Middle East

Subterms

    Latest story

    138 Shares

    TikTok’s Kinda Ibrahim on amplifying women and utilising the platform’s impact

    by

    Life

    by Camille Macawili
    47 mins ago

    Kinda Ibrahim, Regional General Manager of Operations and Marketing at TikTok, speaks to Emirates Woman passionately about the platform’s significance, her vision for the platform in the region, and her approach to amplifying strong women.
    What do the first 30 minutes of your day look like, your morning routine?
    I am an early riser. I am usually up by 6:00 am. My morning starts with a quick coffee, then doing some form of exercise (it varies). I then come back home to have breakfast, read and watch the news, and start my work day.
    Tell us how did you get your start in the industry.
    I kind of knew early on that I wanted to get into tech. My undergraduate degree was in computer science, and the first few roles I took were in programming and development. I slowly transitioned into business while I was completing my MBA but I stayed very close to tech. I held roles in analytics, project management, business operations, and partnerships in tech companies in North America and Middle East, such as Yahoo, Microsoft, Twitter and most recently, TikTok.
    What is your approach to leadership and how do you ensure these values filter down through the company?
    My leadership style has evolved over the years as I  have been managing teams for almost 15 years. My role as a leader is essentially to remove obstacles and help my team succeed and I  best describe it as a combination of coaching and democratic style. 
    How have you found social media has supported your own personal growth?
    Discovery and #LearnOnTikTok have allowed me to easily gain insightful information and learn new things, while also expanding my horizons into topics I didn’t even know I was interested in! From learning quick tricks in Excel sheets to understanding human psychology, to quick baking recipes and breathing techniques and the list goes on and on!

    How do you see TikTok and the use of social media evolve in the next 5 to 10 years?
    With the world constantly changing and the rapid evolution of technology, it’s hard to say how digital platforms and social media will evolve in the coming years.
    I know for sure that we’ll continue to showcase how TikTok is redefining entertainment by harnessing the power of a diverse and authentic community. It’s a platform where culture thrives, connecting people from different experiences, cultures, and communities.
    TikTok fuels discovery and empowers creators worldwide, providing a space for creative expression. What sets TikTok apart is its ability to entertain while fostering a rewarding sense of community. Through its innovative approach, it has transformed the way people experience and engage with entertainment in a truly global and inclusive manner, and I believe this will only continue to go from strength to strength. 
    Something I’m very excited about is the launch of Series, which we just announced, an extension of our continued commitment to providing a range of monetization opportunities that reflect the diversity of our global creator community. The feature is currently in its early phase and only available to select creators in select regions including MENA and we’ll be listening closely to our community for feedback to iterate and further enhance the feature and make it available more widely to more creators in the coming months.
    How do you aim to drive the platform forward in the region?
    One of the most important things for me at TikTok is our community, it’s truly at the heart of everything we do. Myself and the team are keen to constantly provide them with opportunities to amplify their voices and enable them to be a positive force of change in society. We are a platform that nurtures creative, authentic, and positive content communities which are diverse in age, culture, and geography, and allow everyone to have a voice.
    We also have a robust localization strategy to encourage users to create content relevant to their local cultures and trends. Our operations teams ensure TikTok provides the best community support for creativity and discovery for our local users in Arabic, and we will continue to do so.
    How do you drive women empowerment in your field?
    We have initiatives to help empower women. For example, in celebration of International Women’s Day earlier this year, we showcased the inspiring and remarkable #WomenofTikTok community in an exhibition at Al Serkal’s Le Guepard digital gallery, allowing visitors to join in celebrating the amazing Women Who Will who continue to make a positive impact on the global TikTok community and beyond through their creativity, passion, and advocacy.
    We also have the #WomenofTikTok community, which has garnered over 3 billion views globally, and brings together a diverse group of women changemakers, pioneers, leaders, and allies who are using their voices to break barriers, gender stereotypes and advance women’s equity every day.  From popular hashtags such as #WomeninSTEM (over 3 billion views) and #WomeninSports (over 1 billion views), to women entrepreneurs and small business owners who use TikTok to start and grow a business, to women activists dedicated to enhancing women empowerment and gender equality, #WomenofTikTok are supporting and connecting with one another.
    What are the different verticals that are generating views from the region – and how can we use it #IRL?
    Some of the most popular verticals in the region include #BookTok which has amassed over 2 billion views in the region over the last 6 months, where users share reviews and recommendations of their favorite books; #WhereToVisit which has had 541 million video views in the last 6 months, which acts as personalised city tour guide from the TikTok community; #WhatToWatch an entertainment hub featuring recommendations, reviews and their reactions on the top movies and series from our community and leading streaming platforms; #TikTokCookbook for our at-home chefs.
    With social media use at an all-time high, what type of content stands out to you?
    For me, content that really stands out is authentic content. The TikTok community has created a new global language around video and sound, not just text, but by sharing authentic stories, thoughts, and experiences with each other. The creativity and authenticity that lives on TikTok cannot be replicated or found anywhere else.
    Have you had any mentors along the way and if so, what knowledge did they impart?
    I have been very lucky to have many mentors along the way and I owe a lot of the success that I have to them. From pushing my limits that I did not know I had, to coaching me on topics such as communications, leadership, building alliances and stakeholder management — they have had a huge impact on my career. It is my time now to pay it forward and help people succeed and achieve their career objectives.
    – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
    Images: Supplied by TikTok More

    More stories

    • 113 Shares

      in lifestyle and culture

      Embrace superlative design for your interiors with ONE 52

      by

      Lifestyle

      by Amy Sessions
      53 mins ago

      We speak to Founder of ONE 52, Sasan Mostajeran, about the power of details and why investment pieces are the smart choice when it comes to interiors.

