… While I’m not usually one for buzzwords, AI’s impact on our industry is undeniable. My team and I have embraced it fully, using AI in almost every area of our work. And I’m not just talking about ChatGPT (though, yes, we use it!). We’re leveraging AI in workforce management, sentiment analysis, chatbots, video production, voice bots, dynamic video creation, and so much more. The possibilities truly are endless!At Aramex, AI has helped us maximize efficiency, boost productivity, and deliver exceptional customer experiences. We’re constantly pushing boundaries and learning from our mistakes. Every misstep brings us closer to our goal of being the best in the business, and we wouldn’t have it any other way. Here’s to a future where marketing gets even more innovative, dynamic, and impactful!

Neda Shelton: Head of Communications, Marketing & Corporate Affairs Solutions Plus – A Mubadala company

Neda Shelton is a highly accomplished marketing and communications leader with 24 years of experience, specializing in tourism, aviation, hospitality, and government sectors across the UAE and Europe. She has a proven track record of driving brand growth and reputation enhancement through innovative marketing and communications strategies.

Currently, Neda serves as the Head of Communications, Marketing & Corporate Affairs at Solutions Plus – a Mubadala company, a role she took on in April 2024. Prior to this, she was Senior Vice President of Group Communications at Mubadala Investment Company, where she led strategic marketing communications initiatives, oversaw marketing operations, and played a pivotal role in aligning communications strategies with sustainability goals.

Prior to that, Neda was instrumental in promoting Ras Al Khaimah as a global tourism destination during her time as Director of PR and Corporate Communications at Ras Al Khaimah Tourism Authority. Previously, Neda has also led branding, PR and marketing functions for Emirates Airline and dnata, Amadeus IT Group, among other global brands, with a communications and marketing career spanning Europe the UK and UAE. 

Neda is an active Board Member of the Marketing Society and MEPRA (Middle East Public Relations Association), where she contributes to driving the future of the marketing and communications industry and ESG in the region, chairing the sustainable communications committees. She is also a member of the MEPRA Artificial Intelligence and communications committee.

Neda holds postgraduate qualifications in Sustainable Marketing from Cambridge University and Sustainable Corporations from Oxford University, underscoring her commitment to purpose-driven, responsible marketing. Fluent in English and Spanish, Neda continues to influence the MENA marketing landscape.

Neda Shelton is a powerhouse in the MENA marketing scene with over two decades of experience that spans multiple industries, including government, technology, tourism, aviation, and real estate. Her ability to craft bold strategies that drive both brand and commercial growth has earned her recognition, including winning the PRCA MENA Awards in 2018 and 2019.

What sets Neda apart is her ability to lead large-scale projects with a global impact while staying deeply connected to the local market. She’s not just a marketer; she’s a thought leader—frequently speaking, moderating, and hosting podcasts on the latest industry trends in sustainability, ESG and AI. Fluent in English and Spanish, Neda brings a global perspective to her work, with more than 14 years’ experience in the MENA region.

As a board member for the Marketing Society and MEPRA, Neda has been at the forefront of pushing sustainability in marketing, a cause she’s passionate about. Her leadership in driving innovative campaigns and delivering results makes her one of the top marketers to watch in MENA. Expect Neda to continue setting the bar high and shaping the future of marketing in the region.

When I look ahead, I see a major shift in how brands approach marketing in the MENA region. AI-driven automation will continue to transform how we work, freeing up marketers to focus on creativity and strategy while improving efficiency. 

Hyper-personalization will grow exponentially with AI and data analytics evolving rapidly. Marketers will have more powerful tools to deliver tailored experiences to their audiences. Consumers expect brands to understand their preferences, and companies that really tap into data will stand out.

Consumers are already shopping directly from their social feeds, and influencer-driven campaigns will grow stronger in driving sales. The tech-savvy population, both in B2C and B2B audiences increasingly expect instant, smooth, efficient online experiences. This will push brands to prioritize making the customer journey and experience as seamless as possible, regardless of the company size or sector.

Sustainability will continue to be non-negotiable, as shareholders apply ESG principles across their portfolio, and companies in the region are embracing sustainable procurement. Consumers in MENA are increasingly demanding that brands step up and show real commitment to environmental and social causes, but the intention-action gap continues to be a challenge which marketers need to address through behavioral science.

