Ras Al Khaimah Tourism Development Authority (RAKTDA) has appointed Emma Campbell as Chief Marketing Officer and Maha Kassim as Senior Director, People & Culture. The authority announced the appointments on 28 July 2026 as it continues work towards its goal of welcoming 3.5 million visitors each year by 2030.
The appointments expand RAKTDA’s executive leadership team. According to the authority, both leaders will oversee key functions that support destination growth and organisational development.
Emma Campbell to lead global marketing strategy
Emma Campbell will oversee RAKTDA’s global marketing and communications strategy as Chief Marketing Officer. Her responsibilities include destination branding, international marketing campaigns and strategic communications designed to strengthen Ras Al Khaimah’s global profile.
Campbell brings more than 20 years of international experience in destination marketing, tourism and strategic communications.
Before joining RAKTDA, Campbell worked at the Department of Culture and Tourism, Abu Dhabi. She led destination marketing across 26 international markets. She also contributed to strengthening the Experience Abu Dhabi brand through a more consistent brand architecture and market activation approach.
During her tenure, Campbell led global campaigns featuring Chris Hemsworth and Elsa Pataky. She also oversaw the launch of the Saadiyat Cultural District campaign.
Earlier in her career, Campbell served as Chief Marketing Officer at Tourism Fiji. There, she led the Open for Happiness campaign and directed the destination’s brand and digital transformation following the pandemic.
Her previous leadership experience also includes senior roles at Museums Victoria, Hallmark Cards Australasia and VisitScotland.
Maha Kassim to oversee people and culture strategy
Maha Kassim joins Ras Al Khaimah Tourism Development Authority as Senior Director, People & Culture. She will lead the authority’s people strategy, organisational culture and transformation agenda.
According to RAKTDA, Kassim will focus on building a high performing organisation that supports the authority’s continued growth.
Kassim brings more than 25 years of experience across the Middle East and North Africa region. Her career has focused on aligning people strategy with business priorities.
Before joining RAKTDA, Kassim held senior leadership positions at Aujan Coca-Cola. In that role, she led talent and transformation initiatives across multiple markets.
Earlier in her career, Kassim held leadership roles at AstraZeneca, Aramex International and PepsiCo. Her experience includes organisational design, leadership development, talent management, culture transformation and HR digitisation.
Appointments support leadership priorities
Phillipa Harrison, Chief Executive Officer of Ras Al Khaimah Tourism Development Authority, said attracting experienced leaders remains important as the emirate continues to develop as a global tourism destination.
“As Ras Al Khaimah continues to grow as a global tourism destination, attracting exceptional talent is critical to delivering our long term vision. Emma and Maha each bring outstanding international experience, fresh perspectives and proven leadership that will strengthen both our destination brand and our organisation as we continue shaping the future of tourism in the emirate,” Harrison said.
About Ras Al Khaimah Tourism Development Authority
The Ras Al Khaimah Tourism Development Authority was established in May 2011 by the Government of Ras Al Khaimah.
The authority is responsible for developing the emirate’s tourism infrastructure and positioning Ras Al Khaimah as a destination for leisure and business travel. It also has a government mandate to license, regulate and monitor the tourism and hospitality sector while supporting sustainable investment opportunities and quality of life for residents.
