BALANCING CULTURAL VALUES WITH GLOBAL TRENDS TO KEEP MESSAGING RELEVANT AND RELATABLE
TRAILBLAZING MARKETERS
BALANCING CULTURAL VALUES WITH GLOBAL TRENDS TO KEEP MESSAGING RELEVANT AND RELATABLE
ABOUT
With the rapid advancements in marketing technologies – such as AI , automation and data analytics – what opportunities and challenges do you see for marketers ?
GenAI has been a game-changer in productivity , particularly in planning , research and content creation . It ’ s not just about saving time – it ’ s made us more efficient , allowing us to do more with the same resources . AI will continue transforming every part of marketing , from audience research to SEO , to UI / UX and analytics .
With over 20 years ’ of marketing experience in the technology sector , Amira has built a career around driving customer-centric strategies and delivering impactful business outcomes . Throughout her career , she has led major product launches , developed comprehensive CRM strategies and played a key role in business development .
In her current role , she focuses on building brand equity and enhancing the brand experience across digital platforms . She oversees strategic initiatives that bring the brand to life across various touchpoints , with a focus on developing digital channels and enhancing customer engagement .
GENAI HAS BEEN A GAME-CHANGER IN PRODUCTIVITY .
The challenge , however , is that we need to unlearn many traditional approaches . It ’ s about constantly upskilling and adapting as new technologies emerge , ensuring we stay ahead of the curve rather than falling behind .
Amira El Koushiry , Brand and Experience Lead , e & enterprise
hHow has the role of a marketing leader in the technology sector evolved in the Middle East , especially with the rise of Digital Transformation ?
Over the past few years , marketing in the tech sector has become more complex . Customers are now exposed to a huge amount of content across many digital platforms . They ’ re more selective with their attention and protective of their data , which means they ’ re looking for brands that offer real , human connections . The line between marketing and customer experience has blurred – we need to focus more on building trust .
I SET HIGH EXPECTATIONS FOR MY TEAM , PUSHING THEM TO BE PROACTIVE AND TAKE OWNERSHIP OF THEIR ROLES .
AI-generated content has been a huge help in scaling content creation and automating processes , but it ’ s also pushed us to be more intentional about delivering relevant and concise experiences .
AI has already shifted how we approach targeting , lead nurturing and analytics . Moving forward , I think social media channels will also evolve , as customers grow increasingly wary of spam or fake experiences .
How do cultural differences or local market dynamics influence your marketing strategy and are there any unique challenges in the region ?
The Middle East is a diverse region and cultural understanding is crucial . In the UAE , for example , the messaging needs to reflect optimism and a positive tone – there ’ s a strong belief that ‘ anything is possible ’. Fear-based narratives simply don ’ t work here . In Saudi Arabia , pride in heritage and tradition is essential , but it ’ s also important to balance that with a focus on progress and innovation .
If you don ’ t grasp these nuances , you risk alienating your audience . I always strive to balance local cultural values with global trends to keep our messaging relevant and relatable .
How would you describe your approach as a manager and how do you get the best results from your team ?
We need to do more with less . I set high expectations for my team , pushing them to be proactive and take ownership of their roles . I encourage them to grow by challenging them to expand their responsibilities and develop new skills .
Recognition is also key . I believe in recognising both individual and team efforts , not just celebrating wins but also acknowledging hard work , which fosters a positive working culture .
How important are events like GITEX to your marketing strategy and how do you approach planning for these ?
GITEX is the climax of the year for us and months of preparation go into it . This will be my sixth GITEX with e & and it ’ s always my favourite time of year . It ’ s not just about showcasing technology ; it ’ s about the connections we make with clients , partners and colleagues . For one week , we celebrate the technology that unites us and get a chance to present what we ’ ve been working on . The hard work in the leadup is always worth it when we see the impact the event has on our relationships and brand . x
10 TRAILBLAZING MARKETERS