Heba AlSamt is a trailblazer in the digital media landscape, currently serving as the Director of the Digital Media Department for the Radio and Television Sector at Dubai Media Incorporated. With a career spanning over a decade, she has been at the forefront of integrating innovative digital strategies into traditional media platforms. Heba’s pioneering initiatives, such as founding the UAE branch of the International Social Media Club and launching the successful virtual community “Emaratweet,” have solidified her reputation as a visionary leader. Her dedication to enhancing digital engagement and her contributions to the UAE’s media evolution have earned her numerous accolades, including the prestigious Arab Women Award in Digital Media. Heba AlSamt continues to inspire with her commitment to innovation, community building, and excellence in the ever-evolving world of digital media.
The Media Powerhouse
Dubai Media Incorporated (DMI) is a leading multimedia organization in the UAE, dedicated to delivering high-quality content across various platforms. With a mission to enhance the image of Dubai and the UAE, DMI operates through a diverse portfolio that includes television channels, radio stations, newspapers, and digital platforms. The organization is committed to innovation, sustainability, and excellence, ensuring that its media offerings resonate with a wide audience while reflecting the cultural richness and modernity of Dubai.
DMI’s services span multiple sectors, including television channels like Dubai TV, Sama Dubai, and Dubai Sports, which cater to a variety of interests ranging from news and entertainment to sports. Its radio stations, such as Noor Dubai Radio, provide engaging content that connects with listeners on a personal level. In the publishing sector, DMI manages prominent newspapers like Al Bayan and Emarat Al Youm, offering insightful journalism and in-depth reporting. Additionally, the organization is home to the Awaan digital platform, the largest digital media library in the Middle East, which provides free access to a vast array of TV content for the Arab audience.
Beyond its media offerings, DMI is deeply invested in fostering community engagement and innovation. The organization actively integrates smart technologies and creative strategies to enhance user experiences and maintain its competitive edge in the ever-evolving media landscape. By embodying the spirit of Dubai, DMI continues to play a pivotal role in shaping the future of media in the region.
The Leader’s Guiding Principles
What sets Heba AlSamt apart as a dynamic leader is her ability to anticipate trends and leverage emerging technologies for the greater good. Early on, when launching Emiratweet in 2009, she recognized the power of digital/ social media platforms to bring people together in ways that hadn’t been fully explored in the region. Her leadership is built on a strong foundation of foresight, adaptability, and a deep commitment to community.
Heba AlSamt always prioritizes collaboration, transparency, and inclusivity—believing that the strength of any team lies in its diversity of thought and perspective. She leads with a people-centric approach, focusing not only on achieving organizational goals but also on developing and empowering individuals to reach their full potential.
The Digital Pioneer
One significant challenge Heba AlSamt faced was convincing traditional media stakeholders in the UAE to embrace digital platforms at a time when many were sceptical about their potential. The digital landscape was evolving rapidly, and some saw it as a fleeting trend. It was crucial to bridge this gap by demonstrating how digital media could complement and enhance traditional methods, rather than replace them.
Heba AlSamt overcame this by educating and building relationships with key decision-makers, showing them, the long-term value digital media could offer. This required a combination of data-driven insights, case studies, and patience. Over time, as digital media proved its impact, there was a shift in perception, and Heba, with her team, was able to integrate new technologies into government and media institutions, reshaping the industry’s approach to communication.
Significant Achievements
Heba’s most significant professional achievement is undoubtedly being the first who dived into social media and digital media and launching, the UAE’s first virtual social community Emiratweet starting the Social Media Club UAE and heading the first New Media Section in the Government in Dubai which was responsible for the social media presence of DMI and also streaming. The impact of that on digital culture in the region was immense—it laid the groundwork for the growth of social media in the UAE and beyond. Later, working with Dubai Media Incorporated to shape the government’s digital media strategy was another milestone. “I’m proud of how these initiatives have reshaped the media landscape in the UAE,” she says.
Innovation Meets Culture
For Heba, fostering innovation starts with creating an environment that encourages curiosity and open communication. She encourages her team to experiment, take risks, and fail fast if necessary. “It’s essential to build a culture where ideas can be tested without the fear of failure holding anyone back,” she believes.
Heba ensures her team is continually learning by providing them with the tools and resources needed to stay ahead of trends. Collaboration with external innovators, attending international events, and fostering partnerships with cutting-edge companies are also key to maintaining adaptability. They are constantly scanning the horizon for new technologies and trends that could give them a competitive edge.
In the Spotlight
One of the projects Heba AlSamt is particularly proud of is Awaan, a Dubai Media Incorporated (DMI) digital streaming platform that has transformed the way audiences in the UAE and the wider region access media content. Awaan is more than just an OTT platform—it represents a major shift in how traditional media adapts to the digital age.
“When we launched Awaan, the goal was to provide a seamless, on-demand streaming experience that catered to the diverse preferences of our audience. It was a challenge to bridge the gap between traditional broadcasting and modern digital consumption habits, but we succeeded by offering a platform that not only streams live TV and radio but also provides an extensive library of on-demand content, including exclusive shows, cultural programs, and locally produced content,” shares Heba AlSamt.
