FeaturedPeopleSpecial Feature

Marketing Game Changers 2023: Rania Helou, Brand Marketing Director, Miral Destinations

Marketing Game Changers is back, to recognise and celebrate those brand-building marketing leaders who have made a huge impact this year.

This exclusive list features the men and women who we feel have shaped our industry this year, and includes a wide array of brands, campaigns and their achievements.

The prestigious top 10 includes four women, three Saudi based brands, an abundance of creativity, plus a strong focus on sustainability.

Brand Marketing Director, Miral Destinations
Years in current position: 2 years
Years with current company: 6 years
Size of department: 20+

What is your objective in your current role?

We’ve established Yas Island as a brand with an ambitious and vibrant attitude, one that has helped us maximise growth and customer engagement by triple digits. My objective is to continue driving distinctive entertainment value that enables brand and commercial growth for the destination for 2024 and beyond.

What is your guiding principle?

My guiding principle revolves around embracing originality, taking calculated risks and refusing to conform to the status quo. It is through constantly seeking new ideas, pushing boundaries and never fearing to tread uncharted paths that make a meaningful impact.

Upholding this principle allows me to not only meet challenges head-on but also transform them into opportunities for continuous improvement.

How do you make agency relationships work?

We prioritise fostering a close-knit bond with our agency partners. We view them as an integral part of our team, valuing their contributions and insights.

We empower them by giving credit where it’s due, offering creative freedom to explore their ideas, and creating a collaborative environment where their input holds significance.

This open and inclusive approach not only enables us to work together effectively and challenge each other constructively but also fosters a dynamic partnership that ensures we reach our common goal.

Who inspires you professionally?

Michael Jordan – His relentless passion, unwavering commitment to excellence and remarkable ability to redefine the game as well as reinvent himself through the years have made him an enduring source of motivation.

His leadership, both on and off the court, exemplifies the pinnacle of success and serves as a guiding light in my own professional journey.

What is the biggest challenge in marketing at the moment?

The biggest challenge in marketing today is navigating the lower attention span of consumers across multiple platforms.

The surge in marketing messages and content saturation requires brands to not only capture attention but also to resonate meaningfully to stand out from the clutter.

Crafting compelling narratives, embracing innovative mediums and fostering genuine connections with audiences have become paramount to engage with our audiences effectively.

What is the next big opportunity?

In my opinion, the next big opportunity in marketing, with technology playing a pivotal role, lies in the integration of Artificial Intelligence (AI). As technology continues to evolve, AI offers unprecedented opportunities to revolutionise how businesses connect with their audiences.

From personalised user experiences to data-driven insights, leveraging AI in marketing strategies is poised to be the next breakthrough, providing brands with the tools to navigate the complex landscape of consumer engagement and market dynamics effectively.

What can we expect to see from you and your brand in the next year?

In the next year, you can expect us to maintain our commitment to keeping the momentum going and to continue entertaining, inspiring and bringing happiness to our consumers. I won’t give away more, but stay tuned for what Yas Island has to off er in 2024.

Favourite motivational quote?

“Never be limited by other people’s limited imaginations” – Dr. Mae Jemison