Retail Event, eCommerce Event, Knowledge Series, Conference, Exhibition & Awards in Dubai | Middle East Retail Forum (MRF) 2020

‘The Middle East and North America’s digital customer experience market is set to reach a record-high of USD 800 Million’

micro market monitor

Reimagining Customer Experience

Customer Experience will anchor the 2020 edition of Middle East Retail Forum, the UAE’s most authoritative and influential retail intelligence event. Customer Centricity is of course not a new concept; the business of retail is defined by Customer Experience above anything else. But Customer Behaviour itself is changing dramatically. And Experience is directly related to Behaviour.

Is Retail CX matching the pace of Customer Experience? Some say not enough. Are CX leaders  pushing themselves enough? Are we disruption-driven or disruption-led? What does it mean to self-disrupt?

Join powerful global and regional Customer Experience influencers and leaders at the Middle East Retail Forum 2020. With a compelling mix of CXO Talks, C-Suite Roundtables and Retail Technology Leadership sessions and the ME Startup Conclave, you will not miss much when it comes to upping the Customer Experience ante. It is time to lead disruption, not be led by it.


Mohammed Dhedhi
Mohammed Dhedhi
Principal - A.T. Kearney Consumer and Retail Middle East and Africa

Mohammed Dhedhi has over 15 years of experience in North America and the Middle East helping clients tackle their more critical agenda items. His work is focused on consumer and retail industries where he has advised on several cross-functional topics, including corporate and growth strategy, M&A, sales improvement and broader transformation programmes. His work has demonstrated impactful and measurable top and bottom-line results for his clients. Dhedhi has an MBA from the University of Michigan, Ross School of Business and is a Computer Engineer from the University of Illinois at Urbana-Champaign.

Priya Patel-Chomel
Priya Patel-Chomel
Product Marketing Lead - Facebook Middle East

Priya Patel is the Product Lead for Facebook and Family of apps in the Middle East, Turkey and Africa. She has 17 years’ experience in media and advertising including print (Financial Times), TV (BBC), agency and digital in the UK, Australia and Asia. Prior to joining Facebook, Patel spent five years at multinational company Google, where she was an instrumental part of YouTube’s commercial rollout across South East Asia. She relocated to the Middle East with Google in 2014 where she managed the Food and Beverage sector and led advertising strategy across MENA. It was in 2015 that Patel was appointed as Business Development Lead at Instagram where she works closely with brands and agencies to help them achieve their business objectives on the platform.  In her spare time, Patel takes inspiration from Instagram to pursue her interests in cooking, travel and scuba diving.

Akanksha Goel
Akanksha Goel
Founder & Managing Director - Socialize

Akanksha Goel is the Founder of Socialize (2010), an independent social media agency, recognised amongst the country’s top performing businesses and included in Dubai’s prestigious SME100 ranking (2015). Goel was nominated as Emirates Woman of The Year in 2013. She is also the Founder of, Middle East’s first curated network of social media influencers.

Girard Moussa
Girard Moussa
Director of CX - SAP

Girard Moussa is the Director of CX at SAP leading the CX transformation across Middle East South. Moussa joined from Microsoft where he was the Cybersecurity Director for MEA. He joined the Microsoft Enterprise Cybersecurity Group as the first person on the ground in 2016 to engage with the top customers to establish Microsoft as a trusted Cybersecurity Advisor. Previous to Microsoft, Moussa was the Regional Sales Director for Splunk across the Middle East. In 2010, Girard established the Enterprise business for Google in MENA and Turkey and headed the Enterprise unit at Google until 2014. Prior to that, he held senior sales roles at multinationals including Cisco Systems, Dimension Data and Schlumberger. Moussa has over 20 years of industry and technology experience across the Middle East and Australia.

Rachel McArthur
Rachel McArthur
Founder & Managing Editor - Digital Ink Media

Rachel McArthur is a Dubai-based journalist and editor, with over a decade of experience in digital, print and broadcast media. She is the Founder and Managing Editor of Digital Ink Media, a provider that curates exclusive content – including editorial copy, photography and video – for some of the region’s best-known media outlets and brands. Having edited/been published in titles such as ‘T Emirates: The New York Times Magazine’, Thomson Reuters and Wamda, McArthur covers a range of topics – lifestyle to B2B – with a keen interest in Islamic Economy industries, science and medicine, Middle Eastern entrepreneurship, motoring and entertainment. In addition to her role at Digital Ink, McArthur is a contributor to online portal Al Arabiya, UAE newspaper Gulf News and appears as a current affairs commentator on ‘The Agenda’ on Dubai Eye 103.8FM.

