Tell us about yourself and your background
My educational background is in finance, but I have been working in the events industry since 2008, specifically in event management. I have developed a genuine passion for bringing people together through events. I love seeing everything come together, especially watching visitors and exhibitors connect and engage. For the past three years, I have been managing Beautyworld Middle East, and it has been an exciting journey. The work is fast-paced and always introduces new challenges, which motivates me to aim for the best and create unforgettable experiences for everyone involved.
How did you get into the event management industry?
After initially pursuing accounting and finance, I returned to Dubai in 2008 and decided to explore the event industry despite having no prior experience. As a fresh graduate, I embraced the challenge and started with small-scale conferences focused on connecting buyers and exhibitors. This entry into events was a new and exciting path that sparked my passion for the industry.
What is your current role?
I’m a Show Manager at Messe Frankfurt Middle East for Beautyworld Middle East. I oversee the commercial and goods portfolio and lead a team of six dedicated and motivated individuals, all working toward a shared vision. My focus is on continuously improving BWME by keeping it aligned with current and future trends. This includes introducing new speakers, fresh ideas, awards, jury members, and enhancing the overall visitor experience. I prioritize reflecting on visitor feedback and demands to ensure BWME remains relevant and engaging for everyone involved.
What has been the highlight of your career so far?
Over the past three years, every edition of Beautyworld Middle East has been a highlight, but the 2021 edition stands out as especially memorable. It marked our first show since the impact of COVID in 2020, and the focus was on rebuilding the excitement and trust of both exhibitors and clients. Despite the challenges of flight restrictions, global uncertainties, and last-minute cancellations, BWME 2021 was a resounding success, attracting 30,000 visitors. The team’s hard work and resilience enabled us to overcome these obstacles, creating an unforgettable event that set a new standard for future editions.
You have been in the conference and exhibition industry for over 14 years, what do you attribute the success of your career growth to?
The Messe Frankfurt Middle East support system has been invaluable. It enabled me to work closely with different teams, understand their strengths and challenges, and align everyone toward the shared vision of BWME. This collaborative environment fosters teamwork and provides a foundation for navigating the dynamic, ever-evolving event industry. Staying ahead requires strategic thinking and adaptability, with a continuous focus on improving every detail from good to great. The executive team has also endorsed leadership training for my self-improvement, challenging me to develop my skills and grow as a potential future leader. This journey has been essential for refining my approach and expanding my capabilities.
What has been your biggest achievement at Messe Frankfurt?
In 2023, I was honored to be promoted from Project Manager to Show Manager for BWME’s beauty industry segment, a recognition of my commitment to execution, relationship-building, and attention to detail. This role allowed me to further develop my skills while deepening my impact on the team and the event. Another proud moment was receiving the Employee of the Year award at Messe Frankfurt Middle East, a testament to my dedication and hard work. I’m grateful for the continuous support from Messe Frankfurt Middle East, which has consistently believed in my potential, encouraged my growth, and motivated me to strive for excellence at every step.
Can you share a failure you experienced while managing an event and how you handled it?
The COVID-19 pandemic in 2020 posed significant challenges for BWME’s 2021 edition, especially in meeting the high expectations of exhibitors from 2019 who had to wait an extra year to showcase their offerings. The global travel restrictions and concerns over visitor turnout created additional uncertainty, making it a test of resilience for the entire team. Our focus was on rebuilding exhibitors’ confidence and nurturing strong relationships, even as we faced hurdles like last-minute cancellations. Leading the team through these obstacles required careful balance and calm, encouraging everyone to adapt under pressure. Although attendance numbers and exhibitor participation were lower than in previous years, we saw an improvement in quality, attracting dedicated participants passionate about BWME and the beauty industry. Despite the setbacks, we successfully reestablished BWME as a trusted event in the industry.
What major brands have you attracted to Beauty World Middle East?
