GEC NEWS WIRECan you share your personal journey into the field of marketing and how you discovered your passion for it?
My journey into the field of marketing has been a captivating one. I initially embarked on a career in the film industry, where I had the invaluable opportunity to dive deep into the art of storytelling. It was during this time that I discovered my true passion – the power of narrative to elicit behavioural change.
Recognizing that storytelling is at the heart of advertising and marketing, I made a decision to move to the field of brand communication. This allowed me to channel my expertise into crafting compelling narratives for brands.
Now, as the MarComm Manager at Mozn, I have the privilege of spearheading the strategic communication efforts for one of the leading Saudi headquartered technology companies, committed to advancing digital humanity through the harnessing of artificial intelligence, Mozn. I am deeply dedicated to not only sharing the remarkable achievements and advancements of Mozn but also fostering a strong emotional connection between the brand and its audience through compelling storytelling.
What inspired you to pursue a career in marketing, and how did your journey unfold?
My marketing career was inspired by my experiences during my 10 years in Washington DC, where I obtained a bachelor’s degree in Communications and Media, followed by an MFA in Film and Media Arts from American University. Working with esteemed organizations such as National Geographic and Boeing, and being a junior ad editor for a major US political campaign client taught me the importance of effective storytelling and its ability to create massive impact. It was during this time that I realized the vital role storytelling plays in marketing, and how being an effective storyteller is essential for successful marketing campaigns.
This realization fuelled my passion for marketing and led me to pursue a career in the field. I understood that by combining my background in film and media arts with marketing principles, I could create impactful brand narratives that resonate with audiences. From those early experiences in Washington DC to my current role, I continuously strive to refine my storytelling skills and stay ahead of industry trends. I firmly believe that exceptional storytelling is the key to crafting memorable marketing campaigns that forge genuine connections between brands and their target audiences.
Now I’m thrilled to have built the communications function at Mozn. As a tech nerd myself, helping tell the story of the evolution of AI in the region through the Mozn brand provides me with an overwhelming sense of purpose and responsibility that makes me proud of what I do every day.
From your perspective, how have you witnessed the marketing landscape evolve over the years, and what trends do you find most impactful today?
The marketing landscape has undergone significant changes over the years, with a number of impactful trends standing out today. Video has consistently remained the top medium, capturing attention and allowing brands to stand out. Investing in visually compelling content has become crucial for creating a memorable brand presence. Another trend that I find highly influential is the shift towards a multi-channel approach. In today’s digital age, it is essential to speak to your audience on various platforms and touchpoints. It ensures a wider reach and more comprehensive brand experience. By leveraging these trends, marketers can navigate the evolving landscape and effectively capture audience attention.
What do you believe are the key challenges and opportunities in contemporary marketing?
In modern marketing, there are both key challenges and opportunities that marketers face. One challenge is the potential lack of depth and investment into the human touch within marketing.
As technology continues to advance, there is a risk of relying too heavily on automated processes and tools, potentially overshadowing the human element of creativity. It is important to recognize that creativity is an inherently human endeavour, and while technology can assist and enhance it, it will never not be a human condition. The challenge lies in striking the right balance between leveraging technology for efficiency while still nurturing and showcasing human creativity.
However, within this challenge lies an opportunity. By embracing technology as a tool to facilitate and support human creativity, marketers can unlock new levels of innovation and engagement. The opportunity lies in using technology to streamline processes, gather data-driven insights, and automate repetitive tasks, allowing marketers to focus more on the strategic and creative aspects of their work. This presents an opportunity to explore new ways of storytelling, build authentic connections with audiences, and deliver personalized experiences.
As a leader in marketing, what advice do you have for aspiring women looking to make their mark in this dynamic industry?
As a leader in marketing, my advice for aspiring women looking to make their mark in this dynamic industry is to be proactive and fearless in pursuing their goals. Ask questions, seek knowledge, and never hesitate to reach out to experienced professionals for guidance and mentorship. Engage in meaningful conversations, both within and outside your network, to expand your perspectives and learn from diverse voices. Dream big and believe in your abilities to achieve greatness. Build a strong network of supportive individuals who can offer guidance and opportunities.
How do you approach leadership in a field that demands both creativity and strategic thinking?
In a field that demands both creativity and strategic thinking, my leadership approach encompasses being a competent researcher, an intuitive listener, and a creative strategist. By conducting thorough research, actively listening to diverse perspectives, and blending creativity with strategic insights, a leader can guide her team towards innovative solutions and success in our dynamic industry.
Can you highlight a particularly memorable marketing campaign you’ve been involved in, and what lessons did it teach you?
One particularly memorable marketing campaign I led was centred around promoting OSOS, our Arabic Gen AI product at Mozn, within the context of an Arabic-focused game, called Al Kalima (For my fellow Arabic speakers, yes, pun intended!). This exceptional project set new standards for all that Mozn can achieve with positive recognition in the market with over 30 thousand players and half a million impressions all to place Mozn as a thought leader in the field of Arabic AI.
The game’s development was a testament to the power of teamwork and in-house talent. Every aspect, from coding and development to UX, content writing, campaign build, and distribution, was executed by our team. This initiative began as a bold idea, but with management’s unwavering support, it transformed into one of our most successful communications campaigns to date.
Al Kalima targeted Gen Z and Gen Alpha to emphasize the significance of the Arabic language. The game challenged players to differentiate between a real Arabic word and a fake one, adding a fun twist to the complexities of the Arabic language. This not only made learning engaging but also aimed to foster appreciation for Arabic’s uniqueness among the younger generation, promoting the development of technology dedicated to serving the 350+ million Arabic speakers worldwide.
This campaign underscored the importance of cultural relevance and precisely targeted messaging, leading to a resonant success with our audience and the fulfilment of our marketing goals. It reinforced the value of aligning our message with the cultural and linguistic nuances of our target demographic, proving that a well-crafted, culturally attuned approach can significantly amplify impact and engagement.
How do you ensure that your marketing campaigns resonate with diverse audiences?
To ensure my marketing campaigns connect with diverse audiences, I adopt a collaborative strategy, utilizing the rich expertise and varied inputs from our team. As I chart the course forward, it’s the collective creativity and insights of our skilled team that enrich our strategies, making them comprehensive and effective. To achieve truly resonant communication, I prioritize understanding the distinctive perspectives and needs of various groups. This process includes extensive market research, interaction with focus groups, and soliciting feedback from individuals reflective of our target demographics.
By gaining a deep understanding of the audience I am speaking to, I can tailor my messaging and strategies to effectively resonate with them. This includes considering cultural nuances, language preferences, and specific interests or pain points. By taking the time to truly understand the diverse backgrounds and experiences of the audience, I can develop campaigns that are both relevant and compelling.
Lastly a message from you for the readers keeping in mind the AI effect on marketing landscape?
Artificial intelligence (AI) has been making waves in various industries, and marketing and sales are no exception. From lead generation to customer engagement, AI has the potential to transform the way businesses approach marketing. By leveraging AI technologies, marketers can gain valuable insights from data analysis, automate repetitive tasks, and deliver personalized experiences at scale. This can lead to more efficient processes, improved targeting, and enhanced customer experiences. However, it is important to remember that AI should not replace the human touch in marketing. While AI can provide valuable assistance, the creativity, empathy, and intuition of human marketers remain essential in crafting compelling campaigns and building meaningful connections with audiences.
