The Real on Music & Tech w/ Universal Music Group Director of Product
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Meet the Speaker: Heba Asmar
Heba is a Los Angeles transplant by way of New York City. One day she decided to fuze her personal passions with her professional goals in the music industry — leading to natural motivation and hustle. She's truly “for the artist,” and believes talent should be fostered and nurtured at it’s most organic state.
Her professional background includes music, entertainment, product strategy, and venture capital. The collection of experience she's acquired encompasses a diverse skill set, including but not limited to; creative direction, brand partnerships, marketing, data analysis, domain knowledge, research, prioritization, and UX/UI. Her empathetic nature coupled with business acumen allows her to recognize and understand clients’ emotions, underlying needs, and motivations, thus leading to a better built product.
She plans and executes interactive and engaging marketing campaigns ranging from full site builds, social strategy, events, and artist development. She's worked with various brand clients on a number of artists campaigns, including Kimberly Clark, Fandango, Live Nation, ABC, Jimmy Kimmel Live, Wavo, Disney, Vizeo, Cinemark, and more. Her work does not end after the campaign is executed — she uses data to influence future marketing efforts and tweaks on existing campaigns.
Naturally, she has a creative knack — growing up, she was, and continues to be, highly involved in music and art, finding beauty in the ordinary. She has the ability to adapt to changing scenarios; seeing challenges as opportunities to evolve from good to great, not a glitch in human evolution.
She obsesses in finding better ways to approach projects and challenges. Her curious nature drives this zealous desire to learn how things "tick.” She is continually inspired by high performers and loves learning from them. She believes inspiration doesn’t happen on its own.