Interview with AUS Alumna Khawla Al Nuaimi

Interview with AUS Alumna Khawla Al Nuaimi (CAS, 2019)

1. Could you please tell us a little bit about yourself?

I’m Khawla AlNuaimi, Founder and CEO of KAYWAY Marketing Agency, a Dubai-based creative consultancy that blends strategy, psychology, and culture into marketing that truly connects with people. I studied Mass Communication with a minor in Psychology at AUS, which shaped how I see marketing today—not just as business, but as human behavior in motion. I’ve spent the past few years building KAYWAY and training brands and young talents across the region, helping them find clarity in their stories and confidence in their voice. At heart, I’m someone who believes that marketing is less about selling and more about understanding, and that’s the energy I bring into
everything I do.

How did your experience at AUS, particularly your studies in Mass Communication and Psychology, influence your decision to pursue a career in marketing and entrepreneurship?

 AUS was where I first discovered how much communication and psychology shape the way people connect with brands, ideas, and even each other. That curiosity led me to pursue an MBA in Business Marketing at the University of Wollongong in Dubai, where I learned how
to turn creativity into strategy and vision into structure. The mix of both degrees gave me balance—AUS taught me empathy, storytelling, and human connection, while my MBA taught me discipline, business acumen, and how to build ideas that last. Together, they shaped my decision to create KAYWAY, a place where strategy meets soul.

How did AUS help you develop the skills and confidence to start your own business?

AUS played a huge role in shaping the kind of person and professional I am today. It taught us how to be independent, proactive, and deeply involved in everything we do — whether it was projects, student activities, or leadership programs. AUS gives you this balance between confidence and curiosity; you learn how to think critically, speak up, and take initiative. That environment built the foundation for my entrepreneurial mindset.

What inspired you to establish KAYWAY Marketing Agency, and what vision did you have when you launched it?

KAYWAY started as a feeling before it became a company. I’ve always been fascinated by how marketing can influence culture, but I noticed a real gap in the UAE market — we didn’t have many Emirati-led marketing agencies that truly understood our voice, values, and audience. That realization became my “why.” With that, I proudly say that KAYWAY became the first Emirati-led marketing agency in Dubai Media City, and one of the few that deeply understands the culture and knows how to translate it into powerful messaging. I built KAYWAY to bridge that gap — where strategy meets emotion, and where marketing becomes a language people feel, not just see.

Building a business from the ground up can be challenging—what were some of the key lessons you learned in the early days of KAYWAY?

Building a business from the ground up is a humbling experience. In the early days of KAYWAY, I learned that clarity is everything — clarity in purpose, process, and people. You can have the best ideas, but without structure and consistency, they don’t last. I also learned that patience and adaptability are key. Things rarely go exactly as planned, but if you stay rooted in your vision and flexible in your methods, everything finds its rhythm eventually. Every challenge taught me something new about leadership, resilience, and trusting the process.

What differentiates KAYWAY Marketing Agency from other marketing and branding agencies in the region?

What sets KAYWAY apart is our deep understanding of culture and human behavior. We don’t just create content — we decode audiences, emotions, and context. As one of the few Emirati-led marketing agencies in Dubai Media City, we bring authenticity to every
strategy, blending data with cultural insight. Our work is rooted in psychology, storytelling, and purpose. It’s not about chasing trends; it’s about creating meaning. That’s what makes KAYWAY more than just a marketing agency — it’s a philosophy about how brands should communicate in a world that’s always changing. 

You’ve represented the UAE in international missions and have spoken at major regional events such as the Gulf Youth Cultural Media Forum and Synergy Summit—what message do you aim to convey when representing your country and generation? 

When I represent the UAE — whether through the Emirates Youth Program or at regional events like the Gulf Youth Cultural Media Forum, my goal is to reflect the voice and ambition of my generation. I’ve had the honor of representing Emirati youth abroad in Bahrain and
Kuwait, connecting with inspiring young leaders from across the GCC. Every experience reminded me that our strength lies in collaboration, not competition. My message is always centered on authenticity, creativity, and purpose — that as Emiratis, we can innovate globally while staying deeply connected to who we are culturally.

The marketing and communications landscape is evolving rapidly—how is KAYWAY adapting to new trends and technologies in the industry?

The marketing world is changing fast, but the core remains the same: connection. At KAYWAY, we embrace new technologies like AI- driven creativity, digital storytelling, and data intelligence, but always through a human lens. We adapt by staying curious — experimenting, testing, and learning every day. Our approach is to evolve with purpose, not pressure. We focus on how innovation can enhance emotion, not replace it. That’s how we keep KAYWAY relevant — by merging timeless communication principles with tomorrow’s tools.

You’re currently pursuing a PhD in Mass Communication—how does this academic journey complement your entrepreneurial career?

Pursuing my PhD in Mass Communication is part of my long-term vision to grow both academically and professionally. I’ve always believed that knowledge should be shared, not kept, which is why I became a certified trainer in marketing, communication, and psychology, and developed KAYWAY’s own training programs to educate and inspire young professionals. The PhD allows me to stay updated with new research and evolving communication trends while deepening my perspective as a trainer and strategist. My goal is to one day become a university lecturer — to teach, mentor, and continue bridging the gap between academia and the real world of marketing.

What advice would you give to current AUS students or recent graduates aspiring to start their own business in the creative or communications field?

My advice to AUS students or recent graduates is simple: start before you’re ready. Don’t wait for perfect conditions — clarity comes with action. Be curious, ask questions, and surround yourself with people who challenge and inspire you. Every idea starts small, and that’s okay. Focus on building your voice, not your followers. The creative and communication fields are about connection, so stay authentic, stay consistent, and keep learning.

Finally, what does being an AUS alumna mean to you, and how do you continue to stay connected to the university community?

Being an AUS alumna means carrying forward a spirit of curiosity, leadership, and purpose. AUS gave me more than a degree, it gave me a mindset. I still stay connected through alumni events and by collaborating with AUS graduates, whether through business partnerships, creative collaborations, or friendships. There’s also this spark that every AUS’er has, a shared ambition, drive, and curiosity that you instantly recognize when you meet another alum. AUS feels less like a memory and more like a community that continues to grow and evolve with me.