Middle East’s Most Dynamic Marketing Leaders to Know in 2025

MIDDLE EAST’S Most Dynamic to Know in 2025 Agile Marketing Why Flexibility is the New Strategy in 2025 Marketing with Meaning Understanding the Middle Eastern Consumer Mindset in 2025 CEO | Simplifai Sari Khumaiyes A Journey of Purpose, Innovation, and Industry Transformation

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FROM THE EDITOR Crafting Meaning in Every Message Managing Editor Ryan Parker arketing has always been a dance between M understanding emotion. From the first printed ads to today's immersive digital experiences, marketing has evolved into something far greater than promotion. It is storytelling with purpose, powered by data, imagination, and empathy. Across the Middle East, this transformation feels especially vibrant. Here, tradition meets innovation, culture meets creativity, and every campaign carries a pulse that reflects both pride and progress. The marketers shaping this space are not just influencing purchase decisions; they are defining conversations, shaping identities, and inspiring the next generation of thinkers. creativity and connection. It is the art of capturing human attention and the science of ADDRESS: Art and Design Head Mia Jones Business Development Managers Jason Trent, Stacy Walker Business Minds Media Tech LLC. 5830 E 2nd St, Ste 7000 #13042, Casper, Wyoming 82609 United States Executives Oliver Fischer info@businessmindsmedia.com +44 20 4577 4296 +1 307 224 9596 This edition, Middle East's Most Dynamic Marketing Leaders to Know in 2025, celebrates those visionaries who are transforming how brands communicate and connect. From digital pioneers to creative strategists, these professionals have redefined what it means to lead with insight, authenticity, and impact. Their journeys remind us that marketing is no longer confined to campaigns and metrics; it is about crafting meaning that resonates deeply with people and communities. Each profile in this edition captures the essence of leadership that blends creativity with intelligence and strategy with empathy. Marketing Manager Basma Al Qureshi Technical Head Anna Turner FOLLOW US ON: Ryan parker - Managing Editor Digital Marketing Manager Kevin Thompson The motive behind this edition is to spotlight the minds shaping the future of marketing in the Middle East. As we look ahead, the future of marketing in the Middle East shines with possibility. Technology will continue to open new avenues of creativity, while human insight will remain the heart of every successful brand story. The marketers of tomorrow will not only master tools and trends but will shape movements that inspire connection, inclusion, and progress. The journey ahead is one of constant learning and reinvention, and those who dare to create with purpose will define the voice of the future. Circulation Manager Sarah Lopez Account Harry Wood

Table of CONTENTS 22 Cover Story Profiles Amina Shah Transforming Digital Vision into Business Growth 32 Mariya Menshikova Writing the Human Code of Retail Articles 18 06 Agile Marketing Why Flexibility is the New Strategy in 2025 Sari Khumaiyes A Journey of Purpose, Innovation, and Industry Transformation 28 Marketing with Meaning Understanding the Middle Eastern Consumer Mindset in 2025

Sari Khumaiyes A Journey of Purpose, Innovation, and Industry Transformation Every decision I make must create value beyond numbers. True leadership is measured not just by results, but by the impact we leave on people and communities. 06 06 07 07 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

S uccess rarely follows a straight path. It is shaped by curiosity, courage, and the willingness to transform challenges into opportunities. True leaders are those who see possibilities where others see obstacles, who turn ideas into experiences, and who craft brands that resonate not just in markets, but in the lives of people. Every decision, every initiative, and every connection becomes a chance to create impact that extends beyond immediate outcomes. deeper question: How are we improving people's lives? That question has become his compass, shaping how he designs strategy, builds brands, and measures impact. To him, purpose is not an accessory to leadership; it is its foundation. people, respect culture, and push boundaries. This philosophy has guided Sari's efforts to build and transform industries while balancing heritage with progress. Story of Innovation and Influence Common Threads in Building Successful Brands Looking back on his career, Sari identifies several milestones that have shaped his passion for marketing, brand building, and transformation. With more than two decades of experience spanning FMCG, entertainment, and film, Sari has identified several common threads that unite successful brands across industries. He highlights three themes: consumer insight, cultural relevance, and innovation. One of the first defining moments was joining PepsiCo in the early 2000s. This experience exposed him to the discipline and scale of global FMCG operations and revealed how brands could move millions of people across markets while maintaining local authenticity. Sari Khumaiyes exemplifies this approach to leadership. With a career spanning consumer goods, entertainment, and strategic brand development, he stands out for his ability to combine insight with empathy, innovation with purpose, and ambition with service. Consumer insight, he believes, is universal. Whether developing a new product flavor or creating a compelling cinema experience, success depends on deeply understanding what motivates people, excites them, and influences their choices. His tenure as Executive Marketing Director at Savola Foods marked another pivotal chapter. Leading a portfolio that reached nearly every Saudi household, he learned that true brand building extends beyond market share and focuses on creating emotional connections that endure. Managing evolving consumer expectations during this period strengthened his strategic foresight and resilience. During his tenure, he also championed diversity and inclusion by spearheading the establishment of Savola's first all-female department; a groundbreaking move that expanded opportunities for women in the organization and reflected his belief that innovation is driven by diverse perspectives. Making Every Decision Matter Sari describes himself as a purposeful leader, defining purposeful leadership as the conviction that every decision should create value beyond financial return. For him, leadership means grounding business choices in values that benefit the wider community while guiding teams with clarity and empathy. He views leadership as aligning ambition with service, ensuring growth for the organization, its people, and society at large. Cultural relevance transforms a brand into something larger than itself. In Saudi Arabia, for instance, food brands connect to hospitality and family traditions, while cinemas are more than entertainment venues; they are spaces for shared culture and celebration. Grounding strategy in culture builds authenticity and trust. This belief has guided his professional journey across diverse sectors. In fast- moving consumer goods, purposeful leadership meant understanding how household brands could enhance daily life and build trust through consistency and quality. In entertainment and cinema, his purpose has been to foster joy, cultural connection, and access to experiences that enrich people's lives. Innovation, according to Sari, is what keeps brands vital. In FMCG, it might mean introducing healthier products or bold new flavors. In entertainment, it could involve digital ticketing, loyalty ecosystems, or collaborations with cultural institutions. For him, innovation is never about novelty for its own sake but about anticipating needs and delivering meaningful progress. Transitioning to entertainment with AMC Cinemas was another landmark in his journey. He played a foundational role in building a new industry from the ground up, creating the commercial division that encompassed marketing, programming, guest experience, and insights. From designing premium experiences to By practicing this mindset consistently, Sari has encouraged his teams to look beyond quarterly results and ask a Across all sectors, these threads form a simple yet powerful blueprint: listen to 08 08 09 09 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

