Muna Al Falasi, Director, Esports & Games Strategy, is a highly accomplished professional with over 20 years of experience in marketing, event planning and strategy. As a senior professional and a UAE national, she has played a pivotal role in the success of Dubai Festivals and Retail Establishments (DFRE), a prominent department under the umbrella of Dubai Tourism and Economy With an unwavering commitment to excellence, Muna has spearheaded and executed some of the biggest city-wide iconic campaigns of DFRE in Dubai. She has been instrumental in the phenomenal growth and global recognition of events such as the Dubai Esports & Games Festival, Dubai Shopping Festival, Dubai Summer Surprises, Eid & Ramadan celebrations, Beach Canteen, Food Festival, and other various government initiatives. Muna recently graduated from the Innovation Consultancy program led by Dubai Government Excellence Program, and is a graduate of ‘leaders of the future’ from PwC. Muna's strong leadership skills have allowed her to develop and execute strategic goals that align with organisational objectives, taking into account facets of project management such as cost considerations, process improvements, and manpower management. Her ability to design and plan meticulously detailed event-based projects has resulted in memorable experiences for attendees and stakeholders.