Laila Al-Mansouri: How Strategic Communication Is Transforming Associations and Expanding Their Global Influence

The fourth edition of the Dubai Association Centre Conference convened leading professionals from across the globe at the Dubai World Trade Centre under the theme “Value Amplified: Associations Empowering Change.” The two-day forum explored how modern associations are evolving from static institutions into agile ecosystems driving real societal and economic transformation.

Among the attendees was Laila Al-Mansouri, a seasoned communications strategist who currently leads Public Relations & Partnerships at a major international association headquartered in Dubai. With more than a decade of experience in luxury branding, corporate reputation, and high-impact event curation, Laila brought not just perspective — but purpose — to the conference’s discussions.

“I don’t join forums merely as an attendee,” Laila notes. “I treat them as strategic observatories. And what became clear at DAC 2024 is that associations now carry influence beyond their structure — but only if their communication is aligned, meaningful, and responsive.”

In a fragmented and rapidly evolving world, associations offer something rare: structure with purpose. For professionals, they serve as platforms for visibility, connection, and lifelong growth — providing access to networks, resources, and opportunities that rarely emerge in isolation. But their value extends far beyond individual benefit. Associations help codify standards, promote ethical leadership, and accelerate collective progress. When structured well, they become engines of innovation and trust — places where knowledge is not only shared, but applied. To join an association is to choose alignment with a larger vision — one that connects personal impact with global relevance.

From Luxury Branding to Institutional Transformation

Prior to taking on her current leadership role, Laila directed communications for globally recognized luxury and lifestyle brands at the Chalhoub Group, including Dior, LVMH, and Sephora Middle East. Earlier, at ASDA’A BCW, one of the region’s top PR firms, she led multi-market campaigns for clients across tech, finance, fashion, and government.

These experiences shaped her holistic understanding of how perception is built — not through slogans, but through consistent systems of trust, clarity, and value.

“Trust isn’t built by press releases,” she reflects. “It’s built through structure. Today’s associations can’t afford to function like closed circles — they must act as culture carriers.”

This mindset directly informs her work today. In her current role, Laila is responsible for shaping global visibility, building institutional partnerships, and ensuring that communication remains at the heart of strategic growth.

Strategic Growth Through Connection

Over the past few years, the association Laila represents has undergone a transformation from a niche initiative to a globally active platform supporting top-tier professionals across business, science, culture, and innovation. Since 2021, it has:

• Developed a unified communication and positioning strategy, bringing its voice to global stages;
  
• Curated dozens of influential forums, summits, and knowledge-sharing events;
  
• Built long-term alliances with universities, innovation councils, and think tanks;
  
• Launched an international award recognizing breakthrough ideas and transformative work — focusing not on prestige, but on impact.
  

“We don’t celebrate status,” Laila emphasizes. “We celebrate significance. Every person in our network deserves to feel that their work is part of something meaningful, scalable, and deeply human.”

The Future of Associations: Laila’s DAC 2024 Insights

A key theme Laila observed at this year’s conference was the rise of non-traditional, cross-sector associations as active agents in social and economic discourse.

“Ten years ago, communications in associations were an afterthought,” she says. “Today, they’re the strategic core. If you don’t communicate with clarity, you can’t scale trust — and without trust, you don’t grow.”

She notes that associations are increasingly hybrid in nature — combining education, influence, cultural relevance, and strategic coordination. This complexity demands leaders who can not only speak across industries, but also translate ideas into structures of collaboration.

Communications as Infrastructure

For Laila, public relations is not about exposure — it’s about building relational infrastructure. Her philosophy centers on creating environments where trust, visibility, and purpose coexist.

“We don’t build hierarchies,” she adds. “We build bridges. Between generations, industries, regions. Communication is not about being loud — it’s about being clear, credible, and connected.”

Her role at DAC 2024 was a natural extension of her ongoing mission: to expand the presence, credibility, and influence of the work she does within her organization — and to ensure it resonates on a global level.

As associations continue to evolve into engines of international coordination, voices like Laila Al-Mansouri’s are essential. She brings more than skill — she brings vision, discipline, and cultural fluency to the conversation.

In a world where meaning matters more than mechanics, Laila is helping rewrite what strategic communication can achieve — not just for organizations, but for the people they serve.