launching loyalty platforms, every initiative reflected the thrill of shaping a national sector in its formative years. Following SEVEN's acquisition of AMC Cinemas' stakes in Saudi Arabia, Sari played a pivotal role in advancing the integration of the cinema business into SEVEN's portfolio. This transition aligned AMC with SEVEN's broader vision of developing integrated entertainment destinations across the Kingdom. His leadership ensured a smooth and strategic unification that strengthened SEVEN's mission to deliver world-class leisure experiences and accelerate the transformation of Saudi Arabia's entertainment sector. diversity of leadership styles across industries and regions. The curriculum emphasized entrepreneurial thinking, resilience, and innovation, while courses on leadership and change management deepened his grasp of organizational evolution. His specialization at Babson College further reinforced his belief that entrepreneurship is not limited to startups but represents a mindset applicable across corporations, public entities, and government-backed enterprises. through tangible action rather than confined to communication. During his time at Savola Foods, he brought this belief to life through a national campaign that connected consumers directly with a social cause. For every purchase of a promotional pack, the brand contributed toward fulfilling the wishes of orphans across the Kingdom. What began as a creative promotion soon evolved into a movement that touched hearts across Saudi Arabia. In its first year, the initiative helped children realize simple dreams that many take for granted, creating a shared sense of empathy between the brand and its community. Sari notes that the EMBA influenced his leadership style in three important ways. First, it reinforced the power of inclusivity by highlighting the value of listening to diverse voices and encouraging collaborative decision- making. Second, it sharpened his focus on adaptability, reminding him that agility often matters more than hierarchy in rapidly changing environments. Third, it encouraged him to adopt an ecosystem mindset, enabling him to view initiatives not as isolated projects but as part of a wider network of stakeholders, value creation, and societal contribution. Finally, pursuing an EMBA with HEC Paris expanded his strategic perspective, allowing him to connect global best practices with Saudi Arabia's Vision 2030. The impact deepened in subsequent years. The campaign expanded to include a collective wedding for eight orphan couples, entirely sponsored by the brand, offering them a celebration of their own. Later, during Eid Al-Fitr, the brand organized festivities for hundreds of orphans by renting entire theme parks across the country, creating moments of joy and belonging. These milestones demonstrated how a commercial campaign could evolve into a sustained social mission. Together, these experiences deepened his belief that marketing is not merely a business function but a force for transformation, a bridge between consumer aspirations and organizational purpose. For Sari, each stage of his journey reaffirmed that his role as a marketer is to listen, to adapt, and to lead industries forward. He emphasizes that the Public Investment Fund's sponsorship symbolized the connection between personal growth and national ambition. The experience inspired him to align his professional journey with Saudi Arabia's Vision 2030, ensuring that his work contributes not only to organizational success but also to the Kingdom's broader development goals. Journey of Growth and Purpose Years later, at AMC Cinemas, Sari carried the same spirit of purpose into the entertainment industry. During the pandemic, he led his team in partnering with the Ministry of Health to support the national vaccination drive, transforming cinemas into hubs of civic engagement. The company encouraged vaccination through awareness campaigns and hosted private screenings to honor healthcare workers. Sari reflects on his Executive MBA at HEC Paris, sponsored by the Public Investment Fund, as a transformative journey that redefined his understanding of leadership and strategy. Rather than viewing it as a mere academic milestone, he describes it as an experience that expanded his perspective and sharpened his strategic thinking. Mobilizing Brands for Social Impact For Sari, purpose in leadership comes from aligning professional ambition with societal impact. Throughout his career, he has believed that brands carry a responsibility to contribute meaningfully to their communities, and that purpose must be demonstrated Studying alongside executives from around the world allowed him to compare approaches, challenge assumptions, and appreciate the For Sari, both experiences, one in fast- moving consumer goods and the other in entertainment, reaffirmed that leadership is defined by the ability to 010 010 011 011 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

