My career has been a mix of sales, marketing, and business management. After finishing my degree in Business Administration at Alexandria University, I started in sales, working in various roles at resorts and hotels in Egypt. These early experiences taught me the importance of customer relationships and service excellence.

After my time in the military, I shifted towards marketing and joined Pixel Point in Alexandria as a Marketing Coordinator. That was where I got my first hands-on experience in digital marketing and brand building. In 2017, I joined VLCC in Bahrain as a Marketing Manager, and over the years, I moved up to Business Manager. At VLCC, I’ve had the opportunity to work on a wide range of projects — from building marketing strategies that grew brand awareness to helping drive business continuity and improving sales processes.

My journey has given me a diverse skill set in marketing, strategic planning, and business development. But now, after learning so much and contributing to VLCC’s success over the years, I feel it’s time to take on a new challenge. I plan to transition into the role of a Business and Marketing Consultant, helping other businesses with the knowledge I’ve gained. VLCC will always be a significant part of my career, and I’ll always carry the lessons and experiences from my time there.

2. Brief us about your role in the company. Brief us about the company’s services. How does it uphold its uniqueness in the market?
   As the Business Manager at VLCC, I oversee various aspects of our operations, from business development to marketing. I’m responsible for driving strategic initiatives, improving operational efficiency, and identifying new opportunities for growth. I also play a key role in developing partnerships and ensuring our brand remains visible and competitive in the wellness and beauty sector.
   VLCC is a well-known name in health and wellness, offering a range of services designed to help people achieve their fitness, beauty, and wellness goals. We provide weight loss programs, fitness services, skincare, and beauty treatments. Our services are unique because we focus on a holistic approach to well-being, combining science, technology, and personalized care to help clients achieve long-lasting results.
   What sets VLCC apart is its commitment to results and customer care. We use the latest technology in skincare and wellness treatments, and we have a strong reputation built on trust and effectiveness. Being part of this company has been incredibly rewarding, and I’m proud of the role I’ve played in shaping its success in the region.
3. What are the most significant trends currently shaping the business landscape in the Middle East?
   There are several key trends shaping the Middle East’s business landscape today:
   Digital Transformation: Businesses across the region are rapidly adopting digital tools, from e-commerce platforms to social media marketing, to stay competitive and meet customer expectations. The digital shift is especially evident in sectors like retail, hospitality, and healthcare.
   Sustainability: Sustainability is becoming a central focus for companies in the Middle East. Governments are pushing for more environmentally responsible practices, and businesses are following suit by adopting green initiatives and focusing on sustainable products and services.
   Diversification of Economies: With many Middle Eastern countries working to reduce their reliance on oil, there’s a growing focus on innovation, technology, and knowledge-based industries. Sectors like fintech, AI, and smart cities are gaining traction.
   Customer-Centric Approaches: There’s a significant shift towards personalized customer experiences. Consumers in the Middle East want brands to understand their unique needs and preferences, which is driving businesses to invest in data analytics and more tailored services.
   Youth Empowerment: The region has a young, dynamic population that’s tech-savvy and entrepreneurial. This demographic is not just the future of the workforce; they’re also driving innovation and pushing businesses to rethink how they engage with customers.
4. What are some of the biggest challenges you face in your role, and how do you overcome them?
   One of the biggest challenges I face in my role is keeping up with the pace of change in the wellness and beauty industry. Trends shift quickly, and there’s always a new competitor entering the market. To stay ahead, I make sure our strategies are flexible and data-driven, allowing us to pivot quickly when necessary. I also place a strong emphasis on innovation, constantly looking for new ways to engage with customers and improve our offerings.
   Another challenge is managing the complexity of coordinating multiple teams across different functions — marketing, operations, sales, and customer service. It requires strong communication and leadership to make sure everyone is aligned and working toward the same goals. I focus on building strong relationships within the team and ensuring everyone feels valued and motivated.
5. What innovative strategies are companies in the Middle East adopting to stay competitive?
   Companies in the Middle East are embracing a variety of innovative strategies:
   Investing in Technology: More businesses are using AI, machine learning, and data analytics to improve customer engagement, streamline operations, and enhance decision-making.
