Middle East Retail Group has announced the appointment of Heba Qadeer as Group Head of Marketing – Retail & E-commerce. In this role, she will drive the group’s overall marketing vision across its retail brands and digital commerce businesses in the Middle East.
With over 11 years of experience spanning retail, luxury, e-commerce and destination marketing in the UAE, Qadeer brings a strong blend of strategic thinking and executional expertise. Her mandate will include strengthening brand growth, enhancing customer engagement and leading integrated marketing initiatives across the group’s portfolio.
Qadeer will work across prominent brands such as Hamleys, beauty-focused e-commerce platform Gorgeous Shop, and luxury omnichannel concepts Concept N and NOUS (N-O-U-S), managing both physical retail and online channels alongside the wider Middle East Retail Group ecosystem.
Commenting on her appointment, Qadeer said, “Retail and e-commerce marketing today has to go beyond standard execution. The brands that win are the ones that earn attention through relevance and storytelling.”
She added, “We’re in a time where multiple generations hold purchasing power at once, each with different behaviours and expectations, so marketers have to understand customer psychology and adapt how they communicate. The goal is to make brands worth watching, worth shopping, and worth experiencing — by speaking to audiences in the language that truly resonates.”
Before joining Middle East Retail Group, Qadeer led marketing and digital growth at Galeries Lafayette Dubai, where she collaborated closely with global luxury brands and delivered notable commercial and brand outcomes. Her earlier career includes senior roles at KOJ Group (Nayomi & Nayomi Dream), Al Futtaim (Dubai Festival City Mall), and Apparel Group (6thStreet.com), giving her deep experience across performance marketing, PR, influencer strategy and omnichannel retail.
Known for her storytelling-driven and customer-first marketing approach, Qadeer focuses on building brand narratives that connect with evolving consumer behaviours. Alongside her role at Middle East Retail Group, she also serves as Associate Partner – Marketing, PR & Communications at Zedd Haytch (ZH), advising brands on integrated communications, influencer collaborations and culturally relevant campaigns across the region.
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