Shamin Amin
Shamin Amin
Head of Business Development - Landmark Leisure

Shamin Amin is the Head of Business Development at Landmark Leisure since 2012, having joined the business as a store manager in 2005 and eventually heading operations in the UAE. He was elevated to form the Business Development department. In the formative years after strengthening the base fundamentals of business along with Silvio Liedkte, CEO, Landmark Leisure and the leadership team, Amin has transformed the leisure division into one of the fastest growing businesses. Under his leadership and vision, the company offers a wide range of entertainment and play-centric options to its guests at its family entertainment venues including Fun City, Fun Ville, Fun Block, Fun Works, Tridom and the latest disruptive offering Jumble. From just very few stores in 2010, currently Landmark Leisure owns and operates more than 51 centres across the UAE, Oman, Qatar, Bahrain, Kuwait and India across its four entertainment brands. Currently the majority of the focus is on expanding the leisure business in India. Amin has also been instrumental in transforming the complete ethos of the company, thereby not limiting his contribution to superlative business results only but with a deep-rooted emphasis on the wellness and welfare of his entire team who has worked hard along with him.

Elena Weber
Elena Weber
Founder and Managing Director - ICONS Coffee Couture

Model turned entrepreneur, Elena Weber is the founder and managing director of ICONS Coffee Couture – a café that blends glamour with health & wellness. Launched in 2012, Weber signed the first franchisee for ICONS in 2013, which led to the opening of ICONS Coffee Couture outlet at Souk al Bahar in The Dubai Mall. Between 2014 and 2018 Weber undertook expansion of ICONS Coffee Couture, signing the master franchise of Qatar, Oman, Saudi Arabia, Kuwait and Bahrain. In 2018, the first ICONS branch opened in Austria. Currently, Weber operates 11 owned ICONS Coffee Couture branches in the UAE, with 50+ signed and upcoming franchise branches internationally.

Megha Kapoor
Megha Kapoor
Head of Performance Marketing - AYM Commerce

Megha Kapoor is head of performance marketing at AYM Commerce. She is a data and performance-driven marketing executive with over 12 years of success in developing highly successful, award-winning marketing programmes and advertising campaigns. Before joining AYM in May 2017, Kapoor built her career at some of the region’s biggest online lifestyle apps and transportation networks, The Entertainer & Careem, where she played an instrumental part in building and executing marketing strategies to reach customers throughout their journey on the platforms and outside ecosystems. At AYM Commerce, Kapoor’s major focus is leading marketing efforts for partner Danube Online. She, alongside AYM’s innovative marketing team, have been instrumental in establishing Danube Online’s position as the region’s leading e-commerce grocery platform. Kapoor has Bachelor of Commerce from Delhi Collage of Arts and Commerce and an MBA from the International Management Institute, New Delhi, India.

Milat Sayra Berirmen
Milat Sayra Berirmen
Digital Innovation Director - Reem Mall

In August 2018, Harvard-alumni Milat Sayra Berirmen was announced as Reem Mall Abu Dhabi’s Digital Innovation Director in line with the developer’s ambition to turn the $1.2 billion mega mall into the world’s first fully digitally enabled mall – unequivocally reinventing the shopping centre experience for both retailer and customer. Berirmen has previously worked for some of the world’s leading business conglomerates such as Godiva, Ulker, Unilever and Northstar Innovation. He will be responsible for developing business strategies, assessing and analysing relevant digital technology providers, developing comprehensive ecosystems pertinent to the application of digital technologies and supervising the overall execution of the strategy of Reem Mall.

