Vibe Marketing Tech Fest Announces Formation of Its Advisory Board

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The Vibe Marketing Tech Fest – Advisory Board brings together diverse perspectives at a time when the marketing landscape is undergoing rapid and unprecedented change.

From evolving customer expectations to the rise of AI, data‑driven decision‑making, and the elevated role of marketing teams within organisations, the board will play a pivotal role in shaping conversations that matter.

A Strategic Council for a Transforming Industry

The Advisory Board’s mandate is to ensure that VMF continues to serve as the region’s most relevant and forward‑thinking marketing technology event. Its role includes;

• Informing conference agenda with insights rooted in real‑world experience
• Ensuring discussions reflect the evolving role of marketing as a critical driver of business growth
• Strengthening VMF’s mission to connect, inspire, and empower the marketing community in the Middle East

“As marketing teams take on a more strategic, business‑driving role, the industry has a real opportunity to elevate its thinking collectively. Over the years, VMF has become a trusted sounding board for leaders navigating an increasingly dynamic landscape — a place where challenges are unpacked honestly, and ideas are tested in real time. This year, we’re breaking new ground by opening the doors to behind‑the‑scenes success stories from leading brands and exploring how they stay agile in the face of constant change. It’s an exciting moment for the community, and we’re proud to help shape that conversation,” said Sanjay Swamy, Director, Martechvibe, the Organiser of Vibe Marketing Tech Fest.

“Marketing is moving into an era where intelligence is no longer just artificial; it’s augmented.  The organisations that win will be those that build trust, treat insight as a superpower, and design journeys around what customers actually value, not just what brands want to say, to build deeper, more meaningful relationships with their communities. In 2026 and beyond, the real competitive advantage won’t be technology alone, but how we use it to understand people better, personalise responsibly, and create experiences and storytelling that genuinely matter,” said Suad Merchant, Global Chief Marketing Officer, GEMS Education and Advisory Board Member.

Meet the Advisory Board

Devrim Melek | Senior Vice  President, Strategy | OSN

With over 20 years of experience in the media and telecom industries, Devrim played a key role in the successful launch of OSN’s streaming product, the fully dishless OSNtv, which represents an upgraded version of its OSNtv box.

Before joining OSN, Devrim held prominent roles as the TV Marketing Director at Turk Telekom and the Marketing Director at Digiturk. 

Hitesh Malhotra | Chief Marketing Officer | 6thStreet.com

With over 18 years of experience, Hitesh has a proven track record in leading AI/ML-powered marketing strategies.

He has demonstrated expertise in building brands from the ground up, including leading Nykaa to its IPO, pioneering data-driven influencer marketing, and executing community-driven acquisitions via Key Opinion Leaders (KOLs) on Twitter, Telegram, and Discord. He has been a part of Nykaa.com’s journey from its nascent stage in 2015 till it evolved to be a 3000-strong formidable #1 beauty player in 2020. 

With Lenskart, as a Global CMO, he built a strong omnichannel marketing practice for their pan-India and global store expansions in SG and UAE.  

Marwen Ben Messaoud | Growth Marketing Director, Middle East, Africa, and South Asia | Spotify

At Spotify, he has developed and implemented the company’s growth marketing and monetisation strategy for 66 markets (MENA, Sub-Saharan Africa, and South Asia), addressing local needs and optimising the customer lifecycle. 

Prior to this, he headed Digital Marketing in MENA and SEA for Ooredoo Group, where he designed and led the digital marketing strategy for 10 markets, and launched and managed successful global advertising campaigns with Leo Messi and Paris Saint-Germain. 

Nandakumar Vijayan | Global Director of Marketing & Communications | Lulu Group International

With more than 25 years of global experience in Marcom and retail, leading a 300-member team of top professionals across 22 countries, Nandakumar is a trendsetter and influential storyteller in the region.

Ranked by Forbes magazine as one of the Top 5 Marcom professionals, he is credited with popularising “experiential shopping” in the hypermarkets segment.

He leads Global Marcom at the LuLu Group, a USD 8.4 billion diversified multi-national organisation, and has been instrumental in the transition to an omnichannel retailer, catering to the diverse needs of different TG across the MENA region. 

Neda Lazic | Marketing Network Operations & Capabilities Senior Director, Eurasia & Middle East OU | The Coca-Cola Company

With over 20 years of experience across FMCG, pharma, travel, and advertising in Central & Eastern Europe and the Middle East, Neda has built a career on turning complexity into clarity. She thrives on connecting seemingly unrelated dots to uncover insights that drive meaningful change.

Before joining The Coca-Cola Company, Neda led Mass Market and Pharmacy at GSK Consumer Healthcare, shaping commercial strategies for Oral Health and OTC brands across multiple markets. She also held key roles at Kraft Foods/Mondelez and Ovation BBDO advertising. Neda holds a Master’s degree in Tourism & Leisure from the MIB Trieste School of Management in Italy.

Suad Merchant | Global Chief Marketing Officer | GEMS Education

Suad Merchant leads global marketing, brand strategy, and communications. In this role, she reinforces GEMS Education’s reputation as a trusted, family-run institution delivering world-class education with heart and vision. 

Previously, Suad was the Global Head of Brand & Growth Marketing, Partnerships, and Corporate Communications at Mashreq, the UAE’s oldest bank with a presence in 15 countries. 

Suad began her career at McCann Worldgroup in India, where she managed communications for global brands including MasterCard, Microsoft, Sony Entertainment, Kraft Foods, and L’Oréal, across EMEA, the UK, the US, Australia, China, and India. She later established the Global Integrated Marketing team at Hewlett-Packard, driving marketing across 35 countries.

Vibe Marketing Tech Fest is scheduled to take place on April 22-23, 2025, at the Hilton Palm Jumeirah, Dubai. More details here.