mobilize brands for good. When organizations act with empathy and intention, they can inspire unity, hope, and shared responsibility within society. Cinemas' entry into the Saudi market as an example of this balance. While the brand carried the credibility of a global name, it localized its guest experience, programming, and marketing to reflect Saudi culture. This fusion of global excellence and local understanding fostered trust, engagement, and long-term loyalty among audiences. products that aligned with evolving lifestyle trends. When consumers expressed an interest in lighter cooking methods, the company developed Afia Spray Oil, a product that allowed for precise use of oil with less waste and fewer calories. This innovation was not simply a product extension; it represented a shift in behavior that positioned Afia as a champion of modern, health-conscious households. Harnessing Global Excellence with Local Insight Having worked with both global and local consumer brands, Sari has developed a deep appreciation for the strengths and synergies each brings. Global brands, he explains, offer scale, discipline, and robust frameworks. His experience with organizations such as PepsiCo and Mars exposed him to world-class processes, advanced research methodologies, and the ability to execute campaigns seamlessly across multiple markets. Transforming Afia into a Lifestyle Brand Sari also guided the diversification of the Afia portfolio into complementary categories, ensuring the brand- maintained relevance in more moments of daily life. Each product was backed by consumer research, market data, and a clear purpose: to make healthier choices easier and more accessible. For Sari, innovation begins with listening. During his tenure at Savola Foods, he witnessed firsthand how insights drawn directly from consumers could transform entire categories. One of the most meaningful examples of this was the evolution of Afia, a household brand that had already earned deep trust across Saudi Arabia and the Middle East. He describes this journey as proof that innovation thrives where empathy meets execution. By staying close to consumers and transforming their aspirations into practical, meaningful solutions, Afia evolved from a market leader into a trusted lifestyle partner. Local brands, on the other hand, bring cultural intimacy and authenticity. They understand community rhythms, traditions, and emotional nuances in ways that global frameworks may sometimes overlook. At Savola Foods, Sari witnessed how a simple food product could become a part of national identity by resonating deeply with family life, celebrations, and heritage. Rather than viewing Afia as a single product, Sari and his team envisioned it as a platform for healthy living. Through continuous dialogue with consumers, they identified a growing desire for mindful cooking and balanced nutrition. Families were seeking healthier ways to prepare meals without compromising on flavor. That understanding became the foundation for innovation. Resilience, Collaboration, and the Art of Balance Sari's experience in the entertainment and film industries has taught him lessons that extend far beyond the sector. The first, he explains, is resilience. The entertainment world is inherently unpredictable, where audience preferences can shift overnight and box office results can defy expectations. Effective leaders must learn to adapt swiftly, adjust their strategies, and maintain team morale amid uncertainty. According to Sari, the real magic lies in harmonizing both worlds. By combining global standards with local insight, brands can achieve relevance without compromising professionalism. He points to AMC Under his leadership, the brand introduced new formats, expanded into adjacent categories, and launched Innovation is not novelty for its own sake. It is about understanding real needs, anticipating change, and delivering solutions that make a difference in people's lives. The second lesson is the importance of collaboration across ecosystems. Success in film and entertainment depends on the seamless cooperation of producers, distributors, exhibitors, regulators, and audiences. For Sari, this 012 012 013 013 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

