Best Brands and Marketers

A year after launch, L’Oréal Paris’s ‘Sit Al Bait’ evolved from an advertising campaign into an educational initiative. Developed by FP7 McCann, McCann Paris, and Current Global MENAT, the idea reframed the Arabic term for ‘housewife’ by adding two letters, transforming it into ‘Woman of the House’. The revised term was later introduced into schools and Arabic-language institutions through educational materials. “It didn’t try to invent a new truth, it simply named one that already existed,” said Federico Fanti, FP7 McCann’s regional chief creative officer. The campaign has since generated more than 42 million video views and over 1,300 written responses from women across the region.

With more than fifteen years of experience across fashion, watches and jewelry, fragrances, and beauty, Sophie de Saint Hilaire (Galan) focuses on building brands “through a deep understanding of clients, local market dynamics, and strong execution across channels.”

She is currently serving as the Fashion Head of Marketing for Chanel Middle East, based in Dubai, United Arab Emirates.

In this leadership role, she is responsible for shaping and executing strategic marketing initiatives that elevate the Maison’s fashion positioning across Middle Eastern markets.

Sophie holds a master’s degree in international marketing from Universidad Diego Portales (Diego Portales University), Chile. She also earned a master’s degree in Marketing of Fast-Moving Consumer Goods (FMCG) from ESSCA – École Supérieure des Sciences Commerciales d’Angers, where her thesis explored the impact of trade marketing actions on consumer brand equity.

Previously, as Marketing Manager Watches and Fine Jewelry at Chanel Middle East and India, she defined local marketing strategy and objectives, implemented new initiatives, and animated the network to grow both business performance and brand equity. Her role included creating a “powerful and well-aligned” 360-degree calendar spanning media, PR, events, retail animation, CRM, and VM activities, while managing relevant A&P budgets.

Before joining Chanel in 2014, she worked with personal care brand By Terry, collaborating with Europe and Middle East area managers to build and develop the BY TERRY selective makeup artist brand and the TERRY DE GUNZBURG niche perfume line.

Her work centers on aligning strategy, teams, and customer experience to drive sustainable growth in the Middle East.

Chanel is a storied French luxury fashion house founded in 1910 by Gabrielle “Coco” Chanel and is renowned worldwide for its haute couture, ready-to-wear, and accessories businesses. The brand operates globally with a strong emphasis on heritage, exclusivity, and cultural relevance.

In 2025, the Chanel brand valuation surged 45 percent to reach $37.9 billion, overtaking Louis Vuitton to become the world’s second-most valuable luxury brand.

The Middle East represents an expanding market for the French luxury house and has been identified as one of Chanel’s emerging luxury regions alongside China and South Korea. Chanel operates in the region through the Chalhoub Group, the Middle East’s largest luxury goods retailer.

Ghia Khayat Hawari is a seasoned marketing and communications leader with more than 25 years of experience shaping iconic brands across luxury, FMCG, beauty, lifestyle, and media in the Middle East, Africa, and Europe. She currently serves as Marketing and Communication Director for the Middle East and Africa at Tiffany & Co., the legendary American jeweller celebrated for its exceptional craftsmanship, cultural influence, and enduring brand heritage.

In her role, Ghia leads high-impact, integrated marketing and communications strategies across some of the world’s most culturally nuanced and fast-evolving markets. Her work strengthens Tiffany & Co.’s emotional connection with affluent consumers while engaging broader cultural audiences across the region.

Under her leadership, Tiffany & Co. delivered defining cultural moments in the Middle East. Most notably, Tiffany & Co. staged a landmark festive takeover of Abu Dhabi in collaboration with Abu Dhabi Retail from December 4, 2024 to January 10, 2025. Open to the public, the city-wide activation celebrated the House’s heritage and the joy of the season, embracing love in all its forms. The initiative achieved exceptional scale and impact, reaching a significant share of the UAE population, generating millions of dollars in paid media, and driving record-high digital traffic.

Ghia also spearheaded the strategic vision behind Tiffany & Co.’s Ramadan campaign, built on the idea of illuminating key city locations with Tiffany cues and creating an authentic, emotionally resonant film reflecting how Ramadan is truly celebrated in the region. Brought to life through the Hands of Love campaign, the initiative reinforced Tiffany & Co.’s positioning as the ultimate love brand during festive moments. The campaign is estimated to have delivered massive reach in the region across platforms, and strong organic engagement. Innovative digital activations—including a Snapchat lens shared across accounts and high-impact TikTok and Snapchat takeovers— generated early buzz and sustained engagement across a 360-degree regional rollout.

Before joining Tiffany & Co. in 2021, Ghia held senior leadership roles at Piaget, where she developed the local brand strategy for the region, making Piaget the first brand to localize its strategy. A move that was followed but most luxury brands embarking on a similar strategy. She launched the first ever luxury brand cooperation with AlUla, the ancient oasis and premier heritage destination in Saudi Arabia, opening the Saudi market to the brand and creating a unique milestone for luxury development in the Middle East.

She worked as well as across FMCG, beauty, and lifestyle brands, following early career foundations at Kimberly-Clark. Beyond corporate leadership, she is also the co-founder of Recettes de Vie, a creative social impact platform celebrating cultural storytelling, culinary heritage, and community.

Oleksandra G. is a luxury marketing leader, serving as Head of Marketing at Parfums Christian Dior in the United Arab Emirates (UAE), where she leads brand development, team growth, and multi-category marketing strategy for one of the world’s most iconic luxury beauty maisons.

In her role, she oversees integrated marketing operations across fragrance, makeup, skincare and related luxury segments, building Dior’s presence in a pivotal regional market that bridges global trends with deeply rooted cultural insights.

Since joining Parfums Christian Dior in August 2018, Oleksandra has been instrumental in shaping the House’s 360-degree marketing execution in the UAE, transitioning the business from traditional retail-led initiatives toward a more direct-to-consumer and omnichannel strategy. She manages cross-functional teams, refines consumer engagement frameworks, and directs campaigns that reflect both Dior’s heritage and contemporary luxury expectations.

Before her tenure at Dior, Oleksandra served as Europe Product Manager for skincare at Sephora, where she led brand operations and supported strategic implementation across multiple European markets and nearly 1000 stores. She also managed sales forecasts by country, brand and SKU, business analysis of the category (weekly). She also elaborated business review for exclusive brands (monthly) and selective brands (twice a year).

Earlier in her career, she worked at Chanel as an Operational Marketing Product Manager, coordinating marketing strategies for high-demand skincare launches. Her early experience also includes a management role at Galeries Lafayette, where she focused on trend analysis and team leadership.

Oleksandra holds a Master’s degree in Business Management and International Affairs, a Master’s degree in Economics and Econometrics, both from the University of Paris, and a Bachelor’s degree in Business Administration from Kiev National Economic University, giving her a strong foundation in both analytical and commercial disciplines that underpin her leadership in luxury marketing. She has expressed her belief in collaboration, team spirit and shared achievement thus: “Alone we go fast, TOGETHER we go far.”

Working in one of luxury beauty’s most dynamic regions, Oleksandra is navigating a landscape where digital innovation, cultural nuance, and experiential storytelling increasingly shape consumer expectations. Her leadership sees marketing not merely as a promotional activity but as a vehicle for emotional connection, enhancing Dior’s legacy while positioning the brand for future growth in the Middle East and beyond.

Enrico Zacher’s former colleagues describe him as “a great talent with a fantastic breadth of experience across all hotel marketing disciplines,” who is “thoughtful, dedicated and strategic” with “great leadership qualities and a great sense of humor.”

As Regional Director of Marketing, he directs comprehensive brand marketing, digital transformation, and loyalty program strategies for some of the world’s most prestigious hospitality properties in one of the industry’s most competitive and culturally diverse regions.

Enrico has a First Class BA (Hons) in Marketing Management from Edinburgh Napier University between 2004 and 2008 and a Diploma in Strategic Leadership for the Hospitality Professional with a focus on strategy from eCornell in 2014.

Before assuming his current regional director position in August 2024, Enrico demonstrated remarkable career progression at Marriott International since joining in May 2018. He served as Regional Director of Marketing, Digital and Loyalty for UAE, Turkey, Oman, Kuwait, Jordan and Lebanon from January to August 2024, and as Area Director of Marketing, Digital and for UAE from July 2023 to January 2024, reflecting his proven ability to deliver exceptional results and expand his scope of responsibility across increasingly complex multi-market portfolios. His career began as Marketing Executive at JA Resorts and Hotels in Dubai in 2008.

Prior to Marriott, Enrico spent nearly nine transformative years at Hilton, where he built deep expertise across destination marketing, brand management, and digital commerce. As Senior Manager of Destination Marketing and eCommerce for Middle East and Africa from 2010 to 2018, he directed marketing strategy for 26 properties across six brands, building and executing integrated regional and destination marketing campaigns.

