Sophisticated Elegance




By Shereen Shabnam

Automotive brands need dynamic and clued in marketing specialists with a focused approach market trends, sector outlooks and strategy while adding emotional and aspirational value to brand campaigns to be more effective. As journalists we often find agencies not being able to deliver the right information so we depend heavily on the marketing team of brands who stay ahead of the game and are daily immersed in the brand ethos. One such dynamic and responsive marketing personality is 31-year-old Mina Tahajody.

Mina was born in Teheran, Iran and was brought up in Sweden with one brother and two sisters. She attended school in Sweden and completed her Bachelors at University of Westminster in London and one year at Universidad de Belgrano in Buenos Aires studying BA (Hons) International Business and Spanish. She also has a Master of Science in International Marketing and Brand Management from Lunds University in Sweden.

Her first memorable experience was when she did a one-week exchange for Spanish in a high school in Granada, Spain. She enjoyed getting international university experience in three different countries. Mina moved to Dubai with OMD UAE in 2013, working on the Mercedes-Benz Middle East among other brands as an Account Manager working across all media (digital+offline) for the region.

Mina is responsible for all Marketing & Communications topics for MB Passenger cars in the GCC and Levant, including; above-the-line regional campaigns, consumer and brand research, steering and project management of media and creative agencies.  She supports the achievement of the business and brand objectives in the short and long-term, leading a team of two Senior Marketing Executives.

According to Mina, the brand strives for excellence through smart and innovative decisions using agility, determination and ethical behaviour. Mercedes-Benz has always led through innovation. Even more than its meticulous engineering, Mercedes-Benz is defined by its continuous innovation. Since inventing the car in 1886, we’ve simply never stopped reinventing it.

Mina loves the fact that Mercedes-Benz has a history of making history. Since the first car, Mercedes-Benz has set the pace for what all cars might someday become. ‘With an ongoing stream of firsts in safety, performance and driving enjoyment, it’s an ever more exciting roadmap to the future. And while there’s a never-ending roster of new achievements, there’s only one reason the world’s first automaker remains first in innovation. Carl Benz said it best: “The love of inventing never dies,” said Mina.

One such example according to Mina is the new E-Class, which heralds a new era in the capability of the automobile. Arguably the most technologically advanced car on the road, its innovations in autonomous driving and predictive safety reset the standard for all cars. Mercedes- Benz engineers put millions of miles and thousands of tests behind them, so that all cars can move ahead.

Mina mentions that Mercedes-Benz is an emotional brand and customers in this region are very innovation-driven with a strong appetite for customization and individuality. “We believe that “a Mercedes-Benz should always look like a Mercedes-Benz” and that fuels our creative fire. But what we achieve goes far beyond appearances. Everything we do from marketing to product conceptualization is tailored to customers preferences,” reiterates Mina.

 “This year has been a very exciting and busy year for us at MBC ME, we have launched several new cars including the new C-Class Coupe, the GLS, the SL & SLC Roadsters, the all-new E-Class, the new CLA, the all-new C-Class Cabriolet and S-Class Cabriolet, and the all-new GLC Coupe which is our latest and last addition to our impressive SUV Range,” she continues.

Mina stays active on social work with Start, a charity that runs art workshops for special needs children, refugees and orphans and volunteers for the Al Nour organization in Dubai. She tells us that her greatest accomplishment is climbing and reaching the top of Mount Kilimanjaro with Gulf for Good.

Her most memorable moment was driving some AMG cars on the racetrack. She was literally smiling for hours after getting out of the car. She enjoys travelling, reading novels and stays active with Bikram Yoga, Salsa and other Latin dances. Mina is greatly influenced by family and relatives who been very supportive and encouraging and her cousins, both successful professionals are her inspiration.

In five years from now, Mina would love to be working with Mercedes Middle East with more responsibilities. It is also refreshing to meet an automotive communications specialist who is focusing on women. The ‘She’s Mercedes’ campaign was all about women and cars and a big success for the brand.

Mina feels that happiness is a choice. She wakes up and thinks of all the things she has, feels fortunate to see the beautiful clear blue sky and gets to work with a brand that she feels so passionate about. To succeed in life is 100% hard work and determination for Mina. She tells the younger generation not to be afraid to go after what they want in life and that fear of failure holds people back in life. We wish Mina all the best in her future endeavours.