Authored by: Carla Dabis, Commercial Creative Director, Condé Nast Middle East.

My career is the culmination of many experiences, both shared and personal, that have shaped not just what I do, but why I do it. Along the way, my path was often met with self-doubt – and the occasional raised eyebrow – as I moved multiple countries between media, production, and branded content roles. Twenty years in, I find myself exactly where I am meant to be.

Every experience has been a piece of a larger puzzle. At times, the vision felt unclear or abstract, but gradually the pieces came together. For me, Give to Gain is both personal and cultural: personal in the pursuit of fulfillment, and cultural in the desire to create experiences that shift perspectives and reshape narratives about Arabs and the Middle East.

My journey began at Edelman Chicago however it wasn’t until I moved to Amman that my career really took off whilst at the Royal Film Commission – Jordan, where I was immersed in storytelling and production. That experience was profound, deepening my understanding of self-expression and showing me that storytelling wasn’t just something I enjoyed – it was the foundation of my career.

In 2013, I moved to Dubai to join Publicis Media, where I spent eight years leading Branded Content and Partnerships. During this time, I discovered the power of merging brands with data-driven strategies and storytelling through TV/VOD integrations and video production, while honing my business acumen to execute them effectively. This chapter also coincided with becoming a mother, which gave me a new perspective – encouraging me to be intentional about the work I pursued, model healthy career habits, and navigate the ongoing balance between ambition, purpose, and family.

I joined Vice Media in 2021, seeking to bring more purpose into my work. I focused on projects that pushed boundaries, redefined cultural narratives, and amplified marginalized voices. One of the most meaningful initiatives I worked on was Durex Records, an award-winning platform that used hip hop to normalize conversations around sexual health and self-expression. This project reminded me of the transformative power of storytelling – it challenged taboos, sparked dialogue, and made brands culturally relevant while creating real social impact.

It is at Condé Nast however that I found the most versatile platform to explore culture across multiple lenses – fashion, travel, design, sports, film, tech, and more. Today, I lead the Condé Nast Middle East Creative Commercial team, our in-house agency producing all commercial campaigns, from events and photoshoots to video content – creating culture, most literally. Whether celebrating the men shaping culture in GQ Men of the Year 2025 or spotlighting the region’s most influential designers and architects through AD100, it is this kind of purpose-driven, culturally resonant work that feels most meaningful – projects that amplify local voices and redefine what Give to Gain means.

As a leader, I believe in leading by example and creating a culture rooted in empathy and collaboration. I take a democratic approach, coaching like-minded people to become leaders who value creativity, intentional listening, and collective problem-solving. At the same time, I encourage women to remain humble while confidently marking and marketing their achievements. Balancing humility with visibility, and leadership with empathy, allows women to lead authentically, inspire others, and stay true to their values.

Looking back, the common thread across every chapter of my career has been storytelling – whether through film, media, branded content, or cultural campaigns. Each role, each project, and each challenge has shaped not just my professional path, but also my purpose. I strive to create work that matters, amplifies voices, and connects culture to audiences in ways that are meaningful, relevant, and lasting.