Middle East's Most Impactful Managing Directors to Follow

1. REDEFINING LEADERSHIP How Managing Directors are Navigating the Middle East's Business Environment FROM STRATEGY TO EXECUTION The Power of Managing Directors in Middle Eastern Firms Middle East's MOST IMPACTFUL Managing Directors to Follow Shabir Momin Transforming the Media Industry Through Innovation

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5. the EDITOR Trailblazers of Middle Eastern Business T he business world in the Middle East has undergone significant transformation in recent years. Companies across the region are expanding and finding innovative ways to respond to global shifts, technological advancements, and unique local opportunities. At the forefront of this movement are the Managing Directors (MDs) leading their organizations through this time of change. These individuals don't simply manage—they drive vision, strategy, and success in their respective fields, ensuring that their companies remain competitive in a challenging business environment. As critical figures within organizations, Managing Directors possess an intricate understanding of the markets they operate in and demonstrate the ability to make strategic decisions that have long- lasting effects. They are the ones who shape company culture, lead expansions, and build relationships with stakeholders, whether they are government bodies, investors, or partners. Their influence stretches beyond the confines of their organizations; they contribute to shaping industries and, in some cases, even entire economies. This editorial highlights the most impactful MDs across the Middle East—those who are not only steering their organizations toward growth but also reshaping their industries to impact future generations. From the financial services sector to technology and real estate, these leaders understand the unique requirements of their markets and the challenges posed by a region as diverse as the Middle East. Their insights and leadership pave the way for the companies they represent while setting new standards of excellence for others to follow. Their stories are not just about corporate growth—they reflect the changing face of leadership in the region. These MDs are rewriting the rules of success and redefining what it means to lead with impact. As they shape the future of business in the Middle East, their stories offer valuable lessons for aspiring leaders and seasoned professionals. For companies looking to thrive in the Middle East's competitive market, these Managing Directors represent the benchmarks of success. Their journey and strategies will inspire and provide insight into how strong leadership can transform businesses, industries, and economies. Their bold decisions, innovation, and commitment to excellence make them leaders to watch and follow closely. Ryan Parker Managing Editor

6. Contents C O V E R S T O R Y Shabir Momin Transforming the Media Industry Through Innovation 06. F E A T U R I N G Alejandro Rojas Driving Global Investment Success through Innovation 17. Building Global Marketing Excellence Hiba Ibrahim 26. A R T I C L E S Redefining Leadership How Managing Directors are Navigating the Middle East's Business Environment 12. From Strategy to Execution The Power of Managing Directors in Middle Eastern Firms 22.

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8. Shabir Transforming the Media Industry Through Innovation The organization is fortunate to have a remarkable team, which has facilitated a smoother journey thus far, although it recognizes that this is just the beginning. , 06 www.businessmindsmedia.com

9. C over STORY NEW MEDIA HOLDING MANAGING DIRECTOR 07 www.businessmindsmedia.com

10. The media industry is undergoing a significant change driven by advancements in technology and innovation. This sector now encompasses various brands and platforms, including social media, e- commerce, artificial intelligence, and blockchain. Integrating these elements reshapes how content is created, distributed, and consumed, providing new opportunities for engagement and interaction. As businesses adapt to these changes, the focus has shifted toward building ecosystems that enhance collaboration and leverage technological capabilities. encompassing over 30 brands that span various sectors. This organization represents a unique full lifecycle media company, developing organically through diverse initiatives. Its comprehensive approach to media and technology positions it as a pioneering force, ready to embrace the future and drive further advancements within the industry. A Vision of Diverse Media Innovation New Media Holding is a collection of over 30 brands and companies developed over a decade of dedicated effort. The organization encompasses media brands, space media, merchandising, content intellectual property brands, social media communities, e-commerce, blockchain, robotics, artificial intelligence, platforms, events, and more. This is the only full-lifecycle media company globally involved in a wide range of media sectors. The creation of such a diverse entity was not part of a master plan; rather, it emerged organically from one initiative to another, with the primary goal of becoming the most significant and most robust in the Shabir Momin, the Managing Director, has made a remarkable impact in this industry through his commitment to innovation and excellence. His achievements reflect the importance of credibility in business. Momin's insights into the future reveal a landscape increasingly influenced by automation and data- driven decision-making, highlighting the potential for businesses to overcome previous obstacles and thrive in a competitive environment. New Media Holding stands out as a leader in this multifaceted industry, 08 www.businessmindsmedia.com

