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As the Director of Marketing and Corporate Communication at Dubai Culture, Shaima Rashed Al Suwaidi has revolutionized the marketing landscape of the cultural sector, elevating Dubai’s global standing as a hub for creativity. Since July 2022, Shaima has spearheaded numerous innovative marketing strategies that have redefined public engagement, enhanced digital visibility, and positioned Dubai Culture as a leading cultural and creative development institution.
Driving Digital Innovation with Global Impact
Shaima has been instrumental in expanding Dubai Culture’s digital presence through innovative partnerships and cutting-edge campaigns. A highlight of her achievements is creating the ‘Dubai’s Culture & Heritage’ page on Google Arts & Culture. This project, led by Shaima and her team, showcases over 1,200 images, 340+ artefacts, and 175 stories about Dubai’s rich cultural heritage. It is a significant initiative that has made Dubai Culture the first government entity globally to provide cultural content in both Arabic and English on the platform and the largest content contributor in the MENA region. This digital archive has made Dubai’s art and culture globally accessible, allowing audiences worldwide to engage with Dubai’s offerings.
Innovative Marketing Campaigns that Boost Public Engagement
Under Shaima’s leadership, Dubai Culture launched 27 promotional campaigns in 2022, 36 in 2023 and 30 so far in 2024, including key initiatives such as Digitising Heritage, School of Life, and Promising Talents. These campaigns have effectively elevated Dubai’s cultural profile, attracting international audiences and increasing local engagement. Shaima's innovative use of digital platforms amplified Dubai Culture’s reach, contributing to the creative economy and positioning Dubai as a thriving hub for talent. From July 2022 to August 2024, Shaima’s leadership in marketing has achieved a total of 478,710,065 reach, 1,006,907,252 impressions, and 83,774,210 engagement.
Her role in developing the marketing strategy for the Dubai Calligraphy Biennale is another testament to her innovation. This campaign won Campaign of the Year – Culture and the Arts at the GovMedia Conference & Awards 2024, and used storytelling, digital platforms, and global collaborations to celebrate Dubai’s cultural richness.
Leveraging Strategic Partnerships for Cultural Growth
Shaima’s efforts in securing strategic partnerships have been a cornerstone of her innovative marketing approach. Her leadership in marketing the long-term cultural visa initiative has been instrumental in attracting global talent to Dubai. This initiative provides a sustainable environment for creative professionals and is a critical component of Dubai’s Creative Economy Strategy. Shaima’s strategic marketing has ensured the program’s visibility, fostering Dubai’s reputation as an ideal destination for creatives.
Additionally, Shaima played a key role in promoting Dubai’s successful bid to host the ICOM General Conference 2025, a prestigious event marking its first appearance in the MENASA region. Her strategic use of marketing positioned Dubai as a leading cultural hub capable of hosting globally significant cultural events.
A Commitment to Empowering Creativity
Shaima’s marketing efforts have consistently focused on empowering creative professionals within Dubai’s cultural ecosystem. She developed the Dubai Ideathon, a platform that enables creative professionals to collaborate on innovative projects. Through marketing, Shaima expanded the visibility of this initiative, fostering a culture of collaboration and innovation among creatives.
Her leadership in the Ramadan Heroes campaign, which raised over AED 7 million and benefited more than 923,125 individuals, exemplifies her ability to leverage marketing for social good. The campaign’s success in utilising digital platforms, like talabat, demonstrated Shaima’s strategic acumen in combining marketing innovation with humanitarian impact.
Pioneering Marketing Excellence through Continuous Learning
Her commitment to lifelong learning drives Shaima’s success. Currently pursuing an MSc in Big Data Business Analytics and Artificial Intelligence, she consistently integrates emerging technologies into her marketing strategies. This dedication to learning ensures that Dubai Culture remains at the forefront of digital marketing innovation.
Nomination Title: Shaima Rashed Al Suwaidi