Describing his professional approach, Enrico explains: “I’m a goal-oriented professional with extensive experience directing all aspects of brand, regional marketing, and communication management focused on customer base and business expansion. My track record demonstrates success in growing business and brand awareness through development and execution of effective brand marketing initiatives.”

Central to his methodology is the ability to “cultivate strong partnerships and relationships with strategic partners with an aim of maximizing market share,” while demonstrating “proven leadership with remarkable acumen in directing and inspiring cross-functional teams to meet and exceed set goals.”

Based in Dubai, Deborah has earned a reputation for designing culturally resonant campaigns that balance Sephora’s global identity with the diverse tastes and aspirations of Middle Eastern consumers. Her approach emphasizes experiential storytelling, digital innovation, and community-centric marketing, reflecting a deep understanding of the modern beauty consumer.

Deborah’s academic qualifications—a Bachelor of Business Administration in Communication and Media Studies from the Schulich School of Business, York University—equip her with analytical and creative skills that inform both strategic planning and campaign execution.

A hallmark of Deborah’s career is her leadership in bringing SEPHORiA, Sephora’s flagship beauty festival, to the Middle East for the first time. Reflecting on the project, she stated: “For the longest time I dreamed of attending SEPHORiA. Never in my wildest dreams did I imagine that my team and I would be building the biggest beauty event ever in the region with SEPHORA coming to Dubai!” The festival set a new benchmark for experiential beauty marketing, blending digital, in-store, and event-based experiences to engage consumers across multiple touchpoints.

Beyond large-scale activations, Deborah has championed culturally resonant campaigns such as the Ramadan initiative “Our Beauty, Our Story,” which showcased local heritage and voices while connecting digital audiences with Sephora’s inclusive brand narrative. In her words, the campaign aimed to create “moments of beauty that celebrate community and culture, not just products.”

Her leadership philosophy combines strategic rigor with creativity, fostering collaboration across marketing, retail, and PR teams. Deborah prioritizes data-driven insight, culturally intelligent storytelling, and experiential innovation to build deeper brand affinity and loyalty. She views the future of beauty marketing as a balance of digital engagement, immersive experiences, and authentic narratives that resonate on both personal and cultural levels.

In a social media post marking the end of 2025, Deborah wrote that the year’s close is “always extra special at SEPHORA: it’s about more than just making brand statements; it’s about creating moments that matter, and sharing them across our stores and with our beauty addicts in the region.”

Colleagues describe her as a manager who is passionate, driven, deeply committed to her team’s professional growth, and known for meticulous organization and an ability to thrive under pressure.

Mansoor Hasan is a senior marketing leader at Huawei Consumer Business Group, where he serves as Regional Marketing Director, overseeing ecosystem and consumer marketing strategy across the Middle East and Africa. With more than two decades of experience across telecommunications, consumer electronics, media, and digital platforms, Mansoor brings a rare combination of brand-building expertise and ecosystem-level thinking to one of the world’s most competitive technology markets.

Based in Dubai, Mansoor is responsible for shaping integrated marketing strategies that connect Huawei’s hardware, software, and digital services into a cohesive consumer proposition. His remit spans smartphones, connected devices, and Huawei Mobile Services, with a particular focus on driving adoption, engagement, and partner value across diverse regional markets. His work sits at the intersection of brand storytelling, performance marketing, and platform growth.

Mansoor’s career reflects steady progression through some of the region’s most influential technology and media organizations. Before joining Huawei in 2019, he held senior marketing roles at OSN, LG Electronics Gulf, and Samsung Electronics, where he led brand and product marketing initiatives in highly competitive environments. Earlier roles in IPTV and OTT services further sharpened his understanding of digital content ecosystems and consumer behavior in subscription-driven models.

Academically, Mansoor holds an MBA in Marketing from the International University of Missouri (USA – Karachi campus) and a Bachelor of Commerce from the University of Karachi. He has also completed executive education programs, including advanced coursework at MIT, reinforcing his interest in innovation, analytics, and future-facing business models.

At Huawei, Mansoor is widely associated with building ecosystem-led marketing frameworks rather than isolated product campaigns. He regularly advocates for integrated approaches that align devices, services, advertising solutions, and partnerships under a single narrative. His leadership style emphasizes cross-functional collaboration, clarity of purpose, and data-informed decision-making, enabling teams to move quickly while maintaining strategic discipline.

In an interview, after receiving the «Elite Organization Award» at the 2024 FUELD Conference in Dubai, Mansoor advised the young marketers to be consistent and focused on their organizations’ objectives. His public commentary consistently points to the need for marketers to balance analytical rigor with creativity and cultural understanding.

Karim Amer is a global marketing leader at Henkel, where he serves as Regional Marketing Director for Hair and Beauty Care across the Middle East abd Africa (MEA), Latin America (LATAM), and Australia and New Zealand (ANZ). In this expansive regional remit, Amer is responsible for guiding brand strategy, integrated communications, and portfolio positioning for Henkel’s leading hair and beauty brands — balancing global consistency with local cultural relevance in some of the world’s most dynamic and diverse consumer markets.

Karim’s career reflects deep experience in consumer goods and brand leadership. He joined Henkel in June 2021 after serving as Marketing Director for the GCC region in Beauty and Personal Care, where he led brand and marketing initiatives tailored to complex local market needs.

Prior to Henkel, he was Marketing Director for the Middle East and Africa at Barilla Group, bringing strategic brand management expertise to one of the region’s most competitive food and consumer categories. His earlier roles include advancing through marketing leadership positions at RB (Reckitt) progressing from Brand Director to Global Marketing Manager as well as product and brand management experience at Energizer Holdings, Unilever, and Morehands Limited.

Karim holds a Bachelor’s degree in Business Administration and Marketing Management from Alexandria University. At Henkel, Karim is closely engaged with the evolution of haircare strategy in response to shifting consumer behaviors. For example, under the broader Henkel Consumer Brands strategy in the GCC, the company has accelerated a value-to-premium transformation by launching advanced offerings such as Gliss by Schwarzkopf and Creme Supreme coloration systems, combining innovation with elevated consumer experiences — a reflection of the region’s growing demand for high-quality beauty solutions.

Karim’s leadership emphasizes consumer understanding, cultural nuance, and long-term brand equity. He advocates for marketing approaches that are rooted in real consumer behavior and usage contexts rather than superficial trend chasing.

Looking ahead, Karim sees the future of hair and beauty marketing as deeply human-centric and culturally intelligent. One of his social media posts reads: “Never look at talent as small or insignificant or incapable if they don’t match your values, speed or way of doing things. Always look at talent in the sense that each has a unique gift that can’t be matched with anyone else. Leverage those gifts as much as possible.”

In her expansive role as Marketing Director for the Europe, Middle East & Africa (EMEA) Master Franchise Markets at Subway International, Zeinab El Amrawy oversees brand strategy, integrated campaigns, product launches, and consumer engagement initiatives across one of the world’s most culturally diverse and commercially dynamic quick-service restaurant landscapes.

Zeinab’s career spans more than a decade of progressive leadership across the food & beverage and consumer marketing sectors. Before joining Subway in January 2021, she was Marketing Director for Domino’s in the Middle East, North Africa and Pakistan (MENAP), where she led franchisee profitability, top- and bottom-line growth, and strategic brand communications across multiple markets. Before that, she held regional marketing roles with KFC Yum! Brands, and earlier brand development positions with Unilever — including work with Sunsilk and other personal care portfolios — as well as assistant brand management roles with Pizza Hut and Taco Bell.

Zeinab holds a Bachelor of Business Administration in Marketing from The American University in Cairo and an Associate degree in International Marketing from the University of Indianapolis.

At Subway, Zeinab has been instrumental in shaping campaigns that combine cultural relevance, emotional resonance, and immersive consumer experiences. In a 2023 interview, she outlined her “curiosity, emotions, and immersion” framework used to launch Subway’s SubMelts product line — a multi-tiered approach blending attention-grabbing activations, emotional storytelling powered by AI personalization, and immersive events to build buzz and engagement. Zeinab explained that this strategy was designed not just to introduce a new product, but to spark wonder, emotional connection, and collective experiences shared across digital and real-world touchpoints.

Zeinab’s leadership also extends to high-impact regional activations such as the Subway Footlongest Crunch Series, a Guinness World Record-driven campaign integrating sport, local flavor traditions, and brand positioning around active living. Beyond her campaign work, Zeinab is recognized as a thought leader within the regional marketing community. She served as the First Female Vice Chair at the MENA Effie Awards last year, while her team brought home a Gold Effie for our campaign with Subway UAE. She was featured as one of the Top Marketers To Watch in MENA for 2025.

On her selection, she remarked: “This region has incredible talent and passion as we continue to push the boundaries and innovate every single day.”

