Overheard at the Inner Circle by Martechvibe
Martechvibe conducted its first-ever Inner Circle, a gathering of business leaders mapping the future of marketing movements in the Middle East. Here’s what we learned.
When you put some of the region’s sharpest marketing and growth minds in one room, the conversation doesn’t stay surface-level for long.
Martechvibe’s first Inner Circle brought together senior leaders across retail, healthcare, FMCG, entertainment, publishing, commerce and media to speak candidly about what’s really changing in marketing — and what isn’t.
Around the table were Andrey Dorosh | Regional Retail Marketing Director, MENAT markets | Samsung Electronics; Aaryan Kapur | Group Head – Digital Marketing – Aster Clinics, Hospitals, Pharmacies | Aster DM Healthcare; David Egerton | Chief Digital Officer | McGettigan’s; Devrim Melek | Senior Vice President Strategy | OSN; Gaurav Sinha | International Marketing Director | Domino’s; Harsha Thawani | Associate Marketing Director – Digital Marketing Lead | KPMG Lower Gulf; Hira Omar Aamer | Director Brand Strategy, Sprite | The Coca-Cola Company; Hitesh Malhotra | GM Digital Marketing and Telesales | Danube Properties; Jamie Buchanan | Senior Brand and Marketing Leader; Jean-Paul Smalls Dip DigM | Chief Marketing & Commercial Officer | Emirates Hospitals Group.
They were joined by Joy Dabeet | Chief Marketing Officer | amana; Marwen Ben Messaoud | Director of Growth Marketing | Spotify; Mohammad Al Rayes | Director of Growth | bayt.com; Neda Lazic | Senior Director, Marketing Network Operations & Capabilities, Eurasia & Middle East OU | The Coca-Cola Company; Oliver White | Group Executive Director, Commerce | MCN; Ravi Raman | Publisher | Fast Company Middle East; Santadip Roy | Regional Managing Director | Magna MENA; Sohail Nawaz MBE | Vice President – Head of Retail Media | Landmark Group; Tahir Kheshgi | General Manager – MENA | Home of Performance; and Vibha Thusu | Global Marketing & Communications Program Leader | Schneider Electric
There were no slide decks. No rehearsed soundbites. Just honest reflections on AI, loyalty, retail media, social commerce and the shifting definition of trust.
Here’s what stood out;
1. AI in Customer Service Needs Empathy
Artificial intelligence can automate responses and streamline support, but without empathy, it risks distancing customers. Leaders stressed that AI should enhance—not replace—the human connection, ensuring every interaction feels personal, responsive, and emotionally intelligent.
2. AI Will Drive Efficiencies but Requires Careful Execution
While AI promises cost savings and operational efficiency, its success depends on structural alignment within organisations. Many companies still lack the frameworks to integrate AI seamlessly, and rushing to prove ROI can backfire if implementation isn’t strategic and thoughtfully managed.
3. Customer Trust Has Shifted
Trust is no longer built solely on brand reputation or scale. Today, it hinges on transparency, ethical data use, and consistent delivery of value. Customers expect brands to demonstrate integrity, accountability, and clarity at every touchpoint across the journey.
4. The Funnel Is a Dying Concept
The traditional linear funnel no longer reflects modern buyer journeys. Leaders spoke of an “LLM tunnel,” where large language models reshape discovery, consideration, and purchase paths into more fluid, conversational, and intent-driven experiences.
5. Loyalty Is the Sum of All Experiences
Customer loyalty isn’t earned through points or discounts alone. It’s the cumulative effect of consistent, positive interactions across channels. A single negative experience can undo years of goodwill, while memorable moments strengthen long-term advocacy and emotional connection.
6. Relevance Matters More Than Choice
Consumers don’t want endless options—they want the right ones at the right time. Personalisation and contextual relevance are more powerful than expanding product catalogues, helping customers feel understood, guided, and confident rather than overwhelmed.
7. Marketing to Machines May Be Next
As AI agents and digital assistants increasingly influence decisions, marketers may need to target these intermediaries. Just as strategies evolved from audiences to cookies and device identifiers, the next frontier could involve marketing directly to intelligent, decision-shaping agents.
8. Retail Media Networks Are Underrated
Retail media networks are emerging as high-value performance channels, enabling advertisers to reach customers at moments of strong purchase intent. Leaders noted that this space remains underutilised relative to its measurable impact and long-term potential.
9. Social Commerce Is Driving Better ROAS
Social platforms are reshaping e-commerce, delivering stronger returns on ad spend through immersive, native shopping experiences. In retail, social commerce is directly influencing buyer behaviour, while longer decision-cycle sectors must optimise landing pages and content depth.
10. Transparency with the CFO Builds Trust
Marketing leaders stressed the importance of financial transparency and shared accountability. Clear communication with CFOs around spend, ROI, and risk builds credibility internally, ensuring marketing is recognised as a strategic growth driver rather than a discretionary cost centre.
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