Looking back on my career, I realise I’ve often been drawn to industries at moments of transformation. Whether it was the evolution of global media, the rise of digital platforms, or now the reinvention of hospitality experiences in the Middle East, what has always drawn me is the opportunity to help build brands that shape culture and bring people together.

Over the past two decades, I’ve had the privilege of working with some of the world’s most influential media and technology companies, including the Financial Times, BBC World News, Google, and Instagram. Those roles not only exposed me to powerful global brands, but also to very different markets. My career has taken me from Australia to Singapore and across Southeast Asia, and now to Dubai and the wider Middle East. Working across these regions taught me early on that while technology and platforms may scale globally, meaningful brand building always requires a deep understanding of local culture, behaviour, and community.

One of the defining moments in my career was moving to Singapore in 2009 with the BBC. At the time, the media landscape was already beginning to shift rapidly, and being in Asia meant witnessing first-hand how quickly digital platforms were transforming the way people consumed content. That move ultimately led me to join Google in 2011, where I had the opportunity to be part of the YouTube launch team in Southeast Asia. It was an extraordinary time, the early days of creator culture, when the idea that anyone could build an audience and share their voice globally was just beginning to take shape.

Later, I experienced another pivotal moment when I joined Instagram in 2015 and became the first employee in the Middle East, helping introduce and grow the platform across the region. It was incredibly rewarding to see how quickly people embraced the platform, not only as a social network but as a space for creativity, storytelling, and entrepreneurship. Watching creators, brands, and communities flourish on those platforms reinforced something I’ve always believed: the most powerful brands are those that create opportunity for others.

Today, as a marketing leader in hospitality, that belief continues to guide how I approach my work. My role is not simply about launching campaigns, partnerships or building visibility, but about creating experiences and environments where people, whether guests, collaborators, or team members feel inspired to contribute and connect.

This is why the theme “Give to Gain” resonates so strongly with me. In our industry, success is rarely individual. It is built through collaboration, mentorship, and the willingness to create space for others. Some of the most rewarding moments in my career have come not from personal milestones, but from seeing talented people grow whether that’s a young marketer stepping confidently into leadership, a creative partner bringing a new idea to life, or a team coming together to build something meaningful.

I’ve also learned that generosity in leadership is not just about giving time or advice. It’s about sharing opportunity. Inviting different voices into the conversation. Supporting emerging talent. And recognising that when you elevate others, you strengthen the entire ecosystem around you.

For the next generation of women entering our industry, my advice would be simple. First, stay curious. The industries we work in are constantly evolving, and the most exciting opportunities often sit at the intersection of disciplines. Don’t be afraid to move across sectors, explore new ideas, and build a career that is varied rather than linear.

Second, invest in relationships. The people you work with, collaborate with, and learn from will shape your journey far more than any job title ever could.

And finally, don’t wait for permission to lead. Confidence often grows through experience, but leadership begins with the willingness to step forward, take responsibility, and support others along the way.

The next generation of women entering our industry are globally connected, culturally aware, and creatively ambitious in ways that are incredibly inspiring to watch. If we continue to mentor, champion, and uplift each other, I truly believe the future of our industry will be more innovative, inclusive, and impactful than ever before.