Yelena Demir’s former colleagues describe her as a well-rounded marketer and collaborator who would “come to work daily with tremendous energy and a strong commitment to her business and brand partners.”

As Head of Marketing at Nestlé Nespresso SA, she oversees the development and execution of strategic marketing initiatives for Nespresso’s premium coffee business in the United Arab Emirates and wider markets.

Yelena journey into marketing began after she completed her Bachelor of Commerce degree in Marketing at TURAN University in 1999.

Before taking on her leadership role at Nespresso in May 2018, Yelena accumulated experience across luxury and retail marketing sectors. She was Marketing Manager for the Middle East and later as Division Marketing Manager for both the Beauty Portfolio and Luxury Fashion, Fine Jewellery and Luxury Home divisions at Al Tayer Group, one of the Middle East’s foremost luxury retail and distribution platforms. During this period, she refined her expertise in premium brand narratives, omnichannel consumer engagement, and high-touch marketing frameworks that resonate with discerning audiences.

At Nespresso, Yelena is responsible for steering brand communication, consumer insights integration, product framing, and regional activation strategies for one of the world’s most iconic premium coffee brands — a role that demands both creative leadership and strategic discipline.

Nestlé Nespresso SA itself is a globally positioned business unit of Nestlé, known for its capsule-based espresso and coffee systems and premium coffee experiences across worldwide markets.

Under Yelena marketing leadership, Nespresso continues to deepen its cultural relevance in high-growth markets such as the UAE.

“Crafting a community experience centred around coffee is essential for Nespresso because coffee has the unique ability to bring people together,” Yelena told an interviewer once.

She describes her approach to marketing thus: “Marketing to everyone is marketing to NO ONE! Yes, you heard it right. We’re all unique in our experiences and values, so how would you know what would resonate best with your audience? Start by putting yourself in the shoes of your target audience: What do they care about? What concerns them? How might their perspectives positively or negatively affect business goals? The more you discover about them, the better you’ll be able to construct and execute a successful marketing strategy.”

Lisa Roberts is a senior marketing leader at Mondelez International, serving as Marketing Director for the Middle East with regional responsibility that includes Gulf and Developing Markets for iconic snacking brands such as Cadbury and others within the Mondelez portfolio.

Based in the UAE, Roberts leads brand strategy, integrated campaigns, and culturally resonant consumer engagement across diverse and fast-evolving markets in the region.

With a strong grounding in both strategic brand building and performance-driven marketing, Roberts has built a reputation for driving emotionally relevant, consumer-centric campaigns that reflect local cultural contexts while aligning with global brand equity.

A hallmark of Roberts’s work is her ability to anchor snacking brands in culturally meaningful moments that elevate connection beyond transactional consumption. A flagship example from her recent work is the Cadbury Miniatures Diwali Story Boxes initiative.

In this campaign — developed with Memac Ogilvy Dubai — Cadbury used augmented reality (AR) to animate narrative experiences tied to the core values of Diwali, such as togetherness, inclusivity, and celebration. By scanning QR codes on packaging, consumers could access stories narrated in English and Hindi, blending nostalgia with modern digital engagement during one of the region’s most cherished festivals.

Roberts framed the initiative as a way to encourage everyone to share in the values of togetherness, inclusivity, and light that make Diwali special, demonstrating her emphasis on purposeful, culturally attuned storytelling.

Mondelez has awarded Lisa for various achievements — Manager Award (proven track record of exceeding targets) and Marketing Excellence Award (best launch of innovation Oreo Thins).

A former colleague describes her approach thus:
“Her hunger to do best-in-class marketing combined with her strong business leadership skills is very unique.”

Lisa holds a Master’s in Business Studies from the University of Göttingen and studied International Marketing at Università degli Studi di Perugia.

Lisa described 2025 as a “year where ambition turned into impact across Saudi Arabia, Gulf & Developing Markets.” She wrote on LinkedIn:
“We created momentum. We built brands that consumers chose. We delivered growth — not just impact. This year was about bold ideas with best-in-class execution. Creativity with intent. Innovation with impact. Teams pushing past comfort zones and raising the standard for what great marketing looks like,” she wrote on LinkedIn.

In this role, Kareem Al Saady leads strategic development and execution of Talabat’s retail media business — a growing advertising and data-driven commerce offering that enables brands to connect with consumers through targeted promotions and media investments within the Talabat platform ecosystem.

Talabat is the leading on-demand delivery platform in the MENA region, operating across eight countries — including the UAE, Kuwait, Qatar, Bahrain, Oman, Jordan, and Egypt — under the broader ownership of Delivery Hero SE.

Kareem’s leadership spans retail media strategy, partnerships, and cross-functional collaboration within one of the region’s most dynamic technology-led consumer businesses.

As a regional retail media leader, Kareem is frequently featured in industry forums and roundtables on the evolution of retail media and the expanding role of data-driven advertising in digital marketplaces. At one of these forums, he had called for deeper industry collaboration, trust, and a shift toward long-term customer value, full-funnel partnerships, and measurable business outcomes such as sales incrementality.

He served as a jury member at the IDRF E-Com Awards, focused on honoring the accomplishments within the eCommerce space in the region. He was also a judge for the Future of Commerce Awards.

These contributions show Al Saady’s role not just as an operator within Talabat’s retail media business but also as a regional advocate for retail media’s evolution, shaping best practice discussions with peers and stakeholders in e-commerce, advertising, and digital commerce.

Kareem completed his education in interior design at the Istituto Europeo di Design. He did his bachelor’s degree in building engineering from Concordia University.

Kareem brings over a decade of experience across digital, product, and business development roles in the UAE. He has served as Director at SDY Management SFO since 2014, overseeing strategic initiatives and growth across multiple markets.

Earlier, he co-founded aiooto (2016–2018), a venture focused on digital solutions, and held a Project Manager role at tentwenty digital agency (2018–2020), driving client campaigns and digital projects.

People who have worked with him on several projects have lauded his “great management and communications” skills, besides his technology knowledge. One of them said he “successfully managed to handle teams without ever meeting them.”

Nikki Li is the Head of Marketing for the Middle East and Africa at BYD, the global new energy vehicle and high-tech enterprise.

In this capacity, she is responsible for steering the region’s marketing activities for BYD’s electric vehicles and related sustainable mobility solutions. Her role spans brand positioning, regional promotional strategy, and engagement with stakeholders across both established and emerging markets in the Middle East and Africa.

BYD (Build Your Dreams), founded in 1995, is a major player in electric vehicles (EVs), renewable energy solutions, and battery technologies, with extensive global operations across six continents and more than 70 countries.

BYD overtook Elon Musk’s Tesla as the world’s biggest seller of electric vehicles (EVs), marking the first time it has outpaced its American rival in annual sales.

As the regional marketing lead, Li is part of the executive team charged with boosting brand awareness and adoption of BYD products throughout the Middle East and Africa — a region where policies, consumer preferences, and infrastructure for new energy vehicles are rapidly evolving.

The region is viewed as important by BYD. BYD Americas CEO Stella Li described the Middle East as a “homeland for innovation” during an interview with Arab News on the sidelines of the World Economic Forum.

She highlighted the region’s openness to new technologies and opportunities for growth.

BYD has accelerated its expansion of battery electric vehicles and plug-in hybrids across the Middle East and North Africa region, with a strong focus on Gulf Cooperation Council countries like the UAE and Saudi Arabia.

In summer 2025, BYD announced it was aiming to triple its Saudi footprint following Tesla’s entry, targeting 5,000 EV sales and 10 showrooms by late 2026.

BYD’s regional initiatives often involve collaboration with local partners, launch events, and sustainability-focused engagements — all of which fall within the strategic scope of regional marketing leadership.

Commenting on BYD’s distinguished sustainability recognition at the Abu Dhabi Sustainability Week recently, Li said that this recognition highlights BYD’s long-standing commitment to advancing battery technology, clean energy solutions, and sustainable mobility — driven by in-house R&D, scientific rigor, and a clear sense of purpose.

She reiterated BYD’s commitment to accelerating the transition toward a “more sustainable future, delivering innovation that creates real impact for society.”

Zahra Al Mohanna is Senior Marketing Manager at Riyadh Airports Company (RAC), which manages and operates King Khalid International Airport in Riyadh, Saudi Arabia.

In her role, Al Mohanna drives strategic marketing initiatives, brand development, and revenue-enhancing partnerships to elevate the profile and commercial performance of one of the Kingdom’s key aviation hubs.

Riyadh Airports Company, established in 2016 and a subsidiary of Matarat Holding, oversees the modernization and strategic expansion of King Khalid International Airport, aligning with Saudi Arabia’s Vision 2030 goals to enhance aviation infrastructure, build world-class travel experiences, and increase global connectivity.