The impact has been significant. Awaan has expanded the reach of DMI beyond conventional TV broadcasting, allowing content to be consumed anytime, anywhere. It has strengthened DMI’s presence in the global digital streaming industry while preserving and promoting Arabic content. By incorporating features such as adaptive streaming, multi-device accessibility, and AI-driven content recommendations, DMI has ensured that Awaan remains competitive in an industry dominated by international players.
Evolving as a Leader
In Heba’s view, a dynamic leader must have the ability to think ahead and foresee potential opportunities. They need to be adaptable, especially in a world where technology and society are changing at an unprecedented rate. A leader should also have strong emotional intelligence—being able to empathize with team members and understand their needs while making tough decisions. Communication is crucial: the ability to clearly articulate a vision and inspire people is what transforms plans into action. Finally, resilience is key—leadership is full of challenges, and being able to navigate setbacks and keep moving forward is essential.
Heba prioritizes personal growth by staying curious and never assuming that she knows everything. She makes it a point to constantly seek out new learning experiences—whether that’s attending leadership seminars, reading extensively about new trends in technology and media, or engaging with mentors. She also focuses on self-reflection: regularly assessing her strengths and areas where she can improve.
“In addition, I surround myself with a diverse group of people who challenge my ideas and push me to think differently. This keeps me sharp and open to innovation, which is crucial for growth,” shares Heba.
Redefining Media Strategies
One of the toughest decisions Heba had to make as a leader was during a strategic shift in Awaan’s approach to remain competitive in the rapidly evolving digital streaming industry. This shift required redefining roles, restructuring teams, and integrating new skill sets, particularly in data analytics, AI-driven content recommendations, and digital marketing. It meant that some traditional media roles had to evolve, and some employees had to be reskilled to align with the new vision.
Approaching this transition required careful planning, clear communication, and empathy. Heba ensured transparency throughout the process, explaining why the changes were necessary and how they would position Awaan for long-term success. She provided extensive training and upskilling opportunities for the team, helping them transition into new roles rather than leaving them behind.
“This experience reinforced my belief that leadership is about balancing innovation with responsibility—ensuring that while we push forward with new strategies, we also support our people in adapting to change,” asserts Heba.
Creating Connections
Creating a positive and collaborative culture starts with trust, transparency, and a shared vision. At Awaan and throughout her career, Heba has always prioritized open communication—ensuring that every team member understands the goals they are working toward and feels valued in their contributions.
She encourages a culture of innovation and inclusivity, where ideas can be shared freely without fear of failure. One of the key strategies Heba uses is cross-functional collaboration—bringing together diverse skill sets to solve challenges collectively. This not only enhances creativity but also fosters a sense of unity and shared responsibility.
Another important aspect is empowerment. When team members feel that their voices matter and their work has a meaningful impact, they become more engaged and motivated. Heba also believes in continuous learning, ensuring that her team has access to the latest tools, training, and industry insights to stay ahead in the ever-evolving digital space.
By fostering a people-first approach, where employees are supported, challenged, and inspired, Heba creates an environment where collaboration thrives, and innovation becomes second nature.
Message for Aspiring Leaders
Heba’s biggest advice to aspiring leaders is to be bold and embrace change. In today’s fast-moving world, success comes to those who are willing to take risks, experiment, and adapt quickly.
Secondly, never stop learning. The most effective leaders are those who remain curious and open to new perspectives. So, one should stay informed about trends in their industry, seek mentorship, and not be afraid to ask questions.
Another critical aspect is building strong relationships. Leadership is not just about making decisions; it’s about inspiring and bringing people together. She advises them to surround themselves with diverse talent, collaborate, and empower others to grow alongside them.
“Finally, stay true to your vision and values and be human. Challenges will arise, but resilience, integrity, and passion will help you navigate them. Your impact as a leader will be defined not just by your achievements but by how you uplift and transform the people and organizations around you,” says Heba.
Staying Ahead
The future of leadership, believes Heba, will be defined by agility, digital transformation, and human-centric innovation. As technology continues to evolve, leaders will need to be data-driven yet emotionally intelligent, balancing analytics with empathy to make informed yet people-focused decisions.
Heba sees leadership becoming more collaborative and purpose-driven, where organizations succeed not just based on profitability but on their ability to create value for society. The rise of AI, automation, and digital media means that leaders must be adaptable and willing to constantly evolve their skills.
Personally, she plans to continue evolving by staying at the forefront of industry shifts, investing in continuous learning, and mentoring the next generation of leaders. She believes in the power of networking, cross-industry collaborations, and global perspectives to drive innovation.
“Most importantly, I will remain committed to fostering a culture of creativity, inclusion, and empowerment, ensuring that the teams I lead are equipped for the future and inspired to drive meaningful change,” concludes Heba.
Quote: “Leadership is not about a title—it’s about impact, and that will always be my guiding principle.”
