Heba Qadeer, Group Head of Marketing – Retail and E-commerce, Middle East Retail Group.Middle East Retail Group has appointed Heba Qadeer as its new Group Head of Marketing – Retail & E-commerce, where she will lead the group’s marketing strategy across its retail portfolio and digital commerce platforms in the region.
Qadeer brings to the role more than 11 years of experience across retail, luxury, e-commerce, and destination marketing in the UAE.
In her new role, Qadeer will oversee brand growth, customer engagement, and integrated marketing initiatives across key group brands including Hamleys, beauty e-commerce platform Gorgeous Shop and luxury omnichannel retail concepts Concept N and NOUS (N-O-U-S), spanning both physical stores and online channels, alongside the wider Middle East Retail Group portfolio.
Commenting on the appointment Qadeer said, “Retail and e-commerce marketing today has to go beyond standard execution. The brands that win are the ones that earn attention through relevance and storytelling.”
She added, “We’re in a time where multiple generations hold purchasing power at once, each with different behaviours and expectations, so marketers have to understand customer psychology and adapt how they communicate. The goal is to make brands worth watching, worth shopping, and worth experiencing — by speaking to audiences in the language that truly resonates.”
Prior to joining Middle East Retail Group, she led marketing and digital growth at Galeries Lafayette Dubai, working closely with global luxury houses and delivering significant commercial and brand performance milestones.
She has also held senior marketing roles with KOJ Group (Nayomi & Nayomi Dream), Al Futtaim (Dubai Festival City Mall), and Apparel Group (6thStreet.com), building expertise across performance marketing, PR, influencer strategy and omni-channel retail execution.
Qadeer is recognised for a storytelling-led, customer-centric approach to marketing, centred on building brand narratives that resonate across a rapidly evolving consumer landscape.
She emphasises the importance of understanding customer psychology and adapting brand communication to engage multiple generations of audiences, each with distinct behaviours and expectations.
Alongside her corporate leadership role, Qadeer also serves as Associate Partner – Marketing, PR & Communications at Zedd Haytch (ZH), supporting brands through integrated communications strategy, influencer partnerships, and culturally relevant campaign development across the Middle East.
