About Shereen Harris

Shereen Harris is the Head of Marketing and Subscriptions at General Motors’ OnStar in the Middle East, overseeing safety and connectivity services, as well leading the roll out of the all-new subscription model. Under her guidance, the launch of OnStar has seen a successful start across the UAE and Kuwait. Over the course of her journey with General Motors, she has conceptualized and implemented impactful initiatives both regionally and internationally across Customer Experience (CX) and Digital at an OEM and dealer level. 

A fearless, digitally-driven marketing and CX professional – she brings to the table a passion for customers and an innovative mindset, prioritizing the curation of unique experiences that elevate the customer journey and the enterprise. Accumulating nearly two decades of experience in the field, she draws from both her agency and brand background, having worked with MNCs such as Ford, Citibank and FedEx, before joining General Motors, where she has pioneered excellence for 15 years.

Shereen began her career with a quest for expertise in technology and immersed herself in courses around Structured System Analysis and Design and Software Management, before finding her true calling in Customer & Brand Management, and strength of bringing art and science together.

About her thoughts for the industry

2022 saw us connect with new audiences through dynamic approaches and revitalized thinking. We were able to successfully partner with individuals and entities with a broader reach, and in this vein, I strongly feel that the higher purpose of a Brand and the power of collaboration is key to driving lasting impact in the hearts and minds of our customers.

Building on this, 2023 brings with it the chance to let creativity shine, as we drive a shift in customer and brand experiences. We are already seeing a plethora of unique campaigns brought to market, leveraging the dynamic roll out of new platforms, technology and AI, in conjunction with fresh thinking from the next generation of talent. 

On this front and looking more closely at the automotive industry, we have come leaps and bounds in the past years in terms of representation – be it giving more women a seat at the table or spotlighting new ways of working across generations. The diversity seen today is instrumental to creating an equal say in setting and achieving the future of mobility. Using this multi-faceted mindset, the possibilities within our field are endless and it is an exciting prospect to look ahead at how we can continue to push innovation within the industry at an accelerated pace.

We are also fortunate to be operating in a market with a deep-rooted appreciation of diversified thinking, that prides itself on breaking the mold – evidenced by world renowned campaigns and initiatives coming to life here. Taking from this, brands across the region have the space and support to change the perception of how marketing and communication campaigns can create impact, through leveraging dynamic platforms, content quality and being bold with fresh approaches.