Shivjeet Kullar
Shivjeet Kullar
CEO - NFX Digital

Shivjeet Kullar is known as the brand guru in India. He has spent over 25 years in advertising. He began his career with agencies like Lintas and Contract. At the age of 29, he became a creative director and went on to win over 100 national and international awards, including One Show, New York Festival, Creativity International and JWT – All World Gold. Till recently he was a mentor to the ad agency that he founded – K-Factor which itself has won awards at Delhi Ad Club, Bombay Ad Club and Creativity New York. In 2011 the world-renowned Campaign magazine did a survey and ranked him as one of the 10 most high-profile creative people in India, and the only creative person in Delhi to be named on the list. Kullar has now moved to the internet domain and launched a website called One of the world’s largest research sites, Adytude conducts over 900,000 reviews yearly.

Middle East Retail Forum 2019 featured

Participating Companies
Senior Managers
RetailME Awards

Celebrating retail Excellence

The Images RetailME Awards are more than just about winning in a competitive retail market like the Middle East. Serving as a motivational platform, the awards will recognise Retailers/ Technology partners that can demonstrate delivery of outstanding customer experiences to customers across all channels via best practices in tech through the retail value chain.

The category covers excellence in the technology deployment in areas including, but not limited to:


  • Loyalty & Customer Engagement, Customer Service & Experience, Project Management & Governance, Mobile Commerce, In-Store Experience, Social Marketing, Enterprise Solution Implementation, Analytics & AI, Data Security & Privacy, Supply Chain Management, Omnichannel Optimisation


Top 5 reasons to sponsor
  1. Promote your products and service offering to make your brand top of mind

  2. Get quality face-time with 10+ hours of dedicated networking

  3. Source intelligence to help your clients

  4. Become a provider of choice in the CX sector

  5. Demonstrate your thought leadership to key decision-makers

  • Patrick Dorais
    Director of Sales
    Al Nassma Chocolate LLC

    Thanks again for everything around MRF. It was beneficial  as I met three retailers with whom I spoke about our new brand Samha

  • Shames Al Hashemi
    Director – Member of Board
    Dual Investments

    Thank you for inviting me to be a part of MRF 2019. It was a pleasure to engage with my colleagues in the retail sector. It was a great pleasure to join the CEOs Roundtable along so many successful colleagues and discuss the ever-changing landscape of our business

  • Naim Maadad
    Chief Executive
    Gates Hospitality

    Congratulations on an extremely successful conference. It was great to see the industry partake in such a well-organised event. I really enjoyed being part of the panel discussion session. My best wishes for the future editions to come

  • Salim Sacoor-executive board member Sacoor Brothers Group
    Salim Sacoor
    Executive Board Member
    Sacoor Brothers Group

    This is a great opportunity to be present at MRF. Your big effort and great organisation made this forum successful!

  • Mona Ataya

    Consistently high quality in speaker line-up and overall event organisation – MRF is one of our favourite events of the year

  • Nilesh Ved-chairman & founder Apparel Group
    Nilesh Ved
    Chairman & Founder
    Apparel Group

    The Middle East Retail Forum acts as a great platform bringing together retailers and representatives from the public sector to share values and vision to boost retail growth in the region. As part of the retail business community, we wholeheartedly support this initiative.

  • Steve Odak-CEO iMarketVend
    Steve S Odak
    iMarketVend inc. USA

    Every year MRF is very exciting, attracting the top brass from retail together.

  • Lennard Otto-CEO IMG Worlds of Adventure
    Lennard Otto
    IMG Worlds of Adventure

    It was a really good layout this year. The event was well attended, which was nice to see. In the upcoming editions, we would love to discuss more global retail trends.

  • Alasdair Lennox-Executive creative director-EMEA FITCH
    Alasdair Lennox
    Executive Creative Director
    EMEA, Fitch

    Thank you for inviting me to be part of a panel discussion and a jury member to judge the Images RetailME Awards. I very much enjoyed the expereince and trust to have made a positive contribution. We look forward to supporting you next year as well.

  • Fahad Al Othaim
    Vice Chairman
    Al Othaim Group

    Thank you to Images Retail Middle East and the Retail fraternity for honouring me as Retail Personality of the Year 2019.





Partnership Opportunities:

Clayton Rodrigues
+971 50 118 9765

Awards & Delegate Inquiries:

Caitlin Aldendorf
+971 44467553, +971 509114885

Speaking Opportunities:

Rupkatha Bhowmick
+971 52 981 1183

Delegate Registration (India):

Vidhi Rastogi
+91 – 9873578504

Stay updated! Follow us!