The Chief Marketing Officer of AA Bin Hindi BSC (c) on the rewards of hard work and the joys of variety

Throughout your career, you have always worked in marketing. What first attracted you to this field?
While some work in a field they don’t have a passion for, and duly rely on the opportunities available, I, for one, pursued what Is a mirror reflection of my character. I get bored easily, dislike routine, love creativity and, most importantly, am drawn to the feeling of success and achievement. Marketing provides me all of that and is not limited to an industry or brand but is so broad a horizon that it always offers new things to learn and is in constant advancement. Allow me to quote Henry Ford: “A man who stops advertising to save money is like a man who stops a clock to save time.” Never underestimate the power marketing has to offer, this makes us powerful, we play a pivotal role in success, and can also soften a fall.

What has been the most significant challenge you have faced? And how did you overcome this?
Success doesn’t come easy; in many cases it comes after multiple failures. The failures we learn from and the challenges we overcome are what we should be defined by. Everyone has been through challenges that changed the course of their future, I am no different. The most significant challenge I could think of on a professional level is every time a new role and responsibility is taken. The remedy to such challenge is always hard work, dedication and commitment. My experience in the field and in the market makes it an easier challenge to overcome.

Bin Hindi has many different divisions. Which part of the business is your favourite and why?
Bin Hindi Group holds many divisions under its umbrella. To name a few: Bin Hindi Motors (KIA), Bin Hindi Informatics (SAMSUNG), Bin Hindi Foods (Enab Beirut Restaurant), Bin Hindi Transport (SIXT car rental), and Bin Hindi Car Care (Enaya, Quickfix, EPCC). Having worked in the automotive field most of my career, I will always have a soft spot for cars. However, I am unable to favour a division over the other as each one of them has its own unique print, and having to lead the MARCOM division, they all provide an enriching experience.

Can you tell us what a typical day looks like in your role?
No day is similar to the other, that’s the beauty of leading an inhouse Marketing Solutions Division. A department consisting of graphic designers, for out-of-the-box creative artworks and concepts; social media executives for community management and social platforms management; the account management team to be the focal point between the client and the designer; the media and PR team for media relations and drafting of press releases; and the production team for collaborating with various suppliers – this is proof of the extensive responsibilities that fall on our plate.

What do you like to do when you are not working?
Being Chief Marketing Officer for a range of divisions certainly keeps the team and I on our toes constantly to make sure deadlines are adhered to. We are always on alert even during weekends as marketing never sleeps.
However, a typical break would be spending some family time, and friends nights out. During alone time, I do spend a lot of time working on plans/strategies/ideas and ways to improve the business. ✤