The Marketing Society announces new leadership team
Posted on 2022 Jan,26

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The Marketing Society announced its new local leadership team following the expansion into Abu Dhabi, a step that will significantly contribute to the Society’s growth within the UAE and globally from 2023 and beyond.

The new leadership team has been formed to propel the Society’s growth potential and opportunity, reinforce the marcomms industry within the region and continue to offer a network of unrivalled support for world-class marketing professionals.  


The Marketing Society’s Leadership Team:

Khaled Ismail, the current Dubai Chair will take on the newly formed role of UAE Chair leading both the Dubai and Abu Dhabi communities. Khaled has been Chair of The Marketing Society since 2018 and has been the driving force behind the society’s growth which now has more than 200 members and has significantly supported and navigated the Society over the last two challenging years.

Amina Taher, Vice President Marketing, Brand & Sponsorships at Etihad Airways has taken the Chair of Abu Dhabi position, leading the community which officially launches in March 2022. The Society has already run events as part of its soft launch in the capital with Ellie Norman, Marketing & Communications Director of Formula 1 and has confirmed ADNOC as its Founding Partner.

Amina brings with her over 15 years of experience in brand and marketing both internationally and in the UAE. Amina has spent the past eight years working in the aviation industry, she sat on the board of the Middle East Public Relations Association (MEPRA) and as Independent Director of DXB Entertainments PJSC.

Mohammed Ismaeel, former SVP Marketing at Visa will take over from Khaled as the Dubai Chair, leading the hub and focusing on accelerating the Society’s marketing leadership agenda. He will be supported by two Vice Chairs, Mike Fairburn, General Manager of Sony Music Entertainment Middle East and Trixie LohMirmand, EVP, Dubai World Trade Centre.

Mohammed brings with him over 16 years of experience in the finance and banking industry, as well as over 10 years of experience in the FMCG sector. Originally from Riyadh in Saudi Arabia, Mohammed was educated in the UK, and graduated in economic and political geography from the University of London.

Sophie Devonshire, CEO, The Marketing Society comments on the new team following the society’s expansion into Abu Dhabi; “This new leadership team represents a significant aspect of a very important expansion plan for The Marketing Society globally. Khaled has been an inspiring and effective Chair of The Marketing Society for the last three years, and now is supported by these two brilliant leaders. With Mohammed now leading our Dubai community and Amina heading up our new network in Abu Dhabi, we have a phenomenal team in the GCC. We know the impact brilliant leaders can have on businesses and we have two of the best in the region driving forward the Society in these two important cities”.

When asked about his new role as UAE Chair and new additions to the board, Khaled Ismail said: “It’s been an absolute honour to be the Chair of the Society in Dubai over the past three years and I’m excited to take on this new role of Chair of the UAE, working closely with two outstanding leaders in Mohammed and Amina to drive our growth in the region. Both have been such strong additions to the board over the past year and I have no doubt they will lead both hubs and deliver more value than ever for members.”


Current board members of The Marketing Society UAE include:

  • Khaled Ismail, UAE Chair
  • Amina Taher, Abu Dhabi Chair, The Marketing Society & Vice President Brand, Marketing, & Sponsorships, Etihad Aviation Group
  • Mohammed Ismaeel, Dubai Chair
  • Trixie LohMirmand, Dubai Vice Chair - Executive Vice President, Dubai World Trade Centre
  • Mike Fairburn, Vice Chair - General Manager, Sony Music Entertainment Middle East
  • Peter DeBenedictis – CMO - Middle East & Africa, Microsoft
  • Kamal Dimachkie, Former Chief Operating Officer at Publicis Communications
  • Rachel Dunn – Communications Director Middle East & Africa, Microsoft
  • Sally Edwards – Senior Advisor, Festivals and Events at Dubai Tourism
  • Maria Gedeon – Chief Customer and Marketing Officer, Chalhoub Group
  • Asmaa Quorrich – Senior Vice President Marketing, Global, Jumeirah Group


The Marketing Society is a leading global membership community, founded in 1959 as a not-for-profit organisation. Since then, it has grown to become a highly influential community of marketing leaders around the world, with hubs in England (HQ), Scotland, Hong Kong, Singapore, United Arab Emirates and New York.