My professional journey and defining milestones

My career in media has been defined by leading regional and global businesses across multiple brands, markets, and stakeholders. Early on, I managed a regional multi-brand portfolio across diverse product categories, collaborating with a range of senior stakeholders. Operating within this regional ecosystem, I built a strong foundation in aligning priorities, managing complexity, and developing integrated media strategies.

This experience later evolved into managing broader international portfolios, where the complexity shifted from multiple brands to multiple markets. Leading a global brand spanning more than 60 markets became a defining milestone in my career; one that required balancing strategic consistency with local nuance, aligning stakeholders, and leading a large team toward a shared vision.

These experiences shaped my perspective on leadership, reinforcing the importance of strong partnerships, adaptability, and translating complex challenges into clear direction for teams and clients.

Today, as General Manager at UM UAE, my focus extends beyond individual accounts to shaping the direction of the business, developing talent, and creating an environment where teams can collaborate and grow.

Along the way, I have been fortunate to work with exceptional managers and leaders who challenged me, supported my growth, and encouraged me to push beyond my comfort zone. Their guidance played an important role in shaping the professional I am today and reinforced my belief that great leadership is often measured by how much it helps others grow.

The values that drive my leadership

The leadership style I have developed over the years is rooted in two qualities that I believe are deeply connected: kindness and organisation. In a fast-moving industry that operates under pressure, creating a supportive and structured environment allows teams to perform at their best. Kindness builds trust and psychological safety, while organisation brings clarity and direction. Together, they create the conditions for strong collaboration and consistently high standards.

At its core, media is a people business. The relationships we build with our clients, our teams, and our partners are what make the work meaningful, and are a significant part of what continues to motivate me every day. Working alongside talented people toward shared goals, navigating challenges together, and watching individuals grow in confidence and capability is one of the most rewarding aspects of leadership.

Early in my career, I was told that an effective leader needed to be visibly tough with their team. I was even jokingly given a “KPI” to raise my voice at least once. It was presented as a way to command authority. But that approach never resonated with me. I learned that respect is not built through intimidation; it is earned through consistency, fairness, and trust.

That moment reinforced a belief I still hold today: the strongest leaders do not lead through fear, they lead through trust.

How I interpret “Give to Gain”

The theme “Give to Gain” resonates strongly with how I approach professional growth. My own defining moments came from mentors who took the time to challenge me and create space for me to grow. These experiences reinforced my belief that progress is collective and happens when we invest in one another.

In our industry, giving can take many forms: mentoring younger talent, sharing knowledge openly, or being the kind of leader who truly listens. It also extends to the relationships we build with clients and partners. When we approach these relationships with openness, trust, and a genuine commitment to their success, partnerships become more meaningful and impactful.

When we invest in people and relationships, the return is collective. Teams become stronger, ideas become richer, and organisations become more resilient.

Advice to the next generation of women

To the women entering media and communications today: stay curious. The willingness to learn and explore new perspectives will always be your greatest strength.

It is equally vital to trust your voice. Diverse perspectives are what challenge conventional thinking and lead to stronger ideas. And remember, leadership does not require you to fit a predefined mould. Authenticity matters. The most impactful leaders are those who stay true to their values while lifting others along the way.