Marketing in the Middle East and Africa: what you need to know

4 min read

In today’s fast-paced world, marketing, communication and sales is on the rise, no matter the region. Our programs in marketing, communication and sales give you the skills to thrive in the Middle East and Africa (MEA). Omar El Smaile, the Associate Director of Careers and Alumni in MEA, gave us a closer look into the career services available, the needs in the region, the growing industry, and what the IE Community is doing.

As part of our IE Talent & Careers services, you have access to firsthand insights and happenings wherever you may be. One such area that continues to grow is MEA. Omar focuses his work on bringing alumni communities together, hosting events, gaining new partnerships with companies, and increasing awareness both for future students and for new roles in marketing, communication and sales.

A future working in the Middle East and Africa

Located in our offices in Dubai, Omar is responsible for events in the Middle East and Africa. IE University has offices in Dubai, Saudi Arabia, South Africa and Nigeria. As part of his role, Omar works with IE Alumni to help introduce our institution to companies hiring in the region, specifically those of interest to partner with as an institution. The alumni community, according to Omar, “Serves as our gateway to working with the company and learning more about what they want in their future employees.”

In regard to what companies are looking for, Omar explains that they typically want some exposure to the industry. “If it’s luxury, they’d be looking for someone with a bit of a luxury background. Depending on the role, they may want some local expertise. It changes with the company.”

A growing demand in the Middle East and Africa is digital, especially due to E-commerce entering the mix. Companies are looking for professionals with experience in customer experience, digital marketing, social media, campaigns and more. Our master’s programs in marketing, communication and sales are a great way for you to gain the skills employers are seeking.

The IE Community stands out from the rest

Thanks to its extensive network, the IE Community leaves a mark wherever its members go. “I think it’s mainly due to the network that’s available to them,” explains Omar, “In the Middle East &  Africa, we have around 3,500 alumni, and in the UAE, we have over 1,100 alumni. That’s a significant number to tap into.” More than just a number, these connections can help you become a better candidate for the roles on offer, specifically because they’re working in them. “It’s truly a chain reaction. If you reach out to an alum in marketing, they can give you their expertise on landing a similar role. Then you can do the same once you’re here, and we will continue to expand and grow.”

Outside the working world, the IE Community is involved in monthly activities. From coffee meetups and sports clubs to hiking groups and professional clubs, there’s something for everyone. “We bring together a group of IE Alumni who share an interest with other community members and work to bridge the gap,” says Omar. “We also do recruitment events where we invite companies to share their job opportunities. So there’s always a mix of social and professional networking.”

Marketing, communication and sales roles available in the MEA region

There are a number of big advertising agencies located in the region, which is a great area to begin your search. “Think of the big marketing agencies like Saatchi and Saatchi, or the fast-moving consumer goods companies like Procter and Gamble—these all require marketing, communication and sales professionals. Whether you want to work in luxury, consumer goods, tech or hospitality, you can find a marketing, communication or sales role.”

When it comes to IE Alumni, the biggest hubs where they are working in the Middle East are Dubai and Riyadh. According to Omar, “We have alumni in the Chalhoub Group, which is one of the biggest luxury retailers; we have alumni in Jumeirah Group, one of the biggest hospitality companies; we have alumni working for e& (etisalat and), one of the leading telecommunications companies; and we have alumni in top consulting companies like McKinsey, BCG, and other Big Four companies. And they hold roles from entry-level positions to very senior management positions.”

There has been a lot of emphasis on growing the region, mainly due to the investments currently happening, including the 2030 vision in Saudi Arabia to diversify the economy by building more tourism, entertainment, tech startups and entrepreneurship. “They also recently secured the World Cup 2034 and Expo in 2030—there is a lot happening. The region is investing in itself, and IE University is investing in the region.”

Investing in marketing, communication and sales in the MEA region

As part of our investment in the MEA region and our investment in our students’ futures, IE University will be opening a center in Riyadh, Saudi Arabia. The center will be a hub for leadership, innovation, executive education, career events and more. Additionally, it will be the first of its kind in Saudi Arabia opened by a Western university. As for advice for future marketing, communication and sales students, Omar would tell them to do their research. “Find out what type of companies you’re interested in, the roles they’re offering and where you would like to end up.

He goes on to say, “Utilize your network as much as possible. I think it’s the most important thing. Reach out to alumni, current students, professors or people in the region—really dive in.”