In her current role, she “combines data-driven insights with creative flair to ensure every campaign resonates deeply and delivers strong ROI.”

Al Mohanna “was instrumental” in shaping the Riyadh Airports brand, leading the creation of over 55 comprehensive brand guidelines. She spearheaded projects that garnered international acclaim, including the conceptualization of the ‘Bridge’ persona and the successful global launch of the WAGA 2024 brand identity. This experience, she said, “truly cemented my expertise in global brand cohesion and strategic implementation.”

Before RAC, she pioneered the marketing department at Primary Care Medical Company, leading to a more than 30 percent revenue growth and a significant expansion of our client base. She also played a key role in shaping successful marketing strategies at National Housing Company.

“I thrive on challenging opportunities to drive brand visibility, capture market share, and accelerate revenue,” Mohanna writes.

Mohanna has Bachelors’ degrees in Science and Business, Finance and Real Estate from Virginia Commonwealth University with a major in Financial Planning. She is a Certified Brand Manager from AIPMM.

Her colleagues have lauded her “ability to lead with clarity, empathy, and strategic foresight” and her openness to “explore and understand the intricacies of different business units.”

“She doesn’t just lead marketing, she connects the dots across departments, ensuring that her strategies are informed, inclusive, and impactful,” writes one of her former colleagues.

Zahra is also the founder and CEO of YouPositive, a Jeddah-based mental-wellbeing and self-development platform she launched in 2017 after identifying a critical gap in accessible emotional support.

Eiman Al Naemi’s tenure at Commercial Bank Qatar places her among the top decision-makers shaping the organization’s market perception and customer experience.

Her portfolio includes steering marketing campaigns that enhance brand relevance, fostering trust among corporate and retail clients, and cultivating partnerships that reinforce the bank’s leadership in financial services.

She is known for integrating purpose-driven initiatives with strategic marketing execution, positioning the bank not only as a financial services provider but also as a socially responsible and innovative institution.

A highlight of Al Naemi’s leadership came in October 2025, when she represented Commercial Bank at a high-profile ceremony organized by the Ministry of Environment and Climate Change to launch Qatar’s National Strategy to Combat Desertification. Her remarks emphasized the bank’s commitment to sustainable growth and responsible corporate citizenship, stating: “Sustainability for us is a story of national progress, one that unites purpose, innovation, and responsibility. Every step we take… is guided by a shared ambition to create lasting value for our customers and our country.”

Eiman holds a Bachelor’s degree in Visual Communication and Business in Design from Virginia Commonwealth University, graduating magna cum laude, and also studied at Bilkent American University in Ankara, Turkey, where she earned a Bachelor’s in Visual Communication.

In 2024, she completed the Qatar Executive Leaders Program (QLC), further enhancing her leadership and strategic management capabilities.

Before joining Commercial Bank, Eiman Al Naemi spent nearly 18 years at AlRayan Bank Group, progressing from Marketing Officer to Assistant General Manager – Group Corporate Communications. She led the 2023 rebrand, played a key role in the Masraf Al Rayan–Al Khaliji merger, acted as the bank’s official spokesperson, drove digital transformation initiatives, and contributed as an ESG Committee member, demonstrating strategic leadership across marketing, communications, and corporate responsibility.

Last year, she was part of a Commercial Bank delegation that attended the 2025 IMF and IIF Annual Meetings in Washington, D.C., engaging with global financial leaders on key developments shaping the future of banking and the global economy. The program included strategic discussions, knowledge exchange, and the Annual Qatari Banks Reception.

She summed up the visit thus: “The ideas shared, challenges debated, and perspectives exchanged highlight the importance of thinking beyond borders and anticipating what’s next.”

Marwen Ben Messaoud is one of Spotify’s most influential growth leaders, steering the company’s expansion across some of the world’s most complex and fast-evolving markets. With nearly two decades of experience spanning the Middle East, Africa, South Asia, Turkey and the CIS, Messaoud has built a reputation for translating global platforms into locally resonant, commercially successful businesses.

Currently Director of Growth Marketing for the Middle East, Africa and South Asia at Spotify, Messaoud has been with the company for over six years. Since August 2021, he has led growth marketing and monetization strategies across 76 markets, overseeing the full customer lifecycle — from acquisition and engagement to retention and payments. Based in Dubai, he manages regional P&Ls and has played a central role in making Spotify the number one music streaming platform in most of these territories.

Before this role, he served as Subscriptions and Revenue Lead for the Middle East and Africa, where he shaped Spotify’s Premium strategy across 14 markets, introduced alternative payment methods to unlock new addressable audiences, and helped launch Spotify in more than 80 countries. His career reflects a deep specialization in emerging markets, particularly at the intersection of technology, telecommunications, and digital consumer products.

Among Messaoud’s standout achievements is orchestrating Spotify Premium’s expansion into more than 50 new countries and delivering the highest year-on-year subscriber growth globally for the platform. Under his leadership, the region recorded double-digit revenue growth while simultaneously improving gross margins — a rare combination in price-sensitive markets.

He has also been instrumental in building and scaling high-performing regional growth and payments teams, and in launching locally tailored, award-winning marketing campaigns that significantly boosted Premium awareness and subscriptions. In late 2025, he was a key voice behind Spotify’s pilot launch of tiered Premium plans in Saudi Arabia and the UAE, a move designed to reflect diverse listening habits and spending power across the region.

Looking ahead, Messaoud believes that relevance — not raw automation — will define marketing success. While acknowledging the power of AI, he cautions against over-reliance on algorithms for creativity. For him, empathy, cultural intelligence, and ethical responsibility are the true differentiators in an automated world. His advice to young marketers is clear: in an era of optimisation and scale, humanity remains the strongest competitive advantage.

At Spotify, Marwen Ben Messaoud stands out as a leader who combines data, strategy and human insight to drive sustainable growth across emerging markets.

Rafae Ali is a senior brand and marketing leader at Miral Destinations, where he heads integrated brand and marketing strategy for some of Abu Dhabi’s most iconic leisure and entertainment assets on Yas Island. With over a decade of experience spanning sports, retail, tourism, and entertainment, Ali has emerged as a key architect behind large-scale, culturally resonant campaigns that deliver both brand salience and commercial impact.

Currently serving as Head of Brand and Marketing at Miral Destinations, Rafae leads the development and execution of integrated marketing strategies for globally renowned attractions including Warner Bros. World Abu Dhabi, SeaWorld Yas Island, and Yas Waterworld. His remit spans brand narrative development, digital and content strategy, agency partnerships, and multi-market campaigns designed to build awareness, consideration, and sustained engagement for Yas Island as a global destination.

Ali’s career path has been deliberately non-linear. He began in sports before moving through retail and tourism, eventually finding his stride in the entertainment and leisure sector. This cross-industry journey has given him a broad strategic lens and the ability to transfer insights across categories. His formative years at HME Events—known for high-pressure, deadline-driven brand activations—shaped his resilience, operational discipline, and results-oriented leadership style.

Among his most significant achievements are the successful launches of landmark attractions such as SeaWorld Yas Island and TeamLab Phenomena on Saadiyat Island, both of which exceeded attendance and revenue expectations in their debut year. He is also recognised for leading high-stakes, time-sensitive projects, including the Disney on Yas Island celebration, which was conceptualised and delivered in just 14 days.

In 2025, Ali played a central client-side role in enabling the record-breaking ‘Zindagi Ko Yas Bol’ campaign for Yas Island—a nostalgia-led cultural moment that garnered 1.5 billion views within 15 days. The campaign redefined destination marketing in the region and is widely regarded as a benchmark for celebrity-led, emotion-first storytelling.

Looking ahead, Rafae Ali believes the future of brand marketing lies in cultural intelligence and emotional relevance rather than scale alone. In an era shaped by content saturation and automation, he champions authenticity, empathy, and shared cultural memory as the most powerful drivers of connection. His leadership philosophy centres on adaptability, collaboration, and empowering teams to think beyond platforms and formats.

Rafae Ali stands out as a marketer who blends strategic rigour with creative instinct, building brands through meaningful and lasting cultural connections.

Dzila Dik. is a senior marketing leader whose career reflects both strategic depth and ethical conviction. With over 20 years of experience across consumer goods, healthcare, IT, and luxury, she currently serves as Senior Marketing Manager for the Middle East and Africa at the LEGO Group, where she is shaping a distinctly purpose-led approach to brand building in the region.

Creativity was the original spark behind her marketing journey. “The craft of telling a story through a visual and a combination of words always fascinated me,” she recalls. This passion led her into advertising, working across multinational and local brands, before a defining shift in her career. “I felt the urge to play a broader marketing role where solving problems included not only the art of communication… but also the product, the price, the place and the promotion.” That transition—from agency to single-brand leadership—marked her move toward marketing as a long-term business and cultural discipline rather than a campaign-driven function.