It is an exciting time to be a marketer in MENA, and the next few years will see a shift to the age of intelligence which we all need to be prepared for, by ensuring we upskill and embrace AI technology and tools today.

Her Excellency Nouf Mohamed Al-Boushelaibi: The Executive Director of Strategic Marketing and Communications at the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi)

HE Nouf Mohamed Al-Boushelaibi is delivering transformative marketing and communications projects for Abu Dhabi. As the Executive Director of Strategic Marketing and Communications at the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), Al-Boushelaibi’s mandate is to share Abu Dhabi with the world, delivering and enabling excellence in integrated communications and unified storytelling for DCT and its stakeholders.

To deliver on this mandate, Al-Boushelaibi continues to transform DCT’s marketing andcommunications across local and global markets, through innovative and cutting-edge campaigns. She is committed to equipping the next generation of Emirati’s with the skills and expertise they need, creating a diverse, high-performing team.

Under her leadership, she has guided the organisation and destination rebrand, unifying culture and tourism marketing and communications in the emirate, and successfully launched Experience Abu Dhabi brand, positioning the emirate globally as a unique and enriching cultural and entertainment destination.

Before joining DCT Abu Dhabi, Al-Boushelaibi was a board member of Experience Hub, and Director of the Destination & Marketing Management Department at Miral where she shaped the corporate narrative and culture, drove the global destination strategy and oversaw the overall Visitor Experience strategy for Yas Island. Previously she was Head of Corporate Communications for Abu Dhabi’s Water & Electricity Regulation and Supervision Bureau where she pioneered a consumer centric approach to the organisations strategy and communications. Al Boushelaibi also worked with Mubadala under the Aerospace Division.

She has a master’s degree in Business Information Technology from DePaul University in Chicago and also completed the Global Change Agents and Women in Leadership Executive Course at Harvard Business School. She also has a bachelor’s in Business Administration, with a concentration in Information Systems from Boston University.

My leadership journey started long before the workplace and for that I’ll be forever grateful. 

I was fortunate to learn from my parents in our household where both my parents led by example and created a space to discuss and debate, giving me the lessons that I lead by today with my teams – wherever I go. Below is a brief summary of my beliefs which guide and inform my leadership style.

Firstly, I believe that leaders must fuel passion through a common goal. This unites the team. The power of bringing teams together and uniting them as one – behind a shared north star – unifies all efforts.

Secondly, leaders need to master the skill of listening. And in doing so, they must give room for discussion. That’s how you grow your team’s mindset, and in-turn you learn from the team.

Thirdly, I believe that the best leaders are leaders – not bosses. A Leader must lead by example, yes. But they must always create a safe space for the team. This means you need to be vulnerable and recognize that as a leader you’re only as good as your team. You must have an appreciation for your team’s talent to give them the best chance to grow and fail and learn. But as one. Always as one.

The outlook is positive with the right mindset and comfort for change.

There is only one certainty on the horizon and that is change.

So, change needs to become part of every marketeer’s DNA to help them manage and embrace the transformation that our industries will be challenged with. Particularly with new and emerging technologies such as AI. 

My advice for the industry is we must embrace change with a positive, growth mindset – and look at every challenge as an opportunity – as this is what will set us apart for years to come.

Passant El Ghannam: Marketing Director MEA, Kraft Heinz

Passant El Ghannam is a growth strategist, a creative brand builder, and an enthusiast for profitable business growth with a passion to develop people personally and professionally. Her 17 year journey is marked by the development of transformative marketing strategies, disruptive innovations, award winning communication and an unwavering drive for brand growth. Passant has a rich international experience in communication, category, brand management & strategy across different categories in FMCG giants like Kraft Heinz and Reckitt Benckiser leading some the most iconic brands like Heinz, Dettol, Harpic, Vanish, & Clorox. 

Passant started in as a Junior Creative in the advertising world and soon moved to become Brand Manager at The Clorox Company. She then moved on to become Regional Category Marketing Manager at Reckitt Benckiser. Since then, she excelled one position after the other regionally and internationally at Kraft Heinz to finally land her position in Dubai as Marketing Director for MEA, where she managed to drive profitable business growth, invert declining share trend, grow brand equity, launch regional innovations, set Growth strategy, and develop insight led campaigns resulting in 66 industry awards, including Cannes Lions, New York Festivals Advertising Awards, The Loeries and Dubai Lynx; all to be recognized as MENA 2023 Marketing Game Changer by CampaignME.

