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 Milad Rouhana, who is the Managing Director – EMEA at Perfetti Van Melle.
With more than 25 years of experience, including four in his current position, Rouhana oversees a team of 45 people at Perfetti Van Melle.
Milad Rouhana
Managing Director – EMEA, Perfetti Van Melle
Years in current position: 3 years
Years in the industry: 25 years
Size of your team: 45
Size of your department: 45
What would you place at the top of your brand and marketing priority list in 2025?
Leverage data analytics and artificial intelligence to create personalised marketing messages and product recommendations that match individual consumer preferences and behaviours. This tailored approach enhances customer satisfaction and strengthens brand loyalty while driving sales growth. By adopting this strategy, businesses can gain a competitive advantage in the marketplace, ensuring they meet the unique needs of their customers and stand out among competitors.
What is the one thing you would change about the industry if you had a magic wand?
I would accelerate the FMCG industry’s shift toward even deeper consumer engagement through enhanced transparency and sustainable practices. By fostering a closer alignment between consumer expectations and brand actions, we can strengthen trust and loyalty, creating a more meaningful connection. This evolution would position FMCG brands not only as providers of quality products but also as proactive partners in a more sustainable, values-driven future for the MEA region and beyond
Are you using the latest technologies optimally to enhance the brand’s overall customer experience?
Advancements like artificial intelligence, chatbots and personalised marketing tools can enhance customer engagement and convenience, but not all brands fully utilise them. Challenges such as integration and data analysis may hinder their effectiveness. To fully benefit from these technologies, brands should focus on training, aligning tools with customer needs and actively seeking feedback. This strategy can create a seamless experience, leading to increased customer loyalty and satisfaction.
Is there a say-do gap and a green skills gap within sustainability that needs to be addressed?
Addressing the ‘say-do gap’ and ‘green skills gap’ in sustainability is crucial for meaningful progress. While many businesses are actively pursuing positive change, there is still significant work to be done, especially within the MENA region. Building the skills and cultivating the actions needed to achieve sustainable goals is essential – and it starts at home. Unlike past generations, for whom environmental concerns were not a primary focus, today we are all more aware and committed to making a difference. Collective effort and continuous learning will be key to driving genuine impact and creating a sustainable future.
What is the top challenge facing brand safety and reputation management?
The top challenge in brand safety and reputation management is navigating the fast-paced digital landscape, where brands risk exposure to misinformation and misalignment. Ensuring messages reach the right audiences safely requires vigilant monitoring and agile reputation strategies that build trust and maintain brand integrity amid rising consumer demands for transparency.
What were the top demands and expectations of consumers in 2024?
Consumers in the Middle East are increasingly prioritising creativity, sustainability, transparency and personalisation from brands. They expect companies to adopt eco-friendly practices and demonstrate social responsibility, reflecting a heightened awareness of environmental issues. Transparency in sourcing and production is essential for ensuring product authenticity and ethical practices, while personalised marketing caters to individual preferences, indicating a shift toward conscious consumption and deeper brand connections.
How can marketers be a better voice of customers in boardrooms or on the executive committee?
Marketers can strengthen their role as the voice of the customer by gathering and presenting feedback through tools like surveys and social media listening. Clear articulation of customer needs and collaboration with other departments ensures a unified customer-centric approach. Sharing relatable customer stories helps humanise data and fosters a culture of empathy in strategic discussions.
RAPID FIRE
Next destination on your bucket list?
Switzerland.
Go-to cheat meal?
Home-made hamburger.
Advice to the newest member on your team?
Before making any decision, imagine the company is your own.
Most thought-provoking quote you’ve heard in 2024?
“The future depends on what you do today.” – Mahatma Gandhi.
Your favourite place in the Middle East?
UAE and, specifically, Dubai.
A personal goal you want to achieve?
Establish a thought leadership platform that inspires and mentors the next generation of leaders across the MEA region.
The first thing you do when you get to work?
Review key priorities and align with my team on any changes and requirements.
The person who has influenced you most in 2024?
Jensen Huang, the CEO of Nvidia.
Agency reference
Marc Ghosn, Managing Director, Wavemaker MENA
Milad Rouhana is a true game changer. He is a visionary marketing leader who delivers innovative, high-impact campaigns, and never wavers on his commitment to marketing excellence. We’ve been privileged to work alongside Milad and his team. His data-driven approach, combined with his deep consumer understanding and ‘positively provocative’ attitude, has consistently driven growth for Perfetti Van Melle brands like Mentos and Chupa Chups. Milad encourages his team to employ forward-thinking strategies, such as integrating Mentos into esports, demonstrating his commitment to delivering unforgettable media activations. He empowers his team to go above and beyond and take risks. As a result, he has driven unparalleled business growth.
