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    How I got my job as… founder of a Dubai-based digital and influencer marketing agency

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    Emirates Man

    by Camille Macawili
    15 seconds ago

    This week, Emirates Man speaks to Hady Chamseddine, founder of Hack The Agency. Prior to establishing the agency in September 2024, Hady, with a background in Petroleum Engineering, started off working in the field for a year before eventually making the shift into PR and marketing, where he amassed an impressive experience managing communications for global brands such as Rimowa and Louboutin as well as overseeing social media, content creation and influencer marketing for luxury hospitality brands.
    Welcome to the Emirates Man weekly series ‘How I got my job as…’ where we speak to incredible entrepreneurs, and businessmen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
    Here, the Hack The Agency founder shares with Emirates Man his early journey in the field, how he pivoted his career, the challenges and achievements of launching a business, his future business goals for 2025, and everything in between.

    What was your favourite subject at school?

    I’ve always been drawn to Chemistry. I found the subject stimulating and fascinating. Looking back, the one thing I took away from those courses is how to build chemistry, but not the kind you study in class. In my career, it’s all about building chemistry between brands, teams, and audiences.

    What was your first job?

    My first job was with BB Energy, where I worked on a nation-wide project to introduce natural gas-based power generation in Lebanon. I joined a contracted consulting firm to help define the specifications for the floating storage unit that would be moored offshore. It was a solid introduction to working on large-scale projects and learning the ropes of professional collaboration.

    What eventually brought you to Dubai?

    I studied in the UK, where I spent five years earning my bachelor’s and master’s degrees in Petroleum Engineering. After graduating, I knew that Dubai was the city where I would feel most at home—its culture and energy were the closest to my roots. Add to that the fact that Dubai is now a global benchmark for media and innovation, a land of opportunities, and I felt it was the perfect place to pursue my passions.

    What inspired you to enter the communications and digital marketing space and launch Hack The Agency?

    I’ve always had a passion for the media industry, and at 18, I was already freelancing for a rising Lebanese singer, managing her brand identity, social media, PR, and events. Over time, I realized that marketing was my true calling. However, growing up in an Arab family, I was encouraged to follow more traditional career paths—engineering, law, or medicine. I do not regret studying engineering, I’m actually very proud of it, as the skills I developed have shaped my strategic thinking today. Hack The Agency, which I launched in September 2024, brings together my experience in digital marketing and my passion for communications.

    As a founder, what are the key elements of your role?

    As the founder, I wear many hats, but the key elements of my role revolve around strategy, team leadership, and client relationships. I also focus on business development, creative direction, influencer management, and ensuring that the agency consistently delivers impactful results for our clients.

    Talk us through your daily routine.

    I truly believe that how you start your day sets the tone for everything that follows. That’s why I make sure to kick off every morning with a positive mindset, telling myself, “Today’s going to be a good day.” For those who know me well, they’ll tell you that I carve out a full hour every morning just for myself. I spend that time playing my favourite songs and dancing around (yes, really!). It’s my little ritual to get energised and in a positive mindset.

    After that, I make sure to do some cardio and a quick swim before jumping into work. By 9:30 AM, I’m with the team, reviewing the day’s plan, aligning tasks, and ensuring everything is on track. Then, I dive into client updates, checking on progress and making sure everything is moving smoothly. The rest of my day revolves around business development, working on creative mood boards, and spending the majority of my time communicating with clients and talents to keep things moving forward. After 6PM, If I’m not attending a social event, it’s all about self-care — simply doing things that make me feel good. It’s important to stay balanced, as taking care of myself helps me bring my best to work every day.

    What advice do you have for anyone looking to follow in the same footsteps?

    My advice is simple: Follow your passion, but be patient. The journey is never a straight line, and you’ll encounter many challenges, but that’s where the growth happens. Learn as much as you can from every experience, and don’t be afraid to take risks. Most importantly, build strong relationships with the people you work with—your team, clients, and collaborators. They are the foundation of your success.

    Tell us more about the services offered at Hack The Agency.

    At Hack The Agency, we offer a full suite of services that are essential for today’s digital landscape. Our main services include social media management, content creation, online communications, and influencer marketing. We provide end-to-end digital strategies designed to help brands reach and engage their audiences in meaningful ways, with a particular focus on influencer collaborations. Our goal is to make sure that all elements of a brand’s digital presence work together seamlessly to achieve maximum impact. One of my core values is ensuring that our clients feel like we are an extended part of their team. I want our team to become the client’s brand, never the other way around. It’s about building that connection and working collaboratively to help the brand grow and succeed without limiting ourselves to the scope of work contracted.

