MADE BY MEMBERS

Made by Members is a celebration of The Marketing Society community – these sessions are created for Members, with Members, by Members. As part of the Changemakers Challenge Conference, these short but powerful five-minute sessions, will spotlight three inspirational Members who will each share a deeply personal story of what challenge means to them. Honest, human, and thought-provoking, these moments are designed to remind us that the strength of our Society lies not just in the big ideas from the stage, but in the lived experiences of the Changemakers amongst us.

FULL AGENDA

WELCOME - DUBAI FUTURE FOUNDATION

Abdulla Al Nuaimi, Chief Marketing Officer, Dubai Future Foundation

THE SHOW MUST GO ON: THE PRIMARK UAE STORY 

Ghansham Pindoria - Vice President, Primark, Alshaya

Launching a major international brand into a new market is ambitious at the best of times. But what happens when the circumstances around you change overnight? This session shares the story behind Primark’s launch in the UAE, from the excitement and anticipation of bringing the brand to a new market, to navigating uncertainty and adapting plans along the way. It’s a story of ambition, agility and resilience, and what it takes to keep moving forward when things don’t quite go to plan.

THE AUDACITY TO BECOME

Elias Walid Bassil - Regional Head of Business Marketing, METAP, TikTok

What if the thing holding you back is the thing that’s working?
In a world that rewards proven success, ambitious organisations know when to question it. Through TikTok’s story, this session explores how comfort and ambition can coexist. Real examples reveal how bold ideas and familiar approaches can drive business outcomes. Discover when to challenge convention and when to trust what you know. Explore how to distinguish promising possibilities from distracting novelties. Rethink what success has taught you to stop questioning—and unlock your next chapter of growth.

MADE BY MEMBERS - A Journey to Everest Base Camp

Aoife Kane 
Terry Kane Managing Director MENA, The Trade Desk

Terry and his 12-year-old daughter embarked on a challenging 17-day trek to Everest Base Camp, covering hundreds of kilometres on foot and reaching an altitude of 5,364 metres in temperatures as low as -35°C.

Together, they navigated basic conditions, extreme altitude and very real risks. While Terry faced severe altitude sickness, his daughter showed extraordinary resilience—not only completing every step through her own grit and determination but also looking after her father when he needed her most.

As part of our Made by Members section, Terry and his daughter will share the story behind their unforgettable adventure and the lessons they learned about preparation, perseverance and pushing beyond perceived limits.

FINDING COURAGE. CHANGING THE GAME. 

Azeem Rafiq - Speaker & Leadership Advisor
Sophie Devonshire – Chief Executive Officer, The Marketing Society (Host) 

Speaking up cost Azeem Rafiq more than most could imagine - but his courage forced one of Britain’s biggest sporting institutions to confront uncomfortable truths.In this powerful conversation with Sophie Devonshire, Azeem explores resilience, leadership and why brands must use their influence before a crisis forces them to act. An unfiltered discussion about challenging broken systems, replacing performative advocacy with meaningful action and finding the courage to create change.

COFFEE BREAK

THE COGNITIVE ATHLETE: TRAINING FOR AMBITION 

Samira Cutts - Head of Brain Health & Performance, Prime Performance Labs
Jason Leavy - Founder, Prime Performance Labs

Ambition gets you started. Your mental performance determines how far you go. Jason Leavy and Samira Cutts of Prime Performance Labs explore why, in the age of AI, leaders need to train their brains just as athletes train their bodies. Discover how to unlock innovative thinking, why the “simmering six” is the kill zone of high performance, and how to recognise when ambition is pushing you towards burnout.

MADE BY MEMBERS - A WINEMAKER, A SUPERMODEL AND A CHICKEN WALK INTO A BAR 

Ebaid Albast - Founder of PricklyPear 

After years of building brands for Mondelēz, Henkel, Co-RO and Hershey’s, Ebaid Albast took his experience in a new direction: building businesses of his own.

With winemaker friends in Australia, he launched Rock of Wisdom Wines and Rebel Vines. In New York, he teamed up with Brian Smith and Jackie Cuscuna to create Ramblin’ Chick, a chicken smash burger concept with a bold dream.

