Maleeha Riaz Khan has been named a winner of Campaign Middle East’s Marketing Game Changers Awards for 2025.
The awards recognise client-side marketers whose work delivered excellence across six criteria: Leadership & Talent Development, Creativity & Innovation, Performance & Business Impact, Brand Building, Social Impact and Industry Contribution.
The Marketing Game Changers Awards were launched this year to recognise marketers driving meaningful impact for their brands and the wider industry. The programme introduces a structured and transparent approach to spotlighting standout talent, with defined criteria, formal submissions and independent evaluation.
Open to brand-side marketers across MENA and free to enter, the 2025 edition of the Marketing Game Changers Awards named ten winners in total with the Marketer of the Year leading the inaugural cohort.
MALEEHA RIAZ KHAN
Group Marketing Manager, NMK Electronics, A Midwich Group Company
Years in the company: 8.5
Years in the region: 15
Maleeha Riaz is a marketing leader recognised for her imaginative approach to brand building and her impact on the AV and technology sector. As Head of Marketing at NMK Electronics, part of Midwich Group, she has transformed marketing into a growth engine – driving high-profile events, pioneering industry-first initiatives, and leading initiatives such as NMK Academy and the NMK Interactive, among others. Under her leadership, NMK has trained thousands of professionals, expanded its regional footprint, onboarded new brands into its portfolio, and established itself as a trusted partner for clients and global manufacturers alike.
Beyond her corporate role, Khan is an advocate for inclusion and sustainability. She was a founding pillar in establishing a Women Council in the AV industry, champions ESG initiatives such as Iftar distribution drive, tree planting, office recycling, and paper-free policies, and mentors women pursuing AVIXA certification and advanced degrees. Recognised with accolades including Inavate’s 40 Under 40, Influential Women in Tech, and a CSR Award by Dubai Municipality, she continues to inspire growth and change across the industry.
RAPID FIRE WITH KHAN
A classic marketing trick that never gets old?
Storytelling – because people forget data, but they never forget a good story.
Most overrated buzzword in marketing?
Innovation. Every campaign is called innovative, even when it’s just repackaging the same idea.
Book, podcast or show you recommend to everyone?
Start with Why by Simon Sinek. A timeless reminder that purpose drives everything.
Favourite nostalgic ad from your childhood?
7UP Fido Dido. Cool, quirky, timeless.
One marketing principle you’ll never compromise on?
Consistency. Great brands are built brick by brick.
Biggest lesson you’ve learnt in your career?
Leadership is not about being the loudest voice in the room, but the one that listens, supports, and makes others believe in their own potential.
What you’d be doing if not marketing?
Sustainability advocacy – building purpose-driven initiatives that give back.
One thing your colleagues would be surprised to know about you?
I rap in my free time, creativity doesn’t stop at campaigns for me.
The future of marketing in one word?
Community. The shift from audience to belonging.
What is the top challenge the marketing and advertising industry needs to address on priority?
Khan: The biggest challenge the marketing and advertising industry must address is balancing creativity with authenticity in an age of saturation and scrutiny. Audiences are more informed and values-driven than ever, and they demand transparency, purpose, and inclusivity alongside innovation. The priority now is to build campaigns that are not only imaginative but also sustainable, responsible, and trust-building. Marketers must go beyond short-term metrics to create long-term value – advancing ESG goals, elevating diverse voices, and demonstrating measurable impact that strengthens both brands and communities.
What do you consider your top achievement over the past 12 months?
Khan: My proudest achievement in the past 12 months has been transforming the way NMK approaches marketing – both internally and externally.
- I rolled out an AI-powered marketing automation platform, integrating all channels and streamlining databases into a single unified system. This has dramatically improved efficiency, reporting, and ROI tracking across campaigns.
- I successfully executed flagship events (including, but not limited to) the Season Kick-Off and NMK InterActiVe, which combined scale, creativity, and measurable engagement, bringing together clients, partners, and system integrators in unforgettable ways.
- I oversaw the gradual launch of NMK Beyond, our experience centre, from Studio B to immersive brand activations – positioning NMK as an industry hub.
- I also led the onboarding of several new global brands into our portfolio, strengthening our market offering and regional presence.
But perhaps my most defining achievement has been making technology both fun and human – transforming complex solutions into engaging brand experiences through imaginative campaigns, experiential events, and creative storytelling. By blending emotional connection with strategic activation, I’ve turned industry gatherings into memorable touchpoints that not only drive awareness and loyalty but also differentiate NMK as a brand that makes innovation accessible, exciting, and worth celebrating.
What is your advice to the next generation of marketers?
Khan: My advice to the next generation of marketers is simple: be curious, be bold and stay human.
The industry is evolving faster than ever — with AI, data, and automation transforming how we work — but technology will never replace creativity, empathy, and storytelling. Learn to harness new tools, but don’t lose sight of the people behind the data. Build campaigns that resonate emotionally, not just statistically.
Always measure impact, but also measure meaning: Did your work build trust? Did it inspire? Did it create long-term value?
Finally, remember that marketing isn’t just about selling products — it’s about shaping culture, driving purpose, and telling stories that matter. If you stay imaginative, authentic, and willing to experiment, you’ll not only succeed in marketing but also make a lasting impact on the world around you.
