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In The Hot Seat – Raziena Cajee

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Team TMN catch up with Raziena Cajee, Director of Marketing and Communications at Jumeirah Zabeel Saray who talks about her role and what she thinks of marketing and communications today in the Middle East’s hospitality industry…

Name: Raziena Cajee

Age: 33

Nationality: South African

Current job title: Director of Marketing and Communications, Jumeirah Zabeel Saray

When did you first arrive in Dubai?

July 2002

Where did you work prior?

I joined Jumeirah Group in 2005 and held several roles starting with Marketing Management Trainee from 2005 – 2006, Assistant Marketing Communications Manager from 2006 – 2008, Marketing Manager from 2008 – 2010 and most recently Corporate Brand Marketing Manager from 2010-2017.

What were your first impressions of the marketing and hospitality industry in the Middle East?

The hospitality industry is synonymous with luxury in the Middle East, where service standards make more impression, and going over and beyond to exceed guest’s expectations is at the forefront.

Has your opinion changed much?

I believe that as the hospitality industry continues to grow in Dubai, the personalisation for guests experiences have since been prioritised and it is remarkable.

Tell us about your current role…

I lead and develop the resort’s marketing and communications team across PR, marketing and partnership development.

What challenges do you face?

Having come from a corporate brand level, I’ve always approached all projects as opportunities to learn and enhance my expertise. At corporate, most of the projects were cutting edge with an everlasting goal orientated approach and at a property level, the dynamics are different with a fast paced tactical and commercial approach, which has exciting elements attached to it.

What’s the most rewarding part of your job?

I thoroughly enjoy working with my team and mentoring them to enhance their skill set in alignment with their career growth objectives.

How would you rather be contacted at work?

I prefer meeting with people and having face-to-face discussions as this attributes to more insight rather than through email communication or telephonic discussions.

What impact does digital marketing have on the hospitality industry today?

Digital marketing allows us to connect with guests through every stage of the guest’s journey i.e. dreaming, researching, booking, experiencing and sharing. Throughout this journey, we as marketers are able to customise and personalise our communications to entice guests through a storytelling approach. Digital has really allowed us to be more accessible to our guests.

Has the culture in the region served as an advantage or limitation in marketing the hospitality industry in the UAE?

The heritage of the Jumeirah brand is clearly linked to the culture and this has had a positive impact on all marketing activities, whereby we ensure we bring to life our brand the promise of ‘STAY DIFFERENT’ through one of the brand pillars, which is ‘culturally connected’.

Who inspires you?

I’ve always been truly inspired by Nelson Mandela through his ambition, dedication and drive in working towards equality.

What’s the most exciting thing that has happened to you in your career?

I have been offered the opportunity to work on Jumeirah Inside in collaboration with Google to create a digital immersive platform in the hospitality industry, which has won nine awards to date, including three honoree mentions. I also worked on the opening of 17 hotels globally during my time at Corporate Brand level and through the experience, I was able to travel to fantastic destinations around the world and explore new cultures as well as learn a lot about cultural marketing relevancy.

Describe yourself in five words…

Passionate, ambitious, caring, strategic and motivational

What’s your most overused saying?

Passion and drive defines success

Five things you can’t live without?

Family, travel, iPhone, my team and laughter

If you weren’t in your current role, what would you be doing?

Travelling the world and exploring new cultures.

What is your favourite form of media?

Television

How do you see the marketing industry changing in the Middle East in the coming years?

I believe mobile will continue to grow through personalisation and accessibility as well as technology enhancements. Visual content will evolve especially in the digital world by disrupting conventional marketing, whereby the speediness in creating amazing content will be more apparent. Social and user-generated content will heighten, and brands together with users will co-create content that intensifies brand relevancy.

Louise Da Costa promoted at TAG 91.1

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Arabian Radio Network has promoted Louise Da Costa to the role of Content Director of TAG 91.1. Louise has been a part of ARN for over ten years, having previously worked with Virgin Radio 104.4 as Presenter and most recently with TAG 91.1 as Host. In her new role, she will oversee all content to be presented on TAG 91.1 and work on the growth of the radio station within the Filipino community in the UAE and across the Middle East.

“It’s not all about awards and recognitions, but about touching lives,” says Louise. “UAE is one of the fastest growing radio markets in the world and TAG 91.1 will continue leading the way through innovative content.”

New Regional Communications Manager at Whirlpool EMEA

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Whirlpool EMEA, part of Whirlpool Corporation has appointed Layal Dalal to the role of Regional Communications Manager. Layal previously worked with MSL Group as Communications Manager and most recently with Hill+Knowlton Strategies as Account Executive – Technology Practice. In her new role, she will handle all communications for Whirlpool brands, which includes Whirlpool, Indesit Ariston and Kitchen Aid across the MENA region.

“I am thrilled to join the Whirlpool EMEA team,” says Layal. “Having worked with a number of multinational brands in the consumer technology space, I have found a genuine passion for the industry, which I am excited to bring to my new role. I look forward to further establishing Whirlpool’s PR footprint in the region.”

