Campaign’s Faces to Watch, Brand Edition 2022 – Dana Harb, marketing specialist, Mastercard
Age: 29
Nominated by Maya Chams, business director, Carat.
Bio
Dana is a marketing professional with a passion for creating innovative, relevant and consumer-centric campaigns within the payments and technology sector. She has recently been promoted to a MENA-wide Marketing Specialist role within the function.
In 2019, Mastercard launched the Astronomical Sales Campaign, an initiative leveraging the solar eclipse that saw the Mastercard logo painted in the sky; this initiative was tied to a partnership with Noon.com, which saw consumers getting greater discounts as the eclipse progressed.
Approximately 20K cards were added to the noon website following this campaign.
This innovative campaign has subsequently been recognized with more than 40 industry awards, including New York Festival Advertising Awards.
Another recent career highlight is Mastercard’s Marketing efforts around Mastercard’s role as a premier sponsor of Expo 2020 Dubai. Through the brand campaign, on-site and off-site activations, product launches, and merchant offers, Mastercard reached more than 200 financial institutions and more than 230 million cardholders across the globe.
For two consecutive years, Dana has been recognized with Mastercard’s global Integrated Marketing and Communications Awards, including the “Best of the Best” award for Astronomical Sales.
Guiding principles
Dana believes that to achieve your goals, you need to treat others with courtesy and respect and be always ready to help even if it goes beyond your assigned responsibilities. This is key to winning peoples’ confidence and support for the future.
Side hustle
Beyond her role, Dana was also elected as the co-president of Mastercard’s YoPros Committee, which focuses on empowering younger employees and giving back to society. She is also passionate about emotional well-being which encouraged her to become a certified life coach. On the side, she loves all activities that give a rush of adrenaline, some of the activities she did were sky diving, bungee jumping, shark diving and swimming freely with stingrays.
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