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 Melanie De Souza, who is the Destination Marketing Executive Director at AlUla.
With more than 30 years of experience, including five in her current position, De Souza oversees a team of seven and a department of 24 people at Al Ula.
Melanie De Souza
Destination Marketing Executive Director, AlUla
Years in current position: 5
Years in the industry: 30+
Size of team: 7 direct reports.
Size of department: 24 (excluding contractors)
What would you place at the top of your brand and marketing priority list
in 2025?
Sustainability underpins our brand promise and place-making. Earlier this year, we launched our global brand platform ‘forever revitalising’, underpinned by new digital experiences on our website and mobile app and a focused approach to social media. In 2025, we will drive speed and efficiencies in our content supply chain, and enable data-driven experiences and personalisation at scale across our digital channels. As brand custodians, we are firm advocates that we ‘walk the talk’ and champion delivering customer experiences that align with our brand promise at every touchpoint.
What is the one thing you would change about the industry if you had a magic wand?
In our current social media-centric world, the shrinking attention spans of our audiences put pressure on marketers to prioritise short-term paid-media metrics, sometimes at the expense of consistent brand messaging and positioning. Connecting with customers emotionally and meaningfully surely has to be the focus. Also, in an age when user-generated content (UGC) and qualified advocacy are increasingly important, I would love to see improved tools that can effectively measure the impact of the plethora of self-confessed content creators and influencers.
Are you using the latest technologies optimally to enhance the brand’s overall customer experience?
We have chosen leading technologies like Adobe and are making good progress to digitally enable the end-to-end experience. We try to keep pace with innovation, regularly updating our clear roadmap of enhancements, so our technology solutions can best complement our campaigns. Technology has to be an enabler and, as marketers, we need to have clarity of ambition on the relevance of embracing the newest, shiniest technology to realise these ambitions – and indeed if we are to embrace it at all.
Is there a say-do gap and a green skills gap within sustainability that need to be addressed?
As a relatively new entrant to international tourism, Saudi Arabia and AlUla can learn from destinations that have got it right and are successful. AlUla is diligent about enforcing measures to qualify and quantify efforts to conserve our natural environment, alongside stringent policies for the built environment. We prioritise the quality of the visitor experience by controlling visitor numbers and restricting visitor volumes at key sites at any point in time. Customers witness sustainability in action through the jobs created for locals, the revival of traditional arts and crafts and the restoration and rewilding of nature reserves, including the ultimate ambition to reintroduce the Arabian Leopard.
What is the top challenge facing brand safety and reputation management?
As storytellers in today’s rapidly evolving digital landscape, we need to embrace new technology carefully. When destination content is democratised and tools like ChatGPT and Gen AI are gaining traction exponentially, ensuring the brand narrative is authentic, on message and consistent is challenging.
What were the top demands and expectations of consumers in 2024?
Our customers are increasingly concerned about the environment and want to make responsible tourism choices. They demand immersive experiences, engagement with the local community and enhanced understanding of our deep heritage and culture. Our research suggests that once-in-a-lifetime and unique holiday experiences are often prioritised over luxury commodity purchases, with time to connect with oneself and those closest to us being highly valued. Given the fragmentation of media, which is at an all-time high, it is critical for us to adopt omnichannel strategies to ensure we effectively communicate how well AlUla delivers in this context.
How can marketers be a better voice of customers in the boardrooms or on the executive committee?
Data insights and robust customer, industry and competitor research need to form the basis of boardroom discussion and debate and be used to inform strategy. By being customer-centric and ensuring decisions are made through a customer lens, commercial ambitions can be better realised and results validated. Today the financial values of brands are listed on balance sheets, and I am pleased to say AlUla’s brand, according to Brand Finance, has grown by double digits in percentage terms year-on-year. In just five years, AlUla has emerged as one of KSA’s top 20 brands, according to the same source.
RAPID FIRE
Next destination on your bucketlist?
Antarctica.
Go-to cheat meal?
Stir-frys.
Advice to the newest member on your team?
Your skills and experience have got you here. Bravo and a warm welcome. You join a talented group where teamwork is valued above all else.
Most thought-provoking quote you’ve heard in 2024?
“Well done is better than well.” – Benjamin Franklin. I believe in ‘doers’, as we live in a better world because of them.
Your favourite place in the Middle East?
AlUla … and yes, I am guilty of bias.
A personal goal you want to achieve?
Continue mentoring young Saudis, recognising that the world is their oyster … and by so doing, in some small way, give back to a place that has provided me the most fulfilling five years of my career.
The first thing you do when you get to work?
Get a caffeine fix.
The person who has influenced you most in 2024?
Throughout my life – my beloved mum.
Agency reference
Nael Halabi, Head of Zenith, KSA & Kuwait
Melanie’s hands-on approach, clear vision and innovative strategies have set new benchmarks in destination branding. Her commitment to community engagement, authentic storytelling and impactful growth makes her a true trailblazer. Melanie’s dedication to excellence and ability to blend history with innovation place her among the most influential leaders in marketing.