Logistics News ME makes new appointment

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Logistics News Middle East, part of BNC Publishing has appointed Mehak Srivastava to the role of Reporter. A recent graduate of Manipal University, Mehak holds a degree in Media and Communication, and previously worked as a reporter for the Dubai International Film Festival (DIFF). In her new role, she will be responsible for publishing and reading up on daily online news articles on anything and everything related to logistics. She will also write feature stories for the monthly publication and handle its social media activities by constantly updating it with the latest logistics information.

“It’s challenging, hectic and exciting all at once,” says Mehak. “As someone who has fallen into the lap of the office world straight out of college, I feel quite out-of-place now and then, but my colleagues are a sweet bunch, and I’m all pepped up to be working out in the field.”

Cosmopolitan ME officially appoints Kavita Srinivasan

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Having joined Cosmopolitan Middle East in February 2017 as Acting Editor-in-Chief, Kavita Srinivasan has now officially been appointed to the role of Editor-in-Chief. Kavita previously worked with Hello! Indo-Arabia as Editor-in-Chief and will now continue to hold the reins at Cosmopolitan Middle East and oversee all editorial content for the publication.

ACG welcomes new PR Account Manager

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Absolute Communications Group has appointed Royston Rodrigues to the role of PR Account Manager. Royston brings with him experience in public relations and human resources having previously worked with Synergy Public Relations in India before moving to the UAE and most recently work with DAMAC Properties, where he was an integral member of the recruitment and research team. In his new role, he will be responsible for handling the day-to-day PR activities of key accounts in Absolute Communications Group.

“Being new to the PR scene in Dubai, I am quite excited and intrigued to be a part of the Absolute Family, an agency to reckon with when it comes to brand image building,” says Royston. “With my experience in PR, I believe I have a lot to bring to the table.”

Arab News makes global structural changes

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Saudi Arabian-based newspaper, Arab News has launched two new bureaus in Europe and Asia as a part of its global, digital expansion plan. The new launch has been followed by the appointment of Baker Atyani to the role of Southeast Asia Bureau Chief, who brings with him experience in journalism, having covered stories on conflict zones in the region and previously worked with Al Arabiya as Bureau Chief – Asia, and most recently as its Senior International Correspondent. In his new role, he will spearhead Arab News’ coverage of Asia across print, online and video with a particular focus on India, Pakistan, Afghanistan, Malaysia, Indonesia and the Philippines.

Arab News’ digital expansion will also see the promotion of Ben Flanagan to the role of London Bureau Chief. With 16 years of experience working on national newspapers and news portals, Ben most recently held the position of Senior Editor at Arab News. He will now take on his new role to lead the operations of the new bureau in London and cover the UK and Europe from an Arab perspective, with a particular focus on politics, business and investment to serve as a digital hub for the newspaper.

“The new bureaus support the newspaper’s ‘more digital, more global’ strategy,” says Faisal J. Abbas, Editor-in-Chief, Arab News. “It is a great pleasure for us to have these two exceptionally experienced and incredibly capable journalists heading up our crucial Asia and UK operations. This inevitably adds much value to our readers who will be sure to get the best relevant content and stories from across these regions.”

markettiers officially appoints Rachel Lewis

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Having worked with markettiers since June 2017 as freelance Senior Account Executive, Rachel Lewis has now officially been appointed to the role of Senior Account Executive. Rachel previously worked with Edelman DABO, where she was an integral member of the consumer team across technology, entertainment and arts, and culture sectors. In her new role, she will work on key projects with both PR agencies and directly with clients on broadcast-driven campaigns and consumer activations, across industry sectors. She will also support the team with creative consultancy across content creation, managing the production and delivery of this content and undertaking targeted media relations that ensure campaigns deliver for both clients, brands and media owners.

“I’m delighted to be joining the region’s dedicated broadcast specialist,” says Rachel. “markettiers MENA have been delivering some of the most exceptional digital and video-led campaigns in the region since their inception in 2014. As a firm believer in putting content at the heart of campaigns, I’m excited to bring my knowledge and passion in both PR and video production to help create more memorable campaigns for clients.”

Yi-Hwa Hanna joins Edelman Dabo

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Edelman Dabo has appointed Yi-Hwa Hanna to the role of Senior Content Manager. Bringing with her a wealth of experience in journalism, Yi-Hwa previously worked with ITP Media Group, as Deputy Editor for Good Housekeeping Middle East and most recently as Editor-in-Chief of Women’s Health Middle East. In her new role, she will be working with the brand teams on content management, strategy and creation.

“Content strategy and management is a relatively new discipline, and is one that continues to evolve as content creation and the way we communicate continues to do so in the changing media landscape,” says Yi-Hwa. “It’s an exciting role to be in and a great way to utilise a diverse skill set in creating impactful, lasting, and effective perceptions whether that’s in the scope of branding, communications marketing, or indeed, even the broader publishing industry. I’m thrilled to be entering the next phase of my media career not only in this great position, but also with such an innovative, thought-leading, progressive and creative company like Edelman Dabo, where both the company itself and the staff are among the most well-reputed in the industry.”