Redefining Horizons Anisha Khan’s Path to Economic Value Addition

Anisha Khan | Head of Branding | Marketing & Communications
Anisha Khan | Head of Branding | Marketing & Communications

Modern finance is a rapidly changing industry where branding, marketing, and communication are all essential forfinancial institutions to succeed. Financial institutions that can effectively leverage these channels will be well-positioned to succeed in the years to come. These institutions need the emergence of a dynamic force that seamlessly weaves together the threads of branding, marketing, and communications driving a brand towards success.

A pivotal figure at the helm of this strategic orchestration is Anisha Khan, a visionary leader who embodies the ethos of innovation and excellence.

Within the robust realm of Financial Services, a distinguished arm of the reputable Ali Zaid Al-Quraishi & Brothers (AZAQ), Anisha is emerging as a linchpin in propelling the group’s legacy of economic value addition forward. With a history etched in the sands of Saudi Arabia since 1958, this 100% family-owned group has solidfied its presence across diverse sectors, ranging from automotive and consumer goods, supply chain and logistics, industrial and technology solutions, as well as real estate and financial services.

As the Head of Branding, Marketing and Communications, Anisha brings a unique blend of strategic acumen and creative prowess to the fore. Stepping into a dominion where innovation meets tradition, she masterfully navigates the balance between showcasing the time-honored heritage of Ali Zaid Al-Quraishi & Brothers and steering the group towards new horizons.

Anisha’s journey resonates as a beacon of dedication and insight, charting a course that marries the group’s rich legacy with the demands of a rapidly evolving market. Her role becomes all the more pivotal as Ali Zaid Al Quraishi and Brothers Company stands firm at the forefront of economic value addition, embodying resilience and progress in equal measure.

Let’s explore the fusion of innovation and tradition that shapes AZAQ’s Financial Services division uncovering the story of strategic brilliance and creative leadership that propels us forward!

Marking the Path to Leadership

Anisha has over 18 years of global experience across diverse sectors in directing, planning and implementing effective brand and marketing strategies through creative expression and communication.

Anisha started her journey at 16 years old working for Boots and Nicole Farhi in Sales and as a No.7 Consultant parallel to completing her higher education. The sales and people skills she learned at an early age supported her in her future career endeavors. Her entrepreneurial journey started young and throughout her career where she launched, branded, marketed and built businesses of her own in teething jewelry, kids’ nail polishes, female network and creative space and modest activewear.

Anisha’s career has been quite diverse. She’s been a creative freelancer, a consultant and has also held full- time positions. Her expertise has been put to use for a wide range of clients over the years. She’s been busy crafting creative solutions for branding, marketing and communication needs.

In early 2006 Anisha joined DDB Bahrain as a Mid- weight creative and later continued freelancing for them as a senior Art Director. In 2007, she joined Ernst and Young Global (EY) in London UK as a Supervising Associate in Brand, Marketing and Communications, managing and being part of the growth of the EY brand. Anisha left EY in 2013 to move to Bahrain and started her own brand consultancy business, Spur and Fly while consulting for DDB Jabreen in Muscat, Oman.

Between 2017 and 2019, Anisha consulted for British Schools in the Middle East operating at the upper echelons of digital marketing, branding and communication. Her direction elevated the organization’s brand and brand strength to new levels in a very short time. As part of Anisha’s consultancy, in 2019 she was instrumental in the creation of the brand name and identity for Starlinks and joined it as the Marketing Director in 2020.

Anisha also started working with Ali Zaid Al Quraishi and Brothers Company (AZAQ) in 2020 shaping and building the brand, creating and implementing the group values whilst growing the identity, communications, culture and voice of the organization. The role has given Anisha the opportunity to transform the organization in many ways including brand strength, brand consistency for the group and subsidiary brands, building brand awareness and direct marketing initiatives.

As a Marketing leader, Anisha has faced many challenges:

  • Competition: The marketing landscape is highly competitive, encompassing many businesses vying for consumer attention. As a Marketing leader, Anisha has found a need to develop innovative strategies to stand out from the competition.
  • Evolving Technology: Marketing is heavily influenced by technological advancements. Staying updated with the latest marketing tools, platforms and trends is crucial for success.
  • Data Analysis: Effective marketing requires analyzing vast amounts of data to gain insights into consumer behavior and preferences. Anisha says, “As a Marketing leader, I have found the need to have strong analytical skills to make data-driven decisions.”
  • Budget Constraints: Limited budgets have posed challenges for Anisha where she had to find creative ways to achieve marketing goals while optimizing resources.
  • Adapting to Change: The marketing landscape is constantly evolving. Anisha states, “I have had to be adaptable and open to change to stay ahead of the curve and meet evolving business demands.”
  • Building and Managing Teams: As someone who has been responsible for building and managing teams of diverse professionals-effective leadership, communication and collaboration skills are essential for success.

