On August 26th, WOMOTIVE Initiative, the CSR arm of transportation design studio Concepts 4 Automotive Design, partnered with Mahmoudia Motors, the official and exclusive retailer of Jaguar Land Rover vehicles in Jordan, to host “Marketing with an Automotive EYE,” a workshop dedicated to highlighting the role of marketers in the automotive industry. The workshop aimed to showcase what it takes to work within the marketing department of dealerships, dealing with global brands while understanding ways to adapt to the local market.

This workshop is part of WOMOTIVE’s training programs designed to cater to women. However, for the first time, the workshop was opened to everyone to highlight the importance of equality in the automotive industry and portray real-life expectations of building a career in this domain.

Eng. Reem AL-Smeirat, founder of the initiative and the first female car designer in the Middle East, noticed a gap between real-life experiences and what is being taught at universities. She found it challenging to find fresh graduates who could take on leadership roles while working under the umbrella of international automotive brands. This could be due to a lack of understanding of the industry from a technical perspective or a lack of understanding of the true meaning behind marketing pillars and new forms of digital marketing trends. Ms. Bayan Dudin, the marketing and CRM manager at Mahmoudia Motors, joined forces with Reem, JLR, and the initiative to carefully design and engineer an interactive workshop given from the perspective of experts who worked in the marketing field of automotive in Jordan.

The workshop featured experts such as Fawaz Dahdal, Luma Khaliefah, Hani Kanash, and Mosab Jaber, who helped participants draw a better picture of marketing from an automotive marketing perspective. The workshop consisted of seven sessions, each focusing on different aspects of the marketing industry.

At the end of the day, the 28 participants from different educational backgrounds gained useful insights, appreciating the value of the marketing department and most importantly, how passion was the keyword behind every successful career and campaign.

Finally, WOMOTIVE Initiative is proud of the success that this workshop has accomplished, aligned with the goals and mission of empowering women in the automotive industry.