WHOOP has appointed Nojoud Radwan as Senior Marketing Lead for the Gulf Cooperation Council (GCC) region, strengthening its regional marketing leadership as the wearable technology company continues to build its presence in the health and performance market.
Radwan joins WHOOP after serving as Senior Marketing Manager at adidas in Saudi Arabia, where she led integrated marketing initiatives across digital, retail and influencer channels.
Radwan Brings Experience Across Global Brands
At adidas, Radwan worked from August 2024 to August 2026, overseeing marketing strategy for the Saudi Arabian market. Her responsibilities included adapting global campaigns to local audiences, aligning brand messaging with cultural trends and developing creator-led activations to engage consumers.
Her experience in localising international campaigns is particularly relevant in the GCC, where brands often need to balance a consistent global identity with the preferences, behaviours and cultural nuances of individual markets.
Before adidas, Radwan spent more than six years at Nestlé, working across digital marketing, social media and influencer strategy.
Experience Across 19 Markets at Nestlé
During her time at Nestlé, Radwan held roles that covered both regional and global marketing responsibilities. As Digital Marketing Manager for Nestlé Purina Petcare and Nestlé Health Science, she led digital strategy across 19 markets, with a focus on e-commerce adoption, performance marketing and maintaining brand consistency.
She also served as Global Social Media and Influencer Lead, gaining experience in managing digital communication and creator partnerships across markets.
Earlier in her career, Radwan worked at The Coca-Cola Company, where she began as an Assistant Brand Manager in September 2013.
What Her Appointment Means for WHOOP
WHOOP operates in the wearable technology and performance-tracking category, serving consumers interested in monitoring activity, recovery, sleep and overall performance. Marketing in this space requires brands to communicate the value of data-driven insights while building engagement around everyday habits and personal goals.
Radwan’s background across sportswear, nutrition and consumer brands brings experience in categories where lifestyle, performance and digital engagement intersect.
Her regional role is expected to draw on this experience to develop marketing initiatives suited to GCC audiences, while connecting local campaigns with WHOOP’s broader brand positioning.
Local Relevance and Creator-Led Marketing
Across the Middle East, brands increasingly use localised storytelling, social media and influencer partnerships to build consumer connections. Radwan’s experience in these areas could support WHOOP’s efforts to communicate with audiences through culturally relevant campaigns and digital-first engagement.
Her appointment highlights the importance of regional marketing leadership for global brands operating across diverse consumer markets. By combining international brand experience with local market understanding, WHOOP can strengthen how it presents its performance-focused proposition to consumers across the GCC.