11. industry, guiding its development. The organization is fortunate to have a remarkable team, which has facilitated a smoother journey thus far, although it recognizes that this is just the beginning. Recognizing Achievement and Embracing the Future of Business Shabir's recognition as Entrepreneur of the Year in 2013 and 2018 represents a significant achievement. He notes that such accolades affirm that one is on the correct path and contribute to lasting credibility. Looking ahead, Shabir observes that technology and automation will increasingly shape the future. Businesses that previously faced challenges due to large data sets, extended research or gestation periods, and various other circumstances will now have the opportunity to operate effectively through advancements in , , Instead of reinventing what already exists, sharing resources can reduce costs, increase profitability, and enhance the overall ecosystem. , , 09 www.businessmindsmedia.com

12. artificial intelligence, automation, and aspects of blockchain and tokenization. The pace of growth has accelerated markedly, paving the way for numerous new developments. Envisioning the Future of Technology Integration Shabir believes that few technologies will lead the way, with artificial intelligence and blockchain at the forefront. These technologies will assist others in transforming into new forms that are faster, more productive, highly adaptable, and significantly cost-effective. Critical Strategies for Team Development and Success Shabir believes specific insights should remain confidential; however, he highlights several critical factors for success. Regularly upgrading processes and investing in team development are essential. Ensuring team members acquire better skills and knowledge about changes and how to adapt is crucial for ongoing growth. The Power of Collaboration and Strategic Alliances Shabir values collaboration and alliances highly. He notes that competition is often viewed differently; the organization frequently collaborates with competitors rather than seeing them as rivals. His perspective is straightforward: instead of reinventing what already exists, sharing resources can reduce costs, increase profitability, and enhance the ecosystem. Additionally, cross- collaboration among the company's various divisions, which operate in diverse industries and business models, allows for mutual benefits. 10 www.businessmindsmedia.com

13. Transformative Impact of Technological Advancements flying cars, and larger drones. He notes that several countries have already launched such innovations, while others are preparing for upcoming introductions. Integrating artificial intelligence into these autonomous systems, enabling them to operate intelligently and adapt independently, is expected to significantly alter the industry. Shabir asserts that these advancements will significantly impact various areas, including education, travel, information sharing, communication, and daily life. He believes how individuals experience the world will fundamentally transform in numerous ways. Entertainment is expected to be an early adopter of these changes, with personalized and interactive formats and shifts in engagement and screen usage. The Future of Social Connection Businesses Shabir asserts that social connection businesses are becoming increasingly mainstream, with engagement methods set to change significantly. He anticipates that more stakeholders and beneficiaries will join this evolving ecosystem, enhancing its reach and impact. The Impact of Artificial Intelligence on Business Efficiency Shabir highlights the role of artificial intelligence (AI) in enhancing business operations and customer experiences. He asserts that AI will assist nearly all types of businesses in various ways. The capabilities of AI are just beginning to unfold, with its ability to learn quickly and correlate information set to alleviate much of the cognitive load on human workers and existing machines. This will lead to accelerated development across numerous processes. Strategic Acquisitions and New Project Launches Shabir reports that the company has recently acquired several businesses in different regions worldwide. Additionally, they are launching numerous new projects and products across various fields, including WEB3, AI-based systems, and engagement- driven products. The Importance of People in Business Success Shabir recognizes the significant power of people in business. He notes that companies that appeal to a broad audience have already succeeded considerably. However, he stresses that projects must be diligent regarding commitment and delivery to sustain that success. Revolutionizing Transportation with Autonomous Technology Shabir discusses the transformative potential of autonomous vehicles, 11 www.businessmindsmedia.com

14. How Managing Directors are Navigating the Business Environment he Middle East has become a T operating in diverse sectors such as energy, finance, technology, and real estate. This region is marked by its unique combination of economic growth, cultural diversity, and political intricacies, all of which demand skilled leadership. Managing Directors (MDs) in the Middle East are playing an increasingly crucial role in reshaping the business environment. Their ability to adapt to shifts in the market and lead their companies through unpredictable conditions has redefined what leadership means in the region. Driving Organizational Strategy central hub for business innovation, with companies A core function of any Managing Director is to set the direction for their company. In the Middle East, where business conditions are often influenced by global economic trends, government policies, and regional geopolitics, MDs must be agile in their approach. As industries diversify, particularly in countries like Saudi Arabia and the UAE, MDs are tasked with steering their organizations towards non-oil sectors, including technology, healthcare, and renewable energy. The decision-making process for MDs involves constant evaluation of economic shifts and market demands. They must be adept at identifying new opportunities while also mitigating potential risks. MDs in the region are working closely with their teams to stay ahead of trends, whether it's the rapid rise of e-commerce, the digital transformation of services, or the increasing demand for sustainable business practices. Their ability to align long-term goals with short-term action plans is a cornerstone of their leadership. MDs in the Middle East are often at the forefront of developing long-term strategies that position their companies for success. They take on the responsibility of translating business visions into actionable plans, ensuring that operations align with these strategies while maintaining a strong competitive edge. In doing so, MDs play an essential role in guiding organizations through both periods of growth and moments of economic uncertainty. 12 www.businessmindsmedia.com

