Roaa Serhan

Group Marketing Director

Roaa Serhan is Group Marketing Director at ALSAFA United. She sets marketing across a group's portfolio rather than for a single brand: positioning each line against its own audience while keeping a coherent group identity, allocating budget between them, planning campaigns and content, and building the measurement that lets the group compare returns across very different categories. Group marketing roles carry an internal task alongside the external one, since shared capabilities such as data, creative production and media buying only pay off when the individual businesses actually use them.