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posted on Feb. 24, 2025 at 10:30 amFeb 24, 2025

ROSHN Group CMO on what marketers should prioritise in 2025

posted on Feb. 24, 2025 at 10:30 amFeb 24, 2025

Ghada AlRumayan talks to Campaign Middle East about whether AI is a boon or a bane, and shares her top learnings from A/B testing at scale during 2024.

Ghada AlRumayan, Group's Chief Shared Services Officer at Saudi Arabia’s ROSHN Group.

Ghada AlRumayan, Group's Chief Shared Services Officer at Saudi Arabia’s ROSHN Group.

Saudi Arabia’s ROSHN Group, a leading multi-asset class real estate developer and a Public Investment Fund (PIF) company, which unveiled a new visual identity and strategic focus in November 2024, was recently recognised with the Top Google Cloud Customer Award at LEAP 2025.

Setting the tone for the year ahead, Campaign Middle East spoke to the Group Chief Marketing Officer of ROSHN, Ghada AlRumayan, who was also recognised as the Marketing Leader of the Year at the 2024 Athar Awards in Riyadh.

During the conversation, AlRumayan discussed what marketers should prioritise in 2025, whether AI is a boon or a bane, and her top learnings from A/B testing at scale during 2024.

Here’s are excerpts

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Tags:A/B testing Advertising AI analyse data Artificial Intelligence Brand Focus campaign performance cmo consumer insights data-driven approach Ghada AlRuymayan Group CMO Marketers marketing marketing effectiveness optimisation personalisation qualitative research quantitative research ROSHN Group

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.