15. Redefining Leadership

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17. Furthermore, the introduction of national initiatives, such as Saudi Arabia's Vision 2030 or the UAE's drive toward smart cities, presents ample opportunities for MDs. They must guide their companies through these ambitious national projects, positioning them to benefit from investments in infrastructure, technology, and innovation. East, and MDs are leading the charge when it comes to incorporating new tools and platforms into company operations. The rise of digital transformation is one of the most significant shifts in the region's business environment. The COVID-19 pandemic accelerated the adoption of remote work technologies, cloud solutions, and digital payment systems. As a result, MDs are tasked with ensuring that their organizations remain at the forefront of these trends. Leadership Through Cultural Awareness In a region as culturally diverse as the Middle East, MDs must possess a deep understanding of local business practices and cultural norms. Whether managing teams within multinational corporations or navigating complex partnerships with local businesses, leadership is often defined by how well an MD can bring together different stakeholders and create alignment. In many sectors, including retail, finance, and logistics, MDs have been instrumental in overseeing the integration of advanced technologies like artificial intelligence, machine learning, and blockchain. These technologies help optimize operations, improve customer experience, and streamline supply chains. By championing innovation, MDs in the region are laying the groundwork for companies to remain competitive in an increasingly digital world. MDs in the Middle East need to lead with sensitivity and respect for cultural traditions while balancing the demands of the global marketplace. For instance, the leadership approach in Saudi Arabia might require a more hierarchical structure, while in the UAE, companies may lean towards more collaborative and innovative work environments. Understanding and adapting leadership styles to fit these nuances is key to building trust and achieving organizational goals. This shift towards technology is not limited to external-facing systems; MDs are also leading internal changes, ensuring their teams are equipped with the necessary skills to operate in a digital-first environment. From upskilling employees to creating a culture of continuous learning, MDs are ensuring that their workforce is prepared for the future. In conclusion, MDs in the Middle East are not just leading companies; they are reshaping industries, fostering growth, and creating lasting impact. Their ability to adapt to the unique demands of the region while aligning with global trends positions them as pivotal figures in the Middle East's business future. At the same time, MDs must stay attuned to broader global business trends. The region's growth is closely linked to its ability to attract international investment, and businesses must demonstrate a commitment to global best practices. MDs must bridge the gap between traditional Middle Eastern business practices and international norms to build long-term, sustainable relationships with global partners. Adapting to Technological Shifts Technology has become an essential driver of business development in the Middle 15 www.businessmindsmedia.com

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19. R O J A S Driving Global Investment Success through Innovation T financial ecosystem, facilitating investments that drive innovation and support the growth of small and medium enterprises (SMEs). These industries thrive on the ability to identify promising investment opportunities and leverage them for strategic advantage, fostering economic development across various markets. As businesses adapt to changing conditions, the role of experienced investment professionals becomes increasingly crucial in navigating complexities and ensuring sustainable success. he private equity and family office sectors are essential components of the global True leadership involves more than managing assets or driving financial performance; it focuses on creating value that extends beyond balance sheets. Jota2Group has established itself as a prominent player in managing approximately $600 million in assets, overseeing investments in over 60 SMEs across more than 22 countries. With a focus on sustainable growth and innovation, the firm is dedicated to creating value that extends beyond financial returns, positively impacting the communities in which it operates. This approach reflects a broader mission of driving economic progress while nurturing entrepreneurial ecosystems globally. understanding of both business and finance that has been instrumental in his career development. A Pivotal moment in his career occurred in 2021 when he joined Jota2Group, driven by a commitment to creating meaningful value in the Family Office space. His role as a venture partner naturally progressed into his current position as Managing Director, reflecting the firm's impressive growth. Alejandro Rojas, who serves as the Managing Director, is joined by a dedicated team that includes Bill Saad, the Chairman; Sam Taleb, the Head of M&A for the MEA Region; and Gavin Hockley, the Chief of Staff. Together, they embody a wealth of knowledge and expertise that is instrumental in shaping effective investment strategies. Alejandro's commitment to creating meaningful value within the family office space highlights the importance of leadership that combines technical skills with a strategic vision. Under his leadership, Jota2Group has established itself as a significant player in the industry. This extensive reach has provided the company with a global perspective while maintaining its dedication to sustainable growth and value creation. Pathway to Leadership in Private Equity and Family Offices Alejandro's journey to becoming the Managing Director of Jota2Group is marked by a profound passion for the Private Equity and Family Office sectors. With a strong educational foundation from CESA Business School and IE Business School, he has cultivated a comprehensive Alejandro's leadership journey has been characterized by ongoing adaptation and learning, reinforcing the belief that success in this sector 17 www.businessmindsmedia.com

