“Over my career, I have developed a global network of exceptional creative partners to resource projects to create, scale and deliver excellence.”
Professional achievements:
- Transforming Lexus marketing strategy and planning resulting in an 80% sales growth within 2 years
- Conceptualizing and producing a $2m regional campaign for Pepsi that was the largest pan-Arab social media campaign to date
- Creating a chart-topping music creation digital platform supported by regional roadshow style activations for Kinder Bueno, with rollouts over 3 years in 2 continents
- Launching a Cannes Lion award winning retail brand
Can you share your professional journey in the World of Technology?
As a passionate and lifelong learner, I completed my certificate in Digital Marketing, E-Commerce, and Social Media from the Wharton School, I’ve studied MBA from the Hult International Business School. My experience includes working with brands such as Lexus, Ferrero, Pepsi, Microsoft, Toyota, Bayer, BMW, Unicef, Axis Communications, Kiri, Jeep, MINI, Emirates Investment Bank, Dubai Parks & Resorts.
Relatively, I am a newcomer in the technology space; I made a Covid-era career pivot into technology from the automotive industry. The accelerating rate of digitization coupled with the industry’s dynamic environment appealed to me. I’ve worked with Axis for 2 years as the Regional Marketing Manager for Middle East and Africa.
Do you see more or less women working in technology these days and can you share an opinion on why?
I have not worked in technology long enough to observe a pattern. For me, there are two questions here: how are women represented in technology and how are women represented within leadership roles in technology. Within Axis, women are well represented at all levels of the organization including leadership capacities. We host an internal annual Women in Security event to actively discuss topics that affect women in the workplace and exchange our stories in order to learn and improve the quality of work experience for women within the organization.
That being said, I do believe there is room for improvement when it comes to women both in technology and in leadership roles within the industry, here in the region.
- Favorite Past Time: Spending time outdoors, camping or at the beach
- Favorite Author: Simon Sinek
- New area to excel: I’m currently learning Tennis, a hobby I’ve picked up in 2022
Can you please share an incident where just because of your gender your capabilities were doubted being a woman you handled it better.
To my awareness, I haven’t experienced a situation where my capabilities were doubted due to my gender.
Nor can I recall a situation where I felt being a woman helped me better handle a situation. I don’t believe that men or women are better suited to handle specific situations, as it has been my experience that women and men fall within a spectrum of unique approaches and qualifications. I’ve observed that successful organizations create space for this spectrum and as a result, benefit from dynamic thinking.
What are your strengths that have helped you?
I offer extensive experience creating and executing strategic marketing plans that have exceeded project performance and commercial expectations.
Throughout my leadership roles, I enjoy engaging teams, stakeholders, and creative agencies in developing solutions-oriented campaigns.
What milestones have you achieved professionally?
I have worked in Canada, Egypt and the UAE with 20 years of professional experience in marketing, driving growth for a portfolio of global brands in automotive, technology, FMCG, and pharmaceutical sectors. I’ve worked in the corporate sector and been an entrepreneur and partner in a digital and experiential agency. Within Axis, I have driven the marketing strategy and planning for Axis Communications for Middle East and Africa, including organizing 6 conferences at the Dubai Expo on topics such as Artificial Intelligence, Cyber Security, and Smart Cities.
Do you think that with the advent of work from home/hybrid work, more career opportunities will open up for women?
I see this as a double-edged sword. Generally speaking, more flexible working situations can be beneficial for working women, particularly working mothers. However, I have seen statistics that show rates of advancement within organizations are associated with employees who are active participants in office environments. Within a hybrid environment, while women may opt for more flexibility, this may negatively impact their career advancement opportunities. When designing future work environments, we need to have discussions around creating fair opportunities for all employees.
