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CIO Times Launches New Edition: "Most Empowering Business Leaders to Follow in 2025"<br><br>We at The CIO Times are proud to unveil our latest magazine edition, spotlighting visionary leaders who are shaping the future of business.<br>Weu2019re especially thrilled to feature Heba Alsamt, a true trailblazer and source of inspiration in the global business landscape.
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2025 E E E MPOWERING NTREPRENEURIAL XCELLENCE AWAAN Director Dubai Media Incorporated BUSINESS Empowering Empowering and a Digital Media and Streaming Expert and Consultant LEADERS 2025 Heba Alsamt Leading the Charge in UAE’s Digital Media Revolution
Most Empowering Business Leaders To Follow In 2025 mpowering business leaders are at the forefront of transforming traditional business dynamics into E innovative, resilient, and adaptive models. These leaders understand that success lies not just in profitability but in fostering sustainable growth, embracing digital transformation, and prioritizing people-centric approaches. Empowered leaders embrace change as an opportunity rather than a challenge. They invest in technology to enhance operational efficiency, leveraging artificial intelligence, data analytics, and automation to stay competitive. By fostering a culture of innovation, they encourage their teams to experiment, take calculated risks, and think beyond conventional strategies. Moreover, the shift towards inclusive leadership has redefined workplace dynamics. Empowering leaders prioritize diversity, equity, and inclusion (DEI), recognizing that diverse teams bring unique perspectives that drive creativity and innovation. They actively create environments where employees feel valued, heard, and motivated to contribute their best. Sustainability also plays a pivotal role in transforming business dynamics. Modern leaders are aligning their strategies with environmental, social, and governance (ESG) principles. By integrating sustainable practices into their operations, they not only enhance their brand value but also contribute to a better world. In this edition of “Most Empowering Business Leaders To Follow In 2025,” we celebrate empowering business leaders who are visionaries who align purpose with performance. They lead with empathy, adaptability, and resilience, ensuring their organizations thrive in an ever-changing world. By championing innovation, inclusivity, and sustainability, they are reshaping the very essence of business and paving the way for a brighter future. On the Covers, we have Heba Alsamt. Also featured in this edition are Flora Castillon, Liesa Euton, Charlyn Asher, and Debbie Snell.
Kiran K. Ruby Sen Copyright 2025 THE CIO TIMES, All rights reserved. The Images and Content used in this magazine should not be transmitted or reproduced in any form or by any mechanical, electronic, means, recording, photocopying or otherwise, without prior permission from THE CIO TIMES. Reprint rights remain solely with THE CIO TIMES
COVER STORY 10 Heba Alsamt
Adrián Castillero Franco 22 Flora CASTILLON 28 Liesa Euton 34 Mackey Hirano 42
Heba Alsamt Leading the Charge in UAE’s Digital Media Revolution AWAAN Director Dubai Media Incorporated and a Digital Media and Streaming Expert and Consultant APRIL 2025 I WWW.THECIOTIMES.COM I 11
eba Al-Samt is a trailblazer in building, and excellence in the ever- Sports, which cater to a variety of the digital media landscape, evolving world of digital media. interests ranging from news and H currently serving as the entertainment to sports. Its radio Director of the Digital Media The Media Powerhouse stations, such as Noor Dubai Radio, Department for the Radio and provide engaging content that connects Television Sector at Dubai Media Dubai Media Incorporated (DMI) is a with listeners on a personal level. In Incorporated. With a career spanning leading multimedia organization in the the publishing sector, DMI manages over a decade, she has been at the UAE, dedicated to delivering high- prominent newspapers like Al Bayan forefront of integrating innovative quality content across various and Emarat Al Youm, offering digital strategies into traditional media platforms. With a mission to enhance insightful journalism and in-depth platforms. Heba's pioneering the image of Dubai and the UAE, DMI reporting. Additionally, the initiatives, such as founding the UAE operates through a diverse portfolio organization is home to the Awaan branch of the International Social that includes television channels, radio digital platform, the largest digital Media Club and launching the stations, newspapers, and digital media library in the Middle East, successful virtual community platforms. The organization is which provides free access to a vast "Emaratweet," have solidified her committed to innovation, array of TV content for the Arab reputation as a visionary leader. Her sustainability, and excellence, ensuring audience. dedication to enhancing digital that its media offerings resonate with a engagement and her contributions to wide audience while reflecting the Beyond its media offerings, DMI is the UAE's media evolution have cultural richness and modernity of deeply invested in fostering earned her numerous accolades, Dubai. community engagement and including the prestigious Arab Women innovation. The organization actively Award in Digital Media. Heba DMI's services span multiple sectors, integrates smart technologies and continues to inspire with her including television channels like creative strategies to enhance user commitment to innovation, community Dubai TV, Sama Dubai, and Dubai experiences and maintain its 12 I APRIL 2025 I WWW.THECIOTIMES.COM
