The tides of business leadership are shifting as a surge of women take the reins, reshaping the landscape, and propelling industries towards innovation and sustainability. With fresh perspectives and dynamic leadership, they're not just challenging norms, they're rewriting the playbook for success. One such trailblazer is Jane Drury, Group CEO of ME Digital Group. Drury's entrepreneurial journey began with a fortuitous alignment of time and place. Arriving in Dubai in 1997, she recognized the city's potential as a hub for growth and opportunity. With each expatriate posting, she honed her skills, learning to navigate new environments and seize emerging opportunities.

In the late 1990s, Drury observed a dearth of information about the region, particularly for families relocating to Dubai. Recognizing the potential of the burgeoning internet, she embarked on a mission to fill this gap. Drawing from her experiences and insights, she began compiling information to create a comprehensive guide for expatriates. It was during this process that her father-in-law suggested leveraging the web to disseminate this knowledge.

Taking his advice, Drury ventured into the digital realm, pioneering the use of the internet to provide valuable resources for families moving to the region. Her foresight and initiative laid the foundation for what would become ME Digital Group, a leading digital solutions provider.

As the Group CEO, Drury continues to lead with innovation and vision, leveraging technology to drive business growth and empower clients. Her journey exemplifies the transformative power of female leadership in business, inspiring others to challenge conventions, embrace opportunities, and drive positive change in the corporate world and beyond.

Let’s dive into this one-on-one interaction to know more about Jane Drury, Group CEO of ME Digital Group.

Introduce us to ME Digital Group. Lead us through your extensive professional journey within the digital publishing and e-commerce realm. What pivotal moments have marked your path?

Originally rooted in corporate finance and marketing accounts, I found myself delving into freelance editorial projects during a career hiatus, immersing in the vibrant publishing scene of Dubai. It was

during this time that the notion of timely, relevant content became paramount, driving my decision to embark on the digital pathway upon launching EXPATWOMAN in 2002.

EXPATWOMAN was propelled by the convergence of two serendipitous trends: the burgeoning era of personal internet usage and Dubai's meteoric rise onto the global stage. This digital platform swiftly became the go-to resource for individuals navigating life in the region, harnessing the collective wisdom of women to cover a spectrum from the essential to the mundane.

Amidst the evolving market dynamics of the mid- 2000s, I set my sights on the realm of e-commerce, culminating in the acquisition of Cobone in 2015. Originally established in 2010 as a regional counterpart to Groupon, Cobone swiftly garnered recognition and trust, solidifying its position as the GCC's foremost 'experience-commerce' platform.

Today, Cobone stands as a beacon of Middle Eastern warmth and values, offering residents and tourists alike unparalleled opportunities to explore and indulge in the region's offerings at unbeatable value. As a trusted marketing partner, we continue to innovate and deliver results, leveraging organic strength, in-house outreach, and strategic marketing initiatives to drive success for our diverse array of business partners across all sectors.

What expertise have you honed during your tenure in digital publishing and e-commerce?

While working in digital publishing and e-commerce, I've cultivated a diverse skill set born out of necessity, particularly in my roles as Founder and CEO. Initially, the breadth of responsibilities required me to have at least a foundational understanding of all facets of the business. This enabled me to discern the necessary skill sets required to propel our journey forward effectively.

The onset of the COVID-19 pandemic presented unprecedented challenges, catalyzing a rapid transformation in our operational structure and cost management. In response, I assumed direct oversight of Cobone as CEO, initiating a revitalization process for ME Digital Group as a whole. This strategic pivot bore fruit, culminating in record-breaking results in 2022 and a concerted focus on technological advancement throughout 2023.

As we venture into 2024, our attention turns to the integration of brand development initiatives with our enhanced technical capabilities. In the ever-evolving landscape of digital commerce, adaptability and innovation are paramount. We are harnessing technological advancements to not only enrich customer experiences but also optimize internal efficiencies. Additionally, a profound understanding of data analysis and marketing strategies continues to be pivotal in driving growth and shaping our trajectory forward.

Describe the array of duties you undertake in your role as Group CEO.

At the core of my responsibilities lies the task of charting the course and instigating transformation within the organization. Subsequently, it revolves around assembling the right team and fostering effective leadership. While the landscape is rife with opportunities and innovative pathways, the ultimate challenge lies in discerning the most promising ventures to pursue and subsequently ensuring their successful execution.

What are the primary areas of focus for driving growth within ME Digital Group?

Our growth strategy centers on three main fronts: geographical expansion, diversification of product/ service offerings, and expansion into business-to-business (B2B) realms.

Geographically, we are bolstering our presence in key markets, particularly within the Kingdom of Saudi Arabia (KSA) where we've recently launched in five new cities, with additional expansions underway in Bahrain and Kuwait. Simultaneously, we are intensifying our efforts to enhance hyper-local offerings, ensuring relevance and resonance at the city and Emirates levels.

In terms of product and service offerings, our flagship brand Cobone has solidified its position as a household name synonymous with value across a spectrum of experiences, dining, retail, and entertainment offerings. A critical component of our growth strategy in 2024 involves a comprehensive rebranding initiative aimed at preserving our core positioning while introducing new, complementary pillars to cater to evolving market demands.

Additionally, our foray into B2B loyalty and reward schemes represents a significant avenue for growth. Launched this year, these initiatives have garnered favorable responses, particularly within sectors such as banking. Beyond the sheer volume of reach, our B2B endeavors are reshaping demographic landscapes, necessitating internal adaptations to accommodate a more diverse and segmented market.

Through these strategic fronts, we aim not only to expand our reach and offerings but also to deepen engagement and relevance within our target markets, ensuring sustained growth and success for ME Digital Group.

Illuminate the most pivotal professional milestone you've encountered along your journey. Furthermore, could you share the guiding principles that have fueled your success over the years?

My journey has been marked by a series of transformative shifts. The key has been to maintain a relentless drive for growth, fueled by unwavering energy and determination. Surrounding oneself with a talented and dedicated team has also been instrumental. While as a Founder, I may not possess all the answers, there's a unique understanding of the business that only I can bring to the table. Therefore, the mantra has been to embrace change, harness energy, and foster a team culture of excellence to navigate the complexities of the entrepreneurial landscape.

What are your projections for the future of the global digital landscape, and how does ME Digital Group plan to drive industry evolution?

In recent years, the most disruptive transformation has been the surge in delivery and home-based services. The tangible evidence of this shift is evident in the proliferation of delivery bikes crowding the roads, a phenomenon that was virtually nonexistent before the onset of COVID-19. The ecosystem surrounding this technology is still in its nascent stages, with significant developments expected across the entire region.

Internally, artificial intelligence (AI) stands as the cornerstone of our operations. Coupled with robust data analytics, AI is poised to revolutionize our workflows and restructure the way we operate. As we navigate the evolving digital landscape, ME Digital Group is strategically positioned to drive innovation and facilitate change within the industry, leveraging advancements in delivery services and AI to stay at the forefront of transformation.

Message for Aspiring Women Entrepreneurs and Business Leaders:

Building your own business is all-consuming. The passion in that is a good thing – it’s what drives us. My advice would be to try to find balance, be that with family life, friends, health, and happiness. I appreciate that sounds a bit like having it all but why not? That seems like a goal worth striving for.

Jane Drury, Group CEO, ME Digital Group

Jane drury is the group ceo of me digital group. With a background in corporate finance and digital publishing, she pioneered expatwoman & led the acquisition of cobone. Drury drives growth through geographical expansion, product diversification, & B2B initiatives, embodying innovation & leadership in the digital realm.