Cultivating a Culture of Excellence and Purpose interdependence mirrors other industries where value creation depends on networks of aligned partners rather than isolated players. world through their eyes, clear, optimistic, and unguarded, inspires him to lead with both heart and ambition. Sari begins with clarity. He believes that teams must understand not only what they are doing but also why they are doing it. Once the purpose is clear, motivation naturally follows. He then focuses on empowerment, giving his team members the autonomy to make decisions and the safety to learn from mistakes. This, he says, fosters ownership and creativity. Passions that Fuel Creativity and Connection The third lesson lies in balancing creativity with structure. While entertainment thrives on imagination and bold ideas, sustaining the industry requires operational discipline, financial accountability, and compliance with regulations. According to Sari, the ability to safeguard creativity while maintaining structure is a transferable skill applicable to any business landscape. Outside of work, Sari is a tech enthusiast, movie lover, and video gamer. Technology, he explains, keeps him curious and informed, allowing him to anticipate shifts in consumer behavior. Movies sharpen his storytelling abilities and remind him of the power of narrative to inspire and move people. Gaming, on the other hand, cultivates problem-solving, teamwork, and adaptability, qualities that directly enhance his professional approach. Recognition is another cornerstone of his leadership. For Sari, celebrating small wins builds confidence and reinforces collective energy. He also invests deeply in mentorship, regularly engaging in coaching sessions and guiding younger professionals through career decisions and leadership challenges. By creating pathways for growth, he ensures that excellence within his teams becomes sustainable rather than episodic. Building the Future Kingdom Sari views Saudi Arabia's Vision 2030 as far more than an economic diversification initiative. To him, it represents a national transformation aimed at reshaping the Kingdom's cultural, economic, and social fabric. His contribution to this vision has centered on building industries that elevate quality of life and foster a deep sense of national pride. These passions also make him relatable. When he connects with colleagues or partners over shared interests, professional relationships gain a personal dimension. Sari believes that creativity and innovation flourish when leaders stay connected to culture in all its forms, not just business trends. Family as the Foundation of Purposeful Leadership Beyond his current role, Sari sees himself as a bridge-builder dedicated to connecting people, ideas, and opportunities. Through entrepreneurship, mentorship, and ecosystem development, he aims to empower Saudi youth to learn, create, and innovate. By aligning his expertise in marketing, brand development, and entertainment with the Kingdom's strategic goals, he seeks to nurture creative industries that can stand confidently alongside their global counterparts. Sari often reflects that family lies at the heart of his purpose. Being a proud father of four children constantly reminds him that leadership must extend beyond the office. Every professional decision he makes is grounded in the same values he strives to instill at home: integrity, curiosity, empathy, and resilience. Leadership Rooted in Service and Impact Sari's advice to future leaders is simple yet profound: anchor ambition in service. Growth and achievement are important, but their true value lies in how they benefit others. Whether leading a multinational campaign or a new start-up, he encourages young leaders to ask how their work uplifts communities, strengthens culture, or creates opportunity. He acknowledges how Saudi Vision 2030 has enriched his children's lives, allowing them to grow up in a Kingdom that celebrates creativity, inclusion, and possibility. Watching them explore this new landscape reinforces his belief that purpose- driven leadership has a real impact when it helps shape a better future for the next generation. Their perspective, he says, keeps him humble. Seeing the For Sari, leadership within Vision 2030 means ensuring that ambition translates into empowerment. He believes the success of the vision depends on leaders at every level taking ownership of its aspirations and becoming catalysts for collective progress. He believes that carrying this question forward transforms leadership from mere success into meaningful impact. In his words, when purpose becomes a daily practice guiding every decision, it shapes not just careers but legacies. 014 014 015 015 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

Benjelloun Benjelloun Benjelloun and Partners Partners Partners Inspire, and Endure Crafting Spaces That Connect,

Agile Marketing is the in 2025 I n 2025, marketing is evolving faster than ever before. Consumer expectations are shifting, technologies are advancing daily, and global markets are constantly being reshaped by innovation and uncertainty. In this environment, traditional long-term marketing plans often fall short. The ability to adapt, respond, and pivot quickly has become more valuable than rigid strategies or extensive forecasts. This is where agile marketing takes center stage. Flexibility has become not only a competitive advantage but the defining strategy for success. Agile marketing replaces the traditional top- down approach with continuous learning and experimentation. It encourages teams to work in short, iterative cycles known as sprints, allowing for quick testing, data-driven decision- making, and timely adjustments. Rather than committing to one big idea, agile teams embrace constant refinement. This flexibility ensures that campaigns remain relevant and responsive to real-world conditions. The Core of Agile Thinking At its heart, agile marketing is built on collaboration, adaptability, and speed. Teams function in cross-disciplinary units that bring together creative, analytical, and technical minds. This collaborative structure breaks down silos and encourages communication. When data insights, creative ideas, and technology come together, innovation flows naturally. The Shift from Planning to Adapting For decades, marketing strategies were built on fixed annual plans with carefully scheduled campaigns and predictable outcomes. However, the reality of 2025 is far less stable. Consumer trends now change overnight, social media algorithms evolve without warning, and new technologies continuously disrupt the flow of engagement. The modern marketer must think like a strategist and act like a sprinter, moving quickly from insight to execution. Agile marketing thrives on the principle of testing and learning. Every campaign becomes an experiment that provides valuable feedback. Instead of fearing mistakes, agile marketers treat them as opportunities for growth. This mindset empowers brands to stay ahead of the curve and deliver more personalized and relevant experiences to their audiences. 018 018 019 019 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

