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For Amina Taher, leadership has never been about titles – it has always been about impact.
An Emirati business leader who has helped shape some of the UAE’s most influential brands, Taher’s career spans more than two decades at the forefront of marketing, innovation and transformation. Former Vice President of Marketing at Etihad Airways, she played a pivotal role in building the airline’s global identity during a defining period of growth. Today, as Chief Marketing Officer of Wio Bank, she continues to drive purpose-led change across industries, while also serving on the boards of The Marketing Society and the Effie Lions Foundation.
In the latest episode of The Making Of, Taher reflects on growing up in Dubai during the nation’s rapid evolution – a time that shaped her values and leadership philosophy. Raised by strong women, including her grandmother who became her first leadership role model, she credits empathy, courage and collaboration as the cornerstones of her approach.
Yet, her journey has not been without its challenges. “Being a woman in a leadership role meant I had to prove my values twice,” she shares candidly, opening up about navigating male-dominated boardrooms and learning when to speak up, even when it meant risking comfort or convention.
For Taher, true success is not measured by career ladders or corporate milestones. Instead, it lies in the legacy we leave behind: how we make people feel, how we help others grow, and how we open doors for the next generation.
In an era hungry for authentic leadership, Amina Taher’s story is a powerful reminder that progress happens not through position, but through purpose.
This is The Making Of… Amina Taher.
Watch the full episode below or listen now on all streaming platforms.
