Shaping Marketing Strategies: Ghadah Humadi on Multi-Channel Campaigns & Growth

1. Shaping Marketing Strategies: GhadahHumadi on Multi-Channel Campaigns and Growth GhadahHumadi, Senior Regional Marketing Manager for EMEA emerging markets, shares her unconventional journey from software engineering to marketing. She discusses key elements of successful multi-channel campaigns, balancing regional and global strategies, marketing’s role in a revenue-driven environment, and the impact of MarTech and AI. Ghadah, thank you for joining us for this interview series. Could you please walk us through your journey as a marketer? My journey into marketing was quite unconventional. I started my career as a software engineer and moved to Dubai after getting married. My first role in Dubai was in customer service, working on a project for a major hardware company. During this time, I had the opportunity to join a company that became a pivotal point in my career. It not only offered me a nurturing environment but also allowed me to work alongside inspiring leaders and colleagues. © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

2. One day, my manager identified a gap in marketing and encouraged me to take on the challenge. At the time, I had a choice: continue with my technical career or step into a completely unfamiliar field. I chose marketing because I’ve always been passionate about learning and trying new things. Even before moving to Dubai, I recognized that marketing was a skill I wanted to develop, though I didn’t expect it to become my career. Over time, I realized that marketing is not just a function—it’s about creativity, understanding people, and driving impactful business outcomes. This realization has driven me throughout my career. From your experience, what are the key elements of a successful multi-channel marketing campaign? A successful multi-channel marketing campaign requires a mix of strategic planning, adaptability, and continuous monitoring. The foundation starts with clearly understanding the goals—what you want to achieve and why. You then need to dive into the specifics of your region, audience, and timing because what works in one market might not resonate in another. It’s critical to collaborate with stakeholders to align expectations and goals. Regular monitoring is essential to gauge the campaign’s performance across channels and adjust strategies as needed. © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

3. Another key factor is resource allocation. It’s rare to have the luxury to use every channel optimally, so you must prioritize based on the most impactful platforms. Marketing isn’t about instant results; each channel has its rhythm, and patience is key. Finally, be bold enough to pivot when something isn’t working. Trust your expertise and make data-driven decisions, even when it goes against popular opinion. Marketing leaders must have the confidence to say, “This isn’t working—let’s course correct.” How do you balance regional marketing considerations to align with global marketing strategies? Balancing regional and global strategies is less about compromise and more about integration. It’s about identifying common goals and creating a bridge between the two perspectives. To achieve this, you need to deeply understand the global business objectives while being fully immersed in the local business market dynamics. The key lies in clear communication. Marketing leaders must be bilingual in the “languages” of global and regional stakeholders. This includes understanding cultural nuances, market trends, and local consumer behavior while aligning with global messaging and brand identity. Continue:- https://itechseries.com/interviews/multi-channel-campaign-growth-ghadah-humadi/ © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

4. In a revenue-driven go-to-market environment, how do you view marketing’s role in requiring more alignment and synergy with other functions? Marketing is no longer a standalone function—it’s a business partner that plays a pivotal role in driving revenue. In a revenue-driven go-to-market environment, alignment with sales, product, and customer success teams is critical. Marketing’s role extends beyond generating leads. It’s about creating demand, nurturing prospects, and delivering a seamless experience throughout the customer journey. This requires shared goals and continuous collaboration with other departments. For example, product teams provide insights into the features customers value most, and sales teams offer feedback on what resonates during conversations with prospects. Marketing also plays a strategic role in building a strong brand, which is essential for long-term revenue growth. By aligning closely with other functions, marketing can ensure that every touchpoint contributes to the overarching business objectives. “Marketing is no longer a standalone function—it’s a business partner that plays a pivotal role in driving revenue, nurturing prospects, and delivering a seamless experience throughout the customer journey.” © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

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