• Transform magazine
  • October 28, 2021



The judges

The panel and the judging process.

The judging panel for the Transform Awards MEA 2022 is composed of branding and communication experts from the Middle East and Africa region. We purposely look for a panel that has experience and knowledge of branding, marketing, corporate communications and advertising from various industries in order to provide a wider perspective.

The scoring is done on a points system and the judges score anonymously. The judging system we operate is one which is fair, if a judge has entered into a specific category, they will be exempt from reviewing that area in which they are competing to avoid bias. We also provide detailed feedback on submitted work which often proves highly useful.

Winners are determined by the scores they receive and only entries that score high enough marks will be shortlisted and awarded with trophies.

In 2022, we will welcome the winning agencies and companies of the 2021 'Best overall visual identity' and 'Grand Prix' accolade to judge the awards.

If you are an in-house professional, are interested and believe you have the necessary background to be a judge for the Transform Awards MEA 2022, please email Beth Wilkie.


Below you can view the judging panel for the Transform Awards MEA 2021.

Catherine Barr
Brand Strategy Lead / Head of Brand & Content Marketing

Catherine is Brand Strategy Lead at HBO Max Global and is responsible for the launch of the HBO Max brand around the world. Based out of Dubai, she leads HBO Max’s international brand launches across all non-USA markets, which started with the launch of HBO Max in Latin America in 2021, and continues with the launch of HBO Max across Europe in 2021-22. 

Prior to joining WarnerMedia, she worked with MBC to relaunch the Shahid streaming brand and was General Manager of FutureBrand South East Asia. Her experience working with brand transformation spans over 20 years across Europe, Asia, the Middle East and Latin America.

Catherine loves transformation, crossing borders and making screen time awesome.

Melissa Bayik
Head of Brand and Culture

Melissa heads the brand and culture portfolio at Arada both at the corporate level and the project level. Her responsibilities include driving the company purpose across the organisation, which includes the creation, development and governance of brands within the group, instilling a collaborative culture as well as leading the talented brand and experience design teams.

Currently she is also working on developing the creative district at Aljada including its anchor Design Museum.

Melissa is passionate about design, education and people – and believes that design is a conduit of change, and can move things on a large scale!

Christina D'Souza
Head Brand & Communications

Christina is the Head of Brand & Communications, Middle East & Africa and the Co-Chair of SoTogether, Sodexo’s gender network in the Middle East & Africa.

She joined Sodexo in 2013 in India and was responsible for enhancing and managing a formal and sustainable framework for better communication at Sodexo India.  She successfully managed the change communication for India as part of Sodexo’s global Transformation program before taking up her current role in 2017 in Dubai.

As part of her current role, Christina is responsible for promoting Sodexo’s brand in the Middle East as well as establishing new channels of communications to drive employee engagement as well as brand awareness and support business growth.

Having grown up in multicultural environments and worked in multi-geography, matrixed organizations, inclusive collaboration comes to her naturally. She is a key driver of the Diversity & Inclusion initiatives in the region and champions Sodexo’s commitment for sustainable growth through the Better Tomorrow program.

Prior to joining Sodexo, Christina has held roles within the HR and Communications verticals across large multinationals as well as start ups including Siemens, Tata AIA and Capita.

Christina is Indian and speaks English, Hindi and Marathi. She holds a bachelor’s degree in Commerce and a post graduate diploma in Corporate Communications and PR

Megan French
Marketing Director
Diriyah Gate Development Authority

Megan is a seasoned marketing and branding executive with more than 20 years’ experience leading marketing for some of the world’s most admired brands.

Currently Director of Marketing and Brand for one of the gigaprojects in Saudi Arabia in support of the Kingdom’s Vision 2030 framework of transformation - she has demonstrated success in driving revenue growth and achieving strong ROI making marketing’s contribution to financial performance unmistakably clear. Experiences in operating in dynamic, challenging, exhilarating and complex environments, she has helped to build and steward both start-up and iconic brands in the Middle East, Australia, Japan, Canada, Europe and the US.

Previously Vice President of marketing and brand for Yas Island, Megan has also held senior marketing consultancy or in-house positions with NEOM in Saudi Arabia; EXPO 2020 and Emirates Airline & Group in the United Arab Emirates; and BMW, Queensland Rail, the Royal Flying Doctor Service of Australia and Jaguar in Australia.