Her steadfast approach is characterized by a unique blend of creative strategy, consumer understanding with resilience, which enabled her to transform market challenges into avenues for unprecedented growth and brand resonance. Under her transformative leadership, her teams have consistently surpassed strategic objectives, while setting new industry standards.

What Differentiates me as a Marketing Leader in MENA? 

People are pivotal for me. Engaging in stimulating conversations and exchanging ideas fire me up with positive energy. Growing individuals to their best version of themselves is incredibly fulfilling. Cultivating strong partnerships is my secret recipe to success. People are not just my How.. it’s also my Why!

Passion: I’m v passionate about my work. It’s my hobby, my joy and my fun time! Being with consumers, solving a business problem, engaging in an intriguing strategic discussion literally lights up my eyes. Passion also fuels my perseverance which helps me navigate challenges and never give up.

Playfulness and having fun are essential to foster curiosity, creativity and connection with teams, and consumers. Playfulness encourages a culture of experimentation without fear of failure. When I have a challenge I don’t see a problem.. I see a Puzzle!  “the opposite of Play isn’t Work.. it’s depression”

Gut and taking risk are a key; calculated ones. If the idea isn’t making you uncomfortable, it’s not Big enough. I learned to get comfortable being uncomfortable. Trusting your instincts not only create disruptive campaigns it also inspires confidence in your team, encouraging them to embrace creativity and push boundaries.  

Future of Marketing 

The future of the marketing industry is poised for rapid transformation driven by technology, data, and evolving consumer expectations. As artificial intelligence and machine learning become more sophisticated, personalization will be taken to new heights. Brands will be able to tailor content to individual consumers in real-time, offering hyper-targeted experiences that feel relevant and timely. This precision will make marketing more effective but also more complex, as marketers must balance personalization with growing concerns about data privacy and security. 

In the rise of all this digitization Consumers will crave authentic connection as they treat brands as real people holding them accountable for their ethical values, demanding transparency and authenticity. In the future, ethical marketing will be a key differentiator. brands that prioritize sustainability, diversity, and social responsibility will build stronger relationships with their consumers. 

As consumers become more discerning, they are seeking experiences that resonate with their values and lifestyle. Experience marketing, which focuses on creating memorable and meaningful interactions, will gain prominence. 

In summary The future of marketing is a landscape of endless possibilities. By embracing emerging technologies, leveraging data-driven insights, and prioritizing ethical practices, marketers can navigate the challenges and capitalize on the opportunities that lie ahead. As the industry continues to evolve, it is essential to remain agile, innovative, and committed to delivering exceptional value to consumers.

Rami Rihani: Acting Chief Marketing Officer for IKEA Alsulaiman Saudi Arabia and Bahrain

Rami Rihani, Acting Chief Marketing Officer for IKEA Alsulaiman Saudi Arabia and Bahrain, a multi-disciplinary maverick with more than 17 years of experience within marketing, customer experience and e-commerce. Rami’s diverse experience has evolved within IKEA whereby he has taken various leadership roles in the past 9 years. Showcasing strong strategic acumen matched with performance drive, his work has also earned prestigious awards by Cannes Lions, Dubai Lynx and Clio among others. 

Rami believes that true growth comes from stepping outside one’s comfort zone and gaining experience across different business disciplines. This approach hones individual capabilities and leads to elevated outcomes. Being outside the comfort zone unlocks a better version of you.

An MBA graduate, he began his career in fashion retail in Vietnam before joining Ogilvy & Mather in Saudi Arabia. He later transitioned to IKEA Alsulaiman as External Marketing Communication Manager. Rami has since taken on different leadership roles, including establishing the Customer Experience department as CX Manager, with a mission to enhance experiences across the entire customer journey and value chain. Following this, he was appointed Omni Channel Director, where he led the continued growth of IKEA’s e-commerce business in Saudi Arabia and Bahrain. Currently, Rami serves as the Acting Chief Marketing Officer, overseeing multiple marketing verticals, including Brand & Performance Marketing, Insights, Customer Engagement, and Retention.

With a keen interest in retail, Rami thrives on its dynamic pace and inherent challenges, particularly in the fast-evolving Saudi Arabian market. He views this landscape as an addictive arena where innovative, insight-driven solutions emerge, guided by a unique leadership style and collaboration with brilliant minds. It is a journey worth the ride.