20. requires both technical expertise and strategic vision. This combination has allowed Jota2Group to effectively address market complexities while consistently delivering value to its stakeholders. Success stems from understanding diverse markets and cultures while respecting local nuances. Principles of Effective Leadership in Investment Management term effects of investment decisions on all stakeholders. cultivated by encouraging teams to think creatively and approach situations from multiple perspectives. Trust, fairness, loyalty, and transparency are the foremost priorities in Alejandro's leadership approach. Managing $600 million in assets and overseeing investments in more than 60 SMEs, along with sectors such as Real Estate and fund of funds, necessitates the development of strong, confidence-based relationships with stakeholders. This involves maintaining open communication channels and ensuring that decision- making processes are clear and well- documented. Strategic Approaches to Address Business Challenges in the UAE Cultural intelligence and inclusive leadership are also fundamental to achieving success. With an extensive international presence, understanding and respecting different business cultures is vital. This approach has been instrumental in building successful partnerships across borders and creating a cohesive organizational culture despite geographical distances. Several significant challenges facing businesses in the UAE have been observed by Alejandro, along with strategic approaches to address them. First, the rapid market transformation and digitalization present considerable opportunities. The UAE's ambitious vision to become a global hub for innovation requires businesses to consistently adapt to remain competitive. At Jota2Group, this is approached by leveraging experience from portfolio companies worldwide, identifying successful digital transformation strategies, and assisting portfolio companies in applying these Lastly, sustainable value creation is a priority. This concept transcends financial returns, focusing on ensuring that investments positively impact the communities in which the company operates. This value is implemented by encouraging teams to look beyond immediate gains and consider the long- Innovation and adaptability serve as another crucial pillar of Alejandro's leadership philosophy. Operating across four continents requires agility and responsiveness to diverse market conditions while identifying unique growth opportunities. This mindset is 18 www.businessmindsmedia.com

21. insights within the UAE context. Second, talent acquisition and retention in a highly competitive market is essential. The UAE's dynamic business environment demands specialized skills and multicultural competence. This is addressed by cultivating a strong organizational culture based on core values of trust, innovation, and cultural intelligence while implementing robust development programs aimed at attracting and retaining top talent. Third, managing sustainable growth amid global economic uncertainties necessitates careful strategic planning. This involves diversifying investment portfolios across sectors and geographies, implementing effective risk management frameworks, maintaining strong relationships with local and international stakeholders, and focusing on long-term value creation rather than short- term gains. Strategies for Cultivating Innovation Across Global Networks The approach to promoting innovation is multifaceted and aligned with core values, built on two key pillars. First, there is a strong emphasis on the cross- pollination of ideas across the global network. By leveraging a presence on different continents, platforms for knowledge sharing are created between portfolio companies, enabling them to learn from diverse market experiences and adapt successful strategies to their local contexts. This has been particularly valuable in the UAE market, where international best practices are integrated with local business customs. Second, specific initiatives have been implemented to drive innovation. These include regular innovation workshops that bring together teams from various regions, a structured approach to identifying and scaling successful digital transformation strategies across portfolio companies, and the creation of collaborative spaces where Family Office clients can share insights and explore new opportunities. 19 www.businessmindsmedia.com

