5 Minutes With: Nahla Nana, DREI, Dubai Land
Nahla Nana, Strategic Consultant with DREI of the Dubai Land Department
0.00 What does your role involve?
I am a marketing real-estate and facilities management consultant, and researcher at Dubai Real Estate Institute of Dubai Land. I’m involved with the Smart Cities Initiative, and a UNGC member working on advocating responsible business best practices for the land, construction, real-estate and facilities management sectors.
1.45 What do you love most about your job?
I’m constantly delving into the intricacies and specific details of each brand, investigating the neuro-marketing science, and examining how to articulate a clear positioning statement for my company. I also develop strategy that considers technology, global market outreach, stronger customer ties and revenue-generation.
2.05 What is the most challenging aspect of your job?
The most challenging aspect is the perception across the FM sector about marketing. Often enough, it is not seen as a function that can be responsible for significant operating mechanisms, such as pricing, or as a proper foundation of sustainable competitive advantage. In other sectors, the marketers’ role goes beyond developing advertising campaign; it also includes risk-reward sharing, devising strategies based on untested ideas, and developing new business models.
3.00 What has been your most memorable project and why?
As part of the UAE Innovation week, I conceived a themed initiative inspired by the Smart City model targeting private and public sectors. It also reached out to children through cartoon space characters. The initiative is implemented by a government entity that awarded me for it. Currently, we are working on its extensible strategy.
4.05 Where do you see the FM industry in five years?
I envision a creation of proactive property management model that integrates real estate provisions and facilities services management using Internet of Things (IoT) technology. Smart commercial buildings is expected to be the highest user of IoT, followed by residential. The FM industry will need to devise ways to efficiently collect, store, analyse and react to data, in order to create value for end users.
4.45 What do you like to do in your spare time?
I play the piano at home and regularly attend classical music concerts. Being by the sea gives me an immediate sensation of utmost relaxation. I am passionate about reading and spare time for volunteerism. I also like to explore culture and historical sites of UAE.