Currently serving as the Head of Brand Marketing for TikTok Egypt and North Africa since June 2021, Nahla brings a wealth of expertise to her role. Prior to her tenure at TikTok, she excelled as the METAP LIVE Marketing Lead for the platform, starting in September 2019.

Nahla’s journey to TikTok was marked by impactful stints at esteemed organizations. As the Director of Brand Marketing for Swiss Arabian Group, she played a pivotal role in shaping the narrative of the niche brand “Sawalef Perfumes.” Earlier, she served as the Senior Brand Manager for Lootah Perfumes in Dubai, contributing her strategic insights to elevate the brand’s presence.

Before delving into the fragrance industry, Nahla honed her skills at Saleh Bin Lahej Group’s Hospitality Division, where she held the esteemed position of Senior Marketing, PR, and Events Manager. Her multifaceted career trajectory began with a focus on finance, culminating in her role as Assistant Head of Costing & Budgeting.

Throughout her journey, Nahla has been distinguished by her ability to merge creativity with analytical prowess, crafting compelling marketing strategies that resonate with diverse audiences. With an unwavering dedication to driving brand success and fostering meaningful customer connections, Nahla continues to lead the charge in the ever-evolving landscape of marketing and branding.

As a marketer deeply entrenched in the MENA region, my thoughts on the brand building industry for 2024 are shaped by years of hands-on experience. Looking ahead, a few key trends stand out, guiding the direction of brand building in this diverse and rapidly changing market.

Firstly, technology will be a game-changer. In 2024, brands will increasingly rely on tools like data analytics and AI to better understand their customers and create personalized experiences. From social media to immersive technologies like AR and VR, technology will enable brands to connect with consumers in more meaningful ways than ever before. For instance, the IKEA Place app allows users to visualize how furniture would look in their home before making a purchase, enhancing their shopping experience with augmented reality. Similarly, the Dubai Mall launched a VR experience called “Virtual Reality Zoo” to attract visitors and promote its entertainment offerings, showcasing how virtual reality can be used to create engaging marketing experiences.

Moreover, customer experience will be paramount. Brands that prioritize seamless and memorable interactions across all touchpoints will stand out in a crowded marketplace. Whether it’s through user-friendly websites, personalized messaging, or top-notch customer service, focusing on the customer journey will be key to building lasting relationships with consumers.

Cultural relevance will also be critical. With MENA’s rich tapestry of cultures and traditions, brands that understand and celebrate local nuances will resonate more deeply with their audience. By embracing diversity and incorporating local insights into their branding efforts, brands can build authentic connections and earn the trust of consumers.

Lastly, agility and innovation will be essential for success. In a fast-paced market like MENA, brands need to be quick and adaptable to succeed. By encouraging new ideas and trying out different approaches, brands can stay ahead of the competition and take advantage of new opportunities to grow.

In conclusion, technology, customer-centricity, cultural relevance, and innovation should be on every marketer’s wishlist for 2024 to shape the brand-building industry in the region. As a marketer committed to driving brand success, I am excited about the possibilities that lie ahead and look forward to leveraging my expertise to help brands thrive in this dynamic and vibrant market.