We recently had the privilege of having an insightful conversation with Maina Khiani, Founder and CEO of 111 Events & Marketing. With over a decade of experience in successfully leading diverse and high-impact events across the UAE region, Maina is an innovative and passionate marketing expert. Leveraging her expertise at 111 Events Dubai, she executes events that leave behind a lasting impact for her clients. With a wide range of services, from executing events to creating content for the brands, Maina Khiani is reshaping the events and marketing landscape across the region,
The Beginning
We started the session by asking, “How did your journey begin, and what led you to where you are?”
Maina shared, “My passion for events began with a deep desire to bring people together in meaningful, memorable ways. I’ve always been fascinated by the power of well-crafted experiences, how the right lighting, a strong story, or a carefully planned moment can shift perceptions and create lasting emotional connections. That passion grew into a purpose, and eventually, I founded 111 Events & Marketing, intending to help brands not just be seen — but deeply felt.”
More about 111 Events & Marketing
Interested to learn more about Maina Khiani’s current role and the business she leads, we asked her to share details about the same.
“I’m the Founder and CEO of 111 Events & Marketing, a Dubai-based agency that specializes in creating purpose-driven brand experiences. My role spans creative strategy, business development, client relations, and leading a highly adaptable team that thrives on crafting immersive, on-ground experiences that drive growth, engagement, and brand love,” Maina mentioned.
We further asked, “What are the core services/products you provide?”
She added, “At 111 Events & Marketing, we offer an integrated mix of services that bring brands to life through both physical and digital storytelling. From large-scale launches to intimate brand experiences, we conceptualize, design, and execute events that create lasting emotional impact. We also offer social media and influencer marketing services, connecting brands with the right voices to amplify reach, relevance, and relatability, both pre- and post-event.
Additionally, we produce visually engaging, high-converting content, tailored for different social media platforms, where each piece of content is crafted to align with the brand voice and the platform’s energy. And lastly, we design immersive experiences for mall activation to in-store engagement zones, that increase footfall, dwell time, and purchase intent, transforming passive visits into active brand moments. Together, these services form a cohesive, cross-platform ecosystem that helps brands connect with people, build community, and thrive in a competitive market.”
Navigating through Challenging Phases
Challenges are an inevitable part of growth. To learn how Maina Khiani deals with the obstacles in her business, we posed the question, “What challenges have you faced as a business leader, and how have you overcome them?”
She explained, “One of the biggest challenges was scaling without losing our boutique attention to detail. Another has been maintaining momentum during uncertain times. I’ve overcome these by staying deeply connected to my ‘why,’ learning to lead with clarity and kindness, and surrounding myself with people who are agile, solution-driven, and creatively fearless.”
Embracing AI: A Data-Driven Storytelling Approach
AI has become an instrumental force in every industry. So, we asked, “How do you see technology, especially AI, impacting your industry?”
Maina explained, “AI is no longer a trend; it’s a tool we must integrate smartly. From personalized client reports to experience mapping, AI allows us to offer more data-driven storytelling. It saves time, enhances accuracy, and gives clients clearer ROI, making our events not just experiential but measurable.”
Innovations at the Core of 111 Events & Marketing
As a foremost name in the industry, we were curious to learn and asked Maina Khiani if she is implementing any innovative practices in her company.
She replied, “Yes, we’re piloting AI-enhanced event wrap-ups that include brand sentiment analysis, heat maps of engagement zones, and post-event content suggestions. We’re also building modular event kits, scalable setups that are visually stunning, cost-efficient, and easy to adapt across locations. Think of them as ‘plug-and-play’ branded experiences.”
Envisioning the Future of Events
To gather Maina Khiani’s perspective on the growth of her industry, we inquired, “What are your views on the future of the industry you’re associated with?”
“I believe the future of events lies in hybrid immersion, where digital meets physical in ways that feel seamless, emotional, and strategic. Audiences crave connection, but they also demand convenience. As the UAE continues toward Vision 2030, there’s a growing appetite for sustainable, tech-forward, and culturally rooted experiences — and we’re positioning ourselves right at that intersection,” Maina reflected.
Words of Wisdom for Beginners
Addressing the beginners in her field, we requested Maina Khiani to share advice for aspiring leaders who are looking to make an impact in the industry.
She responded, “Start with purpose, not perfection. Be clear about the problem you solve and the result you want to gain. Learn to listen more than you speak, and don’t be afraid to build slowly; quality supersedes in this industry. And always remember: your resilience is your secret weapon.”
The Art of Balancing
Leaders like Maina Khiani have acquired the art of maintaining a healthy balance between work and personal endeavours. So, we ended the session by asking, “How do you maintain a healthy work-personal balance while managing a business?”
“Some days are more balanced than others, and that’s okay. I prioritize small rituals that ground me: morning gratitude, goal-setting, and spending time with loved ones. I’ve also learned the value of delegation, partnerships, and setting boundaries. Balance, to me, isn’t about perfection — it’s about presence,” Maina concluded.
Follow Maina Khiani on LinkedIn.
Find 111 Events & Marketing on LinkedIn and visit their website https://www.111dubai.com/ to learn more.
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