Beautyworld Middle East has consistently attracted major brands, showcasing 27 international pavilions and bringing together renowned names like Kevin Murphy, Olaplex, and Madi (Goldwell). To cater to their unique needs, we curated BeautyLIVE, a dynamic platform that enhances their presence at the event. We’re proud to have the loyalty of longstanding brands such as Sterling, who trust us for consistently meeting and exceeding expectations in quality and engagement. Additionally, iconic Middle Eastern brands like Ajmal Perfumes and Rasasi chose BWME as their platform of choice, with 2021 marking their debut. They recognized our deep connection to the Middle Eastern market, and their decision to return for three consecutive years speaks volumes about the value BWME provides.
What creative ideas have you implemented to improve Beauty World Middle East?
This year, we introduced two exciting new features: Beauty Beginnings and BeautyLIVE. These platforms provide a unique opportunity for different brands to showcase their talents live, allowing attendees to engage more closely with the latest innovations and trends. Another standout feature, our Signature Scent, began in 2021 as a simple, hands-on experience where visitors could smell scents and vote by scanning a QR code. Since then, we’ve advanced it technologically, integrating electronic smelling devices and digital voting, making the experience more seamless and interactive. These additions have elevated the event, creating memorable, immersive experiences for all participants.
What are your top tips for managing a team on the day of an event?
Maintaining dedication and motivation throughout the three days is essential. I aim to keep my calm to effectively support the team, ensuring patience while fostering an environment of collaboration. This involves holding regular team briefings where we can update each other on our challenges and collectively brainstorm solutions, promoting open communication across all platforms. Additionally, I will remind everyone to enjoy the BWME experience!
What methods do you use to measure the success of an event?
Some of the methods we use include reflecting on annual growth, we consider all editions, not just last year’s. We also analyze feedback from exhibitors, visitors, sponsors, and staff. This year, we have seen a notable increase in attendance numbers, expanded features, and an elevated visitor experience. Our focus remains on enhancing quality while observing current and future trends, which we consistently address at our Next in Beauty conference—a three-day event dedicated to the evolution of the beauty industry. Last year’s edition attracted over 1,800 global exhibitors and 65,000 visitors, and for this year, Beautyworld Middle East is set to feature 27 pavilions and 2,000 exhibitors, further increasing these impressive numbers.
How has the event industry changed over the last 10 years?
When Beautyworld Middle East first launched, its primary focus was on showcasing products and building connections within the beauty industry. Now in its 28th edition, Beautyworld Middle East has evolved alongside the industry, with a strong commitment to integrating the latest trends and technologies. The show’s features and conferences, including popular highlights like Quintessence, Signature Scent, and Front Row by Nazih, are updated every year to stay ahead of industry advancements. This year, Beautyworld Middle East introduces BeautyLIVE, an exciting new feature offering live makeup and hair demonstrations for all attendees. Another highlight is the three-day “Next in Beauty” conference, which delves into the evolution of the beauty industry, focusing on its ongoing development and future directions. In 2023, the show attracted over 1,800 global exhibitors and 65,000 visitors. This year, Beautyworld Middle East expanded to 27 pavilions and 2,000 exhibitors, setting new records once again.
How do you stay up to date with the current trends in the event industry?
By effective relationship management. This involves actively engaging with the public and the beauty industry on both and global scales. Key targets for this engagement include trade events and media, allowing us to observe the directions of other companies within the beauty sector while challenging Beautyworld Middle East to excel. This focus on client engagement ensures we remain present and responsive, fostering strong connections that drive the success of our initiatives.
What do you see as the future of the event management industry?
The future of events management promises bigger numbers and greater challenges, with an ever-evolving landscape that keeps professionals on their toes. In this dynamic industry, the ability to adapt and innovate is crucial, as unexpected situations can arise at any moment. Stepping out of our comfort zones will be essential to not only meeting the demands of attendees but also creating memorable experiences that resonate with diverse audiences. Embracing change and being proactive will allow event managers to thrive in this exciting and unpredictable environment.
How can readers find out more about you?
Visit our website here: https://beautyworld-middle-east.ae.messefrankfurt.com/dubai/en.html
