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Leaders from Easa Saleh Al Gurg Group, Careem, Property Finder, and Century Financial discussed how brands can balance short-term performance goals with long-term brand building, measure impact effectively, and leverage AI and data to drive growth.
Balancing performance and brand is no longer a simple trade-off.
That was the message from a panel featuring Alyza Beg, Group Chief Marketing and Communications Officer, Easa Saleh Al Gurg Group; Haris Javed, Head of Marketing – Mobility, Middle East & North Africa, Uber (formerly Global Director of Marketing – Careem Rides, Careem); Sevgi Gur, Chief Marketing Officer, Property Finder; and Sharad VK, Marketing Director, Century Financial.
At the VMF stage, they explored how marketing strategy must consider market maturity, audience behaviour, and product lifecycle to allocate budgets. From early-stage growth markets where performance drives acquisition to mature markets where brand trust and differentiation are crucial, marketers need a better approach.
The panel also highlighted the role of AI in enabling personalisation, predictive insights, and efficient content creation.
Top Insights from the panel:
Performance and Brand Are Complementary
Short-term performance marketing drives acquisition and immediate traction, while long-term brand investment builds trust, loyalty, and repeat engagement. Organisations must use both in tandem to create a sustainable growth funnel.
Market Maturity Shapes Strategy
In early-stage or growth markets, prioritising performance marketing accelerates product adoption. In mature markets, brand differentiation and customer trust take precedence, requiring a careful balance of spend across channels.
Measure Brand in Business Context
Brand health metrics like awareness, consideration, and loyalty should be linked to business outcomes, including acquisition costs, retention, and organic growth, turning intangible brand value into a quantifiable business case.
AI Enables Smarter Marketing
AI and automation allow predictive personalisation, scalable content creation, and data-driven decision-making. By applying AI thoughtfully, brands can enhance both performance campaigns and brand-building initiatives without losing authenticity.
Watch the full panel discussion here.
