Canadian University Dubai Media Graduates Rewrite the Rules of Modern Marketing

Two graduates of Canadian University Dubai (CUD) are proving that human creativity remains central to modern marketing, even as advanced technology reshapes how brands connect with audiences. Alumni of the BA Communications in Advertising programme, Hala Nsour and Mahdi Shafiei are forging influential careers in fields that were still emerging when they graduated and are now redefining audience engagement through artificial intelligence and social media marketing.

Humanising Artificial Intelligence Through Storytelling

Hala Nsour began her career in luxury fashion, working with global brands such as Givenchy before developing content strategies for projects linked to Dubai royalty. Drawn to innovation and future-facing industries, she later joined nybl, an artificial intelligence startup focused on delivering science-based AI solutions across sectors including energy, healthcare and agriculture.

Appointed Marketing Manager at just 24, Hala entered the AI space at a time when public perception was shaped by uncertainty and mistrust. She quickly recognised the role communicators could play in reshaping the narrative.

Hala explained,

“AI was still a misunderstood technology that people didn’t yet trust. That’s exactly why I wanted to be part of it; I knew I could help tell the story in a way that made it relatable. Our goal as a company is to democratise AI, which, as communicators, means humanising a concept that is often viewed as highly technical and out of reach. To do this, we use strategies that demystify AI, building trust in our founders as thought leaders to educate rather than defend, and frame the technology not as a threat, but as a force for good.”

Within two years, Hala progressed from Marketing Manager to Director and then Chief Marketing Officer, demonstrating her ability to translate complex technology into compelling and accessible messaging. She credits her experience in CUD clubs such as Model United Nations, the Student Council and the Poetry Society with developing the communication and leadership skills that underpin her success.

As nybl expands globally, its early investment in AI is delivering measurable impact. The company has partnered with major organisations including ADNOC, IBM, BP and Microsoft, achieving results such as a 97 percent reduction in industrial downtime and a 3,200 percent return on investment.

Redefining Digital Marketing on TikTok

While Hala shapes conversations around artificial intelligence, fellow CUD advertising graduate Mahdi Shafiei is transforming digital marketing through social media innovation. As founder and CEO of Trifid Media, Mahdi took a bold step by building an agency around TikTok before the platform gained mainstream credibility.

At the time, many viewed the move as risky, but Mahdi identified TikTok’s potential early, positioning Trifid Media as one of the first agencies in the region to adopt the platform and offer exclusive TikTok workshops. The agency began developing brand strategies long before TikTok became a dominant force in marketing.

Mahdi Shafiei - Canadian University graduate — Mahdi Shafiei, a graduate of CUD’s Communications in Advertising program, is the founder and CEO of Trifid Media, an agency built around TikTok that has helped clients generate more than $100 million in sales

Mahdi explained,

“In 2018, everyone thought TikTok was just a dancing app for kids, but I saw that this platform would be the future of communication and seized the opportunity before the mainstream fully understood it. We became the first agency in the region to sign up and start hosting exclusive TikTok workshops.”

Today, Trifid Media has generated over 100 billion views across social channels and supported clients in achieving more than $100 million in sales. With nearly 200 full-time employees and an average team age of 23, the agency is actively nurturing the next generation of marketers.

Combining creative instinct, emerging technology and the confidence and curiosity he developed during his time at CUD, Mahdi has built one of the region’s most disruptive marketing agencies, demonstrating how human creativity continues to drive meaningful audience engagement.

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