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 Mahitab Hamed, who is the Vice President, Marketing at Arla Foods, MENA
With more than 25 years of experience, including two in her current position, Hamed oversees a team of 35 people at Arla Foods.
Mahitab Hamed
Vice President, Marketing, Arla Foods, MENA
Years in current position: 2
Years in the company: 12
Years in the industry: 25
Size of team: 35 direct reports
What would you place at the top of your brand and marketing priority list in 2025?
Purpose-led communication always wins hearts. Innovation is a must-have in such a fast-paced era. Most importantly, continue to build capability of the team to excel and grow.
What would you change about the industry if you had a magic wand?
1. I wish we could get an accurate ROI on every single activity we do.
2. A love-metre from consumers towards our brands.
3. Read our target audiences’ minds to uncover the say-do gap.
Are we using the latest technologies optimally to enhance brands’ overall customer experience?
All brands are opting to integrate the latest tech, but in such a fast-paced world, things develop much faster than our capabilities. Some marketers and agencies are reluctant to fully integrate tech as this might mean that some jobs will be deemed redundant. But nothing will ever replace the human brain.
What is the top challenge facing brand safety and reputation management?
The influencer marketing hype is only going higher. This is always a double-edged sword. It could raise brands or ruin brands. There’s no clear manual for using influencers effectively.
If marketers stick to brand values, the risk of brand safety is reduced immensely.
What were the top demands and expectations of consumers in 2024?
Consumers are always asking for more. Rightly so. They want better products, lower prices and don’t want us to tell them what to do. In one in-home visit, an Arab woman said, “I’m the real chef here, I know what I’m doing and I don’t need brands to tell me how to do things.” This is a true insight indeed.
How can marketers be a better voice of customers in the boardrooms or on the executive committee?
Consumers should always have a seat at the table. If marketers are not meeting consumers or shoppers frequently, then they should know that they’re half blind. All the answers lie there.
The secret of the success of any campaign, product launch or promo is identifying the right insight that comes from your target audience. My advice would be to get up from your desk and go to sit with them and bring their thoughts and ideas to the boardroom.
RAPID FIRE
Next destination on your bucketlist?
Lead a whole business or global position in marketing.
Go-to cheat meal?
Chocolate solves many problems.
Advice to the newest member on your team?
Brand yourself well. Perception is a vital key to success.
Most thought-provoking quote you’ve heard in 2024?
People who wonder if the glass is half empty or half full miss the point. The glass is refillable.
Favourite place in the Middle East?
North coast of Egypt, specifically Sahel.
A personal goal you want to achieve?
Help young women to become strong leaders.
The first thing you do when you get to work?
Coffee.
The person who has inspired you most in 2024?
My daughter. I learn a lot from her. She’s very determined and inspirational. She managed to run half a marathon this month.
Agency Reference
Sana Omran, Head of Business Leadership, FP7 McCann MENAT
Mahitab has reshaped the cheese category and turned Puck into a household name in the region. Her approach? Bold ideas and fearless execution. What sets her apart is her ability to push boundaries and make bold storytelling the cornerstone of success. For nearly a decade, she’s been more than a partner; she’s been a gamechanger. The kind of marketer who doesn’t just follow trends but sets them, proving that creativity, strategy and results don’t just coexist – they thrive together.