Why Flexibility Matters More Than Ever drives its evolution by making flexibility operationally possible. marketplace. When customers feel heard and valued, loyalty deepens. Agile marketing transforms feedback from a reactive process into a proactive strategy. It turns marketing into an ongoing conversation rather than a series of one-way messages. Flexibility in marketing is not about changing direction constantly. It is about having the awareness and capability to adapt when needed. In a world where consumer preferences are shaped by real-time events and digital conversations, being flexible means staying connected to the pulse of your audience. However, agility is not purely technological. It is also human. Marketers must cultivate a mindset that embraces change, curiosity, and experimentation. Tools provide speed, but people provide understanding and creativity. The best outcomes emerge when technology empowers human insight rather than replacing it. Building the Future through Agility In 2025, marketing success is not about predicting the future perfectly; it is about being ready for whatever comes next. Agility transforms uncertainty from a threat into an opportunity. It enables organizations to innovate faster, build stronger customer relationships, and stay resilient in a constantly shifting environment. The Human Element in Agile Marketing Consider the impact of global and regional events. A trend that dominates social media today may be forgotten tomorrow. A sudden cultural shift can change what consumers value or expect. Brands that rely solely on pre- planned campaigns often struggle to remain relevant, while those that practice agility can adjust messaging and content in real time. Flexibility allows marketers to respond not just to changes but to opportunities that others may miss. Agility also requires strong leadership and trust within marketing teams. Leaders must empower their teams to make quick decisions without being trapped in approval hierarchies. When individuals are trusted to take ownership, they become more proactive and innovative. The most dynamic marketing teams of the future will not be those that create the most elaborate plans but those that can pivot with confidence and purpose. Flexibility is no longer an optional skill; it is the new core strategy. Moreover, agile marketing nurtures psychological safety, allowing teams to test new ideas without fear of failure. This culture of openness inspires creativity and fuels collaboration. In 2025, where marketing teams often work remotely or across multiple geographies, a shared sense of trust and purpose is the foundation of true flexibility. Data and Technology as Enablers of Agility To practice agile marketing is to embrace change with curiosity, use data with intelligence, and lead with empathy. It is about knowing when to act, when to pause, and when to reinvent. In a region as vibrant and fast-evolving as the Middle East, flexibility is not just the key to surviving; it is the path to thriving. The modern marketer's agility depends heavily on the intelligent use of data and technology. In 2025, advanced analytics tools, artificial intelligence, and automation systems are essential allies in decision-making. They provide instant insights into consumer behavior, campaign performance, and market trends, allowing teams to react with precision and speed. The Customer at the Center Agile marketing, at its essence, is about staying human in a world driven by change. It reminds us that while tools and trends may shift, the ability to listen, adapt, and connect will always remain the most powerful strategy of all. One of the greatest strengths of agile marketing lies in its customer-centric nature. Every sprint, every experiment, and every adaptation is designed to enhance the customer experience. By analyzing real-time feedback and engagement metrics, marketers can align strategies with what truly matters to their audience. For instance, AI-driven analytics can detect emerging patterns in customer engagement within hours, enabling marketers to adjust their strategies before competitors even notice the change. Marketing automation tools allow rapid content deployment and personalization at scale. Technology no longer just supports marketing; it This constant alignment ensures that brands stay relevant in a noisy 020 020 021 021 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

Amina Shah Transforming Digital Vision into Business Growth I trends to define them. Among these exceptional leaders is Amina Shah, a Marketing Director whose journey reflects both innovation and introspection. With over eight years of experience in digital marketing, she has built a reputation for crafting success stories that transcend industries and geographies. For Amina, marketing is not a formula; it is a living dialogue between creativity, strategy, and human connection. Crafting Stories that Inspire Growth As the Marketing Director at Atomic Computing, Amina stands at the intersection of technology and transformation. Atomic Computing is an AWS Advanced Consulting Partner with a presence across Europe, the Middle East, and Africa. The company has successfully delivered more than two hundred customer projects, empowering organizations through advanced Managed Security Services, Generative Artificial Intelligence, DevOps solutions, and cloud migration best practices. n the boundless realm of digital transformation, some professionals rise beyond Amina's professional life is a tapestry of creativity, resilience, and strategic vision. She has spent years decoding what makes a business truly thrive, delving into how mindset, process, and innovation intersect to produce measurable results. Her expertise lies not only in designing campaigns but in building entire ecosystems where strategy and execution flow seamlessly. Under Amina's marketing leadership, the company's narrative has evolved from purely technical excellence to human-centered innovation. She ensures that the complex language of cloud technology is translated into stories of empowerment and growth. Her approach bridges the gap between what technology offers and what businesses need to flourish. Her career is defined by her ability to turn challenges into opportunities. Whether she is developing a marketing strategy for a startup or advising a global brand, Amina approaches every project with empathy and insight. Her campaigns are not about numbers alone; they are about narratives that connect people to purpose. For her, the essence of marketing lies in crafting stories that transform visibility into trust and engagement into loyalty. Her professional path has been guided by a relentless curiosity to understand how businesses evolve and how human behavior shapes success. She combines analytical precision with creative depth, helping brands find their authentic voice in an increasingly complex marketplace. What sets Amina apart is her balance of humility and expertise. Despite her extensive experience, she still calls herself a student in the learning of business, constantly exploring, questioning, and discovering. Atomic Computing's services span a wide range of solutions. The company helps organizations assess their current infrastructure and modernize on AWS through A Partnership with Purpose at Atomic Computing 022 022 023 023 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