Looking to the future, He finds the marketing landscape in the region exciting and enriching yet not an easy expedition. He anticipates a shift in what marketing is expected to achieve, moving from a focus on share of mind and wallet to share of engagement and heart. This evolution will see brand narratives becoming obsessively customer-centric and purpose-driven.

Consumers will transition from passive audiences to active co-creators and endorsers within their communities. The rise of AI will enhance hyper-personalized interactions while fostering more meaningful, real-time engagements. Monetization will be an outcome. As marketing, customer experience, loyalty, and engagement efforts converge, they will create a seamless horizon focused on delivering brand purpose.

Roxane Magbanua: GM of Marketing, Al-Futtaim Automotive

Roxane Magbanua is a seasoned marketing leader with over 23 years of advertising and marketing experience across APAC and MENA, having worked in diverse environments, including in-house, agency (both creative and media), and marketing roles. Her extensive career spans some of the most recognizable portfolio such as Procter & Gamble, Nestle, Red Bull, Kellogg’s, Saudi Tourism, British Airways, Etisalat, LG Electronics, Disney, Arla, IKEA, Dubai Festival City, Toyota, Lexus, Honda, BYD and more.

Currently, as the General Manager – Marketing Center of Excellence under the Customer Centricity Center team at Al-Futtaim Automotive, Roxane is back with an organization she knows well, having previously served as Head of Media for the group. Her return comes at a pivotal time, joining a high-caliber automotive team committed to building brand power, enhancing customer experiences, and driving sales growth. She is thrilled to be part of Al-Futtaim’s powerhouse automotive division, a market leader in the UAE that consistently pushes the boundaries and challenges industry norms. 

Roxane is also a staunch advocate for gender neutrality and inclusivity, believing they are key drivers of success in any professional setting. She actively mentors emerging Filipina talents in the UAE, helping them navigate their careers while promoting inclusive and diverse work environments.

Her career is marked by numerous accolades, including the 2023 Woman Marketeer of the Year award by Asia Marketing Federation and recognition as one of the 100 Most Influential Filipinas in the World by The Filipina Women Network.  Roxane continues to contribute to shaping the future of marketing with her vision of responsible, accountable growth and a commitment to positive change. 

What differentiates Roxane as a marketing leader in the MENA region is her ability to view marketing as an integrated ecosystem, where strategy and operations work in harmony to deliver value to both the business and its customers. With extensive experience across in-house, agency (creative and media), and marketing roles, she understands that a solid strategy means little without efficient operations to execute it. For Roxane, marketing is most effective when guided by an effective governance built on strong structures, processes, measurable KPIs and relevant technology.

What truly defines her approach is her deep passion for sustainability. Roxane is committed to making sustainability not just a marketing buzzword, but an accountable, measurable element within marketing campaigns, ensuring that brands resonate with consumers while acting as responsible stewards of the environment.

She also advocates a balanced approach between effectiveness and efficiency, ensuring campaigns are measured by both their impact on brand health metrics and performance KPIs, as well as their efficiency in terms of ROI / ROAS. Roxane emphasizes that success is not about choosing the cheapest option, but about driving synergy between these key metrics to build value-driven marketing models.

Over the years, her line managers have praised her ability to navigate complexity with resilience while cultivating a culture of collaboration and empathy. She leads by example, working with her team, not just overseeing them. She is hands-on, actively engaging alongside her colleagues to drive both operational excellence and long-term growth.

The future of marketing will be shaped by the integration of AI and sustainability, requiring marketers to reconfigure how they approach strategy, execution, and talent. AI will revolutionize marketing by creating a more data-driven, efficient ecosystem, with upstream AI guiding strategic decisions, midstream AI optimizing campaign execution, and downstream AI measuring performance and ROI.

Marketing leaders must balance innovation with accountability, as consumers increasingly demand brands that align with their values. Sustainability will no longer be just a trend but a measurable, core element of marketing strategies. Brands that adapt while staying true to their core will remain relevant in the long term.

A key part of future success will be building T-shaped talents—individuals with deep expertise in one area but broad skills across customer centricity, marketing technology, and agile operations. This enables teams to collaborate effectively, solve complex problems, and stay agile in a fast-changing market.