22. This approach integrates social responsibility directly into the business model. When managing assets and supporting SMEs, priority is given to investments in companies that actively promote women's leadership within the portfolio and leverage the global platform to enhance women's economic opportunities. Taraforwoman is not merely a foundation; it is a strategic commitment to driving meaningful change. By focusing on women's economic empowerment, the initiative supports individual growth while contributing to broader economic development and sustainable progress across multiple continents. This approach reflects the belief that true business success is measured not only in financial terms but also in the positive transformation created in society. Strategic Milestones in Global Investments and Value Creation Under the leadership of Alejandro, several significant milestones have been achieved that illustrate a strategic approach to global investments and value creation. Notable achievements include the ability to drive successful exits and strategic expansions across multiple sectors and geographies. The results of this approach have been particularly evident in the assistance provided to traditional businesses in embracing digital transformation and adapting to shifting market conditions, especially in dynamic markets. Taraforwoman represents the core belief in creating sustainable social impact, going beyond traditional CSR by: A standout example is the exit of Astra UTM to Thales, which highlighted the capability to identify, develop, and position technology-driven companies for strategic acquisitions. Prior to this, the team successfully sold CardCutters UK to DNA Payments, further enhancing the portfolio's value proposition. • Providing educational scholarships for women in developing regions Supporting female entrepreneurship through targeted funding and mentorship programs Creating networks that connect women professionals across operational countries Implementing leadership development initiatives specifically designed for women in business Empowering Women Through Strategic Social Responsibility Initiatives • • At Jota2Group, the commitment to Corporate Social Responsibility is exemplified through Taraforwoman, the foundation dedicated to empowering women globally, founded by Chairman Bill Saad. The growth strategy has also included strategic acquisitions, such as Grupo Inmark, which significantly expanded operational reach. Additionally, remarkable expansion has been observed in key regions, including • 20 www.businessmindsmedia.com

23. Oreyeon and Construct.ia, showcasing the ability to identify and nurture high- potential businesses. anticipate and proactively shape emerging business opportunities. managing assets or driving financial performance; it focuses on creating value that extends beyond balance sheets. For aspiring leaders in the UAE, three critical insights are emphasized: Building a Collaborative Ecosystem for Knowledge Sharing Strategically, crucial partnerships and joint ventures have been established with major groups in Saudi Arabia, the UAE, and Oman, which have been instrumental in international growth. Recent acquisitions of companies in Mexico and the USA underscore a commitment to global diversification and value creation. A dynamic ecosystem is cultivated where knowledge flows seamlessly between the portfolio, leveraging the multicultural team's ability to connect and share insights. This networking approach extends beyond internal teams to include strategic partnerships with Family Offices and key stakeholders in the GCC, USA, and Europe. First, cultivate a global mindset while respecting local nuances. Success at Jota2Group stems from understanding diverse markets and cultures. Second, prioritize continuous learning and innovation; as the business environment evolves, adaptability becomes a key asset. Lastly, recognize the importance of purpose-driven leadership. Initiatives like Taraforwoman illustrate that business success is measured not solely by financial metrics but by the positive impact created. These achievements align with core values of innovation, trust, and sustainable growth, consistently demonstrating the ability to create value, drive strategic transformations, and build successful businesses across diverse markets. These milestones represent not only financial success but also a broader mission of driving meaningful economic impact and supporting sustainable business growth on a global scale. Strategic Positioning for Financial Innovation and Growth Looking ahead, Jota2Group is strategically positioning itself at the center of the UAE's financial innovation sector. The vision includes launching a Venture Capital fund regulated by the Dubai International Financial Centre (DIFC). Complementing this effort, the organization is advancing its strategic investment in a regulated investment bank in Abu Dhabi, further solidifying its presence in the UAE's financial sector. Investing in people, supporting emerging talent, and seeking opportunities for meaningful change are essential. The UAE presents an exceptional ecosystem for innovation and growth—approach it with curiosity, integrity, and a commitment to sustainable development. Leadership is about creating pathways for others, building bridges between opportunities, and consistently pushing the boundaries of what is possible. Active Engagement and Continuous Learning in Global Markets The strategy combines active global market engagement with continuous learning, which includes strategic team travel to top international events across key markets. By participating in global conferences, innovation summits, and industry events in regions such as the UAE, Saudi Arabia, Europe, and the Americas, professionals are kept at the forefront of market shifts. The team is consistently exposed to diverse business environments and emerging technologies. The UAE is viewed as a critical hub for global expansion, offering an ideal platform to connect innovation, capital, and strategic opportunities across continents. The approach remains focused on sustainable growth, technological innovation, and creating meaningful economic impact, with a particular focus on supporting emerging businesses and nurturing entrepreneurial ecosystems in the region. The leadership philosophy prioritizes continuous learning, cross-cultural intelligence, and quick adaptation, enabling the integration of new insights into investment strategies and portfolio management. This approach allows the organization to not only respond to market changes but also to Insights on Purpose-Driven Leadership and Innovation The journey has taught Alejandro that true leadership involves more than 21 www.businessmindsmedia.com

