Ras Al Khaimah Tourism Development Authority (RAKTDA) has expanded its executive leadership team with the appointment of Emma Campbell as Chief Marketing Officer and Maha Kassim as Senior Director, People & Culture. The appointments support the Authority’s long-term vision as Ras Al Khaimah advances towards its goal of attracting 3.5 million annual visitors by 2030.
As Chief Marketing Officer, Campbell will oversee RAKTDA’s global marketing and communications strategy, leading destination branding, international campaigns and strategic communications to further elevate Ras Al Khaimah’s presence on the global tourism map.
Campbell brings more than two decades of international leadership experience spanning destination marketing, tourism and strategic communications. She joins RAKTDA from the Department of Culture and Tourism – Abu Dhabi, where she directed destination marketing across 26 international markets and played a key role in strengthening the Experience Abu Dhabi brand through cohesive brand architecture and market activation. She also led major international campaigns featuring Chris Hemsworth and Elsa Pataky, along with the launch of the Saadiyat Cultural District campaign.
Earlier in her career, Campbell served as Chief Marketing Officer at Tourism Fiji, where she led the award-winning Open for Happiness campaign and drove the destination’s post-pandemic brand and digital transformation. She has also held senior leadership positions at Museums Victoria, Hallmark Cards Australasia and VisitScotland.
In addition, RAKTDA has appointed Maha Kassim as Senior Director, People & Culture. In this capacity, she will lead the Authority’s people strategy, organisational culture and transformation initiatives, supporting the development of a high-performing workforce aligned with its future growth ambitions.
Kassim brings more than 25 years of experience across the MENA region, with expertise in aligning people strategies with business priorities. Before joining RAKTDA, she held senior leadership roles at Aujan Coca-Cola, where she led enterprise-wide talent and transformation programmes across multiple markets. Her career also includes leadership positions at AstraZeneca, Aramex International and PepsiCo, where she built expertise in organisational design, leadership development, talent management, culture transformation and HR digitisation.
Commenting on the appointments, Phillipa Harrison, CEO of Ras Al Khaimah Tourism Development Authority, said, “As Ras Al Khaimah continues to grow as a global tourism destination, attracting exceptional talent is critical to delivering our long-term vision. Emma and Maha each bring outstanding international experience, fresh perspectives and proven leadership that will strengthen both our destination brand and our organisation as we continue shaping the future of tourism in the emirate.”
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