Equally important is the adoption of responsible AI, ensuring AI tools are used ethically, enhancing decision-making without compromising human oversight. The future of marketing is not about AI vs. humans but about humans + AI—where AI automates and augments tasks, allowing marketers to focus on creativity, strategy, and meaningful connections with consumers.

As consumer behavior evolves, particularly toward frictionless, post-verbal interactions, brands must stay agile, focusing on what truly matters to their audiences. In this dynamic environment, marketing leaders must move at the pace of change, unlocking growth through a blend of technology, collaboration, and forward-thinking strategies.

Sara Metwally: Chief Marketing Officer at MNT-Halan

Sara Metwally is the Chief Marketing Officer at MNT-Halan, Egypt’s first unicorn and the country’s leading fintech. Since joining MNT-Halan in 2023, Sara has been dedicated to pushing creative and strategic boundaries within the advertising and consumer experience landscape. Motivated by MNT-Halan’s leadership, growth trajectory, and commitment to financial inclusion, she is passionate about telling compelling stories about banking the unbanked and women’s economic empowerment, both in Egypt and beyond.

With over 19 years of experience in marketing and communications, including a decade in operational management, Sara has established herself as a highly accomplished expert in the field. She began her career as a junior media executive at Starcom, where she propelled the agency to unprecedented success, achieving double-digit billing and revenue growth while leading its digital transformation. As General Manager for Egypt, she helped Starcom become the country’s largest media agency and contributed to the global strategy committee, designing planning frameworks and overseeing global product initiatives across 200+ markets.

Sara’s impact extended further during her role as the Director of End-to-End Consumer Experience Strategy for Africa at The Coca-Cola Company, where she oversaw strategies for 40+ brands across 54 markets. Her achievements have garnered numerous accolades, including over 15 medaled pieces at Dubai Lynx, Effies, and other prestigious global creative award platforms.

In a world where brands are vying for attention, what sets me apart is my pursuit of meaningful impact. Over 19 years, I’ve navigated some of the most complex markets and worked on some of the region’s most iconic brands. From leading Starcom Egypt’s digital transformation to shaping consumer strategies for Coca-Cola across 54 African markets, my career has been defined by blending strategic foresight with creative boldness.

But here’s the truth: it’s all about people. My obsession with understanding human behavior allows me to create authentic brand experiences that resonate deeply with real people—not just as consumers, but as individuals. It’s not about campaigns or awards; it’s about building connections that matter.

At MNT-Halan, I’ve taken this passion into a fintech ecosystem with a mission to unlock financial freedom for millions of people. We don’t just run campaigns; we tell human stories—stories that empower women, the unbanked, and the underserved, grounded in data but driven by cultural relevance.

Mentoring the next generation of marketers fuels me every day. If I can inspire the leaders of tomorrow, then my journey will have been worth it.

In the next few years, marketing’s biggest challenge will be the battle for truth- and that’s what keeps me up at night. As AI-generated content and fake news become more prevalent, the most valuable asset for brands will be trust. In a world flooded with false narratives, authenticity will no longer be a choice-it will be a survival strategy.

Consumers are growing increasingly skeptical. With AI creating content faster than we can consume it, the ability to verify truth will become increasingly important, and hence will set brands apart. Is the review real? Is the customer experience real? Is that before/after shot real? These are the questions consumers will be asking.  Though the tech is fascinating, and can propel advertisers and consumers alike, it also opens the door to new challenges. While AI enables hyper-personalized campaigns, it also blurs the lines between real and fabricated content. And if social media is filled with content nobody trusts, will it still have the same impact?

Brands who combine purpose with authenticity and make consumers feel truly understood, not just targeted, will shape the future.

Vibha Thusu: Global Head of Marketing & Communications, Himel

Vibha Thusu is a seasoned marketing and communications leader with over two decades of experience spanning industries such as IT & Services, FMCG, Energy Management, Electrical, and Industrial Automation. As the head of marketing for Himel and a group of electrical brands across 65 countries, Vibha has led global brand strategy, creating demand through innovative and purpose-driven marketing efforts. Currently, she is leading and managing the entire marketing and communications function for two brands across South East Asia, Middle East & Africa, Central Eastern Europe, CIS countries, India, Nepal, and Bangladesh. 

