ALIGNING CUSTOMER DEMAND WITH MARKET STRATEGY TO DELIVER MEANINGFUL RESULTS
TRAILBLAZING MARKETERS
ALIGNING CUSTOMER DEMAND WITH MARKET STRATEGY TO DELIVER MEANINGFUL RESULTS
ABOUT
With extensive experience across the Middle East , Mahmoud El Yafi has effectively aligned marketing efforts with business priorities , focusing on driving demand generation and supporting business growth . He has held various roles at global companies , executing strategies that enhance market presence and foster relationships with key stakeholders . Based in Dubai , Mahmoud holds a master ’ s degree in Management Consulting from Grenoble Graduate School of Business , further strengthening his expertise in delivering impactful , results-driven marketing initiatives .
Mahmoud El Yafi , Head of Marketing , Middle East , Türkiye and Africa at SAS
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 has undergone a massive Digital Transformation over the last few decades and digitalisation efforts are still going strong across diverse industries . Although this environment is full of opportunities for growth , marketing leaders are required to cope effectively with rising market competition , whether from established or entirely new players . As a result , we need to be constantly closer to customers , understanding their shifting wants and needs and reaching them with the right messages on the right platforms and channels .
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 ?
The broad adoption of AI and , more recently , Generative AI ( GenAI ) in marketing technologies has further enhanced the power of marketing analytics – this is the study of data to evaluate the performance of a marketing activity . From an opportunity perspective , these tools can give marketeers valuable insights to make better , data-driven decisions . By applying technology and analytical processes to marketingrelated data , businesses can understand what drives customer actions , refine their marketing campaigns and optimise their return on investment . Even so , marketers need to keep improving their skills to ensure they ’ re well-aligned with the latest tools , like for content creation , reporting and market insights , especially if they ’ re AI-enabled .
How do cultural nuances or local market dynamics influence your marketing strategy and are there any unique challenges the region presents ?
Cultural nuances and local market dynamics play a critical role in shaping our marketing strategy , especially in a diverse region like the Middle East . Each country is at a different stage of Digital Transformation and may rely on distinct platforms , requiring tailored approaches to engage audiences effectively .
How would you describe your approach as a manager and how do you get the best results ?
I would describe my approach as a ‘ customer first ’ strategy . To achieve the best results , I focus on assembling a talented team with the right skills and developing an effective strategy and market approach . Leveraging today ’ s advanced AI-enabled marketing suites is crucial as they provide tools for precise audience targeting , comprehensive identity resolution and hybrid data architectures . These capabilities allow us to personalise customer experiences , influence behaviours and deliver impactful messages throughout the customer life cycle . Ultimately , by prioritising the customer and utilising cutting-edge technology , we can drive the most impactful and meaningful results .
How important are events such as GITEX to your marketing strategy and how do you approach planning for these ?
GITEX GLOBAL is the region ’ s leading large-scale technology exhibition and one of the largest in the world . For SAS , it serves as an ideal platform to showcase our latest innovations and technologies , allowing current and prospective clients to engage with our cutting-edge data and AI solutions first-hand . Meeting customers in person deepens our understanding of their evolving needs . Additionally , attending such events helps organisations stay informed about developments in the technology space and monitor competitor activities .
Are there any trends to watch out for in 2025 ?
We expect GenAI to become even more integrated into marketing activities . In fact , a new global study from SAS and Coleman Parkes Research reveals that 90 % of organisations plan to invest in GenAI for marketing in 2025 . While many marketers are already using GenAI for simplistic tasks , these scratch the surface of what ’ s truly possible . By harnessing the full potential of GenAI , marketers will be able to better plan campaigns , improve audience selection , generate more relevant content with precise , personalised messages and offers , and make better business decisions that elevate customer experiences overall . x
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