    What is the best piece of advice you ever received?

    The best advice I’ve ever received was, “Do what you love.” Now, I truly believe that success comes when you’re passionate about what you do. Looking back at my time as a petroleum engineer, I dreaded waking up in the morning. Fast forward to today, and I go to bed excited for the next day, eager to dive into work because I love what I do.  It’s a powerful reminder that when you align your passion with your career, the journey becomes just as fulfilling as the destination.

    And what is the worst?

    The worst advice I ever received was, “Stick to what you know.” While it’s important to hone your expertise, I believe in stepping out of your comfort zone and embracing new challenges. Growth happens when you take risks and try new things.

    What has been the biggest challenge as a founder you had to overcome in setting up this new venture?

    The biggest challenge has been balancing the transition from a corporate career to entrepreneurship. It’s a huge shift in mindset and responsibility. As a founder, you are not only thinking about the big picture but also involved in every little detail. The pressure is real, but it’s also incredibly rewarding. Learning to manage multiple roles while building the agency’s foundation is tough. I’m embracing it as part of the process.

    What are your goals for the future?

    By 2025, I envision expanding our client portfolio. My focus will always be on ensuring that I remain closely involved in each client’s day-to-day activities. My goal as a founder is to stay niche with a limited number of clients. Making sure each one receives the time, attention, and tailored strategies they deserve. I want Hack The Agency to be known for its hands-on approach, where every client is “hacked” daily with personalised service, ensuring our strategies’ success in such a competitive market.
    – For more on how to look smart and live smarter, follow Emirates Man on Facebook and Instagram
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      How I got my job as… a UAE-based Cultural Strategist and Art Advisor

      by

      Life

      by Sarah Joseph
      2 hours ago

      This week, Emirates Woman spoke to Myrna Ayad, Cultural Strategist and Art Advisor based in the UAE.
      Welcome to the Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and business women both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
      Based in Dubai, Ayad established her namesake consultancy in 2018, focusing on art advisory, cultural strategy and publishing. Overall, she develops cultural strategies and support brands and organisations to embrace art and culture within their frameworks. This way, brands stand out.
      Her expertise sees the many intersections between the worlds of art and luxury. Both forms of creation influence one another and present enduring experiences.
      What was your favourite subject at school?
      English, Psychology and History.
      What was your first job?
      At a now-defunct publishing house. I started off editing one weekly student paper, Campus Journal and then launched Campus Journal in Kuwait and then came The Buzz, a Village Voice-type weekly.
      What brought you to Dubai?
      The invasion of Lebanon in 1982. My maternal grandfather owned some of the UAE’s first hotels, so we came here ‘temporarily’ and here we are, at home.
      What inspired you to enter the industry?
      Stories. Art and people tell stories.
      Talk us through the concept?
      I work independently as a cultural strategist and editor with a focus on art and culture from the Arab world and Iran.
      What are the key elements of your role?
      Telling stories essentially. I advise organisations on what they should do within the cultural sector, and I produce books. That means I develop the concept, conceive an editorial outline, manage everything from imagery and design, to copyediting and contributing writers, and write! My favourite bit is the writing of course.
      Talk us through your daily routine.
      I have a wonderful office at home where I clock in and out of daily – weekends included. I’m a working mother so my day is punctuated by pick-ups, drop-offs, cooking and running errands. If I’m not seeing friends in the evening, I’ll be watching something riveting on TV with my husband.
      What advice do you have for anyone looking to follow in the same footsteps?
      Read. Ask. Listen. Attend exhibitions. Watch films. Listen to your heart and wonder. Make sure you document everything. Absolutely everything.
      Tell us more about the work done previously?
      Today, my clients include PepsiCo, the UAE Ministry of Culture and Youth, the Easa Saleh Al Gurg Group, Bulgari, and Pink Tank. I also act as an external advisor to Bain, Pelham Communications, Edelman as well as Riyadh’s Misk Art Institute. I am author of Assouline’s Sheikh Zayed: An Eternal Legacy (2021), a seminal book on the late ruler of the Emirates, Sheikh Zayed bin Sultan Al Nahyan; as well as Dubai Wonder (2021), part of the House’s iconic travel series. I am also author of The National’s monthly series, Remembering the Artist, an intimate portrayal of the lives of pioneering modernists from the region based on exclusive interviews with their relatives, friends or students. I am proud to say that I am recognised as one of the Arab world’s leading cultural commentators.
      From 2016–2018, I was Director of Art Dubai, the Arab world, Iran, Turkey and South Asia’s foremost international art fair. During my time there, the fair enjoyed its largest and most globally diverse editions to date and presented a robust non-profit programme. Preceding this, I wrote about art from the Arab world, Iran and Turkey for titles including The New York Times, CNN Online, The Art Newspaper, Artforum, Artsy, Artnet, Wallpaper* and The National, among others, as well as for artist monographs and exhibition catalogues. . Over the years, I have served as a panellist and moderator for entities such as Arab Luxury World (2019), Dubai Culture and Arts Authority (2018), Global Art Forum (2017), the Art Business Conference (2017), Alserkal Avenue (2015), 21,39 Jeddah Arts (2014) and Art Basel (2009) as well as several UAE art galleries.

