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

Ghadah Humadi, 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.

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.