structured migration processes. It builds seamless collaboration between development and operations teams through DevOps and automation. With expertise in serverless computing, containers, and microservices, it enables clients to achieve scalability without complexity. Security and compliance remain at the core of its offerings, ensuring that every client's transformation journey is both innovative and secure. Amina's recent interest in writing a book on leadership for young professionals reflects her desire to share her learning journey. She aims to guide emerging leaders in understanding the importance of self-awareness, adaptability, and purposeful growth. Through her writing, she hopes to inspire others to lead with authenticity and confidence. technology and creativity are not opposites but companions. She sees data as a tool for empathy—a way to understand human behavior at scale. Her performance marketing expertise allows her to design campaigns that are both measurable and meaningful. Her work extends across precision- targeted campaigns, dynamic search optimization, and social media storytelling. Each initiative she leads reflects a harmony between performance and passion. She understands that while numbers measure success, emotions sustain it. The Entrepreneurial Spirit Amina's marketing vision for Atomic Computing revolves around clarity, trust, and long-term partnerships. She focuses on storytelling that aligns technical advancement with human aspiration, positioning the company as a trusted guide on the path of modernization. Before joining Atomic Computing, Amina's entrepreneurial drive led her to build and support multiple ventures across the globe. Her firsthand experience in nurturing startups taught her invaluable lessons about persistence, risk- taking, and creative problem- solving. Through her work, Amina has helped countless businesses scale exponentially, turning digital engagement into real-world impact. Yet she measures her success not by the size of the results alone, but by the strength of the relationships she builds and the transformation she enables. Learning, Leading, and Evolving She has worked closely with founders, helping them establish sustainable processes and strong brand identities. These experiences shaped her belief that real business education happens in the field, through experimentation, setbacks, and constant learning. She views entrepreneurship not as an individual pursuit but as a collective journey that brings ideas to life and transforms industries. What defines Amina's leadership is her deep understanding of human behavior. As a Certified Emotional Intelligence and NLP Coach, she integrates empathy into her professional approach. She believes that leadership is not about commanding teams but about inspiring them. Her coaching background allows her to create environments where creativity, curiosity, and accountability coexist. Vision for the Future staying curious, staying kind, and staying committed to making a difference. in vision but in empathy. In her journey, we find an inspiring balance of intellect and intuition, structure and imagination. Through her work and her spirit, Amina continues to illuminate the boundless potential of human- driven innovation. My goal has always been to blend data with creativity, because numbers tell you what happened, but creativity tells you why it matters. Looking ahead, Amina envisions a world where marketing becomes even more human despite its reliance on technology. She believes the next chapter of digital evolution will belong to those who can merge data with empathy and algorithms with authenticity. Amina's global perspective enables her to understand the nuances of different markets and cultures. Her strategies are never one-size-fits- all; they are customized, context- driven, and rooted in genuine insight. Conclusion Amina Shah's story is one of depth, creativity, and purpose. From her early fascination with digital storytelling to her leadership at Atomic Computing, she has consistently redefined what it means to be a modern marketing leader. She has turned challenges into opportunities, businesses into brands, and ideas into impact. She often says that leadership is about awareness of people, possibilities, and progress. Her team sees her as a mentor who listens, understands, and empowers. Every conversation with her is a reminder that emotional intelligence is not a soft skill; it is a strategic strength that drives performance, collaboration, and innovation. For Amina, success is not a finish line but a continuous process of learning, adapting, and creating. She embodies a leadership style that values curiosity as much as clarity, compassion as much as competence. Her journey is a reminder that true growth lies in Merging Technology with Creativity Amina's philosophy blends analytical thinking with emotional intelligence. In her view, Her path reminds us that the essence of leadership lies not only 024 024 025 025 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

www.businessmindsmedia.com Built on Vision, Powered by Purpose TAB Group was born from a simple but powerful idea to create focused, business-led ecosystems where industry stakeholders could connect, collaborate, and unlock value. What started as a small team with big ambition has grown into a global force in the B2B events space, especially across emerging markets. Creating High-Impact Business Gateways Through its flagship events such as the Global Vertical Farming Show, Africa Agri Expo, World Cold Chain Expo, Global Glass Show, and the Future Food Livestock and Poultry Expo, TAB Group has established itself as a trusted curator of niche, high-ROI platforms. Each event is designed not just for visibility but for real outcomes, be it strategic partnerships, project launches, or policy dialogues. Bridging Public-Private Synergies TAB Group stands apart for its ability to bring together government institutions, global enterprises, startups, and investors under one roof. By fostering these essential connections, the company has played a critical role in shaping regulatory frameworks, encouraging innovation, and catalysing sectoral growth. Pioneering Purpose-Driven Industry Platforms Across the Globe Don’ t watch the clock, do what it does. Keep going. - Sam Levenson

