In the dynamic business landscape of the GCC, women founders are increasingly making their mark and redefining industry norms. From bringing unique perspectives to innovative approaches, and a drive for excellence that is transforming traditional business models, these trailblazing women are not just creating successful enterprises but also reshaping the economic and social fabric of the region. They often combine their deep understanding of local cultures with global business practices, resulting in ventures that are both locally relevant and internationally competitive. Their leadership is characterized by resilience, strategic vision, and a commitment towards creating inclusive workplaces and impactful community initiatives.

Among these remarkable women leaders is Nada Al-Tuwaijri, Co-Founder and CEO of Merwas. Nada’s journey to entrepreneurship is a testament to her diverse background and versatile skills. She began her career with a bachelor's degree in political science and international relations, which laid the foundation for her critical thinking and analytical skills. Her role as a writer and reporter for Al Arabiya news channel was instrumental in shaping her career. It honed her abilities in public speaking, storytelling, and effective communication skills that have proven invaluable in her subsequent entrepreneurial ventures.

Nada’s transition from media to the business world was marked by a pursuit of a master’s degree in conflict resolution, further enhancing her expertise in behavior analysis and consumer behavior. Her time at the Ministry of Media provided her with insights into governmental operations, allowing her to bridge gaps and

implement strategic solutions. The breadth of her experiences, including her philanthropic work with the Misk Foundation and Misk Art Institute, has broadened her perspective and deepened her impact. Such qualities and achievements have empowered Nada to navigate the complexities of her role at Merwas with resilience and a positive outlook, embodying the qualities of a transformative leader in the GCC business world.

Let’s dive into this one-on-one interaction to know more from her.

Could you walk us through your professional journey as a media professional and highlight some of the pivotal moments in your career?

In 2013, I achieved a significant milestone by becoming the first and youngest Saudi journalist to enter Syrian refugee camps. This experience was profoundly eye-opening and marked a turning point in my media career, especially given the challenging conditions. It not only inspired me to pursue a master's degree in conflict resolution but also honed my soft skills. Initially, my career plan was to establish an NGO and play a key role in diplomacy. However, the wave of change that began in Saudi Arabia in 2016 presented an exciting opportunity for those with artistic interests. The emerging entertainment industry offered a thrilling chance to contribute to the country’s cultural transformation. Driven by this dynamic environment, I shifted my focus to the entertainment sector, eager to engage with its vibrant and rapidly evolving landscape. This transition allowed me to utilize my storytelling skills and passion for culture, aligning my career with the Kingdom’s Vision 2030 for cultural and economic development.

What inspired you to establish Merwas? Could you share the core concept behind the venture and its primary areas of expertise?

At Merwas, we’ve established a cultural factory that includes 22 studios and six subsidiaries, each designed to address specific market needs. Our approach began with identifying key issues through extensive research and site visits locally, regionally, and globally. This led us to develop tailored solutions distributed across our subsidiaries for effective implementation.

Our studios, equipped with a developed grading system and metrology, cater to artists of all levels, offering diverse resources and opportunities to support their careers. One of our key subsidiaries is the academy, aimed at creating jobs, boosting the Kingdom’s creative economy, and enhancing the overall market. This initiative fosters growth and innovation within the sector.

Another exciting subsidiary is the network, dedicated to creating intellectual property (IP) across film, music, podcasts, and social media. This initiative drives innovation and ensures that Merwas stays at the forefront of the entertainment industry. Our record label is pivotal in nurturing and promoting Saudi talent, providing essential support for artists to expand their reach.

The final two subsidiaries, community engagement and merchandise, are integral to our mission. Community engagement encourages collaboration and interaction among artists, while merchandise merges fashion with music, offering a unique platform for creative and commercial expression. Together, these subsidiaries ensure that Merwas not only supports artistic creation but also builds a vibrant, interconnected creative community.

Could you describe your key responsibilities as the co-founder and CEO of Merwas? What are your main focus areas for driving the company's growth?

