Step into the world of Hala Tfayli, the remarkable Founder and CEO of The Channel MENA, whose career trajectory defies convention. Breaking away from the traditional path of advertising agency founders, Hala brings a unique perspective as a former client-side professional.
With an illustrious background as the head of marketing for a renowned architecture and engineering consultancy in Kuwait, Hala honed her skills in selling professional services and gained invaluable insights into the construction sector at large. Additionally, her tenure at Al Shaya, a prominent conglomerate, provided her with an in-depth understanding of the rules and fundamentals of the dynamic retail world.
In 2017, feeling the call of entrepreneurship, Hala boldly stepped away from the corporate realm to embark on her own business venture. Since then, she has relished every moment of her journey, eagerly anticipating the future that lies ahead.
From Research to Retail
Hala embarked on her professional journey as a research analyst at Zawya Reuters, a role that provided her with invaluable exposure to the research sector. Recognizing the significance of research in shaping effective strategies and business plans, she developed a strong foundation in this field.
Seeking to broaden her horizons, Hala transitioned to Alshaya, the leading retailer in the Middle East. This opportunity allowed her to acquire fundamental knowledge and insights into the retail industry. Immersed in this dynamic environment, she gained a comprehensive understanding of the essentials of retail operations.
Driven by her passion for exploring new avenues, Hala then ventured into the professional services realm, joining SSH, a prominent architecture and engineering consultancy. In this role, she took on the challenge of establishing and nurturing the marketing department to support the regional expansion initiatives of a newly appointed international team. These experiences proved to be transformative for her, shaping her into the capable individual she is today.
Throughout her career, Hala consistently demonstrated a keen interest in sales and business development. She relished the art of negotiation and took pleasure in fostering connections and bridging gaps between different stakeholders. These skills and interests have been an integral part of her professional growth.
Driving Growth and Innovation
The Channel MENA, a boutique advertising and marketing agency, first originated in Beirut back in 2018 and has since expanded its operations to Kuwait and more recently, KSA. Despite being a relatively young agency, it adopted a flexible and remote business model ahead of its time, recognizing the effectiveness of such an approach. This foresight has proven immensely beneficial for the agency.
With a strong creative foundation, The Channel MENA consistently provides strategic insights and input for every creative brief, demonstrating a deep understanding of our clients’ commercial needs. As a result, the agency has garnered a reputation for being one of the fastest-growing agencies in Kuwait today.
Empowering Excellence
Hala emphasizes to her team that her primary responsibility is to ensure they have the necessary tools and support to excel in their roles. She believes that enabling individuals to perform at their best involves two key elements: building effective teams and establishing efficient processes.
Building teams involves assembling a group of talented individuals with the right skills and expertise. It is crucial to create a cohesive and collaborative environment where team members can contribute their unique strengths and work together towards common goals. By nurturing a strong team dynamic, Hala ensures that each member can perform optimally and complement each other’s abilities.
Establishing efficient processes is equally important. By implementing streamlined workflows and standardized procedures, Hala ensures that tasks are executed smoothly and consistently. This allows for greater productivity and effectiveness in achieving desired outcomes. However, Hala recognizes that these processes are not static. With each new wave of growth or opportunity, there is a need to attract more talent and revise existing processes to accommodate the evolving needs of the agency.
Hala remains vigilant in keeping up with new technologies and solutions that can enhance the agency’s capabilities. This requires regularly reassessing the team and the processes in place to ensure they are aligned with the latest advancements. Adapting to change and embracing innovation is essential for sustained growth and success.
Journey of Entrepreneurial Success
Hala acknowledges that the greatest risk she has taken in her professional journey was leaving a stable job to start her own agency. However, she firmly believes that it has been the best decision she has ever made. Since its inception in 2018, The Channel MENA has experienced consistent growth, positioning itself as the agency of choice for their clients.
The agency prioritizes working with realistic clients who understand the importance of key performance indicators (KPIs) and return on investment (ROI). Hala and her team provide valuable guidance to clients, advising them on the most effective tools and strategies to connect with their target customers. By emphasizing the importance of efficiency and measurable results, The Channel MENA strives to deliver tangible value to their clients.
Passion for Progress and Operational Excellence
Every morning when Hala arrives at her office, she experiences a profound sense of gratitude and appreciation for the journey she has embarked upon. The opportunity to create something from the ground up and witness its continuous growth is not only a blessing but also a powerful motivation for her.
Hala’s passion lies in pushing the boundaries, continuously striving for improvement, and ensuring that the agency’s operations run smoothly. This drive fuels her determination to follow up on tasks, address any issues, and refine processes to enhance efficiency. She understands the importance of actively engaging in the necessary actions, such as making follow-up phone calls, to ensure that everything is in place and progress is made.
The Power of a Cohesive Team
Hala recognizes that every leader starts with a foundation, but it’s crucial for them to acknowledge that mistakes will inevitably occur, and it is acceptable to make adjustments along the way. She firmly believes that having the right team surrounding her has played a significant role in her personal and professional growth. The support and collaboration of this team have influenced her perspective and provided her with stronger foundations on which to rely.
By being surrounded by the right individuals, Hala has gained valuable insights and diverse perspectives that have shaped her approach to various situations. The collective strength and capabilities of her team have helped her navigate challenges, make informed decisions, and adapt when necessary. Ultimately, she understands the importance of building a cohesive and capable team as a critical factor in her own growth as a leader.
Vision for Responsible Marketing
Hala has a desire for The Channel MENA to incorporate a corporate social responsibility (CSR) angle into every campaign it undertakes. She believes that by integrating CSR initiatives, the agency can contribute to making a positive impact on society while delivering effective marketing campaigns. This reflects her vision of aligning business goals with social and environmental responsibility.
Furthermore, Hala recognizes that the industry often witnesses significant wastage in terms of spending. She feels that resources could be better allocated to channels and initiatives that have a greater impact. By prioritizing efficient and targeted spending, The Channel MENA can optimize resources and ensure that client investments are directed towards strategies and platforms that deliver meaningful results.
Hala’s perspective highlights her aspiration for The Channel MENA to not only excel in marketing and advertising but also to promote social responsibility and drive positive change within the industry.
On Path of Growth and Expansion
Hala acknowledges that amidst the uncertainties brought about by the ongoing digital revolution, The Channel MENA is experiencing rapid growth and continuous evolution. She candidly admits that she doesn’t have a crystal-clear vision for the future due to these uncertainties. However, what she is certain about is her unwavering enjoyment of every step of the journey and her eagerness to further expand the agency alongside an exceptional team that has become like family.
She emphasizes that the team at The Channel MENA will persistently offer their expertise and understanding of brand building and content creation, enabling their clients to effectively connect with their target audiences. This is their fundamental purpose. They create impactful campaigns that, when combined with the appropriate media mix, can successfully reach the desired target audience. It’s a straightforward approach that drives their work at the agency.
Written by Steve Sanchez.
