In a business, a Marketing Director’s role is pivotal, as they are responsible for shaping the brand's image, driving customer engagement, and ultimately, generating revenue through strategic marketing initiatives. They oversee market research, product and brand development, advertising, and promotional activities to ensure alignment with the company's objectives and target audience. A leading visionary, setting new milestones with her experience is Candice El Khoury, Group Marketing Director at Medad Holding. Hailing from Beirut, a city known for its challenges, her journey spans 13 years of diverse regional roles, honing her expertise in Strategy and Marketing.

With a marketing degree from the Lebanese American University and specialized leadership development with Wyse International, Candice brings a wealth of expertise to her role. Her diverse industry experience spans luxury marketing with brands like the Ferretti Group, managing FMCG products with Nestle and Unilever, and collaborating on private label ventures with European manufacturers. Currently overseeing various tech startups, Candice's dynamic career reflects her passion for innovation and entrepreneurial ventures, making her a valuable asset in driving marketing strategies and fostering growth at Medad Holding.

From her global travels to personal artistic pursuits in painting and writing, Candice draws inspiration that enriches her professional and social endeavors. With her multifaceted background and leadership skills, she brings a unique perspective to her role, driving innovation and success in marketing strategies at Medad Holding. Let’s hear more from her in this one on one interaction.

What expertise have you cultivated throughout your career as a communications and marketing professional?

Throughout my career, my most valuable skill has been my adaptable leadership style, harmonizing various personas within each role to foster collaboration and innovation across diverse teams, yielding exceptional results. This adaptability has been pivotal in navigating projects and cross-functional teams, fostering excellence. My expertise extends across communications, product and brand development, and Go-to-Market strategies. I excel in crafting data-driven brand strategies, designing integrated campaigns, and capitalizing on emerging trends. Currently, I'm immersed in digital trends, AI solutions, Web3, Health-tech, and Fintech innovations, enriching my understanding of future-shaping technologies.

Please provide an overview of Medad Holding and detail the range of responsibilities you undertake in your role as the Group’s Marketing Director.

Medad Holding is a dynamic force within a larger group, driving innovation across sectors like health tech, fintech, e-commerce, and other Web3 initiatives. As Group Marketing Director, I oversee a range of strategic and operational tasks. From conducting market research to guide brand building and product development, to crafting impactful go-to-market strategies and campaigns, I aim to maximize brand visibility and customer engagement. Leveraging analytics and automation tools, I optimize marketing efforts to achieve measurable results, positioning Medad Holding as a digital leader across diverse sectors.

Our recent launch, Ayshei, is a Web3-enabled online marketplace offering auction solutions and empowering businesses with Ayshei Business, an all-in-one virtual store. Additionally, Boom Health UAE provides users with a comprehensive home healthcare coordination app. In health tech, Medad Technology pioneers pharmaceutical innovation with its ultrasonic delivery system. My role encompasses product development, brand strategy, market research, and commercialization feasibility, aligning with our objectives and market dynamics. Furthermore, with a pipeline of Web3 projects, Medad Holding will continue to drive innovation in the digital landscape.

What do you consider to be some of the most significant challenges facing marketers in today's business environment? How do you approach overcoming these obstacles?

In today's business climate, marketers face the challenge of rapidly evolving consumer behavior, technology, and competition. Keeping pace with digital marketing's fast-paced nature demands continuous upskilling and adaptation to emerging trends and technologies. Investing in data analytics, automation systems, and mobile measurement partners facilitates targeted campaigns and actionable insights from consumer data, while ensuring compliance with privacy regulations. Collaborating across teams and fostering a culture of experimentation are vital strategies to navigate market dynamics and technological shifts.

Illuminate the most pivotal professional milestone you've attained throughout your career. What principles have guided your success?

My pivotal achievement lies in successfully nurturing products and brands from inception, managing their growth across various dimensions including regulatory compliance, market research, go-to-market strategies, financial oversight, creative orchestration, and impactful marketing campaigns. Witnessing initiatives flourish from scratch, whether in FMCG or tech, underscores my dedication. This experience greatly benefits my current role in a fast-paced, dynamic environment, enabling effective cross-departmental collaboration, strategic campaign planning, and informed decision-making. My success mantra revolves around embracing the 'Power of Contrasts,' where authenticity meets ambition, and kindness fuels determination. This approach, grounded in authenticity, resilience, and a fearless attitude, has proven a recipe for career success.

What are your predictions for the near-future evolution of the marketing landscape? Which emerging trends do you anticipate will have the most profound impact on the industry?

I anticipate significant transformations in the marketing landscape driven by technological advancements in the near future. One of the most impactful trends is the integration of artificial intelligence (AI) into marketing strategies. AI-powered tools revolutionize data analysis, content personalization, process automation, and predictive consumer insights, enhancing campaign efficiency and user experiences.

Additionally, Large Language Models (LLMs) are set to revolutionize market research and content creation with their human-like text generation and insight extraction capabilities. Blockchain technology presents opportunities for enhanced transparency, security, and trust in digital transactions, particularly in supply chain management and combating ad fraud. Moreover, the rising focus on Environmental, Social, and Governance (ESG) considerations reflects a growing consumer demand for sustainability and ethical practices, urging brands to integrate these principles into their marketing strategies.

Candice El Khoury, Director, Medad Holding

Candice El Khoury is the Group Marketing Director at Medad Holding, with expertise in spearheading innovative ventures across various sectors. With a focus on digital transformation, she excels in strategic planning, brand & product development, and campaign execution. Candice's leadership skills drive impactful outcomes, helping to advance Medad Holding's vision to become a leader in the tech landscape.