At LEGO, Dzila has been instrumental in positioning the brand not just as a toy company, but as a platform for learning through play, family bonding, and shared values. One of her most significant achievements has been challenging entrenched cultural perceptions—most notably around gender and play. She cites as a standout moment when LEGO’s work “changed the perception of parents that LEGO play is not only for boys but for all children, including girls. Changing mindsets is not easy,” she says, “but being able to do it through powerful marketing gives a great sense of satisfaction.”

Her influence is especially visible in Ramadan marketing, where she has emerged as a leading advocate for moving beyond surface symbolism. Through both campaigns and thought leadership, she has argued that brands must define a genuine role for themselves during the holy month. Under her guidance, LEGO demonstrated that even a non-traditional category could participate meaningfully by encouraging kindness, togetherness, and shared learning—reframing what effective Ramadan marketing can look like.

Looking ahead, Insight 2026, Dzila believes the marketer’s role must evolve decisively. “I would like to see it evolve further from being primarily a driver of campaigns to a business growth partner,” she says. In an era dominated by automation and short-term metrics, her philosophy is clear: “We should drive creativity with commercial acumen – using data, technology, insights to influence all the important factors of a business.”

For Dzila, the future belongs to brands that balance performance with purpose—where meaning, not noise, builds lasting relevance.

Emma Campbell is a globally respected destination marketing leader with over 20 years of experience shaping tourism brands across multiple continents. Currently serving as Sector Marketing Director at the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), she leads strategic marketing for tourism and culture, positioning Abu Dhabi as a distinctive and emotionally resonant global destination. Since November 2023, she has also taken on the additional role of Acting Director of Strategic Communications, strengthening the integration between brand, storytelling, and public narrative.

Emma’s career is defined by deep expertise in destination marketing and an ability to blend insight, creativity, and strategic rigour. At DCT Abu Dhabi, she oversees global marketing strategies that promote the emirate’s cultural heritage, family offerings, and world-class experiences across key markets, including India, Europe, and Asia-Pacific. Her work focuses on insight-led storytelling, co-creation, and building long-term emotional affinity with travellers rather than short-term visitor spikes.

Before joining DCT Abu Dhabi, Emma served as Chief Marketing Officer at Tourism Fiji, where she led the sector through one of its most challenging periods. During the pandemic, she worked closely with government and industry stakeholders on vaccination communications, health and safety programmes, and reopening readiness, helping ensure Fiji reopened confidently and competitively on the global stage. Earlier in her career, she held senior roles at VisitScotland and Hallmark Cards, building a strong foundation in brand strategy, consumer insight, and integrated marketing.

Among Emma’s most notable achievements is leading Tourism Fiji’s award-winning “Open for Happiness” campaign, widely recognised as one of the world’s most successful destination reopening campaigns, driving renewed visitor growth post-pandemic. At DCT Abu Dhabi, she has overseen a new wave of bold, culturally nuanced campaigns, including Kids Recommended and Family Holiday Dhamaal with Ranveer Singh, which redefined family travel storytelling through co-creation and behavioural insight.

The Kids Recommended initiative, based on research involving more than 7,000 children and parents across nine countries, turned children into co-creators of destination itineraries—an unconventional approach that earned industry recognition for its emotional authenticity and innovation.

Looking ahead, Emma believes the future of destination marketing lies in understanding how consumers—not marketers—use AI, while ensuring authentic, human-led content feeds those systems. She advocates moving beyond transactional agency relationships toward true partnerships built on trust and shared ownership. For 2026, her principle is clear: data and emotion must work together to build lasting relevance in an increasingly automated world.

Rania Helou is one of the Middle East’s most influential destination marketers, known for blending cultural storytelling with bold brand ambition to drive measurable commercial impact. As Brand Marketing Director at Miral Destinations, she oversees the strategic marketing of Yas Island Abu Dhabi — one of the region’s most dynamic leisure and entertainment destinations.

With six years at Miral Destinations and over two years in her current leadership role, Rania leads a 20+ member marketing team responsible for shaping Yas Island’s brand identity across global markets. Her work has focused on positioning Yas Island as a vibrant, emotionally resonant destination that delivers both entertainment value and business growth. Under her stewardship, the brand has achieved triple-digit growth in customer engagement, driven by a willingness to take calculated creative risks, challenge conventions, and collaborate deeply with agency partners. Rania is widely respected for fostering strong, trust-based agency relationships that prioritise creative freedom, shared ownership, and collective accountability.

Rania’s standout achievement to date is her role in greenlighting and shaping the landmark ‘Zindagi Ko Yas Bol’ campaign, developed in partnership with Momentum DXB. The campaign revived the iconic trio from the cult Bollywood film Zindagi Na Milegi Dobara after 14 years, reimagining their friendship-driven journey on Yas Island. The result was a five-part mini-series that generated an extraordinary 1.5 billion views in just 15 days, becoming a cultural phenomenon across India and beyond. Industry observers hailed the campaign as a masterclass in nostalgia-powered, celebrity-led storytelling, proving how emotionally rooted narratives can cut through content saturation and create lasting brand affinity.

Looking ahead, Rania sees the future of marketing shaped by two defining forces: shrinking attention spans and accelerating technology. She believes the next major opportunity lies in the intelligent integration of artificial intelligence — not as a replacement for creativity, but as an enabler of deeper personalisation, sharper insights, and more meaningful audience connections. For 2026 and beyond, her focus remains on crafting distinctive brand experiences that entertain, inspire, and emotionally engage consumers, while continuously pushing the boundaries of how destinations tell their stories in a crowded digital world.

Guided by her favourite quote — “Never be limited by other people’s limited imaginations” — Rania continues to shape Yas Island not just as a destination, but as a living cultural brand.

Abdulrahman Alduhaim is a seasoned marketing communications leader whose career reflects the evolution of modern brand engagement in Saudi Arabia’s fast-growing digital and telecom ecosystems. Currently serving as Director of Marketing Communications at Mobily, Abdulrahman brings a deep understanding of how brands build relevance, loyalty, and scale through integrated communication and engagement strategies.

Abdulrahman’s professional journey spans more than a decade across telecommunications, delivery platforms, fintech-adjacent services, and software-driven consumer brands. His career trajectory shows a clear progression from hands-on digital execution to senior strategic leadership. Beginning with specialist roles in social media at XpertCom and JODAYN, he developed a strong foundation in digital storytelling and online brand presence.
He later moved into leadership positions at high-growth platforms such as HungerStation, Swyft, Hala, Mrsool, and PLAYHERA, where he led engagement channels, communications strategy, and customer-facing touchpoints. Across these roles, Abdulrahman consistently focused on optimising engagement ecosystems—ensuring that content, channels, and platforms worked together to drive user growth and brand trust.
In 2024, he joined Mobily as Director of Marketing Communications, where he now leads strategic communications for one of Saudi Arabia’s most prominent telecom brands, aligning brand narrative, channel strategy, and customer engagement at scale.

While Abdulrahman’s work spans multiple organisations, his most significant achievement lies in building and scaling engagement-led communication frameworks across digital-first companies. By leading engagement channels at Mrsool, Swyft, and Hala, he helped transform communication from a support function into a growth driver—enhancing user interaction, strengthening brand voice, and improving customer experience across platforms. His ability to translate social and engagement expertise into enterprise-level communication leadership positioned him to take on a telecom role where complexity, scale, and consistency are critical.

Abdulrahman represents a new generation of marketing leaders who understand that engagement is the currency of brand value. As consumer attention fragments further, the role of marketing communications will shift from broadcasting messages to orchestrating meaningful, data-informed interactions across channels. His career suggests that future success will belong to brands that integrate social, engagement, and communications into one cohesive system—where relevance, responsiveness, and consistency drive long-term loyalty rather than short-term visibility.

Olfa Messaoudi is Chief Digital and Marketing Officer at L’Oréal Middle East, where she leads one of the region’s most ambitious beauty, commerce, and technology transformations. With two decades of international experience spanning the United States, Europe, Asia, and the Middle East, she is known for turning marketing into a growth engine rooted in data, creativity, and consumer obsession.

At L’Oréal Middle East, Olfa oversees business strategy, digital, media, e-commerce, platforms, services, market intelligence, and consumer insights across the GCC. Her mandate is expansive: accelerate brand growth, build end-to-end consumer experiences, and future-proof the organisation through beauty tech, AI-powered marketing, and performance-driven creativity.

Olfa joined the L’Oréal Group in 2010 as Global Digital Manager for Lancôme, where she architected the brand’s early digital transformation, spanning 360-degree activations, e-commerce, and customer relationship management. In 2014, she relocated to Dubai to join L’Oréal Middle East’s Luxe Division as Regional Head of Digital, playing a pivotal role in accelerating luxury e-commerce and shaping the region’s digital-first mindset.

