Talk

In today’s fast-paced marketing world, it’s no longer a question of whether to localise brands – it’s consumer expectation. However, achieving the balance between local relevance and global recognition comes with its own set of hurdles. Dina Barakat will share practical lessons and examples from her experience as a marketer at Google – a global brand that managed to achieve remarkable brand favorability in Saudi Arabia.

• What challenges do brands face when localising global brands in Saudi?
• Why is localising your creatives not enough? How to truly earn the title of a ‘local’ brand?
• What are some ways in which brands can strike the balance between being locally appealing yet globally consistent?

Dina Barakat

Consumer Marketing Lead, Google

Dina Barakat

Consumer Marketing Lead, Google

Dina leads Consumer Marketing at Google MENA looking after core products such as Search and Android. In her time at Google, Dina has worked on connecting Google’s brands with the MENA consumer through localizing products and building resonating stories. She has led campaigns for major launches for Search, Android and YouTube through her strategic approach to creatives and media. Dina also brings experience from Kellogg’s where she has worked as a Brand Manager leading the Pringles brand. Her expertise in Tech and FMCG gives Dina a unique perspective into brand management and creative storytelling that resonates with the Saudi consumer.