Suad Merchant

Suad Merchant is a prominent figure in the banking and marketing industry, currently serving as the Global Head of Brand, Corporate Communication, Partnerships & Social Strategy at Mashreq, one of the oldest banks in the United Arab Emirates.12

Professional Background

Merchant holds a senior leadership position at Mashreq, where she oversees various critical aspects of the bank's communication and brand strategy:

1. Brand Management
2. Marketing
3. Social Strategy
4. Corporate Communications
5. Public Relations
6. Partnerships

Her role is pivotal in shaping Mashreq's public image and customer engagement strategies.

Approach to Brand Strategy

Merchant is known for her customer-centric approach to brand building. She emphasizes:

• Authentic Storytelling: Using real-life stories of customers to communicate the bank's values and services.1
• Long-term Brand Building: Focusing on creating lasting brand impressions rather than short-term campaigns.1
• Innovation: Despite Mashreq's long history, Merchant ensures the bank maintains a startup-like agility in its approach to customer service.1

Key Initiatives

One of the notable campaigns under Merchant's leadership is the "Rise Every Day" campaign. This initiative:

• Promises support to customers at every stage of their financial journey
• Features real people rather than celebrities or influencers
• Includes brand ambassadors like Zainab Al Eqabi, who embody the bank's values1

Performance Measurement

Merchant places high importance on measuring the impact of marketing initiatives. Her favorite Key Performance Indicators (KPIs) include:

1. Social sentiment analysis
2. Customer recommendation rates1

Educational Background

Merchant is an alumna of the University of Oxford, which likely contributes to her strategic approach to brand management.2

Suad Merchant's leadership at Mashreq has coincided with significant financial success for the bank. In the first nine months of 2023, Mashreq reported a 122% surge in net profit, reaching AED 5.8 billion.3