Recently, we had an exclusive interview with Rana Saleh, Head of Marketing at Numerus Group. She is passionate about including creativity and effective communication in her role. She feels captivated by the aspects of marketing that offer her an incredible blend of storytelling, strategic thinking, and visual aesthetics. Rana’s creative and innovative marketing initiatives have been the primary drive behind her career choices.
Join us and discover the inspiration behind Rana’s career choice, major turning points in her journey, fostering innovative approaches, work-personal life balance, and many other aspects of her career, and how she shapes the future of Numerus Group as we carry on the interview.
Can you share critical milestones and turning points in your journey as an industry leader?
As a marketing and communications industry leader, my journey has been defined by several key milestones and turning points. Early Entry to Digital Marketing, in 2010, I recognized the potential of digital marketing. I immersed myself in the field, laying the foundation for my expertise in leveraging digital platforms to enhance brand visibility and engagement. Over the years, I executed numerous successful digital marketing campaigns that yielded measurable and impactful results, reinforcing my belief in data-driven marketing strategies.
Working in the UAE since 2013 gave me an in-depth understanding of the local market, consumer behavior, and preferences, enabling me to craft targeted and effective marketing strategies. My proficiency in analyzing data and extracting actionable insights played a significant role in achieving positive outcomes for marketing campaigns, leading to notable career milestones. By staying up to date with industry trends and emerging technologies, I consistently implemented innovative marketing solutions that kept brands ahead of competitors.
How do you foster innovation within your career? Can you provide an example of a successful innovation initiative?
Fostering innovation is integral to my career growth and excellence. I actively pursue continuous learning through workshops and conferences, embrace diverse perspectives, encourage collaboration, and fearlessly experiment with new approaches and technologies. Seeking feedback from colleagues and clients helps identify areas for improvement, and empowering team members to contribute their ideas creates a motivated workforce. Embracing diversity in decision-making enriches the creative process and drives innovation across industries.
Example of a Successful Innovation Initiative, First in the FMCG Industry   Â
In my role at Numerus Group, I led a groundbreaking digital marketing campaign for a product relaunch in Iraq. Instead of traditional methods, we utilized user-generated content (UGC) and social media.
Customers were encouraged to share their experiences using the product with a specific hashtag. A contest with exciting prizes incentivized participation, resulting in a viral campaign filled with stories, photos, and videos.
The initiative was a significant success, boosting brand engagement, reach, and awareness. It also fostered a strong customer community. This innovation showcases the power of unconventional approaches and the importance of promoting creativity in achieving impactful results.
Second Hospitality Industry
One notable innovation initiative in one of my previous roles was developing an interactive virtual reality (VR) experience for a client in the hospitality industry. The client wanted a unique way to showcase their new resort to potential guests and investors.
Our team brainstormed ideas and realized that a VR experience could provide a truly immersive and memorable way for guests to explore the resort before it was constructed. We collaborated with our in-house design and development teams to create a visually stunning and interactive VR tour of the resort, complete with 360-degree views of rooms, amenities, and outdoor areas.
The VR experience was well-received, garnering significant attention and positive feedback from potential guests and investors. It helped the client secure new bookings and attracted investment interest from stakeholders impressed with the innovative marketing approach.
This successful innovation initiative boosted our client’s business and inspired our team to continuously explore cutting-edge technologies and creative solutions in our marketing campaigns. It served as a testament to the power of fostering innovation within our company and reinforced our commitment to pushing the boundaries of traditional marketing strategies.
What inspired you to venture into this industry?
My venture into this industry was inspired by my passion for creativity and communication, which began at 14 when I started drawing and designing digital artwork. Marketing and communications offer the perfect blend of storytelling, visual aesthetics, and strategic thinking, which captivates me. Witnessing the power of effective marketing to connect with audiences, build strong brands, and create meaningful business impact fascinates me. The industry’s dynamic nature and continuous evolution of digital technologies also excite me, as they offer boundless opportunities for innovation and staying at the forefront. Ultimately, the prospect of making a positive impact through creative and strategic marketing initiatives has been the driving force behind my career choice in this field.
What advice would you give aspiring entrepreneurs in this industry? What key lessons have you learned along the way?
To aspiring entrepreneurs in the marketing and communications industry, my advice is to follow your passion, stay open to learning, build a strong network, embrace adaptability, prioritize customer satisfaction, foster innovation, and learn from failures. Along my journey, I’ve learned the importance of authenticity, collaboration, data-driven decisions, agility, patience, work-life balance, and celebrating milestones. These insights can help you navigate challenges and achieve success in this dynamic and competitive field.
How has becoming a new mom impacted your perspectives on work-life balance and time management?
Becoming a new mom has significantly shifted my work-life balance and time management perspectives. It has taught me the importance of prioritizing and efficiently managing my time to fulfill my personal and professional responsibilities. Balancing the demands of motherhood with my career has made me more mindful of setting boundaries and being present in both aspects of my life.
I have become more flexible in adapting to unexpected challenges and learned to delegate tasks when necessary. Being a new mom has emphasized the value of finding harmony between my family life and career to maintain overall well-being and happiness.
Besides your career in marketing, you are also a certified corporate trainer. What training methods and techniques do you find most effective in engaging participants and facilitating their learning?
Interactive methods like group discussions, role-playing, and hands-on exercises are most effective. These techniques engage participants actively, enhance learning, and make the training experience enjoyable. Incorporating multimedia and seeking feedback also play vital roles in keeping participants engaged and motivated throughout the process.
What drew you to drawing portraits, and what inspires your creative process?
Drawing portraits and marketing share a common thread in the power of storytelling. Just as a picture captures the essence of a person and evokes emotions in the viewer, effective marketing campaigns connect with audiences on a deeper level by telling compelling brand stories. Both art forms require understanding human emotions and preferences to create an impactful and memorable experience. As a marketer, I leverage my skills in portrait drawing to bring a creative and human touch to marketing strategies, crafting narratives that resonate with customers and build authentic brand connections. The ability to communicate and evoke emotions through art is valuable in creating engaging and meaningful marketing campaigns that leave a lasting impression on the audience.
Have you ever used your drawing skills in a professional or business context, such as illustrating for marketing campaigns?
Yes, I have utilized my drawing skills in a professional context. My artistic abilities have been instrumental in creating visually appealing and engaging content for various marketing materials, such as social media posts, brochures, and posters.
Connect with Rana Saleh on LinkedIn.
Find Numerus Group on LinkedIn or visit http://www.numerusgroup.com.