In 2017, she returned to Paris as Global Vice President of Digital, E-commerce, and CRM for YSL Beauty. There, she strengthened online-to-offline experiences, scaled e-commerce growth, and introduced service-led innovation through beauty technology and enhanced online animations. Her work helped reposition YSL Beauty as a digitally fluent luxury brand with stronger consumer engagement.

Based in Singapore from 2021, Olfa served on the SAPMENA Luxe Management Committee as Chief Consumer Experience Officer, steering experience strategies across Southeast Asia, the Pacific, North Africa, and the Middle East. She laid the foundation for CRM transformation and implemented frameworks that unified media, e-boutique, and services into seamless consumer journeys.

As CDMO, Olfa continues to shape L’Oréal Middle East’s partnerships ecosystem, including landmark collaborations with Wavemaker MENA and ArabyAds, reinforcing the company’s evolution into a beauty tech powerhouse. Her leadership blends strategic rigor with cultural fluency, positioning L’Oréal to create relevance, scale, and impact in a rapidly transforming region.

Recognised internally and externally for building high-performing teams, she champions experimentation, ethical data use, and inclusion, ensuring global frameworks adapt locally while brands remain distinctive, trusted, and culturally resonant across diverse Middle Eastern markets and fast-evolving consumer expectations, behaviours, platforms, economies, ecosystems.

Mitin Chakraborty is a seasoned marketing leader with extensive experience across fast fashion, retail, and consumer brands.

As Head of Marketing at Babyshop (Landmark Group), he led the Cannes-submitted “Lots More for Less” campaign, which reshaped perceptions around value, the Disney Stitch launch that revitalised the character category, and a fashion campaign in Paris that helped reposition Babyshop as an aspirational, fashion-forward brand for older kids.

His journey into marketing began with a pivotal early decision. “Right after school, I had to choose between computer application or marketing—like every other Indian does. I decided to plunge into marketing, and that decision changed my life,” he recalls. A formative conversation with a family member working at Mastercard helped him assess his strengths and ambitions early, steering him toward a career that blended storytelling with strategic thinking.

Over the years, Mitin has worked across markets and categories, grounding his approach in clear brand thinking, sharp customer insight, and a strong connection to commercial priorities. Today at Babyshop, he is a core member of the leadership team, overseeing brand health, customer experience, omnichannel storytelling, and growth strategy in highly competitive retail environments.

One of the most defining chapters of his career was the launch of Hamleys in India. “We started with a very small team, gave confidence to the board, and brought the magic of that toy store to India. Seeing Hamleys today as a widely recognised presence is extremely satisfying,” he says.

At Babyshop, Mitin has driven expansion across Southeast Asia and India, ensuring growth is built on both customer trust and creative excellence. He also led the brand’s first Cannes Lions entry, calling the experience “very, very satisfying.”

In 2026, Mitin sees marketing becoming more integrative and insight-led. “Parents don’t want the cheapest option, they want the smartest one,” he says, believing value is emotional before it is numerical, built through trust, design, and empathy. “Affordability works when people understand what goes into the product, not just what it costs.” Rejecting the brand-versus-performance divide, he adds, “Customers experience brands all at once, not in silos.”

His leadership philosophy is simple: “Stay humble. Be fearless. Be as authentic as possible.” These principles guide his belief that creativity must serve both customer and business, shaping brands that grow through relevance, not noise.

Dewan Afzal is a seasoned marketing leader in the FMCG beauty sector, with over 15 years of cross-functional experience spanning brand marketing, digital, media, trade marketing, and demand planning. Currently serving as Marketing Director at L’Oréal, Dewan represents a new generation of beauty marketers who combine strategic rigour with data-led agility in an industry shaped by rapid change and platform disruption.

Dewan’s career has been defined by versatility. His experience cuts across operational marketing, long-term brand building, and performance-driven digital strategy, enabling him to balance brand equity with short-term commercial outcomes.

At L’Oréal, Dewan has played a key role in shaping how global beauty brands respond to evolving consumer behaviors, particularly in digital environments. His approach reflects a strong belief that modern marketing effectiveness depends not only on creativity, but on the ability to measure, test, and continuously optimize.

Dewan’s involvement in projects linked to NYX Professional Makeup reflects his exposure to fast-paced, creator-driven beauty marketing, where cultural relevance, community engagement, and performance accountability intersect. This experience has strengthened his ability to adapt global brand frameworks to local and regional market realities, particularly in a Middle East context shaped by rapid digital adoption.

One of Dewan’s most notable contributions has been his involvement in a global-first Brand Lift study developed in partnership with TikTok and UM. Designed as a practical playbook for maximising campaign efficiency across media and creative strategy, the study combined advanced modelling with real-world performance data to help brands better predict and improve brand impact on the platform. At the time serving as Digital and Media Manager at L’Oréal, Dewan played a central role in translating these insights into actionable learning for marketers. 

Moving forward, Dewan believes the greatest risk for brands lies in holding on to what once worked. As he consistently emphasizes, marketing today must be guided by measurement rather than nostalgia. For 2026 and beyond, his view is clear: brands that remain agile, platform-native, and committed to learning from data will outperform those reliant on legacy playbooks.

In a landscape where formats, trends, and consumer expectations evolve rapidly, Dewan sees continuous testing, robust measurement, and adaptive creativity as the core pillars of future-ready marketing. For him, success is not about having all the answers—but about building systems that enable brands to learn faster than the market changes.

Ahmad bin Askar is a distin­guished stra­tegic commu­nications and marketing leader whose work sits at the intersection of sports, urban life, and national identity. As Chief Communications Officer of Sports Boulevard, he has been central to shaping how Riyadh’s most ambitious quality-of-life initiative is communicated, experienced, and embraced by the public.

With more than fifteen years of experience across branding, marketing, and communications, Ahmad brings a deeply human lens to large-scale transformation. He believes that “authenticity is key,” and that powerful branding must be grounded in local culture while aspiring to world-class creativity. Under his leadership, Sports Boulevard’s narrative evolved beyond infrastructure to become a lifestyle story rooted in wellbeing, movement, and belonging—closely aligned with Saudi Vision 2030.

A defining element of his strategy has been purposeful engagement. Flagship initiatives such as RIYDE, the Community Information Centre, and the Sports Boulevard Design Code translated vision into lived experience, encouraging residents to adopt healthier, more active lifestyles while redefining public space in Riyadh. As Ahmad notes, “When done with purpose, branding doesn’t just promote—it strengthens belonging and creates a personal stake in the city’s future.”

This people-first approach delivered tangible results. In 2025, Sports Boulevard welcomed millions of visitors, advanced significantly toward completion, and launched its first major phase across multiple destinations. The project’s communications success strengthened public trust, reinforced investor confidence, and positioned Sports Boulevard as a key contributor to Riyadh’s global liveability ambitions.

Ahmad’s leadership has earned wide recognition. In 2025, he received the Gold Prize for Media Leader of the Year at the Saudi ATHAR Festival of Creativity, one of the Kingdom’s most influential industry platforms. He is also a member of the Saudi Media Leaders Program, reflecting his role in advancing institutional communication and media excellence nationwide.

Known for building high-performing teams, Ahmad leads with clarity, trust, and shared purpose. He empowers teams to think strategically, collaborate across functions, and pursue continuous learning. His guiding belief remains constant: when communication is meaningful, transformation becomes credible—and lasting.

Masoom Reza Shirazi is a senior marketing leader with nearly two decades of experience at Zurich Insurance Middle East, where his career reflects both depth of expertise and a rare breadth of perspective. Over 18 years, Masoom has built his professional journey across client services, operations, relationship management, and marketing—an evolution that has given him a holistic understanding of the insurance business and the people it serves.

At the heart of Masoom’s leadership is a belief that trust is the true currency of life insurance. Operating in a highly competitive market, he has consistently championed authenticity, emotional connection, and human-centred storytelling as the most powerful differentiators. His work aligns closely with Zurich’s purpose: helping people manage financial risk and build security to achieve their life goals—an ambition that continues to inspire him daily.

This philosophy came to life most visibly through the Blue Sofa initiative, a community-driven brand platform designed to meet people where they are—literally and emotionally. By taking a simple blue sofa across malls, parks, beaches, and community events in the UAE, Masoom and his team created space for honest conversations, asking people just two questions about their dreams for themselves and their loved ones. The result was a deeply human brand experience that transformed Zurich from a financial institution into a trusted listener and partner in life planning.

The campaign delivered exceptional impact, generating over 4.5 million organic video views, one million engagements, and 39% community growth, while reinforcing Zurich’s role as a brand that shows up with empathy and optimism. Under Masoom’s leadership, the Zurich marketing team was recognised with the Zurich Global Ventures Award, marking a proud milestone for the region.

