MEA

Ahmed Aboushabab is a creative visionary with over two decades of experience in the media industry. Currently serving as the Deputy head of creative at Sky News Arabia (IMI), Ahmed has been instrumental in reshaping some of the most prominent TV channels in the Middle East region including Asharq Bloomberg, MBC Group, CNBC Arabia and Sky News Arabia.

Ahmed's leadership is characterized by his ability to build and inspire large teams in the realms of branding, broadcast, digital and social media. His innovative approach consistently pushes the envelope of media technology, with a keen focus on brand identity, AI content production, virtual reality (VR) and augmented reality (AR) in storytelling.

Beyond his role as a creator, Ahmed has been recognized as an award-winning professional in the industry, his expertise is further acknowledged through his role as a jury member for the prestigious Transform Awards MEA, where he has served for three consecutive years, contributing his deep insights into the evaluation of brand excellence.

Abdulaziz is Branding director at the General Authority for Statistics since December 2021, Kingdom of Saudi Arabia. He is also the acting Director of Communications Planning in the same authority since November 2022, a member of the advisory board at “setup.sa” since January 2023, and a communication consultant at “Guidepoint” in Dubai since October 2022, he is also a senior advisor at ADEC Development Consulting Company since February 2022.

He has been a member of the Gerson Lerman Group in the US since October 2017, and a brand consultant at the Coleman Research Group in London since July 2018. He held the position of marketing and branding consultant at “Oqal Group” between 2020 and 2022, and a senior marketing and branding consultant at “Jahez International Company for Information Systems Technology” between 2021 and 2022.

He held several positions in the “Saudi Ministry of Housing”, including Head of the Residential Loyalty Program during the year 2021, Head of Branding for the Sakani Program between 2020 and 2021, Head of Marketing Communications and Branding for the Real Estate Regulatory Program between 2017 and 2020, and Acting Director of E-Marketing for the Real Estate Regulatory Program between 2019 and 2020.

He held the position of Brand Manager at the “National Housing Company” between 2020 and 2021, Marketing and Brand Consultant at the Public Authority for Small and Medium Enterprises “Monshaat” between 2020 and 2021, Brand Consultant at the “Saudi Capital Market Authority” during 2017, and Director of Marketing and Public Relations In the Investment Securities and Brokerage Company “Al-Istithmar Capital” between 2015 and 2016, Marketing Director at “Al-Rajhi Bank” between 2013 and 2015, Chief Marketing Officer at “Ibram Real Estate Company” between 2011 and 2013, and Marketing Officer at “Gulf Creativity Company” between 2005 and 2007.

Before joining Snapchat as the Head of creative strategy for MENA, Samer's journey led him from design to advertising, and even to the client side. His passion for ideas and brands has always fueled his love for creative solutions. Through his diverse roles, Samer cultivated expertise across brand communication, from developing brands and crafting strategies to executing integrated campaigns. He's worked in design, digital, branding and advertising across Beirut, Paris, Muscat, Doha, Riyadh and Dubai, collaborating with clients from the cultural, government, banking, tourism, FMCG, automotive and telecoms sectors. Samer's work has been recognized in regional and international awards. Outside of work, he enjoys reading, traveling, and photography.

As Creative director at Apparel Group, Reina Mardini brings over 7 years of experience in fashion retail and e-commerce. She has led the creative direction for numerous campaigns, managed creative teams, and developed brand strategies within the fashion industry. Originally from Lebanon and currently based in Dubai, Reina’s career includes significant roles at renowned brands such as Level Shoes and Alshaya Group. Starting her journey in graphic design, she transitioned into leadership roles, driven by her passion for fashion and creativity. Reina believes that every campaign and brand should represent a meaningful message, blending aesthetics with purpose to craft impactful narratives. 

Lara is an experienced brand marketing strategist and AI champion who has helped various brands – from traditional family-run businesses to mature corporate organizations to startups – develop and grow while helping them carve out a distinctive edge in today’s competitive landscape. 

Her expertise shines brightly through her work with various Abu Dhabi Government entities, where she has driven strategic initiatives across diverse sectors, including aerospace, healthcare, real estate, hospitality, energy and financial services. 

She is currently Vice president, brand within the ADNOC Group Communications team, overseeing the overall brand strategy, including insights, positioning, messaging, and creative direction to position, promote, and protect ADNOC Group's portfolio of brands.

Sara is a Brand strategist and MarCom leader with a decade long experience in UAE and Saudi Arabia. She has extensive expertise in developing and delivering on brand and marketing strategy and has led the transformation of some major regional brands. Sara has also worked on several employer branding and C-suite personal branding initiatives.

