Suad Merchant

Suad Merchant is the Global Head of Brand & Growth Marketing, Partnerships, and Corporate Communications at Mashreq, the UAE's oldest bank with a presence in 14 countries. In her role, Suad has established and driven the global brand and marketing strategy, corporate communications, strategic partnerships, and ESG marketing. She is pivotal in defining Mashreq's strategic vision, acting as the brand and communication custodian, and steering the bank's digital transformation with a customer-centric focus. In 2024, Mashreq was recognized as the fastest-growing brand in the Middle East by Brand Finance. Suad's career began 20 years ago at McCann World Group in India, where she led communication for brands like MasterCard, Microsoft, Sony Entertainment, Kraft Foods, and L'Oréal, working across EMEA, UK, US, Australia, China, and India. Before Mashreq, Suad established the 'Global Integrated Marketing' team at Hewlett Packard for 35 countries and played a key role in the brand merger for First Abu Dhabi Bank (FAB) in the UAE. Her agile-thinking, digital-first approach to data driven marketing and communication, and ability to forge strategic partnerships and collaborations between stakeholders are central to her success. Suad holds a Masters in Business Management, a Masters in Digital Business, a Diploma in Advertising & PR, and certifications in artificial intelligence and sustainability communications.

Top Tip:
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