Beyond brand-building, Masoom is a strong advocate for sustainability and culture. As one of the Middle East’s first Sustainable League Champions, he mobilized colleagues around tree-planting and recycling initiatives, reflecting his belief that leadership extends beyond business outcomes. Known as a collaborative and empowering leader, Masoom values curiosity, courage, and “seeking discomfort” as pathways to growth—for individuals, teams, and brands alike.

Huda beauty expands influence through innovation

Huda Beauty emerged from a $6,000 startup to a globally influential beauty brand founded by Huda Kattan in 2013. Built on social‐first storytelling, community engagement, and product credibility, the brand occupies a unique cultural position bolstered by one of the largest beauty followings globally. With almost 50 million followers, @HudaBeauty is also one of the largest beauty Instagram accounts on the planet.

KEY ACHIEVEMENTS IN 2025.

In 2025, the brand launched its first immersive pop-up experience, executed in partnership with beauty retailer Tira, at Select Citywalk in New Delhi. The brand secured a perfect 10/10 on Cosmetify’s Beauty Index, ahead of Fenty Beauty and NYX.

TOP FLAGSHIP CAMPAIGNS OF 2025

1. Ube Collection Launch: Developed with luxury creative technology studio Bureau Béatrice, the Ube Collection launch leveraged immersive brand experience and high-impact visuals. Creative Technology handled audiovisual production for the Dubai reveal, translating trend leadership into social-first, creator-driven engagement that reinforced Huda Beauty’s cultural authority.
2. Easy Bake Product Education Series: Largely coordinated in-house, the series combined technique-led digital education with experiential extensions. Fairholme Studios produced the Easy Bake Duo London event, while BackLite Media delivered Huda Beauty’s first Triple Crown OOH placement in Dubai, strengthening product credibility through step-by-step learning narratives.
3. India Select Citywalk Pop‐Up with Tira: Executed with retail partner Tira and internal creative direction, the New Delhi pop-up prioritized interactive trials.

Cartier reinforces heritage through modern culture

Cartier is one of the world’s most storied luxury maisons, known for its heritage in fine jewelry, watches, and accessories. Founded in Paris in 1847, the brand remains one of the top five luxury jewelry brands in the world, competing with Tiffany & Co., Van Cleef & Arpels, Bulgari and Harry Winston. Its Panthère motif dates to 1914—over 110 years of heritage versus competitors’ newer icon development.

KEY ACHIEVEMENTS IN 2025.

Throughout 2025, Cartier elevated its global visibility by placing its heritage codes at the center of modern cultural moments. The brand reinforced the Panthère motif as a defining emblem, using it as a creative anchor across multiple markets and media formats.

TOP FLAGSHIP CAMPAIGNS OF 2025

1. Panthère Global Campaign: Conceived by Publicis Luxe with global media orchestration by WPP Media, the Panthère campaign celebrated Cartier’s enduring iconography across print, digital, OOH, and experiential platforms. Featuring photography by Sølve Sundsbø and architectural installations by Klein Dytham Architecture, the rollout spanned Ginza, Paris, and the Las Vegas Sphere.
2. Art Basel Miami Beach “Into the Wild” Experience: Executed primarily in-house, Cartier collaborated with Berlin-based artist Clare Celeste to create immersive botanical environments anchored in Panthère heritage and archival storytelling, generating rapid editorial coverage across fashion media.
3. Love Collection Storytelling:Developed digitally with BORN Group, the campaign combined in-house creative direction with cinematic web storytelling to modernize emotional narratives around the Love bracelet.

Almarai: Turning Scale into Culture

Entering 2025 as one of the world’s most valuable dairy brands, Almarai reached a defining inflection point. While sustaining exceptional top-of-mind awareness, the brand operated against Saudi Arabia’s broader cultural reawakening. Under Vision 2030, the Kingdom began celebrating the heritage and voices of its 13 regions across arts, entertainment, and food—yet much of this culinary richness remained underrepresented in mainstream media.

KEY ACHIEVEMENTS IN 2025

In 2025, Almarai evolved from a trusted household staple into an active cultural participant. The brand delivered strong performance across dairy, poultry, bakery, beverages, and nutrition while achieving heightened brand salience across demographics.

During Ramadan 2025—one of the most competitive periods for FMCG brands—Almarai strengthened its connection with households through purpose-led storytelling and culturally resonant messaging. Product innovation continued to play a central role, with functional nutrition offerings gaining widespread acceptance and helping redefine expectations around clean, honest nourishment.

Throughout the year, Almarai sustained exceptionally high trust levels while expanding its presence in everyday Saudi life, reinforcing its position as both a nutritional authority and a shared national reference point across generations.

TOP FLAGSHIP CAMPAIGNS OF 2025

1. Taste of Saudi (MBC Shahid): Launched for Saudi National Day 2025, Taste of Saudi became the Kingdom’s first long-form entertainment series to reflect all 13 regions through food, people, and traditions. Hosted by chef Hisham Baeshen as a facilitator, the series amplified home cooks, local chefs, and underrepresented voices through candid, human-led storytelling.
2. Almarai World (Roblox): Recognizing that Saudi children increasingly engage with digital platforms, Almarai extended its “quality you can rely on” promise into a COPPA-compliant Roblox experience. Almarai World transformed the farm-to-fridge journey into play, embedding brand values into gameplay rather than traditional advertising.
3. Appreciate the Blessings (Ramadan): To address rising food waste during Ramadan, Almarai chose inspiration over instruction. Centered on children and families, the animated campaign encouraged mindful consumption through warmth, relatability, and shared values rather than prescriptive messaging.

Nissan: Defying Ordinary to Redefine Growth and Cultural Relevance

In 2025, Nissan advanced its global transformation with a sharpened focus on relevance, electrification, and brand meaning—demonstrating that growth in today’s automotive landscape is as much about emotional connection as it is about product innovation. Against a backdrop of economic uncertainty and industry-wide disruption, the brand delivered resilient regional performance while redefining how an automotive brand participates in culture. Nissan’s approach marked a clear shift: from selling vehicles to building relevance in people’s lives.

KEY ACHIEVEMENTS IN 2025

In the Middle East, Nissan translated its “Defy Ordinary” vision into measurable impact. The Feel Patrol campaign generated over 91 million views across the region, delivering record ROI performance for the nameplate. The launch of Magnite – Ignite Your Street Smart redefined compact SUV marketing through creator-led storytelling, expanding consideration among younger, digital-first buyers. 

Across the GCC, Nissan strengthened engagement across social and digital platforms, shifting brand investment toward high-impact, culture-led content. Backed by over 70 years of regional presence, Nissan reinforced long-term customer trust through its Roadside Assistance promise, deepening loyalty beyond the point of purchase.

TOP FLAGSHIP CAMPAIGNS OF 2025

1. Nissan Magnite Launch: The launch of the Magnite compact SUV reimagined product storytelling in digital-first markets. Nissan invited content creators to interpret the vehicle through their own perspectives, allowing authenticity and cultural relevance to drive organic engagement rather than scripted messaging.
2. Feel Patrol Campaign: Reactivating one of Nissan’s most iconic nameplates, Feel Patrol shifted focus from performance metrics to emotion and identity. The campaign achieved widespread regional visibility and strong engagement, demonstrating how brand love is built at the intersection of heritage and feeling
3. Nissan Roadside Assistance: By using humor drawn from real breakdown moments, this campaign humanized aftersales support and repositioned it as a core brand promise—reinforcing trust and reassurance well beyond the point of purchase.

How InsuranceMarket.ae Turned Advocacy into Growth

Founded over a decade ago with a clear ambition to simplify insurance through technology and human expertise, InsuranceMarket.ae has evolved from a challenger brand into one of the UAE’s largest and most trusted insurance brokerage platforms. What began as a mission to bring clarity and comparison to a complex category has matured into a category-defining business built on trust, advocacy, and scale. By placing customer outcomes at the centre of its model, the brand has redefined what leadership looks like in digital insurance.

KEY ACHIEVEMENTS IN 2025

2025 marked a defining year for InsuranceMarket.ae. The brand crossed a landmark 27,000+ Google reviews, with 49 out of every 50 customers rating their experience five stars—a rare achievement in a traditionally low-trust category.

Operationally, the organization surpassed 350 employees, reflecting sustained expansion and growing category breadth. A notable proof point of customer loyalty came when the platform rebuilt—and exceeded—its Google review base after an unexplained mass deletion. What could have been a reputational setback instead became a demonstration of trust, as thousands of customers returned to publicly vouch for the brand’s service and claims support.

The platform also strengthened its position across motor, health, and life insurance, expanding product depth and advisory capability. Investments in training, compliance, and customer support further reinforced service consistency at scale.