Vibha’s expertise lies in B2B Full-stack marketing—Marketing Communications, Brand Management, eCommerce, and digital marketing. A recognized leader in her field, she was named among the “Top 10 Women Leading the MarTech Revolution” in 2024, “Branding Leader of the Year in 2024”, and has been featured as one of the “Women Leaders to Look Up to” by Emirates Times. She was also honoured with the “Outstanding Leadership Award” in 2023. Under her stewardship, Himel achieved multiple accolades, including the Most Reliable Residential Segment Electrical Products Brand in the Middle East (2023) and Value Engineering Leader in Switchgear Range (MEA, 2024).

With a talent for building cross-functional teams and driving brand visibility in competitive markets, Vibha is passionate about using data and digital channels to deliver seamless brand experiences. Her thought leadership extends into areas of Marketing and Communications, Employer Branding, and MarTech, where she advocates for equitable work cultures, diversity & inclusion.

A member of the CMO Council network, Vibha is passionate to share her insights on innovative marketing, communication engagement, and the future of customer experience. Outside of her professional pursuits, she is a mother to a teenage, an adventurous traveller, and an advocate for animal welfare and fitness.

Leading marketing in the MENA region requires more than just understanding business dynamics—it’s about being deeply aware of the cultural and political sensitivities that shape each market. This region is incredibly diverse, and what works in one country may not resonate in another. Over the past decade, I’ve navigated these complexities while also embracing the rapid rise of e-commerce, which has especially transformed the Middle East’s retail landscape.

As internet penetration and consumer behaviour evolve, I’ve kept a close eye on the region’s trends, opportunities, and challenges. My approach is rooted in scalable brand building, digital first approach, and the adoption of emerging technologies to drive customer engagement enabled by growth marketing. Whether it’s harnessing VR to personalize customer experiences or crafting campaigns with localized nuances, my strategy has always been to marry innovation with purpose.

I lead by fostering cross-functional collaboration, ensuring that my teams are well-equipped to manage the region’s complexities while keeping pace with the latest trends. By staying attuned to both global advancements and local demands, I’ve successfully positioned brands for sustained growth across 40+ countries in MENA, all while maintaining a deep focus on the unique dynamics of the region. 

The Future of Marketing: Storytelling, Purpose, and Omnichannel Engagement

Ecommerce continues focus on all touch points

The future of marketing lies in authentic storytelling, purpose-driven campaigns, and seamless omnichannel communication. Today’s consumers are more discerning than ever, and they connect with brands that are transparent, relatable, and driven by a clear mission. Purpose-driven marketing has shifted from being a trend to an essential component, where brands are expected to contribute positively to society, not just sell products. This is particularly true for the next generation of buyers, who demand both service and values.

Storytelling will continue to play a pivotal role in brand engagement. Brands that craft stories around real customer experiences, challenges, and successes will inspire loyalty and trust. Rather than talking at the customer, it’s about having a dialogue with them.

Omnichannel communication will also be key, where ecommerce enablement takes center stage. With the rise of AI, personalized content, and data integration, brands can create highly tailored experiences that are consistent across all platforms—whether digital or physical. Customers will expect seamless transitions between touchpoints, whether they’re engaging online, in-store, or through mobile apps.

The future will belong to brands that embrace this convergence of storytelling, purpose, and technology, creating cohesive, personalized experiences that resonate deeply with their audiences.

Wade Eagar: SVP Consumer Marketing, FAB

Wade Eagar is an experienced marketing leader with over 25 years of guiding global brands to success through innovative and people-focused strategies. He has worked with some of the world’s top companies, including FAB, META, Clarks Shoes, and Danone, building a reputation for delivering results in both B2B and B2C environments.

At FAB, Wade led a customer acquisition initiative that saw growth increase by 600% over three years. He also launched the first-ever On Box advertising campaign with Amazon, making FAB the first bank globally and the first company in the region to execute this. The campaign saw a 200% uplift in sign-ups and a 25% boost in brand awareness, setting a new standard in the industry.

While at META, Wade played a key role in driving revenue growth through multichannel commerce strategies. His focus has always been on aligning marketing with business goals to ensure lasting impact.

Known for his people-first approach, Wade values building strong, motivated teams. He believes that success comes from collaboration and a shared vision, and his leadership style reflects that. Wade’s focus on human connection and growth has helped him leave a lasting positive influence on the organizations he has worked with.

