In the Sultanate of Oman, the rise of women leaders across various industries is an inspiring testament to the country's commitment to gender diversity and empowerment. Women in Oman have made remarkable strides in business, government, and social initiatives, demonstrating excellence in sectors as diverse as finance, real estate, technology, and media. These leaders not only embody the vision for a progressive society but also serve as powerful catalysts for the region’s economic and social development. Many of these leaders advocate for sustainability, innovation, and social impact, actively shaping the business landscape of Oman and beyond.

Prominent among these leaders is Salma Ali Al Hashmi, who has established herself as a strategic visionary through her extensive experience spanning hospitality, telecommunications, and finance. As Vice President of Marketing at Al Mouj Muscat, Oman’s premier lifestyle and real estate destination, she played an instrumental role in driving Al Mouj’s international recognition and successfully positioning it as a leader in innovation and digital transformation and marekting. Her strategic marketing initiatives consistently surpassed business goals, bolstering Al Mouj’s market presence and customer engagement. Under her guidance, Al Mouj embarked on a digital transformation journey that significantly elevated the brand's standing in global markets. This period honed her strategic leadership skills and her ability to deliver consistent growth in competitive markets.

Before joining Al Mouj Muscat, Salma served as Chief Marketing Officer at Oman Sail, where she was a pivotal figure in launching Oman’s Women’s Sailing Team. This pioneering initiative positioned Oman as a leader in women’s empowerment in sports, showcasing Salma's dedication to social impact and her belief in the transformative

power of marketing. Her leadership extended to global communications campaigns that spotlighted Oman as a prime tourism destination, enhancing the country's visibility in target markets through sports tourism and cementing its reputation on the world stage.

Beyond her executive roles, Salma is an active board member, contributing to various organizations, including UNICEF’s Business Leadership Circle, Mazoon Dairy, and the Oman Italian Friendship Association. Her board memberships enable her to influence beyond her industry, reflecting her commitment to societal betterment.

Salma's achievements have been widely recog­nized. She has received numerous honors, including the Marketing Leadership Award and the Excellence in Leadership Award. In recognition of her impact on international relations, she was bestowed by decree of the President of the Italian Republic the distinguished Knight of the Order of the Star of Italy. Across all her roles, Salma remains focused on purpose-driven lead­ership, launching innovative initiatives and fostering transformational growth that inspires change across industries. Let’s dive into this one-on-one interaction to know more.

"I prioritize continuous learning by attending industry events, keeping my team equipped with the latest tools, and fostering a culture of agility"

Introduce us to Al Mouj Muscat. Tell us about the key roles and responsibilities you shoulder as the Vice President at the company.

Al Mouj Muscat is more than just a residential community, it embodies Oman’s modern vision with a premier lifestyle destination that balances luxury, sustainability, and innovation. As the country’s leading waterfront development, Al Mouj Muscat offers over 8,000 residential properties, a 400-berth marina, five-star hotels, and a world-renowned golf course, creating a vibrant, inclusive community that attracts global interest.

As Vice President of Marketing, my role is highly strategic, focusing on guiding our brand vision to position Al Mouj as an unmatched destination for residents, investors, and tourists. I lead global marketing initiatives, shape brand positioning, and drive digital transformation to maintain our edge in international markets. My responsibilities also include managing campaigns that showcase Al Mouj’s unique approach to luxury living and sustainable development, promoting Oman as a premier lifestyle and investment destination.

Additionally, I work closely with our executive team to align marketing strategies with global trends and support Oman’s Vision 2040. This includes fostering foreign direct investment (FDI) and promoting econom­ic diversification. Ultimately, my goal is to ensure that Al Mouj Muscat sets a new standard in urban living while creating a legacy of growth, excellence, and sus­tainability for Oman.

Throw some light on the major challenges you encounter as a marketer in today’s business landscape? How do you overcome the said roadblocks?

As a marketing leader, today’s landscape presents evolving challenges that require strategic foresight and adaptability. One major issue is the rapid pace of technological change, especially with digital platforms, AI, and automation reshaping customer engagement. To stay ahead, I prioritize continuous learning by attending industry events, keeping my team equipped with the latest tools, and fostering a culture of agility.

Content saturation is another challenge, because with so much information available, capturing our audience’s attention is tough. We tackle this by focusing on high-quality, targeted content that resonates with our specific audience. Using market research, we craft messages that align with customer preferences, and storytelling helps our content stand out.