Passionate about ongoing learning and expansion - she is currently undertaking a Doctor of Philosophy (PhD) in the tourism economy of the future; has completed studies in Digital Disruption at Oxford University; and holds Masters degrees in Strategic Marketing Management & Project Management; and a Bachelor of International Business Management majoring in Marketing and Events.

Lewis Naim
Marketing & Brand Director
Majid Al Futtaim

Ahmad Nasser
Marketing Director
The Hershey Company

George Paige
Head of Brand Strategy
Farah Experiences LLC

George is an Abu Dhabi based brand strategy expert, with extensive and broad experience within the leisure, entertainment and tourism sector. Initially hailing from the UK, where he headed up Merlin Entertainments global loyalty programme, managing and licensing over 100 IP based rides and experiences and managing the marketing for one of the world’s most popular attractions, The London Eye. He has a deep understanding of how to take a brand, and turn it into a rich and immersive consumer proposition in order to drive demand.

Now currently responsible for delivering the Brand Strategy for some of the UAE’s most iconic experiences including Qasr al Watan Palace, Ferrari World, Yas Waterworld, Warner Bros. World and CLYMB Abu Dhabi.

Anja Petrovski
Marketing Director
Audi Volkswagen Middle East

With over 16 years’ experience in the advertising industry and an experienced marketer specialized in digital, content marketing, social media and advertising, Anja is the first female Marketing Director of Volkswagen Middle East. Her key responsibilities include creating and executing Volkswagen’s overall marketing strategy as well as safeguarding the brand towards its target customer segment in the region. Under her leadership, she oversees multidisciplinary agencies working with the brand to drive strategies on communication, branding and social media. She specializes in topics including marketing, campaigns, brand activations, loyalty and experience, consumer behaviour and market trends, cross-channel/omnichannel customer engagement and sales. 

Sujid Rehman
Branding and Marketing Specialist
Qatar Olympic Committee

With over 12 years of experience, Sujid has played a key role in the rebranding of India’s leading software company, Infosys Ltd, and the Qatar Olympic Committee. He was appointed as Head of Branding for two World Championships: AIBA World Boxing Championships Doha 2015 and the 48th Artistic Gymnastics World Championships Doha 2018. In 2016 he was selected to serve as a subject matter expert, speaker and panellist for the Transform Middle East Brand Summit.

Mustafa Shamseldin
Senior Vice President & Chief Marketing Officer

Mustafa Shamseldin is Senior VP & CMO – Africa, Middle East & South Asia at PepsiCo, a $6Bn sector. He is a member of PepsiCo’s Marketing Leadership Council and the Executive Committee for the sector. He has more than 24 years of general management, sales and marketing experience leading small and large scale enterprises covering more than 50 countries across four continents. He managed multi-billion dollar businesses, led some of the most valuable global brands and trademarks, created and launched numerous successful products and innovations, and built new brands from scratch. In his role as CMO for AMESA sector, he leads the development of PepsiCo’s total portfolio of foods and beverages across one of the company’s key geographies and future growth drivers, with responsibility over the marketing, insights and innovation functions. He is also a member of the PepsiCo’s Global Marketing Leadership Council. In 2020 he was recognized by Forbes magazine Middle East as one of the top 50 most influential marketing and communications executives in the region.

Mustafa has been with PepsiCo since 2008 when he started as the Marketing Director for Pepsi Cola Egypt, before moving to different roles across the region including GCC Marketing Director, General Manager Saudi & Yemen Beverages, Vice President for Sales & New Business Development and Senior VP for foods in Asia, Middle East and North Africa.

Prior to PepsiCo, Mustafa worked across the Middle East, Turkey and Africa region in different companies including Procter & Gamble, Henkel, and Americana Foods.

He has a bachelor’s degree in Mechanical engineering from the American University in Cairo, and has attended executive education and development programs at Wharton Business School and Cranfield School of Management.

His passions are social and economic development and the support for startups and small businesses, which he has fulfilled through mentorship, judging in major startup competitions, as well as contributing to key publications as a guest writer.


Align your brand with this global celebration honouring brand development and rebranding.

We have a number of sponsorship options available to you. Call us to find out more. 

Andrew Thomas, publisher of Transform magazine and founder of the Transform Awards

email: athomas@transformmagazine.net

call: +44 (0)20 3950 5356

Supporting Partners

If you are interested in being a supporting partner for the Transform Awards MEA please email athomas@transformmagazine.net