Since moving to the UAE, I’ve noticed that many businesses see marketing as mainly about campaigns, communications, and advertising. While important, this is only a small part of the bigger marketing picture—less than 10%—yet it’s where most marketers in the MENA region focus their efforts.

What sets me apart is that I take a broader view. I look at the full marketing landscape, including data, customer insights, strategy, and technology. This approach helps me deliver results that go beyond just short-term wins from advertising.

At META, I learned how to leverage algorithms and data to achieve success, without relying too much on agencies. With 25 years of global experience, I can adapt proven strategies to meet the unique needs of the MENA region.

My goal is to help businesses here see marketing as a key driver of growth, not just as a way to run campaigns. By taking a more strategic and holistic approach, I aim to support long-term success.

The marketing industry in the MENA region needs stronger governance and regulation to build trust. A system like the ASA in the UK could help reduce ad fraud and hold companies accountable for fair practices. It’s essential to move away from constant sales tactics and bring more transparency into the industry. With better regulation, marketing can present reliable, credible data to senior leaders, establishing it as a key driver of business growth.

From an operational perspective, AI is the game changer that will define the future of marketing. AI helps marketers work faster and at scale, from generating creative ideas to analyzing campaign performance. It boosts efficiency and provides greater accuracy in targeting and strategy. Any marketer not using AI is either lying or being left behind. AI is now essential for staying competitive and driving success.

By combining better governance with the power of AI, the marketing industry can become more trustworthy and effective in delivering growth.

Zeina Harmouche, Group Marketing Manager, Global Strategic Accounts, LinkedIn

Zeina Harmouche is the Group Marketing Manager at LinkedIn, based in Dubai. She serves on the MENA leadership team and is part of LinkedIn’s Talent Solutions Marketing team for EMEA and Latin America. 

Zeina is responsible for shaping LinkedIn’s field marketing strategy for Global Strategic Accounts. As part of her scope, she collaborates closely with sales leaders and cross functional partners to drive strategic initiatives and impactful campaigns that empower LinkedIn’s customers globally.

Zeina joined LinkedIn in 2014 after completing her Master’s degree at Imperial College London in Strategic Marketing. She has since held various positions at the company and has contributed to its growth and increased brand awareness in the region.

What differentiates Zeina as a marketing leader in the MENA region? 

Zeina sets herself apart as a dynamic marketing leader in the MENA region by seamlessly integrating global strategy with deep local insights. This combination allows her to drive impactful campaigns across the regions of EMEA, Latin America, and North America through authentic storytelling and customer-centric strategies. Her ability to understand the unique challenges and opportunities within these diverse markets helps her create tailored solutions that resonate with a wide range of audiences.

Beyond her marketing expertise, Zeina is deeply committed to Diversity, Inclusion, and Belonging (DIBs). As a Catalyst program member at LinkedIn, she actively supports individuals from underrepresented groups, offering mentorship and advocating their growth and success. This commitment to inclusivity shapes both her leadership style and her marketing strategies, ensuring diverse voices are represented in all her work.

What the future holds for the marketing industry

The future of the marketing industry is poised to be more agile, data-driven, and customer-centric, demanding a blend of traditional skills and cutting-edge technology expertise. As automation and AI continue to evolve, marketers must leverage these tools to create scalable and efficient campaigns while maintaining the human touch to build authentic relationships.

Skills like curiosity, resourcefulness, and collaboration will be essential in navigating this future. As technology transforms marketing, the importance of human skills—empathy, creativity, and people-focused problem-solving—will become even more critical. The B2B marketer of the future will be multidisciplinary, proficient in traditional marketing principles while embracing data analytics, AI, and automation to drive business results.

In addition, the rise of skills-first hiring is set to reshape not just marketing teams but the entire workforce. As the skills required for many jobs are set to change by 65% by 2030 according to LinkedIn’s data, continuous learning and upskilling will be crucial for attracting and retaining top talent in an increasingly competitive landscape. Companies will need to rethink how they engage with their workforce, placing a stronger emphasis on skills development and inclusivity.

Zeinab El Amrawy: Head of Marketing EMEA- MFZ markets, Subway

With more than 10 years of experience in marketing and Leadership roles across Middle East, North Africa and Pakistan, Zeinab has been recognized as a pivotal force behind the success of numerous challenges and leader brands.

