For many, Dubai is synonymous with shopping. The person tasked with consolidating Dubai’s image as one of the favoured shopping destinations in the world is Laila Suhail, the young CEO of Dubai Events and Promotions Establishment (DEPE). The thirtysomething is in charge of the highly successful Dubai Shopping Festival (DSF) and Dubai Summer Surprises (DSS) and their extensions, Eid in Dubai and Ramadan in Dubai.
Laila’s association with DSF goes back to 1995 when the event was launched. Even after 16 years on the team, one can hear the excitement in her voice as she says “We’re in the business of making people happy. If we’re not passionate about our jobs and not happy from inside we can never deliver our best.”
Her life reflects this philosophy. It was her love for branding and marketing that encouraged her to pursue a career with the DSF office despite holding a degree in Information Technology.
Laila is also at the helm of all major retail activities in Dubai. After an organisational reshuffle in 2009, which saw the replacement of the DSF office by the DEPE, she was entrusted with the charge of promoting retail and events sectors. “Besides promoting Dubai as a family destination through our festivals, we are now responsible for launching the official calendar of events for Dubai to bring all the events in one single platform and also developing an aggressive marketing campaign to promote that calendar in coordination with various government and private agencies,” says Laila.
She says her first eight-year stint as the sponsorship manager of the DSF office has given her insight into what her current position demands. “During that period I worked closely with the private sector in the UAE and today that experience adds value to my position as a government employee” she says.
She adds that though DSF and DSS are very popular, her team is constantly devising ways to take them to the next level. “Expectations are very high…our goal is to launch more new events in Dubai and promote it as a hub for festivities. Dubai is a great destination and a strong brand. Events in Dubai add a new dimension and flavours to the whole experience of the city,” she says. Laila explains that her aim is to help young Emiratis grow in her chosen field. “I have accumulated around two decades of experience in event organisation. Today, I am in a position to pass on the knowledge and experience to the younger generation and help them build careers in this field. Events and festivals sector is a unique field and there are lots of opportunities for growth.”
