Redefining Boundaries: Saadia Karam’s Journey in Marketing for Tomorrow

When I look back on my journey, it’s hard to define myself in just one role. Am I a leader? A marketer? A mother? Or perhaps a combination of these identities that shape who I am today. My career has taken me across five continents, collaborating with some of the most innovative companies like TikTok, META, and Microsoft. But it was the desire to create lasting impact, to break boundaries, and to build something uniquely my own that led me to found Colibri Media Group.

Breaking into the New Marketing Landscape

Entering the world of marketing was not just a career move; it was a leap into a rapidly changing arena. My early days in tech were filled with uncertainty. I wasn’t just navigating new strategies but also breaking into an industry that was evolving faster than anyone could keep up with. At META, I learned the power of connection in a data-driven world. At TikTok, I discovered the nuances of global engagement in a world hungry for authentic, creative content. It was during these experiences that I realized that the marketing of tomorrow is not just about platforms or technology. It’s about creating meaningful connections.

The Drive to Create Impactful Marketing

Marketing has always been about more than just promotions or advertisements for me. It’s about human impact. It’s about empowering brands to tell their stories in ways that resonate and create value. When I founded Colibri Media Group, my goal was to bring the wealth of global experience back to Morocco and the MENA region. I wanted to build a platform where brands could not just adapt to change but lead it. Today, the marketing of tomorrow means leveraging AI, automation, and data not simply to reach audiences but to truly understand and engage with them on a deeper level.

A Return to Morocco

Returning to Morocco wasn’t merely a homecoming; it was a conscious decision to be part of something bigger. The marketing landscape here is vibrant, full of potential, yet often underserved. My journey has taken me from global boardrooms to the grassroots of emerging markets. What keeps me moving forward is the belief that African businesses can lead the global marketing conversation. My role at Colibri is to be a catalyst for this transformation, to help shape a future where Moroccan and African brands are not just seen but truly heard, influencing global narratives.

Embracing Vulnerability and Growth in Marketing

Leadership in the marketing world often means being comfortable with uncertainty. There were moments when I felt out of my depth, especially when venturing into new markets or launching transformative campaigns like those for the Canarias Islands Tourism. In those moments, I learned that vulnerability is not a weakness; it’s a path to growth. Admitting that I don’t have all the answers opened the door to innovation and collaboration. It allowed me to build teams that challenge the status quo and foster a culture where every idea is explored and every voice is heard.

Empowering Brands and People

Marketing is about people. It’s about connecting with them in ways that matter. One of the aspects of my journey that I hold dear is mentorship. Being a woman in a predominantly male-driven industry comes with its set of challenges, but it also comes with the responsibility to uplift others. I’ve made it my mission to mentor the next generation of women in marketing, encouraging them to break their own boundaries. In marketing, just like in leadership, it’s not just about leading the charge; it’s about creating space for others to shine.

The Road Ahead: Marketing Beyond Today

Today, as I continue to lead Colibri Media Group, my vision for the future of marketing is clear: to build an ecosystem where innovation knows no boundaries, where every brand has the tools and insights to tell its story authentically. The marketing of tomorrow is not about technology or trends. It’s about creating an environment where brands can connect with people on a human level, using data and creativity to craft narratives that are both meaningful and memorable.

Writing Tomorrow’s Stories Today

My story is still being written, and every day is a new chapter in the journey to drive change and inspire others. In the world of marketing, we often talk about transformation in terms of strategies and platforms. But real transformation is about the people behind the campaigns: their stories, their aspirations, and their ability to shape a world where marketing empowers the human experience.