The Wonder Women of MENA: Nespresso UAE Exclusive Distributor, Perfetto’s Diana Al-Zubeidi
About Diana Al-Zubeidi, Head of Marketing, Perfetto Trading Company
Diana Al-Zubeidi is an accomplished dynamic and highly creative Head of Marketing with a portfolio of achievements developing and leading innovative marketing strategies, integrated campaigns, and successful brand building, which drive consumer traffic, enhance brand awareness, and increase revenue. An inclusive leader who creates shared vision and leads from the front to build, empower, and motivate multi-cultural, cross-functional teams, she has a wealth of experience in all areas of driving strong brand positioning, creative marketing, engaging narrative, and building successful marketing campaigns.
Currently, Diana is Head of Marketing for Nespresso in the UAE, which is exclusively distributed by Perfetto Trading Company L.L.C., leading the integrated local strategy and execution of all Nespresso’s initiatives. Diana’s expertise in localization, digitalization and passion for sustainability has helped with further enabling Nespresso’s strategic pillars: Sustainability, Innovation and Coffee Superiority. Her innovative ideas and digital first mindset have contributed to Nespresso’s acquisition growth in 2022 and continues to maintain its successful positioning in 2023 based on recent campaign ROIs.
Prior to this, Diana was a Marketing Manager MENA for Reebok in Dubai, where she drove the brand priorities and strategic direction alongside the implementation of all Reebok’s initiatives. In her time, she has won 2 awards for brand Reebok as “Sports Brand of the Year” and “Fitness Brand of the Year” with Fit Awards and SPIA Awards in 2020 and 2021.
Previously, Diana was Marketing Manager for Sun & Sand Sports in Dubai, where she drove the brand roadmap and strategic expansion of B&M as well as Digital channels, creating all strategic marketing plans. Here, Diana drove strategic direction and execution of Saudi Arabia’s first dedicated Fitness Campaign, and led the introduction of “The Plug”, a digital platform aimed at Gen-Z consumers, talking about the latest drops.
With a Bachelor of Science in Visualization from Texas A&M University, Diana started her career as a Graphic Designer with Memac Ogilvy & Mather in Dubai before pursuing her passion in Marketing.
About her thoughts for the industry
Ever since the pandemic, year-on-year we’ve seen drastic changes in consumer behaviours that demanded brands to be agile such as Nespresso. Looking at how 2023 started, I see that the marketing industry in the UAE is poised for a transformative year, with a focus on sustainability and digital transformation. With UAE announcing 2023 as the Year of Sustainability, this presents a unique opportunity for brands to drive initiatives that align with the country’s commitment to sustainable practices. With Perfetto Trading Company L.L.C. being the exclusive distributor of Nespresso in the UAE, we wanted to ensure that we align Nespresso’s global recycling scheme towards a circular model locally.
Following the long-term vision of the UAE, we have partnered with BEE’AH, a leading sustainability partner since 2013, to recycle used coffee capsules. After collecting the used Nespresso capsules from customers, they are transported to BEE’AH’s recycling facility wherein the capsules go through a process of isolating the coffee grounds from the aluminium, using a custom separation machine developed by Nespresso. The coffee grounds are then transformed into compost, while the aluminium is recycled, allowing it to be reused in the production of new aluminium products. This closed-loop system minimizes waste and maximizes the use of resources, helping to create a more sustainable future. After the separation process of capsules is complete, the coffee grounds are sent to Green Fields as compost to grow vegetables. It’s also great to see a lot of the big brands following the same footsteps on local recycling programs like what Nespresso is doing.
My hope for 2023 is that sustainability becomes a central focus for all brands across the region. Prioritizing our environment for future generations, brands should focus on reducing their carbon footprint through positive practices such as implementing eco-friendly manufacturing processes and packaging. This will not only help preserve the environment but also appeal to environmentally conscious consumers, who are increasingly demanding sustainable products locally.
Another important focus point which I hope for the marketing industry locally is to embrace digitalization to reach new audiences and enhance customer engagement. During the Pandemic in 2020, digital marketing has become a key component for business growth, and I believe that this trend will continue in 2023. Digitalization isn’t narrowed down to only business growth and cost efficiency, but also allows brands to start developing more sustainable practices by having to rely less on print.
In conclusion, sustainability should be at the forefront of the industry’s agenda in 2023. By prioritizing sustainability, the industry can help preserve the environment and promote sustainable behaviours. I’m fortunate to be a part of a pioneering organization such as Perfetto Trading Company L.L.C., who’s aim is to promote sustainable practices and inspire consumers to make more sustainable choices for Brand Nespresso in the UAE.