24. THE POWER OF IN MIDDLE EASTERN FIRMS n the competitive business world I increasingly important role in shaping the future of companies across various industries. While the title "Managing Director" has existed for many years, its significance and influence have grown substantially as businesses in the region adapt to a fast-paced, interconnected global economy. From overseeing day-to-day operations to driving long-term strategies, MDs are the driving force behind both immediate successes and future growth. creation and execution of business strategy. While CEOs and other top- level executives are often seen as the primary visionaries, MDs are responsible for translating that vision into actionable plans. They ensure that the business strategy aligns with the broader objectives of the company while adapting to the local market and global shifts. of the Middle East, Managing Directors (MDs) are playing an MDs in the Middle East are often involved in the strategic decision- making process, working closely with their leadership teams to evaluate market trends, competitive forces, and emerging technologies. This strategic oversight is crucial as the region continues to experience significant economic growth, with many businesses expanding their operations beyond local borders and investing in digital solutions. The role of the Managing Director in Middle Eastern firms extends beyond the typical management responsibilities. These leaders are at the intersection of leadership, strategy, and execution, guiding companies through both traditional business models and new opportunities driven by innovation and technology. Their influence is not just about managing the operational side of the business but also about charting a course for success and implementing those plans effectively. For example, many firms in the region are embracing technology to streamline operations and enhance customer experience. Managing Directors are essential in identifying the technologies that can help their companies stay ahead of competitors. From artificial intelligence to cloud- based services, MDs guide their firms through the selection, implementation, and integration of these technologies, Shaping the Vision and Strategy One of the key roles of Managing Directors in the Middle East is the 22 www.businessmindsmedia.com

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26. ensuring they contribute to the company's overarching strategy. cultivate an environment where individuals are encouraged to contribute ideas, share knowledge, and work together to solve problems. Effective MDs understand the importance of building a cohesive team and are adept at bringing together people from different backgrounds, cultures, and skill sets to achieve shared goals. Driving Operational Excellence While strategy is important, the ability to execute that strategy is where the true power of a Managing Director lies. MDs are responsible for ensuring that day-to-day operations align with the company's goals, and they are the ones who transform abstract strategies into concrete actions. They oversee the smooth functioning of the organization, from supply chain management to human resources, ensuring all departments are working towards a unified objective. Leading Through Innovation Innovation is a key driver of growth in the Middle East, and Managing Directors are often the ones leading the charge. Whether it's through product development, process improvement, or the adoption of new business models, MDs are at the forefront of implementing innovative ideas that drive business success. Operational efficiency is a key focus for MDs in the Middle East. Many businesses are seeking ways to optimize processes, reduce costs, and improve productivity. Whether it's refining customer service processes, automating workflows, or finding innovative solutions to long-standing problems, MDs have a hands-on role in improving operational performance. In industries such as real estate, technology, and healthcare, the pace of innovation is quickening, and MDs are constantly looking for ways to stay ahead. They are responsible for identifying opportunities to innovate, whether through the use of new technology or by entering untapped markets. Their ability to spot and capitalize on these opportunities has a direct impact on their firm's growth potential and competitive edge. Bridging Leadership and Teamwork Managing Directors are not just focused on the top-down execution of strategy; they are also responsible for leading and motivating teams throughout the organization. As the link between upper management and employees, MDs have a unique role in ensuring clear communication and fostering a positive organizational culture. This aspect of the role is especially important in the Middle East, where businesses often feature hierarchical structures, but a strong emphasis on teamwork is still needed to drive success. Conclusion The role of the Managing Director in Middle Eastern firms is more than just overseeing operations or executing strategy—it is about driving innovation, leading teams, and ensuring that the company stays ahead in an increasingly competitive global market. These leaders are pivotal in taking companies from strategic vision to real-world success, managing both the opportunities and risks that come with growth. MDs work closely with department heads to set clear expectations, provide necessary resources, and ensure that teams have the support they need to perform at their best. They must 24 www.businessmindsmedia.com

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28. Ibrahim Building Global Marketing Excellence T continuous innovation and adaptability. Rapid advancements in technology and shifts in consumer behavior have intensified the need for agile strategies, particularly in digital marketing. Professionals in this industry must stay current with trends, leveraging emerging technologies to remain competitive. The industry encompasses a wide range of strategies, including B2B and B2C marketing, each with distinct approaches to audience engagement and content delivery. Effective marketing requires a deep understanding of market dynamics, the ability to build trust through communication, and a commitment to continuous learning and development. he marketing industry has evolved into a dynamic and multifaceted field, demanding Leadership style is a key determinant of the success or failure of any company, serving as the driving force that inspires individuals to reach their fullest potential. , her marketing career into marketing with roles at prominent companies in both B2B and B2C companies. Her journey has been marked by a dedication to understanding market dynamics and leading successful campaigns, which sharpened her skills in matrix management and international brand building. culture and embracing continuous learning, Luster Marketing Solutions aims to illuminate client brands through tailored strategies and innovative marketing channels. From Engineering graduate to Marketing Innovator Driven by passion, dedication, and a strong work ethic, she embarked on her career in the telecommunications sector ( Orange) in one of the most prominent telecom companies in Jordan. Here, she focused on understanding market dynamics and successfully led significant campaigns, gaining valuable experience in managing diverse market segments. Founded during the COVID-19 pandemic, Luster Marketing Solutions embodies Hiba Ibrahim's vision for innovative marketing strategies and exceptional service. The company is dedicated to offering unique value propositions and leveraging analytical insights to foster client growth. With a focus on cultivating a leadership Hiba Ibrahim, the Founder and Managing Director of Luster Marketing Solutions exemplifies these qualities through her extensive career. Coming from a totally different studying background in the engineering field, Hiba started building 26 www.businessmindsmedia.com

