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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.”

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.”

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.”

New promotion at TishTash

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TishTash Marketing and Public Relations promotes Marwa Mohamed to the role of PR Account Executive. Having joined the agency in January 2017 as PR Assistant, Marwa will continue to work on TishTash’s portfolio of beauty brands, including Rahua, Rodial, Cyclelogicals and The Organic Pharmacy.

“Working at TishTash has been a rewarding career experience, giving me the opportunity to work with reputable brands and pursue my passion for beauty and wellness,” says Marwa. “I’m thrilled for my new chapter as an Account Executive and look forward to supporting the growth of this organisation.”

Natasha Hatherall-Shawe, Founder and Managing Director, TishTash Marketing and Public Relations adds, “Marwa has been a hardworking and valuable member of our team, and we are proud to recognise her contribution to our team’s continued success.”