Leadership is not about a title it's about impact, and that will ““ always be my guiding principle. APRIL 2025 I WWW.THECIOTIMES.COM I 13
competitive edge in the ever-evolving media landscape. By embodying the spirit of Dubai, DMI continues to play a pivotal role in shaping the future of media in the region. The Leader's Guiding Principles What sets Heba apart as a dynamic leader is her ability to anticipate trends and leverage emerging technologies for the greater good. Early on, when launching Emiratweet in 2009, she recognized the power of digital/ social media platforms to bring people together in ways that hadn't been fully explored in the region. Her leadership is built on a strong foundation of foresight, adaptability, and a deep commitment to community. Heba always prioritizes collaboration, transparency, and inclusivity—believing that the strength of any team lies in its diversity of thought and perspective. She leads with a people-centric approach, focusing not only on achieving organizational goals but also on developing and empowering individuals to reach their full potential. The Digital Pioneer One significant challenge Heba faced was convincing traditional media stakeholders in the UAE to embrace digital platforms at a time when many were sceptical about their potential. The digital landscape was evolving rapidly, and some saw it as a fleeting trend. It was crucial to bridge this gap by demonstrating how digital media could complement and enhance traditional methods, rather than replace them. Heba overcame this by educating and building relationships with key decision-makers, showing them, the long-term value digital media could offer. This required a combination of data-driven insights, case studies, and patience. Over time, as digital media proved its impact, there was a shift in perception, and Heba, with her team, was able to integrate new technologies into government and media institutions, reshaping the industry's approach to communication. 14 I APRIL 2025 I WWW.THECIOTIMES.COM
Significant Achievements Heba's most significant professional achievement is undoubtedly being the first who dived into social media and digital media and launching, the UAE's first virtual social community Emiratweet starting the Social Media Club UAE and heading the first New Media Section in the Government in Dubai which was responsible for the social media presence of DMI and also streaming. The impact of that on digital culture in the region was immense—it laid the groundwork for the growth of social media in the UAE and beyond. Later, working with Dubai Media Incorporated to shape the government's digital media strategy was another milestone. “I'm proud of how these initiatives have reshaped the media landscape in the UAE,” she says. Innovation Meets Culture For Heba, fostering innovation starts with creating an environment that encourages curiosity and open communication. She encourages her team to experiment, take risks, and fail fast if necessary. “It's essential to build a culture where ideas can be tested without the fear of failure holding anyone back,” she believes. Heba ensures her team is continually learning by providing them with the tools and resources needed to stay ahead of trends. Collaboration with external innovators, attending international events, and fostering partnerships with cutting-edge companies are also key to maintaining adaptability. They are constantly scanning the horizon for new technologies and trends that could give them a competitive edge. In the Spotlight One of the projects Heba is particularly proud of is Awaan, a Dubai Media Incorporated (DMI) digital streaming platform that has transformed the way APRIL 2025 I WWW.THECIOTIMES.COM I 15
audiences in the UAE and the wider crucial: the ability to clearly articulate extensively about new trends in region access media content. Awaan is a vision and inspire people is what technology and media, or engaging more than just an OTT platform—it transforms plans into action. Finally, with mentors. She also focuses on self- resilience is key—leadership is full of represents a major shift in how reflection: regularly assessing her challenges, and being able to navigate traditional media adapts to the digital strengths and areas where she can setbacks and keep moving forward is age. improve. essential. “When we launched Awaan, the goal “In addition, I surround myself with a Heba prioritizes personal growth by was to provide a seamless, on-demand diverse group of people who challenge streaming experience that catered to staying curious and never assuming my ideas and push me to think the diverse preferences of our that she knows everything. She makes differently. This keeps me sharp and audience. It was a challenge to bridge it a point to constantly seek out new open to innovation, which is crucial for the gap between traditional learning experiences—whether that's growth,” shares Heba. broadcasting and modern digital attending leadership seminars, reading consumption habits, but we succeeded by offering a platform that not only streams live TV and radio but also provides an extensive library of on- demand content, including exclusive shows, cultural programs, and locally produced content,” shares Heba. The impact has been