Campaign’s Faces to Watch, Brand Edition 2022 – Tala Nawfal, brand marketing manager, VISA
Age: 29
Nominated by Alexey Bokov, vice president of marketing CEMEA:
Tala brings together the passion for brand building and expertise as a seasoned well-rounded marketeer. She is a strategic thinker who is always keen to piece together a relevant and compelling narrative for the brand. While eager to expand her horizons and learn about new verticals of marketing, she has quickly positioned herself as the brand custodian working with cross-functional teams to elevate VISA’s purpose.
Bio
I have over nine years of marketing experience in FMCG with Unilever and Nestle across MENA in multiple categories with a deep understanding of consumers & regional operating environments and expertise in consumer marketing. I led strategy, new product development, communication, e-commerce and category P&L for global brands including Dove, Sunsilk & Nesquik. I drove the product and communication innovation agendas, crafting new local product mixes, first to market formats (incl. one co-created with the number one Youtuber in the middle east) and purposeful brand relaunches. I recently ventured into the payments technology industry to apply my passion for brand development to the iconic brand of VISA.
Guiding principles
I believe in the power of stories. Stories help us feel, grow, and relate to each other. Stories change the world and storytelling is at the heart of building brands consumers connect with.
Side hustle
I am involved in the operations of Dar al Adab Publishing House, our regional family business, fulfilling my passion for the Arabic language, and storytelling. I consult on the foreign rights & translation strategy as well as the digital transformation strategy involving ebooks, audiobooks and e-commerce.
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