Hesham Shoula

Marketing Director

Hesham Shoula is Marketing Director at Al-Manea, a Saudi retail group. His remit runs from brand to the shop floor: campaign planning across the year's trading calendar, category and seasonal promotions, retail media and in-store communication, content and social, and the reporting that ties spend to sales rather than to reach. Retail marketing is constrained by the same calendar every year, so the differentiating work is in how quickly a plan can be adjusted mid-season on evidence, and in whether the customer data collected at the till is used for anything beyond a receipt.