29. Hiba Ibrahim Founder & Managing Director Luster Marketing Solutions 27 www.businessmindsmedia.com

30. Transitioning from telecom to business solutions, she established and expanded the marketing department across multiple countries and continents. Her role as International Marketing and Communication Director sharpened her skills in matrix management, reporting to regional and group levels. This global exposure fortified her ability to build and elevate brands on an international scale and adeptly handle both internal and external communications, especially during challenging times. precise strategies, roadmaps, and approaches. Her experience plays a crucial role in setting achievable milestones and identifying appropriate budgets, thereby enhancing outreach and expanding brand awareness. Through her proficiency in different marketing disciplines, Hiba excels in pinpointing optimal distribution channels to effectively reach target audiences. Family Inspiration and Entrepreneurial Vision in Marketing Seeking new challenges, Hiba ventured into the Movies and series Productions Sector, further honing her leadership abilities and acquiring comprehensive experience across various marketing domains and functions. Recognized for her strategic foresight and talent development, she ascended to the position of Group VP for Marketing and Communication, underscoring her commitment to continuous growth within the marketing field. Hiba draws profound motivation from her family, notably her husband, children, and parents, whose unwavering support fuels her entrepreneurial journey. Encouraged by her husband's belief in her passion, dedication, and self-discipline, Hiba embarked on her entrepreneurial path during the Covid pandemic. What started as a Joking moment after a business call soon evolved into the inception of Luster Marketing Solutions. Overcoming initial doubts, Hiba navigated the legalities and operational complexities, concurrently managing her transition from a prominent role at Arab Telemedia. Driven by her enduring passion for marketing's dynamic and ever-evolving nature, Hiba founded Luster Marketing Solutions during the COVID-19 pandemic. Her vision for Luster is rooted in setting innovative marketing strategies, leveraging analytical insights, and delivering exceptional service. Through Luster, she aims to offer distinct value propositions and excellence in service delivery, reflecting her belief in providing unique solutions within the marketing industry. Throughout her career, Hiba has cherished the steadfast encouragement from her parents, particularly her father, whose keen interest in her work serves as a constant source of inspiration. Rooted in the belief that she can redefine industry standards, Hiba envisioned Luster as a beacon of excellence in marketing solutions. The name "Luster," inspired by the brilliance of diamond mines, embodies her commitment to illuminating client brands through tailored strategies. With the motto "growing your business is our business," Luster Marketing Solutions is dedicated to leveraging innovative marketing channels, matrices, and tools to foster the growth and success of its clients. Mastering Marketing Strategy through Diverse Expertise With a diverse background and extensive experience across various marketing domains, Hiba leverages her expertise to effectively analyze client needs and data. This capability facilitates seamless information exchange, enabling the formulation of 28 www.businessmindsmedia.com

31. Fostering innovation requires cultivating visionary thinking, open-mindedness, risk tolerance, delegation, and empowerment within the team. , 29 www.businessmindsmedia.com