Marketing with Meaning Understanding the Middle in 2025 T he marketing landscape of the Middle East in 2025 reflects a unique blend of tradition, innovation, and evolving consumer consciousness. As the region continues its rapid transformation driven by digitalization, youth empowerment, and cultural pride, marketers are learning that success no longer depends on visibility alone. It depends on meaning. Consumers today are not only purchasing products; they are aligning with values, experiences, and authenticity that resonate with their identity. Understanding this mindset is the key to meaningful marketing in the modern Middle Eastern market. Cultural Roots in a Modern World At the heart of the Middle Eastern consumer mindset lies a deep connection to culture and heritage. Even as societies embrace global influences, there is a growing emphasis on preserving authenticity. The modern consumer seeks brands that respect local traditions while reflecting innovation and modernity. Marketing campaigns that integrate regional narratives, native languages, and cultural symbolism often outperform those that attempt to impose external identities. The Rise of Purpose and Authenticity Middle Eastern consumers today are more discerning than ever. They seek honesty and substance over exaggerated promises. The younger generation, particularly millennials and Gen Z, values transparency, sustainability, and social impact. They are willing to support brands that take a stand on meaningful issues such as 028 028 029 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

The Influence of Youth and Diversity environmental responsibility, inclusivity, and community welfare. influences purchase decisions. Whether it is a local coffee brand that celebrates community or a digital service that simplifies daily life, consumers prefer experiences that add meaning beyond function. Brands that cultivate trust through empathy, responsiveness, and human touch continue to lead the conversation in 2025. Authenticity has become a non- negotiable standard. Consumers are quick to identify insincere attempts at social engagement or campaigns that merely imitate trends without purpose. The brands that thrive are those that communicate their mission with clarity and consistency. A meaningful message, backed by genuine action, earns long-term loyalty. Whether it is a fashion brand promoting ethical sourcing or a tech company investing in youth development, consumers in the region reward integrity. The Middle East is one of the youngest regions in the world, and this youth-driven demographic is reshaping the consumer mindset. Young people are redefining what aspiration means. It is no longer just about luxury or exclusivity; it is about individuality, creativity, and expression. They admire brands that encourage participation, innovation, and dialogue. The Way Forward: Marketing with Meaning To market with meaning in the Middle East is to understand people before promoting products. It requires sensitivity to culture, awareness of social change, and a commitment to authenticity. It also requires marketers to evolve from storytellers to community builders. Every interaction, whether online or offline, must reflect respect for the audience's intelligence and individuality. At the same time, the region's diversity across language, religion, and lifestyle demands a nuanced approach. What appeals to consumers in the UAE may not resonate in Saudi Arabia or Egypt. Marketers in 2025 understand that the Middle East cannot be approached as a single market. It is a mosaic of cultures and subcultures, each with its own motivations and sensitivities. Successful campaigns are those that respect these distinctions while highlighting shared values of family, community, and progress. Digital Sophistication and Emotional Connection The Middle East continues to lead the world in social media engagement, and 2025 marks a new level of digital sophistication. Consumers are no longer passive audiences; they are active participants in brand storytelling. From user-generated content to immersive experiences powered by augmented and virtual reality, digital platforms are the new arenas for emotional connection. The most dynamic marketing leaders of 2025 are not those who simply adapt to trends but those who create value that lasts. They design experiences that inspire, educate, and empower. They view marketing as a dialogue, not a broadcast. And above all, they recognize that in the Middle East, meaning is the true measure of success. Trust and Emotional Value in a Connected World In a time when consumers have endless choices, trust has become the new currency of marketing. The Middle Eastern audience values long-term relationships over one- time promotions. They respond positively to brands that deliver consistency, reliability, and respect. Loyalty programs, personalized engagement, and post-purchase experiences are becoming as important as advertising itself. However, while technology shapes how messages are delivered, emotion determines how they are received. Storytelling that evokes belonging, pride, and aspiration remains the most powerful tool. Marketers who use data not just to target but to understand emotions can create experiences that feel personalized and human. A well- crafted narrative that speaks to a shared sense of identity or aspiration can turn casual followers into brand advocates. In this region where heritage meets innovation and emotion meets technology, marketing with meaning is not just a strategy. It is a responsibility. Those who understand the heart of the Middle Eastern consumer in 2025 will not just capture attention; they will earn trust, loyalty, and enduring impact. Moreover, the emotional value attached to a brand increasingly 030 030 031 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