By overcoming these challenges and continuously learning and adapting to the dynamic marketing environment Anisha has driven success and added value for the organizations and businesses she has had the opportunity to work for.

Unveiling the Tapestry

AZAQ takes pride in its Saudi roots and continues to build strategic business partnerships to contribute towards the Saudi Vision 2030. It has a strong network of companies involved in various sectors of the economy across the region. The cumulative experience spanning over decades has enabled it to have first-hand knowledge and experience in a range of sectors.

AZAQ’s values are at the core of its business dealings and it lives by the code of ethics. The vision is to be at the forefront of economic value addition, associated with responsible, long-term, sustainable business and AZAQ’s mission is:

  • Be the preferred choice for its strategic business partners and customers.
  • Be an employer of choice with an open environment for people’s development and growth.
  • Have a meaningful presence in the community and the eco-system it operates in.
  • Be an effective source of constant sustainable value creation to its shareholders.

Igniting Change

Anisha has over 20 years of experience in directing, planning and implementing effective brand and marketing strategies across diverse sectors. Anisha’s consultancy work has helped organizations elevate their brand strength and consistency to new levels in a short time.

As a marketing director, her expertise has had a significant impact on the sectors she has supported. Here’s how

  • Market Analysis: Anisha’s knowledge of market trends, consumer behavior and competitive landscape has supported the businesses she has supported to identify lucrative opportunities and make informed investment decisions.
  • Branding and Positioning: As an example, by effectively brand positioning British Schools in the Middle East (BSME), Starlinks, AZAQ and its subsidiary brands. She also helped in creating a strong brand image, Anisha has enhanced their credibility and attracted potential investors, partners and customers.
  • Targeted Marketing Campaigns: Anisha mentions, “Through targeted marketing campaigns organic and paid, I have reached out to specific investor segments and showcased the businesses.” She has supported unique value propositions, generated interest and attracted new investors, partners and customers.
  • Relationship Building: Building and nurturing relationships with existing and potential partners, customers, colleagues and key stakeholders is crucial. Anisha states, “I have leveraged my expertise in relationship marketing to establish trust and enhance loyalty.”
  • Thought Leadership: With a lot of the brands like Starlinks, BSME and AZAQ Anisha has supported actively she mentions, “I have focused on them being seen as thought leaders in their industry, I have enhanced brand reputation, gained credibility and attracted high-profile customers and partners for many businesses.”

Anisha also adds, “I have found the key is to align your marketing strategies with the goals and objectives of the businesses you are supporting, constantly monitoring market trends and adapting your approaches accordingly.”

Anchored in Ideals

Ali Zaid Al Quraishi and Brothers Company (AZAQ) is a Saudi-based organization that takes pride in its Saudi roots and values. According to Anisha, AZAQ’s values are at the core of its business dealings and living by its code of ethics. AZAQ’s work culture is open and conducive to people’s development and growth. The aim is to be an effective source of constant sustainable value creation to its shareholders and have a meaningful presence in the community and the ecosystem they presently operate in.

In Tech’s Grip

AZAQ has a strong network of subsidiary businesses involved in various sectors of the economy across the region. The cumulative experience spanning over decades has enabled them to have first-hand knowledge and experience in a range of sectors and industries. AZAQ leverages technological advancements to make its solutions resourceful by investing in digital transformation initiatives and digital marketing. The company also uses technology to optimize its supply chain and logistics operations.

Peering into the Crystal Ball

According to Anisha, the next significant change in the global marketing industry is the shift towards experiential marketing. She believes that brands need to create immersive experiences that connect with customers emotionally and create a lasting impression. AZAQ is preparing to be a part of this change by investing in technology and innovation to create unique customer experiences that differentiate them from their competitors.

The Next Step

Anisha sees herself as a leader who can drive change and innovation in the marketing industry. Her future goals for AZAQ are to continue building the brand, build on the group values, grow the identity, brand awareness, communications, culture, and voice of the organization and its subsidiaries. Anisha aims to continue in the path to be instrumental in the transformation journey of AZAQ in many ways, including brand, marketing and communication strategy, build brand strength, brand consistency, and direct marketing initiatives.

Bequeathing Wisdom

Anisha shares, “My advice to budding leaders who aspire to venture into the marketing industry would be to stay up-to-date with the latest industry trends and technologies.” Be creative, innovative and willing to take calculated risks. Build a strong network and surround yourself with like-minded people who share your vision and goals.

She also adds, “Finally, be persistent, patient and never give up on your dreams.”