Transforming Retail Brands with Omnichannel & Experiential Marketing

Rasha Soliman is an accomplished business leader and marketing expert with over 20 years of experience across B2B and B2C sectors. She has led global corporations like Baker Hughes and regional entities such as Majid Al Futtaim, specializing in brand strategy, digital marketing, and influencer relations.

In an insightful interaction with Global Woman Leader Magazine, Rasha shares her insights on leveraging marketing expertise to drive brand transformation and growth across diverse business portfolios. She discusses strategies for empowering teams, staying ahead of trends, and the evolving future of marketing in retail, highlighting innovations shaping successful brand transformations in the industry. 

Rasha makes the case for building deeper connections with consumers through community-driven initiatives and personalized, immersive experiences. For more of Rasha’s expert insight on the future of retail, pursue the conversation below. 

As a CMO in the apparel industry, how do you strategically leverage your marketing expertise to drive brand transformation and growth across a diverse portfolio of businesses? 

As CMO of the Apparel Group, driving brand transformation and growth through strategic brand building and innovative omnichannel marketing is at the heart of my approach. With a diverse portfolio of over 85 brands across 14 countries, we focus on creating consistency, efficiency, and excellence across all customer touchpoints. 

Our omnichannel strategy, exemplified by a corporate website attracting over 2 million monthly users, ensures seamless alignment between online and offline experiences, enhancing engagement and loyalty. We also prioritize experiential marketing, hosting exclusive activations and influencer-driven events that build strong, engaged communities and position our brands as lifestyle leaders. 

Through a robust PR strategy, delivering over $70 million in earned media value, and a governance framework that ensures consistency across regions, we have streamlined operations and elevated brand equity. These strategies, combined with a commitment to innovation and community engagement, have solidified the Apparel Group’s reputation as a retail powerhouse, driving sustainable growth and impact in the dynamic fashion and retail industry.

You’ve mentioned that your success is a direct reflection of your team's success. In an industry known for rapid shifts, how do you manage and empower diverse teams to maintain creativity, consistency, and performance across various business lines?

My success as a leader is deeply connected to the success of my team. In the dynamic apparel industry, I focus on building diverse, talented teams that reflect our multicultural customer base, fostering a collaborative and inclusive culture where creativity thrives. By equipping teams with the latest tools and training, encouraging continuous learning, and recognizing achievements, I create an environment that empowers individuals and drives high performance. Adapting to change with an agile mindset ensures we turn challenges into opportunities for innovation and growth.

One example is the execution of a multi-brand, multi-channel campaign for the Apparel Group's portfolio of over 85 brands. Through seamless coordination across marketing, design, and operations, teams delivered an integrated campaign that balanced creativity with cohesion, achieving exceptional results. By empowering my team and cultivating a supportive environment, we consistently navigate the complexities of the industry while driving transformative growth and innovation.

What practical steps do you take to ensure your teams remain motivated, engaged, and aligned with the brand’s mission, especially in a fast-paced, competitive industry?

Fostering a positive and healthy work environment is central to my leadership approach in the fast-paced apparel retail industry. I ensure alignment with the brand’s mission by clearly communicating values and goals, creating a shared sense of purpose that drives motivation. Transparent, two-way communication builds trust, while recognizing and celebrating both individual and team achievements fosters collaboration and engagement. Empowering autonomy and creativity allows teams to take ownership of their work, driving innovation and accountability.

A recent cross-brand experiential marketing campaign exemplifies this approach. By aligning teams with clear goals, encouraging creative input, and celebrating milestones, we reinforced a culture of collaboration and shared success. Supporting professional growth through learning opportunities further inspires loyalty and high performance. This proactive focus on engagement and alignment ensures teams remain motivated, innovative, and ready to excel in a competitive landscape.

What key factors guide your decision-making process when selecting the optimal channel mix for marketing initiatives? 

When selecting the optimal channel mix for marketing initiatives, understanding the target audience and campaign objectives is key. We analyze audience behaviors, channel strengths, and past performance to align the mix with goals while staying within budget. Consistency is maintained through a unified brand voice and core messaging, tailored for specific segments and channels. Integrated planning ensures each channel complements the others, creating a seamless customer journey. Regular monitoring and audience feedback allow us to refine strategies and maximize impact across all touchpoints.

How do you stay ahead of emerging trends in retail while ensuring your marketing strategies remain relevant and impactful in a dynamic environment?

Staying ahead in the ever-evolving retail industry requires a commitment to staying informed, adaptable, and innovative. I make it a priority to monitor emerging trends, leveraging insights from market research, customer data, and industry reports to anticipate shifts in consumer preferences. Being proactive rather than reactive allows us to adapt quickly to the fast-paced retail landscape and maintain relevance with our audiences.

To optimize our strategies, we’ve embraced AI tools that enhance efficiency and precision in campaign execution. From predictive analytics for better customer targeting to AI-driven content creation and personalization, these technologies enable us to deliver impactful, tailored experiences at scale. By combining a keen understanding of trends with cutting-edge tools, we ensure our marketing strategies remain agile, relevant, and aligned with the evolving needs of our customers.

Looking ahead, how do you see the future of marketing in the retail industry evolving? What innovations or strategies will shape the next wave of successful retail brand transformations?

The future of retail marketing lies in building deeper connections with consumers through community-driven initiatives and personalized, immersive experiences. As customers increasingly seek brands that align with their values and lifestyles, marketing strategies will evolve to prioritize community engagement and brand affinity. This means fostering meaningful interactions through loyalty programs, exclusive events, and authentic storytelling that resonates with customers on a personal level.

Personalization and experiential marketing will also play pivotal roles. Leveraging data and AI technologies, brands can create tailored experiences that meet individual customer preferences, from curated product recommendations to immersive in-store or digital activations. By blending technology with human connection, the next wave of marketing will transform brands into lifestyle leaders, creating loyal communities and delivering memorable experiences that go beyond transactions.