Mariya Menshikova Writing the Human Code of Retail R etail is more than a business of products and promotions. It is a field where emotion, insight, and creativity intertwine to shape experiences that stay in people's minds. Few leaders understand this better than Mariya Menshikova, the Marketing Director at BFL Group, whose career has been defined by her ability to merge strategic discipline with human understanding. customer loyalty under one cohesive vision. Her leadership is defined by an ability to see patterns in data while never losing sight of the people behind the numbers. "Retail today is about emotional engagement as much as it is about convenience," she says. "People do not simply buy products. They buy stories, values, and experiences that connect with who they are." A Vision Built on Clarity and Purpose Mariya approaches leadership with the belief that clarity of purpose creates the foundation for growth. Her strategies at BFL Group focus on customer-centric thinking, ensuring that every campaign aligns with the needs, emotions, and aspirations of real people. Empowering Teams Through Emotional Intelligence With more than seventeen years of experience across the GCC, Mariya has mastered the craft of connecting brands with people. Her expertise covers every segment of retail, from mass-market to luxury and off-price, and her influence reaches across the UAE, the Lower Gulf, and emerging markets in Saudi Arabia and Southeast Asia. At Brands For Less, she leads omni-channel marketing strategies that bring together digital innovation, brand storytelling, and Beyond strategy and brand vision, Mariya is recognized for her leadership philosophy. She does not manage teams as much as she nurtures them. As a certified Emotional Intelligence and NLP/Life Coach, she integrates behavioral science into her management approach, helping her colleagues unlock their full potential. She has guided the brand through a transformative phase, establishing frameworks that integrate every marketing function into one seamless ecosystem. From digital platforms and social media to experiential events, loyalty programs, and influencer partnerships, every effort reflects her commitment to authenticity and measurable value. She leads a team of more than twenty professionals across the 032 032 033 033 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

GCC and Southeast Asia, setting clear objectives while providing personal guidance and one-to-one coaching. Her approach blends high performance with emotional awareness. "Leadership is not about control," she says. "It is about clarity and compassion. When people feel understood and trusted, they deliver beyond expectations." and consumer psychology across regions ensures that campaigns speak the local language while maintaining a global vision. to author a book on leadership for young professionals. "Leadership is not defined by title," she explains. "It is about impact. The next generation deserves guidance that blends logic with empathy and purpose with authenticity." Curiosity as a Driving Force Curiosity sits at the heart of Mariya's success. She calls herself "obsessed with human evolution, always exploring and learning." This sense of wonder keeps her ahead of trends and allows her to bring a sense of freshness to every project. This commitment to learning and sharing knowledge mirrors her leadership philosophy, growth should be both personal and collective. Her focus on mentoring reflects her deep understanding that sustainable success comes from inspired people. She encourages her teams to think boldly, collaborate freely, and challenge assumptions, creating an environment where creativity thrives. Composure and Clarity in Crisis Her curiosity extends beyond business. Recently, she has turned her attention to writing, with plans In addition to her creative and strategic talents, Mariya possesses a steady ability to manage crises Data-Driven Creativity One of Mariya's strongest abilities lies in combining creativity with data. She believes that insight- based decisions lead to imaginative solutions that actually work. Her marketing frameworks are built on analysis and evaluation of return on investment, funnel performance, and audience insights, yet they are always guided by empathy and emotional intelligence. A Lasting Impression with composure. Her approach to problem-solving is proactive rather than reactive. She believes that challenges are opportunities to reassess, innovate, and evolve. "In marketing, as in life, flexibility is strength," she reflects. "Every challenge is a lesson disguised as a storm." retail. She represents a model where data and creativity coexist, where emotional intelligence drives decision-making, and where success is measured not only in revenue but in relationships built and minds inspired. At its core, Mariya's journey is about balance, between data and emotion, between ambition and humility, between the precision of strategy and the power of human connection. She embodies a kind of leadership that goes beyond professional success to inspire transformation in the people around her. Through her work at BFL Group, she continues to elevate the company's presence while redefining what it means to be a marketing leader in the modern world. Her philosophy is rooted in empathy, innovation, and authenticity, qualities that ensure her influence extends beyond her organization to the broader business community. Her professional scope includes brand creation and development, social and digital media, e- commerce expansion, experiential marketing, loyalty programs, influencer collaborations, and customer relationship management. She treats every marketing channel as part of one larger conversation between the brand and its community. Her crisis management skills are strengthened by her behavioral insight, allowing her to balance logic with empathy in high- pressure moments. This balance has earned her respect not only as a marketing director but as a trusted leader who can navigate uncertainty with grace. In every project she leads and every team she mentors, Mariya Menshikova reminds us that marketing is not simply about selling. It is about understanding people, telling meaningful stories, and building trust that lasts. Her work is proof that when strategy meets empathy, brands not only grow, they endure. The next generation of professionals deserves guidance that blends logic with empathy and purpose with authenticity. Defining a New Era of Leadership Her story is a reminder that effective leadership begins with self-awareness and that the most powerful strategies are born from genuine human understanding. Under her direction, BFL Group has strengthened its identity as a value-driven retailer with a meaningful story to tell. Her deep understanding of cultural nuances Mariya Menshikova's professional journey tells a larger story about the changing face of leadership in 034 034 035 035 www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com www.businessmindsmedia.com

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Middle East’s Most Dynamic Marketing Leaders to Know in 2025

Middle East’s Most Dynamic Marketing Leaders to Know in 2025

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