Personalization is also increasingly important, as customers expect tailored experiences. To meet this demand, we leverage data-driven marketing and AI to segment our audience and create relevant, individualized campaigns. This approach helps us stay competitive and ensures each customer feels valued.

Finally, demonstrating ROI is essential, especially with budget scrutiny. We use a range of metrics, from brand awareness to customer retention, to show marketing’s impact and align strategies with business goals. Embracing these areas allows us to transform challenges into opportunities and drive measurable results.

In your opinion what have been the biggest ‘wins’ that you have achieved so far in your professional journey? What has been your ‘success mantra’ as a leader?

One of my most valued achievements has been the opportunity to mentor and develop teams, helping individuals grow into larger, strategic roles. Over the years, I’ve had the privilege of working with talented people who have gone on to assume senior positions, both within my organization and beyond. Watching those I’ve mentored evolve into confident, capable leaders is truly one of the most rewarding aspects of my career.

At Al Mouj Muscat, a core part of my role has involved building a team that not only meets ambitious company goals but also grows professionally. I’ve cultivated a culture that values collaboration, innovation, and continuous learning. By empowering team members, challenging them strategically, and fostering independent thinking, I’ve seen them step into leadership roles with confidence.

My leadership mantra is simple, "Great leaders build other leaders". I believe it’s essential to foster an environment where everyone can thrive and reach their full potential. Mentoring, empowering, and creating opportunities for my team are central to my leadership approach. Ultimately, while achieving business goals is critical, my greatest successes are reflected in the growth and accomplishments of those I’ve had the privilege to support and guide along the way.

How do you foresee the global marketing landscape evolving going forward? Which industry trends will create the most significant impact in the near future?

The marketing landscape is rapidly transforming due to advances in technology, changing consumer behaviors, and an increased focus on personalization and ethics. Key trends shaping the future include AI and automation, which are enhancing content creation, customer engagement, and predictive analytics, enabling marketers to personalize at scale while balancing this with human creativity. Data privacy concerns are also on the rise, leading brands to rely more on first-party data and transparent practices to build trust while staying compliant with global regulations like GDPR.

Additionally, consumers are prioritizing social­ly responsible brands, driving companies to embrace sustainable practices in their operations and messag­ing. The rise of social commerce and phygital inte­gration is blending physical and digital experiences, with social media platforms evolving into shopping destinations. Agility and digital transformation are essential as businesses must adapt quickly to shift­ing consumer demands, and cloud-based systems and real-time analytics will be crucial for innovation. The future of marketing will be defined by these technolog­ical advancements, ethical priorities, and personalized customer experiences, setting up marketers who can adapt to excel in this dynamic environment.

Recapping your journey as a business leader, what business lessons did you learn in 2024? What is your vision as a business leader for 2025?

In 2024, the rapid advancements in business under­scored the importance of resilience and adaptability. Navigating challenges from economic shifts to tech­nological disruptions taught me the power of agility in both strategy and execution. Embracing the unknown, while fostering a culture of quick learning and inno­vation, was crucial to guiding my team through these uncertainties. Integrating Generative AI into our prac­tices and addressing geopolitical concerns highlighted the need to lead with foresight and flexibility.

Another key lesson was the enduring value of peo­ple-first leadership. Strengthening corporate culture and ensuring each team member feels supported and valued became more essential than ever. We focused heavily on mental health, inclusivity, and well-being, recognizing that a thriving team drives business suc­cess. Looking toward 2025, my vision is centered on sustainable growth, driven by digital transformation and ESG principles. I believe that long-term success is rooted in social responsibility, environmental stew­ardship, and data-driven insights to enhance person­alization and customer experience.

In 2025, I aim to foster cross-industry collaboration to harness the combined power of innovation, sustain­ability, and technology, anchored in ethical leadership. By remaining resilient, adaptable, and people-centric, we can create a future where businesses thrive and contribute positively to society and the planet.

Salma Ali Al Hashmi, Vice President (Marketing), Al Mouj Muscat

Salma Ali Al Hashmi is the Vice President of Marketing at Al Mouj Muscat, where she leads strategic marketing initiatives to position the company as a premier lifestyle and real estate destination in Oman. With extensive experience in hospitality, telecom, and finance, Salma has also served as CMO at Oman Sail, launching Oman’s Women’s Sailing Team. She is actively involved in multiple boards, including UNICEF’s Business Leadership Circle, and has received prestigious awards for her leadership and contributions.