The Heart Behind the Operations: A Journey from Global Giants to Regional Grassroots 

If you had told me twenty years ago that I’d be sitting at the intersection of high-level operations and the wild, wonderful world of the creator economy, I might have laughed. My journey has always been fueled by a restless curiosity about “what’s next.” 

Many know me from my years at Google and YouTube, where I had the incredible opportunity to help build the digital video foundation for the MENA region. From the adrenaline of breaking a Guinness World Record to the deep cultural pride of bringing Sesame Street back to Arabic screens, those years were a masterclass in scale. But milestones aren’t just about the trophies; they’re about the realization that platforms are only as strong as the people who use them. 

Today, as the COO of Alfan, my focus has shifted from the “big tech” lens to the “builder” lens. Moving into a leadership role within a high-growth regional company allowed me to get my hands dirty again. At Alfan, we aren’t just observing the creator economy; we are building the plumbing, the electricity, and the foundation for it. My defining milestone lately hasn’t been a single event, but rather the quiet satisfaction of seeing our operational systems empower thousands of MENA creators to turn their digital presence into a legitimate, scalable business. It’s about moving from “What can this platform do?” to “How can we make this creator’s life easier?” 

Leading with Empathy and “Operational Soul” 

When people hear “COO,” they often think of spreadsheets, logistics, and rigid processes. For me, leadership is about operational empathy. You cannot build a system for people if you don’t understand their heartbeat. 

My leadership values are anchored in radical transparency. I’ve always believed that a team performs best when they aren’t just told what to do, but why it matters. Especially in the MENA region, where our market is a beautiful, complex mosaic of different cultures and regulations, agility is everything. I strive to be a leader who removes the “noise.” If my team is stuck, my job isn’t to judge the roadblock; it’s to grab a shovel and help clear the path. I value a culture where “failing fast” isn’t a buzzword, but a safe reality. We learn, we pivot, and we grow—together. 

“Give to Gain”: The Art of Building a Bigger Table 

The 2026 theme, “Give to Gain,” is something I live by daily. In the earlier days of my career, I saw a lot of “gatekeeping”—the idea that there was only one seat at the table, and you had to fight to keep it. I’ve spent my career trying to dismantle that mindset.

In the creator economy, “Give to Gain” is the literal business model. At Alfan, the more we “give” our creators—better data, better transparency, and better support—the more the entire ecosystem “gains” in value. On a personal level, I interpret this as sponsorship over mentorship. We’ve all had mentors who gave us great advice, but a sponsor is someone who puts their own reputation on the line to open a door for you. 

Whether it was my time as the Head of Women at Google MENA or my current role, I make it a point to be that sponsor. I’ve found that the more I invest in the women around me, the more my own leadership capacity expands. When you help another woman rise, you aren’t losing your spot; you’re expanding the room. 

To the Next Generation: Build Your Own Blueprint 

To the young women looking at our industry today: Don’t wait for an invitation. The media and tech landscape in MENA is moving far too fast for you to sit on the sidelines waiting for a “perfect” moment. 

My biggest piece of advice is to master the “How.” Being creative is wonderful, but being a creative who understands operations, data, and business mechanics is a superpower. Understand the guts of the industry. When you know how the engine works, no one can tell you how to drive. Also, remember that your “soft skills”—your intuition, your ability to read a room, and your empathy—are actually your hardest assets. They are what will make you a leader people want to follow, not just someone they have to follow. We are in the most exciting era for the MENA region right now. The blueprint hasn’t been fully written yet—so grab a pen and start writing your own chapter.