MARKETING LEADER · DUBAI, UAEPORTFOLIO / 2026

HELLO, I'M AARTI.

I turn strategy into
stories, experiences
and growth.

Across agency and in-house roles, I’ve shaped positioning, campaigns and customer journeys for B2B and consumer brands. At HEMOdata, I lead the marketing function across the UAE and Saudi Arabia, connecting content, digital and events to demand.

See how I work

AT WORK

I’m Head of Marketing at HEMOdata, leading the function across the UAE and Saudi Arabia. I make complex data and AI ideas clear and useful for the people making decisions. I’m also working on OpticIQ, an AI and Data Command Centre.

AWAY FROM WORK

I’m a certified yoga teacher and a reader of Greek mythology, murder mysteries, Indian literature and Japanese fiction. I enjoy photography, sound healing and any chance to pet a cat.

01 / EXPERTISE

Four ways I
move the work forward.

I own the plan, the content, the routes to market and the experiences that bring people together.

02 / SELECTED WORK

What that looks like
in practice.

A selection of things I have led, written, built, produced and brought into the room.

BRAND / WEBSITE / GO-TO-MARKET01

OpticIQ

Building a product
identity and launch.

I led the identity, website and go-to-market assets for OpticIQ, from its visual system and pitch materials to its digital presence. I built the product site in VS Code with Claude.

Explore the website

CONTENT / SENIOR LEADERSHIP PODCAST02

It's Data, Habibi

A platform for senior conversations on data and AI.

I launched the podcast and set its editorial direction. I developed episode themes, sourced and briefed guests, scripted the conversations, led production and shaped distribution. The series examines governance, customer experience, AI readiness and the decisions behind adoption.

Watch the series

CONTENT / EDITORIAL03

The Hidden Cost of Running AI Without Governance article graphic

Content Management

I built HEMOdata’s content strategy and workflow, using AI to assist production while owning research, source checks, argument, voice, imagery, editing and publication. The Hidden Cost of Running AI Without Governance shows that approach applied to a regional issue.

Read the article

GROWTH / DIGITAL04

HEMOdata website showing its service navigation and content

357%

Making the work easier to discover

SEO-led website improvements and a filtered resource hub helped grow HEMOdata’s website traffic by 357% over six months. I refined page titles, added relevant FAQs, organised the resource hub and developed editorially led content to strengthen organic discovery.

CLIENT STRATEGY / CUSTOMER EXPERIENCE05

Leading accounts across the customer journey

At C2 Communications, I led the Porsche, Abu Dhabi Pension Fund, ŠKODA and Dubai Culture accounts. My work covered lead generation, customer experience, lifecycle communications, CDP implementation and campaign planning.

30% lower cost per sale for Porsche
Lifecycle communications using the Oracle ecosystem
Digital campaign conversions accounted for 55% of ŠKODA brand sales in 2020

EVENTS / PARTNERSHIPS06

Women in Product UK event space with partner banners and attendee gifts

Events with a clear commercial role

At HEMOdata, I worked with the team to deliver eight community events across the UAE and Saudi Arabia. We aligned topics, partners, speakers, promotion and follow-up with commercial priorities, generating more than 600 net-new leads.

I also led HEMOdata’s presence at LEAP, Seamless Middle East, Data Innovation Summit, and Middle East Enterprise AI and Analytics Summit. My remit covered partner communication, vendors, stand design, merchandise and on-site delivery.

PAID MEDIA / MEASUREMENT07

CoreSports King of the Table campaign artwork from Aarti's earlier portfolio

Performance with a clear commercial target.

For CoreSports' King of the Table pay-per-view events, I planned and managed Meta acquisition campaigns. The work generated 7,856 purchases at an AED 1.55 cost per ticket purchase.

7,856 pay-per-view purchasesAED 1.55 cost per purchase

FILM LIBRARY

Episodes and short-form cuts

Six full conversations and six short videos. Select a thumbnail to play the video here.

Podcast episodes

01 — 06

YouTube Shorts

01 — 06

EDITORIAL / SELECTED WRITING

Selected writing.

Editorial work on data, AI and privacy.

Data governance and AI governance editorial graphic

THE HEMODATA DIRECTIVE · AI GOVERNANCEYour AI Governance Problem Is Actually a Data Governance DebtRead the article ↗

MORE FROM THE LIBRARY AI Is Now a National Security Asset What Happens When Your AI Model Disappears Overnight Who Actually Owns AI in Large Enterprises? Explore the full resource library

03 / BRANDS & PARTNERS

The people and brands
behind the work.

Across in-house roles, agency work, partnerships and the podcast.

Brands I've worked with

Event and content collaborators

EVENT FILMS

Conversations brought into the room.

Five formats built with partners and communities across the UAE.

04 / RECOMMENDATIONS

Good work is
built with people.

Words from people who managed me.

Aarti joined the C2 team around a year ago and I am beyond happy to have her on board. Aarti managed in a short span of time to implement instrumental improvements to the work ecosystem and added immense value from a knowledge and operational perspective. Reliable, trustworthy and meticulous, Aarti is a key asset for C2 helping the team building tomorrow. We are trying to clone her!

Roy Aftimos ↗CEO, C2 Comms & C2 Native · 30 July 2021

01 / 03

05 / CONTACT

Let's connect.

For marketing leadership, projects or collaborations, I’d be glad to hear from you.

Send me a message on LinkedIn

I turn strategy intostories, experiencesand growth.

Four ways Imove the work forward.

What that looks likein practice.

Building a productidentity and launch.