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Exness Launches Global ‘Born to Trade’ Campaign

Limassol-based multi-asset broker Exness has unveiled its largest global brand campaign to date, titled “Born to Trade.” This campaign, launched earlier this week, aims to resonate with traders who embrace challenges, seize opportunities, and make bold decisions daily. The initiative features a video ad that underscores the narrative that trading is an innate calling for true traders.

Campaign Highlights

Alfonso Cardalda, Chief Marketing Officer at Exness, described the campaign as a reflection of the passion and determination inherent in trading. He emphasized that “Born to Trade” is more than just a tagline; it encapsulates the deeper connection traders have with the markets and their mastery of the trading art. This campaign seeks to emotionally engage traders and align them with Exness as a supportive partner in their trading journey.

Brand Reinforcement

The campaign builds on Exness’s new brand identity launched in January 2024. It reinforces the company’s commitment to quality, dependability, and product superiority, attributes that have made Exness a preferred choice among traders globally. By engaging traders on a deeper level, Exness aims to strengthen its brand identity and loyalty among its core audience.

Global Rollout

“Born to Trade” will be rolled out globally across various channels, including digital advertising, social media, and traditional media outlets, targeting key markets worldwide. This campaign is part of Exness’s bold marketing approach, which began with its partnership with LALIGA in Latin America earlier this year.

UAE Job Trends For 2025: High-Demand And Lucrative Roles Revealed

The UAE’s flourishing asset management sector, bolstered by rising investor interest, regulatory advancements, and a surge in Family Offices and Ultra High Net Worth Individuals (UHNWIs), is driving demand for banking and finance talent.

Roles in fundraising and institutional sales are particularly sought after, with professionals in these fields highly valued for their regional networks and industry expertise, according to Michael Page’s UAE 2025 Salary Guides. The comprehensive report, which includes insights from 17 industries, offers an overview of current hiring trends, salary benchmarks, and the recruitment challenges businesses face.

Banking And Finance In High Demand

The report highlights a significant need for compliance professionals, especially those with experience in Dubai Financial Services Authority (DFSA) and Financial Services Regulatory Authority (FSRA) regulations. Chief Compliance Officers and Money Laundering Reporting Officers (MLROs) are among the most lucrative roles in the sector. Jon Ede, Regional Director UAE at Michael Page, pointed out that in 2024, the UAE’s workforce grew by 9%, and the number of new companies increased by 14.5%, showing the success of the nation’s strategic initiatives.

Sales, Marketing, And IT Growth

The sales and marketing sector has seen steady growth, especially in B2B industries like technology, real estate, energy, and logistics. Roles such as Business Development Manager, Chief Commercial Officer, and Strategic Sales Director are in demand, with a premium placed on business development, key account management, and communication skills.

The IT sector, meanwhile, continues to evolve rapidly, with high demand for positions like Head of Software Development, Full-Stack Software Engineer, Agile Product Manager, Senior DevOps Engineer, and Digital Adoption Specialist. The report underscores the significant shift in the UAE talent market for digital professionals in recent years.

Navigating The Skills Shortage

The study also highlights the growing skills shortage, with businesses grappling to find candidates with the right expertise. A staggering 37% of business leaders reported challenges in finding skilled talent, while nearly a third (30%) struggled with employee retention. Nearly half (48%) of employers also cited aligning salary expectations with candidates as a key obstacle.

Ede suggests that businesses can overcome these challenges by offering competitive packages that include benefits, career development opportunities, and workplace incentives, positioning themselves as attractive employers in the competitive UAE job market.

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