Saba Omaish is the Head of marketing and communications at Al Mashhad, a position she has held since January 2022. Saba manages the brand and marketing presence of Al Mashhad across the local, regional and international media spectrum.

Saba’s experience spans over 17 years, where she has handled key portfolios across leading television and media houses in the region. Before Al Mashhad, Saba was associated with OSN for over six years handling important responsibilities, including the role of Head of marketing. Between 2012 and 2015, Saba was the Marketing manager for digital products at ‘Shahid’ video-on-demand platform. Prior to this, she was associated with the MBC Group, handling different marketing roles.

An expert in marketing and communications, Saba has contributed opinion pieces in leading industry magazines on the emerging media trends and has taken part in conferences and panels pertaining to the future of the sector in the region. Saba is also on various committees and award panels across the Middle East, including the CMO Council, Effie Awards International Jury, Transformation Magazine Award Jury, and the PRCA Awards Jury.

With over two decades of advertising, digital and branding experience, Naval brings a blend of strategic thinking, practical on-ground expertise led by human insights and emotions. He embodies a thought process that is led by insights, that always pushes his work to communicate the right message. He has a keen eye for market trends, for innovative design thinking that helps to improve his creative output.

Having worked on brands from various sectors, including hospitality, property, retail, FMCG and F&B, Naval brings a solid knowledge of communication design. He has led various creative teams in different capabilities, inspiring others to strive for excellence with the right vision. In his current role as lead designer at Al Ghurair Properties & Centre, he handles the design for social and day-to-day communication of the brand and its subsidiaries.

Naval believes that nothing works better than a well-coordinated and united team. Naval is always eager to learn and has picked up array of disciplines. Dedicated to the design form, his vision remains to create impactful work that solves human problems.

Innovative Chief marketing and communications officer with a demonstrated track record working on quasi-governmental mega real estate destinations strategic development. Francois is the Senior director - marketing and branding at ARDARA where his responsibilities include leading and managing the integrated marketing, communications, brand development and brand experience. Prior to roles at ARDARA, Francois worked at Fawaz Al Hokair Group, Meraas, J. Walter Thompson Worldwide, DDB in senior roles leading creative, marketing. 

Kelly is currently the Creative director at Bash, South Africa’s leading fashion and lifestyle shopping platform, where she leads a powerhouse team of creatives. With a decade of experience in e-commerce and digital design, Kelly has worked with global brands such as Samsung, Vodacom, Puma and Jameson, delivering creative solutions with wide reach across channels and platforms.

Previously, Kelly gained valuable international experience working for a Sports PR agency in Dublin. Outside of work, she enjoys relaxing with a game on her Nintendo Switch, drawing inspiration from everything around her while staying ahead in the world of design.

Mohamed Selmi is an accomplished Creative director based in Dubai, with over 17 years of experience in the industry. Specializing in creative direction, copywriting and localization, Mohamed has crafted compelling campaigns for global brands, ensuring they resonate with diverse audiences. His expertise spans various sectors, where he combines cultural insights with strategic creativity to deliver impactful results. Known for his attention to detail and innovative approach, Mohamed continues to shape the future of brand communication in the region. 

As the Chief marketing officer at BEEAH Group, Firas Wahbeh is responsible for creating and executing strategic marketing plans and brand campaigns across all business units of the Group. Combining insights with innovation, Firas is part of the leadership team for the organization and has led all marketing functions, corporate communication programmes, and social responsibility initiatives to accelerate brand recognition and achieve the Group’s vision for pioneering sustainable quality of life.

A consummate professional with a passion for all things creative, Firas has spearheaded marketing activities for several organizational milestones and ground-breaking projects. With the transition of the organization into a holding group structure, he was instrumental in developing a strong brand image for the BEEAH Group, and consistent messaging that connects BEEAH’s clients and the public to its purpose driven initiatives. Firas also led full-fledged marketing, public relations and social media campaigns for the globally anticipated inauguration of the new BEEAH Headquarters, and the historic launch of the Sharjah Waste to Energy Facility, the first facility of its kind in the region.

As a lead designer at Bloomingdale's and Harvey Nichols, Mel's career path has been marked by success across award-winning agencies, e-commerce platforms and luxury retail. Her passion for creativity drives her to bring a wealth of experience and expertise to every project. Known for her skills in branding, campaign design and packaging, Mel consistently delivers impactful results. Committed to excellence, she leads with hands-on creativity, motivating teams to achieve exceptional outcomes. Mel believes that effective design and storytelling are crucial in building lasting connections between customers and brands.