Hi, I’m Ruta
I’m a Chartered Marketer based in Dubai, and I’ve spent 15+ years in marketing across FMCG and B2B. Today I’m Marketing Manager Middle East at SGS.
What has always drawn me to marketing is people: why they choose one brand over another, what they actually need, and how a business can genuinely connect with them. This blog is where I share what I’ve learned along the way.
How I got here
I’ve been curious about brands for as long as I can remember. Why does a product look the way it does? What makes one stand out on a crowded shelf? That curiosity led me to study marketing, and later to complete a master’s in marketing and become a Chartered Marketer.
I started my career at Unilever, where I grew into a Senior Brand Executive and learned the fundamentals of consumer marketing. In 2013 I joined Holcim, and by 2019 I was leading regional marketing and communications. That move from FMCG to B2B taught me that the same principles apply whether you’re selling shampoo or cement: understand your customer deeply and make the brand relevant to them.
Last year I joined SGS as Marketing Manager Middle East, where I lead marketing for the region. Alongside work, I’m currently doing an MBA, because there’s always more to learn.
What drives me?
Outside work, I love to travel, dance and read. Some of my favourite travel memories are simply listening to the stories of people in other parts of the world: what connects us, and what makes us different.
At some point I realized that’s also what I love about marketing. At its core, it’s about listening to people’s stories and understanding them. That empathy is what I bring to every brand I work on.
The values I try to live by are integrity, discipline and authenticity.
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Products are like my blank canvas and I utilize my experience and skills as tools to create a masterpiece by giving brands a life of their own and a personality that customers can relate to.
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