32. Cultivating Innovation and Team Engagement Hiba emphasizes the necessity of staying current with business trends, especially in emerging digital marketing arenas. The rapid evolution of technology and shifts in consumer behavior necessitate agile strategy adjustments to align with changing expectations and demands. In the realm of digital marketing, video content plays a pivotal role, effectively engaging audiences while bolstering brand visibility and loyalty through compelling messaging. Fostering innovation requires cultivating visionary thinking, open- mindedness, risk tolerance, delegation, and empowerment within the team. Adapting to new trends and understanding generational differences is crucial for personal and professional growth. Beyond managing staff, creating a conducive environment involves connecting with employees, engaging with them outside of work, providing support, and actively collaborating to achieve collective goals. These principles are foundational in nurturing a dynamic and innovative workplace culture. Acknowledging the dynamic nature of the digital landscape, businesses must remain vigilant, fostering innovation and leveraging emerging technologies to stay relevant and competitive. Despite the opportunities presented by advancements such as AI marketing, Programmatic Advertising, Voice Search, and the Metaverse, marketers encounter challenges that necessitate ongoing adaptation. Influencer Marketing, for instance, presents a multifaceted approach that requires strategic navigation to maximize impact. Navigating B2B and B2C Marketing Dynamics In marketing, distinguishing between B2B and B2C strategies involves understanding their distinct approaches to audience engagement, decision- making processes, and content delivery. B2B strategies prioritize trust-building and value proposition, targeting decision-makers with educational and authoritative content to establish credibility and foster long- term relationships. Conversely, B2C strategies focus on emotional appeal, creating urgency, and ensuring convenience to resonate with consumers through engaging, visually appealing content across various platforms. Each strategy sets specific metrics: B2B emphasizes lead generation, conversion rates, and client retention, while B2C prioritizes brand awareness, customer acquisition, and loyalty. Ultimately, while both aim to enhance sales and brand loyalty, their methodologies vary significantly to cater effectively to their respective markets and consumer behaviors. Hiba Ibrahim and Luster Marketing Solutions are dedicated to navigating these complexities, ensuring their strategies remain at the forefront of digital innovation to deliver optimal results for their clients. Building Trust Through Effective Communication Open and transparent communication forms the bedrock of Hiba's approach to fostering successful client relationships. Regular and attentive communication demonstrates a commitment to understanding and addressing client needs, reinforcing the importance of their opinions and expectations. Regular meetings, progress updates, and soliciting feedback are integral to ensuring clients feel prioritized and informed. Maintaining realistic expectations and Navigating the Evolving Landscape of Digital Marketing 30 www.businessmindsmedia.com

33. Leadership style is a key determinant of the success or failure of any company, serving as the driving force that inspires individuals to reach their fullest potential. , 31 www.businessmindsmedia.com

34. To stay ahead in the industry, continuous learning is key , 32 www.businessmindsmedia.com

35. a dedication to surpassing goals rather than overpromising are key principles in building trust and delivering results. that empowers every member of the company to adopt a leadership mindset. Essential Skills for Thriving in Marketing She firmly believes in this approach, as it ensures that leadership and personal development are not confined to managerial levels but can emerge from any corner of the company based on individual abilities and contributions. A leadership culture fosters an environment where individuals are encouraged to take ownership, collaborate effectively, make sound decisions autonomously when needed, and inspire others through their actions. In the complex and dynamic field of marketing, Hiba emphasizes the critical need for a team at Luster Marketing Solutions to possess a balanced blend of technical expertise and essential soft skills. While technical proficiency is foundational, success hinges equally on adept communication, project management, collaborative spirit, problem-solving acumen, initiative-taking, adaptability to dynamic environments, openness to learning and teaching, resilience in the face of criticism, and a proactive attitude towards personal and professional growth. These qualities enable the team to effectively navigate challenges and align with the evolving demands of the industry, ensuring they not only keep pace but thrive alongside Hiba and her colleagues. Cultivating such a culture requires intentional effort and commitment from Hiba and all team members. The Importance of Continuous Learning in Industry Leadership To stay ahead in the industry, continuous learning is key. This can be achieved in various ways: reading, listening, continually analyzing the market, seizing opportunities, learning from the growth of others, and engaging with others. Fostering a Culture of Leadership and Innovation Leadership style is a key determinant of the success or failure of any company, serving as the driving force that inspires individuals to reach their fullest potential. In today's world, cultivating a leadership culture has become increasingly imperative. Hiba always intends to enhance team engagement, drive and support innovation, and navigate challenges with agility by fostering an environment where leadership thrives at every level. Rapid Expansion and Strategic Growth Luster is growing rapidly and expanding into different countries currently; Luster offices are both in Jordan and Dubai and are now exploring new markets. It has always been a dream, but honestly, the dream is becoming bigger and bigger. How Hiba is shaping and sculpting it is something she admires and thanks God for every day. She seizes opportunities; it is not a plan but steps she is taking: growing her team, investing in them, opening new markets or new services, and having arms in the company that she can lean on and depend on for business growth, both internally and externally. Hiba is committed to her team and herself, embracing a culture of leadership that encompasses the shared values, beliefs, attitudes, and behaviors defining Luster Marketing Solutions' approach to development and practice. This involves creating an ecosystem 33 www.businessmindsmedia.com

36. is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful. - Albert Schweitzer

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