Maya Muhayar
Dubai,UAE
Summary
Media enthusiast with over 18 years of experience in the MENA region with established relationships with senior stakeholders in the media industry, driven by a passion in delivering business development strategies and results in a rapidly evolving world.
Overview
21
21
years of professional experience
Work history
Chief Marketing Officer
JGroup Holding
Dubai, UAE
06.2025 - 12.2025
- Led the group’s marketing, communications, and brand strategy across all entities and markets
- Oversaw external communications, public relations, sponsorships, and key global clients relations while curating high-impact events that elevate brand presence
- Coordinated cross-functional teams to develop unified go-to-market strategies, enhance our digital platforms, and drive synergy across JGroup’s portfolio
- Managed scouting and integrating innovative technologies that position JGroup as a regional leader in media - traditional and digital
- Directed content creation strategy, engaging target audience
- Led multi-channel campaigns to enhance brand visibility
General Manager
Promofix
Dubai, UAE
02.2021 - 05.2025
- Driving business growth by representing international tech as well as monetizing proprietary tech
- Reinforcing and managing relationships with senior counterparts at agencies as well as direct clients and technology vendors
- Setting the overall strategy and objectives by technology/product, market, and client; as well as leading the yearly budgeting and planning cycle
- Managing the overall office P&L and ensuring that targets are achieved in line with the strategic objectives and targets
- Managing and coaching talent, including mentoring, defining training programs, designing performance management framework, and setting targets
- Facilitating efforts to optimize propositions/technologies including translating market feedback into implications on pricing / commercial models and offering
- Coordinating the overall roadmap of events (local and international), including ensuring the right firm’s representation for external events and driving preparations for own events
Head of TV Commercial Department
Abu Dhabi Media
Dubai, UAE
02.2019 - 01.2021
- Led advertising sales for three TV channels with media agencies and direct clients, ensuring effective use of resources, skills and expenditure in market research, advertising, and presentations
- Built successful partnerships with various stakeholders (media agencies, creative agencies, direct clients) and maintained relationships with key counterparts and decision-makers
- Developed sales strategies and action plans through an ongoing planning process
- Supported the launch of the Digital platform, including setting the commercial strategy and revenue planning in alignment with market standard
- Participated in discussions and building partnerships with OTT & Social Media platforms
- Collaborated with TV to create special creative content that is in line with client objectives, market trends, and viewership consumption
- Supported in the development of Abu Dhabi Media's overall strategy, working closely with external consultants
Executive Director | Commercial Department
Rotana Media
Dubai, UAE
07.2004 - 01.2019
- Led advertising sales for Rotana's TV channels with media agencies and direct clients
- Built a team of 5 resources and coordinated their activities across agencies and direct clients
- Led relationships with market senior counterparts (agencies and direct clients)
- Developed and implemented the framework for the integration between Fox and Rotana, working closely with regional and global teams
- Defined and implemented a strategy of potential joint ventures, alliances and partnerships
- Led reporting on financial and operational performance and status of special projects
- Defined yearly budgets and priorities for the managed portfolio
Education
Diploma - Innovation in the Age of Digital Disruption
INSEAD
France 08/2018 - 10/2018
Postgraduate Degree - Chief Digital Officer Program
Massachusetts Institute of Technology (MIT)
Boston, USA 03/2025 - 12/2026
Bachelor of Business Administration - Distinction and Outstanding Achievement Award
American University of Beirut (AUB)
Lebanon 09/2000 - 06/2003
Skills
- Leadership and team building
- Coaching and mentoring
- Strategies and goals
- Relationship building
- Client account management
- Business development
Languages
English
Fluent
Arabic
Fluent
French
Fluent
Timeline
Chief Marketing Officer
JGroup Holding
06.2025 - 12.2025
General Manager
Promofix
02.2021 - 05.2025
Head of TV Commercial Department
Abu Dhabi Media
02.2019 - 01.2021
Executive Director | Commercial Department
Rotana Media
07.2004 - 01.2019
Diploma - Innovation in the Age of Digital Disruption
INSEAD
08/2018 - 10/2018
Postgraduate Degree - Chief Digital Officer Program
Massachusetts Institute of Technology (MIT)
03/2025 - 12/2026
Bachelor of Business Administration - Distinction and Outstanding Achievement Award
American University of Beirut (AUB)
09/2000 - 06/2003