AI-ENABLED MARKETERS SET TO DISRUPT THE MARKET AND BRING NEW COMPETITION
TRAILBLAZING MARKETERS
AI-ENABLED MARKETERS SET TO DISRUPT THE MARKET AND BRING NEW COMPETITION
ABOUT
JB is a global tech marketer from Silicon Valley . Her career spans three continents having lived and worked in the US , UK and the UAE . With 15 + years of B2B tech marketing experience , she has held regional and global roles at startups and major companies like Microsoft , Oracle , HP , Adobe , Palo Alto Networks , shaping strategies and driving growth in a dynamic tech landscape . Currently , she is a managing partner at MACS Group Global , a marketing services and AI solutions provider , specialising in AI-powered voice and chatbot solutions across Europe , the Middle East and Africa .
JB Navarro , Managing Partner , MACS Group Global
hHow has the role of a marketing leader in the technology sector evolved in the Middle East over the past few years , particularly with the rise of Digital Transformation ?
The Middle East ’ s bold national visions – like Dubai Vision 2030 – 40 and Saudi Vision 2030 – are reshaping industries and setting ambitious goals for innovation and growth . Marketing has stepped up to support these transformative agendas by embracing cutting-edge technologies like AI , Machine Learning and Big Data to better understand customer needs . Marketing is no longer just building brand awareness and generating leads – it ’ s creating ecosystems , blending technology and human insight to drive meaningful change . As Digital Transformation accelerates , marketing leaders are becoming strategic partners in the business , catalysing expansion and creativity . It ’ s an exhilarating time to be a marketing leader in the region ’ s dynamic technology sector .
MARKETING IS NO LONGER JUST BUILDING BRAND AWARENESS AND GENERATING LEADS – IT ’ S CREATING ECOSYSTEMS , BLENDING TECHNOLOGY AND HUMAN INSIGHT TO DRIVE MEANINGFUL CHANGE . emphasising the need to balance technology with storytelling to build genuine connections .
How do cultural nuances or local market dynamics influence your marketing strategy and are there any unique challenges the region presents ?
As markets open and societies modernise , the cultural gap between the Middle East and the rest of the world is narrowing . In our highly mobile and connected world , campaigns are now achieving similar effectiveness across regions . We navigate diverse languages , cultures and varying levels of digital maturity , leveraging AI to analyse local behaviours for hyper-targeted strategies . However , while AI aids in scaling and personalisation , deep cultural insights remain crucial for authentic messaging . It ’ s about building trust and relevance – using AI to unlock potential while staying rooted in local realities .
How would you describe your approach as a manager and how do you get the best results ?
My approach is simple – keep it human , keep it fun . I take a page from Steve Jobs ; it ’ s not just about selling products , but creating experiences that connect emotionally . My team knows I ’ m all about working on things that matter – making tech exciting and simple . We empower each other to think big , take risks and be our authentic selves .
How important are events such as GITEX to your marketing strategy and how do you approach planning for these ?
With the rapid advancements in marketing technologies – such as AI , automation and data analytics – what opportunities and challenges do you see for marketers in leveraging these tools effectively ?
We are entering an exciting era for marketers as AI revolutionises our connection with customers . With the ability to analyse behaviour and create personalised experiences at an unprecedented scale , the potential is unimaginable . However , the challenge lies in integrating the human touchpoints in the customer journey . Great marketing has always been about emotional connections , not just data . As new technologies emerge , marketers will have the opportunity to raise awareness as well as educate – it ’ s hard to promote technology when it ’ s barely understood by customers . This shift requires campaigns to incorporate a learning component ,
GITEX requires strategic preparation – starting with clear objectives and understanding . We focus on crafting stories that highlight our unique offerings while engaging with potential partners and clients . It ’ s about immersing ourselves in the latest trends and innovations with insightful sessions , connecting with other startups and established players that can spark game-changing collaborations . GITEX is a chance to be part of the conversation shaping the future of technology in the region .
Are there any trends to watch out for in 2025 ?
AI is set to revolutionise marketing , businesses and industries . A new cohort of ‘ AI-enabled marketers ’ will embrace AI , leading with disruptive ideas and the ability to prepare for future uncertainties and stay competitive . x
8 TRAILBLAZING MARKETERS