      What is the best piece of advice you have ever received?
      It will all be OK.
      And what is the worst?
      “Ignore it.”
      What’s the biggest challenge you have had to overcome?
      Age.
      What’s your future for the brand?
      A countless number of books on art and culture from the Arab world and Iran, and an illustrated children’s series, Noor’s Heroes, that will launch in September.
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
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      How I got my job as… a luxe UAE-based interior stylist

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      Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
      This week we chat with Ale Aster Akinbiyi, a luxe interior stylist based in the UAE with clients from all around the world. From offices to retreats, her vast portfolio of clients features VIP gala dinners for brands such as Bloomingdales, Harvey Nichols and Erdem.
      With over 13 years of experience in the industry, Akinbiyi launched her business three years ago and since then has never looked back.
      To understand more, Emirates Woman sat down with this interiors and events styling expert out more about the journey and entrepreneurial vision.
      What was your favourite subject at school?
      My favourite subject at school is sport. Maybe because I was incredibly good at it. Even to this day, it brings me immense joy, ranging from Wakesurfing and Tennis to Stand up Paddling, Skiing, Running, and cycling.
      What was your first job?
      I was a wedding planner in Barcelona. I had the chance to work with a Wedding Agency for three months over the summer and it was magical.
      What brought you to Dubai?
      I worked with Avantgarde, a German-based creative agency that has a presence in Abu Dhabi and Dubai. At the time, their client was Mubadala, and they needed support with organising Formula 1 Gala Dinners and VIP Events.
      What inspired you to enter the interiors space and launch your brand?
      As someone who has designed temporary spaces such as pop-ups, exhibitions, events, and fashion shows for a long time, I wanted to expand my scope to something more enduring. I wanted my design to have longevity. My experience of working with Al Tayer and designing spaces for Crate & Barrel solidified this desire. Obtaining an Interior Design Diploma became a natural progression for me. Once I familiarized myself with the various facets of interior design, I quickly realized that furnishing and styling, also known as FF&E and OS&E in industry parlance, was my calling. I had no interest in demolishing walls. My desire is to fill this specific niche was what inspired me to launch my own brand. Given the rarity of such a focus, starting my own brand was the only viable option for me.
      Talk us through the inspiration behind your aesthetics.
      Growing up, beauty and creativity were ingrained in my family’s DNA. My mother is a florist, and my father’s family has been in the jewelry business for generations. My aunts and uncles are architects, artists, and painters. It’s not surprising that creating beauty in any shape or form is in my blood. Being a Libra, I just have a special place for aesthetics in my heart and I love to experiment and express beauty in all forms. In my work, I find inspiration in the tiniest of details. Deep conversations with my clients to understand the emotions they want to evoke is usually what inspires me the most. While many look for beautiful spaces, my contribution to the world is making spaces look beautiful.
      What are the key elements of your role?
      I sometimes simplify my role by saying that I “place cushions for living.” However, my responsibilities go way beyond that. As an Interior Stylist, I am responsible for improving the overall aesthetics and functionality of a space without altering its fundamental structure. I don’t engage in major renovations like knocking down walls. Instead, I help determine the look and feel of a space by selecting, placing and styling furniture, paint, textiles, décor, plants, flowers and fragrances. Many people feel overwhelmed by an empty space. My role is to fill the space with carefully selected items that they will love, need, and that will complement each other.
      Talk us through your daily routine.