significant. Awaan has expanded the reach of DMI beyond conventional TV broadcasting, allowing content to be consumed anytime, anywhere. It has strengthened DMI's presence in the global digital streaming industry while preserving and promoting Arabic content. By incorporating features such as adaptive streaming, multi-device accessibility, and AI-driven content recommendations, DMI has ensured that Awaan remains competitive in an industry dominated by international players. Evolving as a Leader In Heba's view, a dynamic leader must have the ability to think ahead and foresee potential opportunities. They need to be adaptable, especially in a world where technology and society are changing at an unprecedented rate. A leader should also have strong emotional intelligence—being able to empathize with team members and understand their needs while making tough decisions. Communication is APRIL 2025 I WWW.THECIOTIMES.COM I 17
Redefining Media Strategies marketing. It meant that some provided extensive training and traditional media roles had to evolve, upskilling opportunities for the team, One of the toughest decisions Heba and some employees had to be helping them transition into new roles reskilled to align with the new vision. rather than leaving them behind. had to make as a leader was during a strategic shift in Awaan's approach to Approaching this transition required “This experience reinforced my belief remain competitive in the rapidly careful planning, clear communication, that leadership is about balancing evolving digital streaming industry. and empathy. Heba ensured innovation with responsibility ensuring This shift required redefining roles, transparency throughout the process, that while we push forward with new restructuring teams, and integrating new skill sets, particularly in data explaining why the changes were strategies, we also support our people in analytics, AI-driven content necessary and how they would position adapting to change,” asserts Heba. recommendations, and digital Awaan for long-term success. She Creating Connections Creating a positive and collaborative culture starts with trust, transparency, and a shared vision. At Awaan and throughout her career, Heba has always prioritized open communication—ensuring that every team member understands the goals they are working toward and feels valued in their contributions. She encourages a culture of innovation and inclusivity, where ideas can be shared freely without fear of failure. One of the key strategies Heba uses is cross- functional collaboration—bringing together diverse skill sets to solve challenges collectively. This not only enhances creativity but also fosters a sense of unity and shared responsibility. Another important aspect is empowerment. When team members feel that their voices matter and their work has a meaningful impact, they become more engaged and motivated. Heba also believes in continuous learning, ensuring that her team has access to the latest tools, training, and industry insights to stay ahead in the ever-evolving digital space. By fostering a people-first approach, where employees are supported, challenged, and inspired, Heba creates an environment where collaboration thrives, and innovation becomes second nature. 18 I APRIL 2025 I WWW.THECIOTIMES.COM
Message for Aspiring Leaders Heba's biggest advice to aspiring leaders is to be bold and embrace change. In today's fast-moving world, success comes to those who are willing to take risks, experiment, and adapt quickly. Secondly, never stop learning. The most effective leaders are those who remain curious and open to new perspectives. So, one should stay informed about trends in their industry, seek mentorship, and not be afraid to ask questions. Another critical aspect is building strong relationships. Leadership is not just about making decisions; it's about inspiring and bringing people together. She advises them to surround themselves with diverse talent, collaborate, and empower others to grow alongside them. “Finally, stay true to your vision and values and be human. Challenges will arise, but resilience, integrity, and passion will help you navigate them. Your impact as a leader will be defined not just by your achievements but by how you uplift and transform the people and organizations around you,” says Heba. Staying Ahead The future of leadership, believes Heba, will be defined by agility, digital the power of networking, cross- based on profitability but on their transformation, and human-centric industry collaborations, and global ability to create value for society. The innovation. As technology continues to perspectives to drive innovation. rise of AI, automation, and digital evolve, leaders will need to be data- media means that leaders must be driven yet emotionally intelligent, “Most importantly, I will remain adaptable and willing to constantly balancing analytics with empathy to committed to fostering a culture of evolve their skills. make informed yet people-focused creativity, inclusion, and decisions. empowerment, ensuring that the teams Personally, she plans to continue I lead are equipped for the future and evolving by staying at the forefront of Heba sees leadership becoming more inspired to drive meaningful change,” industry shifts, investing in continuous collaborative and purpose-driven, concludes Heba. learning, and mentoring the next where organizations succeed not just generation of leaders. She believes in APRIL 2025 I WWW.THECIOTIMES.COM I 19