As the co-founder and CEO of Merwas, I oversee the company's strategic direction and overall operations. My key responsibilities include setting long-term goals and crafting strategies to achieve them. I lead a talented

team, promoting a collaborative and innovative work environment while ensuring operational excellence through performance monitoring and process optimization. Financial management is another crucial area, where I guide the finance team in budgeting, forecasting, and securing funding. I am also focused on identifying new business opportunities and forming strategic partnerships to broaden our market presence. Customer satisfaction is central to our efforts, and I work closely with teams to address and exceed customer expectations. Additionally, I ensure that we comply with regulatory requirements and manage risks effectively. Driving growth involves expanding our market reach, diversifying our product range, and leveraging technology, all while fostering a culture of innovation and maintaining a customer-centric approach to achieve long-term success and industry leadership.

Throw light on the most significant professional milestones you have achieved throughout your professional journey. What has your success mantra been over the years?

Our biggest achievement at Merwas has been completing the facility construction in record time, coupled with setting a Guinness World Record for the largest music production studio globally. In our first year, signing Memorandums of Understanding (MOUs) with both public and private sectors was a major milestone. These MOUs are crucial for forming long-term partnerships, fostering collaboration, and securing funding, which supports our sustainable growth. They also help us tap into new markets and client bases, driving revenue and expanding our industry influence.

We’ve also made strides in education by hosting workshops in collaboration with the General Entertainment Authority (GEA), featuring 65 leading musicians and attracting over 1,000 participants. Our partnership with MDLBEAST to offer a workshop led by Afrojack has further enhanced our educational offerings and industry reputation. We’ve organized over 100 rehearsals, providing a professional space for artists.

Additionally, we’ve launched DJ and music production courses led by our in-house mentors, adding to our growing educational programs. Our facility supports a wide range of talents with rehearsal and performance spaces and an academy for skill development. We’ve built a diverse clientele across B2B, B2C, and B2G sectors, strengthening our industry presence. Since our launch, we’ve attracted triple-A class artists to our facility, significantly boosting our global standing.

How do you anticipate the future of media and entertainment landscape in the GCC? Which industry trends do you believe will have the most significant impact in the near future?

As the co-founder and CEO of Merwas, I see the media and entertainment landscape in the GCC undergoing significant transformation due to several key trends. Digital transformation is leading this change, with high-speed internet and smartphones making digital platforms the primary medium for content consumption. Streaming services, online gaming, and social media are expanding rapidly, providing new opportunities for content creators and reaching wider audiences.

Investments in infrastructure are also crucial, as they are transforming the region into a global media hub. The construction of cutting-edge studios, concert venues, and production facilities by both governments and private sectors will attract international productions and events, boosting local and global talent and stimulating economic growth.

Additionally, there is a growing demand for localized content that resonates with the GCC’s cultural values and social experiences. This trend is driving investments in regional filmmaking, music, and other entertainment forms, which will nurture homegrown talent and enhance production capabilities.

Emerging technologies like virtual reality (VR) and augmented reality (AR) are set to revolutionize the industry by offering immersive experiences and redefining audience interaction. From virtual concerts to interactive storytelling, these technologies are creating new creative possibilities. Sustainability is becoming a central focus, with an emphasis on eco-friendly production practices and content that promotes environmental awareness, aligning with the GCC’s broader sustainability goals.

Finally, strategic partnerships and collaborations within the GCC and with international entities will drive innovation and open new markets, positioning the region as a significant player in the global media and entertainment industry.

Nada Al-Tuwaijri, Co-Founder & CEO, Merwas

Nada Al-Tuwaijri is a media profes­sional turned business leader who is currently leading her role at Mer­was with resilience and a positive outlook, embodying the qualities of a transformative leader in the GCC business world. She comes armed with a bachelor's degree in political science and international relations & a master’s degree in conflict resolution. Her previous work stints include role as a writer and report­er for Al Arabiya news channel and senior account manager at Edelman. She has also worked at the Ministry of Media, Misk Foundation and Misk Art Institute.