      As a working mama to a 4-year-old, my husband and I enjoy a delicious breakfast together before I hop on my bike to take my little one to Kindergarten. Once back, it’s time to get ready for work and kick-start my creativity. I love to read up on the latest interior design news. Browsing magazines, platforms, and newsletters for at least 30 minutes each morning is a great way to start the day off right. Depending on where I’m at with a project, I might hit up some shops or showrooms in the morning to scope out some products. It’s usually quieter in the morning, so it’s the perfect time to double-check things like finishings and comfort levels or find some new items to propose to my clients. If I don’t have any projects on the go, I’ll usually tackle some admin work or trying to push my marketing and social media content creation. As an entrepreneur, I’m constantly juggling a million things at once. From marketing to new business to finance and admin, it’s all in a day’s work for me. Oh, and I also do some interior styling on the side. I spend a good part of my day in front of my laptop doing things like furniture layouts to scale or sourcing items online. Before my day wraps up I spend some time getting organized for the next day, making lists, and setting reminders. Evenings are all about friends and family. I’m Italian, so I absolutely love good food. I’m always on the hunt for new places to try out and check out their interiors. At least once a week, you’ll find me out and about. Other than that, I love to cook and spend time with my family at home.
      What advice do you have for anyone looking to follow in the same footsteps?
      Discovering your niche and specialisation is essential. It’s important to accept that not everyone will appreciate your work and that’s okay. In fact, don’t try to cater to everyone’s preferences. Go find your fans, they will motivate and inspire you to keep going. Then, seek out your audience, they will appreciate what you have to offer. Finally, find the right clients, those who recognize and value your unique talent. They will be eager to pay you for the exceptional work that only you can deliver.
      What is the best piece of advice you ever received?
      One of the most valuable pieces of advice I’ve ever received was to tune out the competition and concentrate on my goals, on what I aspire to accomplish, rather than what others are doing. The market is flooded with noise, particularly on social media, and it’s too simple to get sidetracked, compare yourself to others, and lose sight of your objectives. I’ve personally unfollowed accounts and blocked out all the noise, which has allowed me to remain focused on my work and what I want to achieve. It’s a humbling experience to recognise that success is not about how you compare to others, but rather about staying focused on your own ambitions and working hard to achieve them.
      And what is the worst?
      The worst advice I received was people saying ‘Just Follow your Passion’ ! It’s wonderful to have a passion for something, but being obsessed with it is what truly makes you excel. So instead of “just following your passion,” I suggest making your passion your hobby and turning your obsession into your profession. Remember, it’s the drive and determination that comes with obsession that leads to success.
      What has been the biggest challenge you had to overcome?
      I would say for me there were two major challenges. First, I have experienced the journey of transitioning from a corporate job to entrepreneurship, and that was not easy. Suddenly, I found myself with no title, no one recognizing me and the absence of a monthly income. I also realised that if I didn’t work one day, I don’t get paid, which made me view my free time differently. It took me a while to enjoy weekends, and holidays again instead of worrying about no income during the ‘rest time’. The second challenge I had to overcome is linked to the advice I have given. When I started out, I thought I needed to cater to everyone and offer every service related to interior design. It took me a while to build up the confidence to only offer what I am truly good at. Finding my niche was a big step, but being comfortable with saying no to projects that don’t align with my strengths was not easy. Even now, I sometimes still have to fake it until I make it. But I’ve learned that being true to myself and offering what I do best is the key to long-term success.
      What are the future plans for your brand?
      A field I would like to explore is the Hotel Industry. There’s a huge potential for collaboration in this field, and I feel that the work I do, can help hotels stay trendy and up-to-date with the latest in styling, season after season. The work of an Interior Stylist can inject fresh and new energy into these properties and help them continue to shine in the hospitality industry. Another field we are exploring is the launch of a product. It’s a little piece of furniture that brings together the expat experience with local heritage. It’s been a couple of years in the making, but we’re just a production facility and strategy away from getting it out there in all its glory. Fingers crossed, we’ll have it ready to rock by 2024.
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
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