   Digital and Social Media Marketing: As digital platforms continue to dominate, companies are putting a significant focus on digital marketing. This includes influencer partnerships, social media campaigns, and personalized online experiences that drive customer engagement and sales.
   Sustainability Initiatives: With the growing emphasis on environmental responsibility, many companies are adopting green practices — whether it’s reducing waste, improving energy efficiency, or sourcing sustainable materials.
   Customer-Centric Business Models: Companies are increasingly focusing on creating tailored experiences for their customers, using data to understand their preferences and needs better. Personalized products and services are now a key competitive differentiator.
   Strategic Partnerships: Companies are also focusing on collaborations to expand their reach. Whether it’s partnerships with influencers, other businesses, or even tech startups, these alliances are helping businesses grow and access new markets.
6. How is your company leveraging digital transformation to enhance its operations?
   At VLCC, we’ve embraced digital transformation in several ways. On the marketing side, we’ve shifted a lot of our efforts toward digital platforms, using social media, Google Ads, and SEO to increase brand visibility and engage with customers. We also use advanced analytics to track customer behavior, optimize campaigns, and improve ROI.
   In terms of customer experience, we’ve made booking appointments and consultations easier by incorporating online platforms. We’ve also developed digital tools for personalized wellness and skincare consultations, which enhance customer satisfaction and loyalty.
   Internally, we’ve adopted various technologies to improve efficiency. For example, our customer relationship management (CRM) system helps us manage customer data, track interactions, and offer a more personalized experience across all touchpoints.
7. What are the primary challenges businesses face in the Middle East, and how can they overcome them?
   Some of the main challenges businesses face in the Middle East include:
   Regulatory Changes: The regulatory environment can be complex, with frequent changes across different countries. Businesses need to stay updated on local laws and build relationships with legal experts to ensure compliance.
   Competition: The region is becoming more competitive, with new businesses constantly entering the market. Staying ahead requires continuous innovation, a focus on customer satisfaction, and being able to adapt to changing market dynamics.
   Economic Fluctuations: As many Middle Eastern countries remain dependent on oil, the business environment can be impacted by global economic shifts. To overcome this, companies should diversify their revenue streams and explore non-oil sectors.
   Cultural Sensitivity: The Middle East is home to many diverse cultures, and businesses need to be aware of local customs, traditions, and preferences. This cultural understanding is essential in building strong relationships with employees, customers, and partners.
8. How do regulatory changes impact business operations, and what strategies can companies use to navigate these changes?
   Regulatory changes can create challenges for businesses, whether it’s new tax laws, changes in labor laws, or product regulations. These changes can affect everything from pricing strategies to operational procedures.
   To navigate these challenges, companies must stay proactive in tracking regulatory developments. Having a dedicated legal or compliance team is essential, as is investing in technology that can quickly adapt to new rules. Maintaining strong relationships with local regulators and industry associations is also key to ensuring businesses are well-informed and prepared for changes.
9. How important is cultural understanding in managing teams and businesses in the Middle East?
   Cultural understanding is extremely important in the Middle East, given the region’s diversity. It’s essential to respect local customs, traditions, and social norms when managing teams or conducting business. Being culturally sensitive helps build trust and strengthens relationships with employees, customers, and business partners.
   It’s also important to adapt business strategies to local preferences. For example, communication styles can vary, and understanding these nuances helps in fostering a positive and productive work environment. At VLCC, we’ve always made cultural awareness a priority, ensuring that our team works in harmony and that we connect with our customers in a way that resonates with them.
10. What will be your and the company’s goals for the next 5 years?
    Looking ahead, my goal is to transition into a new phase of my career as a Business and Marketing Consultant, where I can share my expertise with other businesses. I want to help companies develop strategies for growth, navigate digital transformation, and improve their marketing efforts.
    As for VLCC, the company’s goals will likely focus on continuing to expand its footprint in the Middle East, refining its services, and adapting to the growing demand for personalized wellness solutions. There’s a lot of potential for growth in the region, and I’m confident that VLCC will continue to be a leader in the industry.