As part of our Made by Members section, Ebaid will share what these ventures taught him that corporate life never did, how ambition shaped the journey and why he, Brian and Jackie now run a studio together, 42 Wonder Road.

WHAT IS THE POINT OF AMBITION? 

Brendan McGretrick - Creative Director Museum of The Future

AMBITION BEYOND THE BRAND

Rania Masri Al-Khatib, Chief Executive Officer, The Giving Movement 

What does it take to build a business capable of delivering its ambition? Drawing on her experience building brands and leading business transformation, including her current role as CEO of The Giving Movement, Rania Masri El Khatib explores the decisions and growing pains behind meaningful progress. Through a short opening and candid fireside conversation, she shares perspectives on challenging established ways of working, leading through uncertainty and bringing people along, offering practical lessons for leaders turning bold ideas into action.

THERE'S NO GROWTH IN COMFORT

Gush Mundae- Founder, Bulletproof 

Life doesn’t wait - and neither should you. The son of immigrant parents, Gush Mundae turned vulnerability into ambition, building the world’s largest independent brand agency. Then a life-changing moment transformed what success meant to him. Expect an unfiltered conversation exploring ambition, adversity, living without ‘what ifs' - and why giving back may be the greatest measure of success

LUNCH

25,000 BARS FROM CLOSURE 

Lucy Bradley - Brand Commander, Plug Operation Design
Stevi Lowmass - Founder, The Camel Soap Factory 
Amina Taher - Chief Brand and Communications Officer - Majid Al Futtaim - Holding 

When 95% of your revenue disappears overnight and you’re left with 25,000 bars of soap, what do you do? Do you hide away, or rally your community? When The Camel Soap Factory faced the very real threat of closure, they chose to fight back. Their bold “Save Our Soap” campaign gave customers a reason to rally behind a home-grown UAE business, turning a commercial crisis into a powerful community movement. The result? 27,358 bars sold. Discover how a clear message, a compelling call to action and the power of community helped save a business - and what it takes to make marketing move people when everything is on the line.

BUILDING A DESTINATION: THE AMBITION OF YAS ISLAND 

Liam Findlay - Chief Executive Officer, Miral Destinations 
Amina Taher - Chief Brand & Communications Officer - Majid Al Futtaim - Holding 

How do you turn a collection of world-famous attractions into a destination people choose? Liam Findlay shares the ambition behind Yas Island’s evolution into a connected global destination, revealing what it takes to unite experiences under one compelling brand and turn international awareness into a desire to visit.

MADE BY MEMBERS - Architecture Over Awareness: Redefining Leadership and Sustainable Performance

Emma Cantwell- Brand & Communications Advisor

When exhaustion becomes a badge of dedication and being “busy” a measure of success, what does that mean for the way we work and lead?

Through honest personal reflection, Emma will challenge the glorification of overwork and examine how workplace cultures can undermine both wellbeing and performance.

As part of our Made by Members section, Emma will share her perspective on moving beyond mental health awareness to meaningful change - and why creating the conditions for people to perform without sacrificing their health should be a defining ambition of leadership.

SCHOLARS 2026 - WINNERS UAE COME BACK STRATEGY  

THE UAE COMEBACK STRATEGY - GROUP PROJECT
Pechakucha Format 

• Riya Pandhare – Strategy Manager, BPG  
• Abdalla Gesrou – Co Founder & Director of Business, EthosLiv

THE APPETITE FOR CHANGE

Hasan Sarwar - Chief Executive and Founder PEEKABOX

What if surplus food became the starting point for a new business? Hasan, Co-Founder and CEO of Peekabox, shares the ambition behind a sustainable food start-up connecting customers with surplus food from hotels, restaurants and supermarkets. Discover how a simple idea can turn an overlooked resource into an opportunity, bringing together commercial ambition and positive social change.

GRADUATION SCHOLARS 2026

EVENING DRINKS - MI AMIE , JUMEIRAH EMIRATES TOWERS