Our annual Marketing Game Changers feature aims to recognise and celebrate those client-side marketing leaders whose actions and insights have made the greatest impact on their brands, their industries and the region’s marketing community over the past 12 months.
One of them for this year is H.E. Nouf Mohamed Al-Bushlaibi, who is the Executive Director – Strategic Marketing and Communications Sector at Department of Culture and Tourism – Abu Dhabi (DCT – Abu Dhabi).
With more than 15 years of experience, including three in her current position, Al-Bushlaibi oversees a team and department of 100 people at DCT – Abu Dhabi.
H.E. Nouf Mohamed Al-Bushlaibi
Executive Director – Strategic Marketing and Communications Sector, Department of Culture and Tourism – Abu Dhabi
Years in current position: 3 years
Years in the industry: 15 years
Size of team: 100
Size of department: 100
What would you place at the top of your brand and marketing priority list in 2025?
Remaining genuine and authentic so that our brand captures an ownable place in hearts and minds.
What is the one thing you would change about the industry if you had a magic wand?
We must preserve the creative process and take time to appreciate and respect the journey to unlock great ideas.
Are we using the latest technologies optimally to enhance the brand’s overall customer experience?
I think we’d all like to think that we are. Or at least that we’re doing our best. The reality is technology is changing at a rate that is unprecedented. So ‘controlled’ adaptation is key while ensuring the customer always remains at the forefront of our minds.
Is there a say-do gap and a green skills gap within sustainability that need to be addressed?
There have been a lot of initiatives directly focused on worldwide climate challenges, and the UAE leadership cemented their priority on this with Cop28 last year. My belief is in order to have true impact, an organisation’s sustainability strategy needs to form a critical part of its business’ DNA.
What is the top challenge facing brand safety and reputation management?
I firmly believe all that touch the brand are stewards of the brand. As such, we all have a shared responsibility to nurture and grow the brand. So, ensuring there is a shared understanding from all is critical to ensuring a consistent brand experience.
What were the top demands and expectations of consumers in 2025?
Consistent and ‘real’ experiences that enrich lives.
How can marketers be a better voice of customers in the boardrooms or on the executive committee?
They must take on a market orientation mindset that is grounded in customer data – at all times. Facts speak volumes and remove unconscious bias.
RAPID FIRE
Next destination on your bucketlist?
Japan.
Go-to cheat meal?
Sushi.
Advice to the newest member on your team?
Lean in. Collaborate. Don’t be afraid to take on challenges. And don’t be limited by the title to grow. The role is yours to own.
Most thought-provoking quote you’ve heard in 2024?
The biggest ideas are always the simplest.
Your favourite place in the Middle East?
Has to be Abu Dhabi.
A personal goal you want
to achieve?
More moments to slow down and be present.
The first thing you do when you get to work?
Switch on the music.
The person who has influenced you most in 2024?
My son, Fahad.
Agency reference
Patou Nuytemans, Ogilvy Chief Executive Europe, Middle East and Africa
Working with Nouf is an experience that is as stimulating as it is rewarding. She redefines the client-agency dynamic – treating us as equal partners with a seat at the table. As a client, she constantly raises the bar, inspiring us to reach for new heights and think outside the box.
“Creativity is modern-day magic,” she told me. “In the world of marketing and business, I believe creativity is a force for good that resets expectations and has the power to excite minds, shift perceptions, change behaviours and drive both imaginable and, at times, unimaginable growth.” It’s thanks to Nouf’s fierce and fearless championship of creativity that our team has created globally acclaimed campaigns – from the Penalty Itinerary activation in New York to 20 Summers, One Abu Dhabi.
Nouf’s understanding of the traveller experience and Abu Dhabi’s offerings infuses the passion that shines through in all of DCT’s campaigns. She is as insightful as she is meticulous about the details, assuring no one ever loses sight of the big picture while driving excellence in execution. A strategic thinker with exceptional communication skills, her guidance transforms campaigns from mere ideas to impactful realities – keeping heart, community and culture at the centre of it all.
She’s a key player in bringing world-class events, personalities and experiences to Abu Dhabi. I’ve known Nouf for nearly 10 years and yet, somehow, she continues to surprise and inspire me week after week. Beyond being the formidable professional I learn from, she is an exceptional human – humble, passionately authentic, with smart wit and genuine appreciation for others – I couldn’t feel luckier about our partnership.