TOP FLAGSHIP CAMPAIGNS OF 2025

1. Every Client Is a Star (Brand & Trust Campaign): Built around the 27,000+ review milestone, this campaign transformed real customer feedback into a central brand asset. Each review became a symbol of credibility, reinforcing emotional connection and trust at scale.
2. Alfred 360° Visibility Campaign: The brand’s iconic mascot, Alfred, continued as a unifying device across radio, digital, outdoor, and performance channels. In 2025, Alfred played a key role in simplifying insurance conversations and improving recall across car and health insurance.
3. Claims Advocacy Storytelling Series: Through real-life claims stories, especially complex health and maternity cases, the brand highlighted its role beyond comparison and sales, positioning InsuranceMarket.ae as a genuine customer

Garnier Combines Sustainability, Creativity, Cultural Relevance

Fusing sustainability, creativity, and cultural connection to drive global brand impact.
Through cause-led innovation, trusted ambassadors, and locally resonant storytelling, Garnier strengthened relevance, advocacy, and growth across key markets in 2025. The brand’s approach balanced environmental responsibility with mass accessibility, positioning sustainable beauty as an everyday choice rather than a premium ideal.

KEY ACHIEVEMENTS IN 2025

In 2025, Garnier advanced its Green Beauty initiative focused on sustainability education, eco-friendly products, and measurable environmental impact goals. This included global commitments to eliminate virgin plastic and educate consumers on greener lifestyles.

Adrien Koskas, Global President of Garnier, emphasized that sustainability must be accessible and actionable — capturing the brand’s mission to make ecological behavior mainstream. Garnier also earned creative acclaim with several standout campaigns, deepening brand affinity and cultural relevance across markets.

TOP FLAGSHIP CAMPAIGNS OF 2025

1. Garnier Micellar “Myth-Busting Movement” – Egypt: Garnier tackled entrenched makeup-removal myths in Egypt, where most women wore makeup but few removed it properly. Using a “show, don’t tell” approach, brand ambassador Mayan El Sayed played a “Skin Superhero” busting harmful habits. The cultural intervention drove 37 percent sales growth, 80M views, higher awareness and purchase intent, made Garnier #1 in skincare advocacy, and won Gold and Bronze Effies.
2. Garnier Black Naturals – India: A 360° trust-led campaign starring MS Dhoni and Sakshi Dhoni highlighted natural-looking hair color results, leveraging their credibility across TV, digital, and OOH.
3. Garnier Men – India: “Bassi vs Garnier Men Facewash,” featuring comedian Anubhav Singh Bassi, humorously challenged men’s skincare norms and won a Bronze Lion at Cannes 2025.

Visit Qatar drives tourism growth momentum

Visit Qatar is the official destination marketing organization of Qatar Tourism, tasked with positioning the country as a competitive, year‐round global tourism destination. Anchored in Qatar National Vision 2030, Visit Qatar supports diversified growth, cultural storytelling, and visitor experience innovation. Through global campaigns, event-led marketing and stopover promotion, the organization elevates Qatar’s tourism profile while fostering partnerships that drive international visitation and enhance destination appeal worldwide.

KEY ACHIEVEMENTS IN 2025.

The emirate recorded 5.1 million international visitors in full year 2025, 71 percent hotel occupancy in 2025 (highest on record) and 42,000 plus hotel keys available across the destination. Nearly 36 percent of the visitors were from GCC countries.

TOP FLAGSHIP CAMPAIGNS OF 2025

1. “Moments Made for You” Global Campaign: Led by Visit Qatar’s internal marketing team and fronted by global ambassador David Beckham, the campaign positioned Qatar as a destination for personalized experiences, blending heritage, luxury, gastronomy, and contemporary entertainment across multiple international markets.
2. Stopover Tourism Promotion: Targeted stopover campaigns focused on converting transit passengers into short-stay visitors. Through tailored digital and media outreach in Europe, North America, Asia and Africa, the initiative promoted flexible itineraries, curated experiences and easy access to key attractions.
3. Events-Led Destination Marketing: Qatar amplified tourism demand through integrated promotion of flagship events, including Shop Qatar, the Qatar International Food Festival, seasonal beach activations and cultural exhibitions, positioning events as travel drivers and reinforcing year-round destination appeal.

Al Rajhi Bank: Driving Vision 2030 in Finance

World’s largest Islamic bank by capital, Al Rajhi Bank is the second-largest bank in Saudi Arabia by assets (after Saudi National Bank), holding 57.5 percent market share among Shariah-compliant banks in the kingdom. The bank plays a central role in the country’s financial ecosystem and its economic transformation under Vision 2030. The bank’s extensive branch network also includes international locations like Kuwait, Jordan and Malaysia.

KEY ACHIEVEMENTS IN 2025.

In 2025, Al Rajhi Bank reported a net profit of $3.21bn in the first half 2025, and it achieved a $101.82bn market capitalization by July 2025, clocking 12 million+ customers and 600+ branches (521 in Saudi Arabia).

TOP FLAGSHIP CAMPAIGNS OF 2025

1. “We Call You by Name” (2025): Created by The Thinkers Pool and produced by Hoku.Film under director Amr Haddad, the campaign humanized banking by celebrating personal milestones, positioning Al Rajhi Bank as emotionally connected to customers’ everyday lives.
2. Blue Week 2025 Engagement Campaign: Executed in-house with platform support from X, the activation combined scheduled notifications and premium takeovers to sustain high-frequency engagement during a key national retail period.
3. Call of Duty:Developed through a direct partnership with Call of Duty franchise, the initiative positioned Al Rajhi as the first Saudi bank to integrate gaming culture into financial brand storytelling. The initiative included a co-branded player card inspired by Call of Duty: Black Ops 7.

Samsung advances AI-driven connected experiences

Samsung Electronics, a global technology leader headquartered in South Korea, is known for innovation across consumer electronics, mobile devices, semiconductors, and display technologies. By 2025, Samsung had cemented its reputation as a driver of AI-enabled experiences, connected ecosystems, and design-led innovation, blending cutting-edge technology with consumer-centric marketing. The brand consistently ranks among the world’s most valuable global brands, reflecting both technical leadership and strong consumer loyalty.

KEY ACHIEVEMENTS IN 2025.

In 2025, Samsung was recognized as a top global brand by Interbrand, ranking 5th worldwide with an estimated value of $90.5 billion. Galaxy S25 sold more than 30 million units by Dec 2025. Galaxy S25 Edge sold 1 million+ units.

TOP FLAGSHIP CAMPAIGNS OF 2025

1. Galaxy S25 Global Launch Campaign (BBH Singapore): A multi-market, integrated campaign introducing the Galaxy S25 Series with a focus on Galaxy AI, highlighting its role in everyday creativity, productivity, and connectivity. The campaign included hero films, feature commercials, social content, and experiential events.
2. Global Galaxy S25 Activation Experiences: Localized activations across cities such as Sydney, Santiago, and Seoul included drone light shows, metro station branding, and esports tie-ins. Immersive experiences amplified product engagement and cultural relevance, connecting Samsung with local audiences worldwide.
3. One Shot Challenge Powered by Galaxy AI: Developed by BBH Singapore, the social-first challenge encouraged UGC, demonstrating AI photography capabilities of Galaxy Z Fold7 and encouraging user-generated content and amplifying creative participation among consumers worldwide.

Etihad Airways elevates global travel experiences

Etihad Airways, the UAE national airline, has grown into a globally recognized brand known for luxury, innovation, and operational excellence. Since 2003, Etihad Airways has combined premium service, fleet expansion, and technological innovation to connect global travelers. The airline has positioned itself as a cultural ambassador while delivering exceptional passenger experiences across the Middle East, Europe, Asia, and beyond, blending authenticity with operational leadership.

KEY ACHIEVEMENTS IN 2025.

Etihad closed 2025 with record operational and commercial milestones. For the first time, it transported over 20 million passengers within 12 months, supported by a fleet of more than 100 aircraft. The airline also earned over 25 global awards across categories.

TOP FLAGSHIP CAMPAIGNS OF 2025

1. Beyond Borders XR video series:Produced in collaboration with Manchester City and XR technology partner TRICKSHOT, the Beyond Borders series reimagined 2024/25 match highlights using advanced skeletal and player-tracking technology. Five XR films transformed iconic goals into immersive avatar-led worlds set across Abu Dhabi and Etihad destinations including Hanoi, Hong Kong, Krabi, and Medan, linking sport, storytelling, and destination branding.
2. Etihad’s November 2025 White Friday: The campaign encouraged travelers to prioritize experiences over material goods, offering 20-35 percent flight discounts. Running November 27-30, the campaign promoted meaningful travel memories with bookings valid for January-June 2026 travel, positioning experiential value against traditional shopping-focused promotions.
3. Network & Fleet Expansion Narrative: Strategic communications highlighted fleet growth and new destinations, emphasizing enhanced connectivity, premium service, and operational innovation across the airline’s global network.