Stop thinking of marketing as communication. In this space, it is translation.

Fifteen years into a marketing career spanning the GCC and the wider Middle East, Hedaa holds a role that does not exist in most marketing textbooks. As the marketing lead at Al Masaood Power Division in the UAE, she sits at the intersection of engineering, sales, and commercial strategy, translating between three groups who rarely speak the same language and for whom the cost of miscommunication is measurable in contracts, not clicks.

On what marketing actually means in this space

Stop thinking of marketing as communication. In this space, marketing is translation.

You are translating between engineers who think in specifications, sales teams who think in deals, and decision-makers who think in risk and ROI. If you do not understand all three, you will end up producing content that looks polished but does nothing.

This is what has defined Hedaa’s approach since she moved into the B2B industrial sector: an insistence on going further than the brief, deeper than the brochure, and closer to the actual commercial reality of what her company sells and who buys it.

On the work most marketers avoid

Sit with sales calls. Listen more than you speak. Ask engineers uncomfortable questions until you actually understand the product, not just the brochure version. Learn how your customer makes money, not just what they say they need.

One of the challenges Hedaa continues to work through is turning the deep expertise of Al Masaood’s application team, engineers with serious technical command in power solution design, into a genuine marketing asset. It has not happened overnight, and she is direct about that. She is building it methodically, step by step, because the alternative is producing marketing that skims the surface of what the company actually knows.

In B2B, no one buys because your post looked good. They buy because you reduced uncertainty.

On metrics that matter

Do not hide behind awareness as a success metric. It is often a polite way of saying we do not know what impact we are driving. Tie your work to pipeline, conversations, and actual business movement, even if it is messy. Especially if it is messy. That messiness is where the honest accountability lives.

On being a woman in a technical environment

You will sometimes be the only one in the room who is expected to simplify things. Do it, but do not dilute it. There is a difference. Your value is not in making things sound nice. It is in making them make sense.

If you can connect technical depth to commercial clarity, you become very hard to replace.

That is not a soft skill. That is a strategic one. And in an industry where marketing is still earning its seat at the table, it may be the most important one of all.

Hedaa is Marketing Manager at Al Masaood Power Division, UAE, with 15 years of experience across the GCC and Middle East.