Intro

Razan Jalloul’s path into marketing began with a fascination for ideas, the kind that don’t just capture attention, but shift how people feel and behave. Today, this spark drives her passion for creating meaningful impact for both businesses and the communities they serve.

With over 14 years of experience across agencies, tech, and startup ecosystems, Razan began her journey in global creative agencies like Ogilvy and McCann/FP7, working across brand strategy, creative positioning, and product launches for local and global brands. She later moved into the startup space, where she helped launch a DTC femtech brand in the UAE and supported business growth across the MENA region during her time at Twitter.

An alumna of the Cannes Lions Creative Academy and a Lynx award winner, her perspective has been shaped by voices ranging from creative leaders to astronauts, negotiators, and Disney producers. This reinforced her belief that the best ideas start with understanding people and are meant to uncover meaning, not just visibility.

Her passion for both creativity and strategy led her to IDEO Academy, where she studied human-centered research and innovation frameworks before stepping into coaching within that space. This reshaped how she sees problems and possibilities, grounding her work in empathy, curiosity, and a belief in building with people, not just for them.

Today, Razan leads the SMB Marketing department at TikTok across the METAP region, while also driving key projects in EU. She helps small and medium businesses grow across the region and industries through creativity, culture, and storytelling, enabling them to be discovered and show up authentically on a platform like no other.

Beyond her role, Razan is drawn to the intersection of wellness and creative curation, seeking and creating spaces that foster reflection and purposeful connections.

What is your leadership style?

I care deeply about the spaces we create for others, because I believe that when people feel safe, seen, and connected, they don’t just show up, they light up.

That’s why I lead by balancing a bold vision with a deep commitment to service. I naturally lead with empathy to create environments where people can show up authentically, move with intention, and lean into their strengths. To me, leadership is about being both a passionate visionary and a humble servant. When we strike that balance, we help our teams open up, think more freely, and bring their unique voices toward a shared purpose.”

Your advice to the next generation of women in the industry

Trust your curiosity over a linear path. You don’t need to always have all the answers, just the courage to explore. Over time, your interests will connect and shape something uniquely yours, so give yourself the space to grow into it.

Also there is something equally powerful in finding your community. Be part of spaces that spark your passion. Surround yourself with people who inspire you and mentors who have walked the path before you. There’s no limit to what you can build, only the paths you choose to explore.