In the spotlight: Eleni Kitra, Advertising Business Group (GCC)

How does a career across cultures lead to marketing?

I was born and raised in Greece, but the need to experience different cultures and perspectives has always been part of my identity. Throughout my career, I have worked for Japanese, South African and American companies, including Sony PlayStation, MultiChoice, Omnicom and Meta, alongside teams from around the world. Marketing became the thread connecting my curiosity about people, cultures, technology and business.

What has changed most since you started?

When I started, marketing was undergoing a significant shift from being primarily creative and consumer-led to becoming more focused on efficiency, measurement and business results. Today, marketing builds on all these foundations, but transformation is happening much faster. Technology, data, AI and changing consumer expectations are constantly reshaping the role of marketers and requiring organisations to adapt at unprecedented speed.

What is ABG focused on right now?

We have built strong foundations, and our focus now is to scale our work across the Middle East and create a more meaningful impact across sectors and the industry as a whole. As the unified voice of the advertising and marketing sector in the Middle East, we bring together advertisers, agencies, media owners, platforms and other partners to address shared challenges.

Our priorities include responsible AI, retail media, the creator economy, sustainability, better marketing and measurement, alongside talent development and stronger collaboration with government entities and global partners. What motivates me is seeing these relationships turn conversations into practical initiatives that benefit our members, the industry and the wider market.

Where does the future of marketing associations lie?

Marketing associations are the connecting tissue of the industry. They bring together stakeholders who may have different commercial interests but share responsibility for the health and future of the sector. Their role should extend beyond networking to building trust, developing evidence, shaping practical standards and creating dialogue between business, government and society. Stronger partnerships between national associations can also connect global knowledge with local market realities.

Which trend excites you most for the next five years?

As AI becomes more embedded in marketing, I believe the human edge will become even more valuable. Technology can accelerate research, production, analysis and personalisation, but human judgement, imagination, empathy and cultural understanding will determine what is meaningful. The most successful organisations will use AI to extend human capability rather than diminish it, allowing marketers to spend more time on ideas, decisions and relationships that create genuine value.

If you could change one thing about the industry, what would it be?

I would change the industry's growing tendency towards short-termism. Marketing is often judged through immediate campaign returns, while brand strength, customer trust and long-term value receive less attention. We need better measurement, but we also need a more balanced definition of value. Marketers must speak the language of CEOs and CFOs, connect investment to business growth and make a stronger case for the role brands play over time.

What advice would you give someone starting out in marketing?

Stay curious and learn how the whole business works, not only the marketing function. Learn how the business makes money, understand what customers genuinely need and spend time with people whose experiences are different from your own. Build relationships across disciplines and remain open to roles that stretch you. Most importantly, do not allow the speed of tools and platforms to replace your own judgement. Your perspective, empathy and ability to connect ideas will remain your greatest advantage.

Let purpose guide your choices, especially when the path ahead is not obvious. This belief inspired me to write my book, ‘FORCE’, which explores a principle that has shaped my own journey: when purpose leads, opportunities multiply.

What recent campaign from the UAE caught your eye?

The #DubaiDestinations campaign brings the city to life through the experiences of residents, visitors and content creators. Dubai has been home to me and my family for almost 15 years, so I feel a deep personal connection to the city. I love how the campaign goes beyond familiar landmarks to showcase Dubai's culture, communities and businesses.

What don't most people know about you?

I'm actually an open book. I love being around people; it is where I get my energy. I love cooking, having friends and family around the table, sharing food and simply spending time together. I think this is also where my passion for inclusion comes from. I want people to feel welcome, comfortable and part of something that makes them feel good.

ABG is hosting its flagship marketing event, Marketer of the Future Middle East, on 29 October in Dubai. More info at www.marketerofthefuture.me.