Groundbreaking Discussions
& Insightful Inspiration
Real Insights, Real Experts, Real Conversations
Curated Today is proud to introduce the Curated Conversations podcast series which is dedicated to making insightful, high-value, industry-focused information available to you on the go.
Curated Conversations, hosted by Rohma Theunissen, is an extension of the Curated Today brand ethos, which explores the unique elements of the Middle Eastern retail industry and the impact that it has on a global scale. Our episodes will feature some of the region’s most prominent movers and shakers as they share stories, experiences and learnings that address real-life challenges and trending topics to help you navigate all of the changes we face in the industry today.
You can listen to Curated Conversations on:
Since its inception just a few years ago, TikTok has changed the very manner in which we consume content online. Having just surpassed the one billion active monthly users mark, Rohma Theunissen caught up with TikTok’s Head of Retail & E-Commerce, Aref Yehia, to talk about the draw of short-form content, TikTok’s unique algorithm, the new definition of influence, and how brands can leverage the power of community commerce to boost awareness, engagement, conversions, and sales.
Hosted by: Rohma Theunissen
About Aref Yehia
Aref Yehia is the Head of Retail and Ecommerce at TikTok Global Business Solutions in the METAP region. Leading a team across omnichannel retail and pure play e-commerce verticals, Aref is in charge of building and growing the TikTok business in the MENA region.
A digital savvy and accomplished business leader, Aref brings over 15 years of multinational experience across Consumer Packaged Goods, having been part of Procter and Gamble (P&G) for 13 years, holding different brand building roles for the IMEA region and across Retail, from his journey as the Head of Marketing for Mall of the Emirates, at Majid Al Futtaim (MAF Properties).Aref has extensive experience leading cross-functional teams across geographies and building iconic brands across developing markets. He specialises in digital marketing and is equipped with a proven track record in brand and asset development, stakeholder management across complex organisation structures, digital marketing, strategic planning, digital media planning, business insights, data analytics and people management.
Aref holds a an Executive MBA (TRIUM), ranked #2 globally – from the London School of Economics, New York University and HEC Paris, as well as an Executive Education in Digital Marketing from Harvard Business School and a Bachelor of Business Administration from the American University of Beirut.
About TikTok
TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy.
TikTok has global offices including Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo.
The Host: Rohma Theunissen
A graduate of McGill University and Parsons School of Design, Rohma has amassed over a decade of experience in the international luxury fashion industry working for brands such as Carolina Herrera, Giorgio Armani, Marchesa, Harvey Nichols, Harper’s BAZAAR Arabia and NET-A-PORTER. With an avid passion for industry and consumer analysis coupled with her love for fashion and retail trends; Rohma is at adept pinpointing the underlying societal and cultural themes that impact the industry on a regional and global scale.
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Judy Daghestani