She started her career driving growth and excellence in the Personal care portfolio, the likes of Sunsilk, dove and Lifebuoy that she managed while at Unilever.  Her passion for food led her to pursue a Career in Food and Beverage industry leading iconic brands – KFC and PH within Yum brands portfolio across MENAPAkT region, spearheading the marketing department and building campaigns that not only drove top line but also franchisee profitability.

Zeinab led the development and launch of high-impact programs for KFC core business – the first innovation on COB in Years which resulted in great results. She also had a leading role in setting and managing a Co-OP Fund to support the MFZ across the GCC region. Her track record includes managing integrated campaigns from concept to execution that involve building the brand equity with strategic partnerships such as with EXPO 2020 in Dominos ME being the official pizza provider in the region and 2022 FIFA World Cup activation with the famous Arabic commentator while at Subway to name a few.

Zeinab is a well-rounded marketeer who worked on both sides of the restaurant industry– Franchisor and Franchisee which has really shaped her experience across all aspects – From Strategizing, protecting and building  the brand to managing a healthy P&L and focus not only on top line but also on the bottom line. In her current leadership role at subway , Zeinab works closely with the MFZ’s to achieve their goals and objectives throughout Europe, Middle East and Africa. Zeinab’s Career is guided by the principal: Embrace change and challenges ahead to unlock disruptive ideas within an inspiring framework to generate sustainable growth while building the brand equity with a solid foundation.  Its not only about driving sales overnight but also building the brand overtime

As marketing leaders, we frequently find ourselves engrossed in delivering tactical marketing and may overlook the potency of storytelling. We  are always on the hunt for tactics to get as many eyeballs as possible succumbing to the usual suspects: urgency, fear, discounts, and sales as bait. I have seen this occur many times across different brands creating unnecessary diversions and  while those might work once, twice, or maybe even a couple of times, they rarely cultivate lasting results and we see ourselves repeating them again just to stay afloat hurting the brand image and not sustaining the business. We see a spike for a week or two and then the drop follows if the brand doesn’t have a strong foundation and consumers don’t have a strong connection with the brand. 

To build that “like-know-trust” factor, storytelling and building the brand equity is Key. 

Infusing storytelling into marketing campaigns triggers attention, persuades, and creates a connection with consumers — all the things we need to build the brand over time. Their needs to be a balance so that the brand can survive even in the toughest times.  Stories humanize brands, foster trust and loyalty, and ensure brands are more than products. 

Secondly, what differentiates Marketing leaders in the Middle East and helps them to stand out is the way we embrace the region’s unique cultural and business landscape. One key factor is the deep understanding of local customs, values, and traditions to be able to create campaigns that resonate with diverse audiences, from the UAE’s cosmopolitan cities to more traditional areas like Saudi Arabia. This cultural sensitivity allows to build trust with consumers and create stronger brand loyalty. Gone are the days where a had a one size Fits all or  a global campaign can just be launched in the region without a local touch or a strong local insight – which is why we ensure we have local representation across our key markets to ensure we capture those nuances which connects better with consumers.

The evolution of search behavior is reshaping brand building, rendering the traditional phrase ‘just Google it’ outdated. In recent years, we’ve witnessed a significant shift as more individuals turn to platforms like TikTok, Instagram, and X as their primary search engines, signaling a continued shift toward visual and personalized content discovery. Surprisingly, about 40% of Gen Z used TikTok and Instagram over Google for their searches last year.

Focusing on SEO to enhance website and content rankings on conventional search engines like Google used to be adequate, but the landscape is changing. There’s a growing need to optimize social media content with the same meticulousness. This shift emphasizes marketers’ need to adapt their strategies to encompass the evolving dynamics of social search.  

Moreover, I See AI technology evolve even more in the upcoming years with a greater importance in Brand Marketing. It could help brands be more agile in many ways but also poses a real challenge for consumers to distinguish between what is real and what is AI-generated. For marketers, this means we’ll need to be very focused on protecting our brand’s integrity. Balancing innovation with transparency will be essential to building and maintaining trust.

The power of social media and influencer marketing will continue as before, however, there are chances of this area trending more towards real rather than over sensational content. To begin with, today’s consumer is media literate up to a point that they are able to signal out contrived commercials and therefore favor more authentic and engaging commercials that have personal members of the public telling their real life experiences.