      What do the first 30 mins of your day look like, your morning routine?
      I do my best work at night, so I like to give myself enough time in the mornings to get the day started at a manageable pace and certainly always try to avoid feeling rushed. I will have a black tea without fail and often try to build in time for some mindfulness exercises, whether it be meditation, breathing exercises, or just some quiet reflection.
      How did you know it was the right time to launch ONE 52, and which steps previously led you to this path?
      I have been a lifetime design aficionado. This led me to art school and an early career in photography. After attending several international design fairs, I eventually started working with leading Italian furniture and lighting design manufacturers. However, I have always wanted to introduce something new to Middle East. This market is one of the most unique in the world and that heritage of design appreciation is exhibited on a grand scale. We see design everywhere here in Dubai and that is why I truly believe it is one of the best places in the world to live. When I visited USM’s headquarters and factory in Münsingen, Switzerland, and met the team behind the company, I thought it was a tremendous opportunity to partner with a world-class organization and bring its unique and innovative products to Dubai and the larger Middle Eastern market.

      What is the DNA of the brand?
      Our DNA is providing authentic, timeless design pieces with superior customer service. We are dedicated to providing our customers with furniture that looks great and is functional and timeless. From the moment a customer steps into our design studio, we aim to help them find the perfect furniture piece to meet their needs and tastes.
      How challenging was it to refine which brands you wanted to carry and was it easy to partner with them from the outset?
      When it comes to selecting brands to carry, it’s important to choose those that align with the vision of ONE 52 Furniture. I had to consider a number of factors such as brand reputation, design aesthetic, product quality, and market demand. Partnering with these brands was a multi-step process that required careful consideration and negotiations. I had to establish clear communication with the brands and build strong relationships with them to ensure that we were on the same page. In some cases, the partnership process was straightforward and easy, while in others it was more challenging. However, I believe that the time and effort put into building these relationships was well worth it, as it has allowed ONE 52 Furniture to offer a diverse and high-quality product lineup. Ultimately, my goal was to create a carefully curated selection of brands that would provide customers with the best possible shopping experience and enable ONE 52 Furniture to stand out as a leader in the furniture industry.
      There is an education piece needed around investment pieces that last a lifetime. Can you expand on this?
      Investment pieces stem from another era but has a timeless spirit. The creative expertise and innovation behind the product are what keeps products up to date. Having an original is a life-long companion and a cultural legacy – it doesn‘t lose value, and can be passed down through the family, adding to its own history. It represents longevity for generations. I believe that education is key when it comes to industrial design and investing in authentic pieces of furniture. “What is an original? Why should customers purchase an original when a copy is so much cheaper?” In industrial design, there are two conditions to being an original: the manufacturer must have production rights and there must be some form of collaboration between the designer. Yet there are frequent misunderstandings.
      What have been the most challenging or rewarding aspects since launching to date?
      As an Iranian national, opening a bank account can be a challenging and complicated process. Due to the international sanctions imposed on Iran, many banks have restricted their services for Iranian citizens. This has resulted in limited options to open a bank account, which can is a lengthy process and require significant documentation and verification.
      How do you approach scaling without compromising on quality?
      Scaling a business or organization can be a difficult task, and our top priority is maintaining quality. Our approach to this is to implement a system of checks and balances that can ensure that quality is maintained at each stage of growth. This can involve creating clear processes and guidelines for operations, providing regular training and development opportunities for employees, and incorporating regular quality control measures such as audits or customer feedback. Another important aspect is to prioritize investment in the right tools, technology and infrastructure that can support efficient and effective scaling. Furthermore, involving and empowering employees at all levels can help ensure that quality is maintained and that the organization remains adaptable and agile as it grows.
      Have you had any mentors and if so, what advice did they impart?
      My dad has been a constant source of inspiration and guidance in my life, serving as a mentor and role model for me. Throughout my journey, he has been there to offer wisdom and advice, always encouraging me to follow my dreams and pursue my passions. His unwavering support and belief in me have given me the confidence to take on new challenges and overcome obstacles. He has taught me the importance of hard work, perseverance, and integrity, and I am grateful for his example of what it means to be a successful and responsible individual. I am deeply thankful for his guidance and support, and I am proud to call him my mentor and my dad.

      What advice would you give your younger self?
      It’s important to always remind yourself that making mistakes is a natural part of growth and learning. Don’t be afraid to take risks and try new things, even if they may not always lead to immediate success. Embrace your mistakes as opportunities to learn and grow, and use them to improve yourself and your skills. Additionally, never stop learning and seeking new knowledge and experiences. Keep an open mind, be curious, and never stop pushing yourself to be better. And above all, never give up on your dreams. No matter what obstacles you may face, stay focused and persistent in pursuing your goals. Remember that success often comes from perseverance and hard work, and that the greatest achievements are often the result of overcoming challenges.

      If you were advising someone investing in a lifetime piece for the first time, which piece would you suggest and why?
      I would say the Charles & Ray Eames Lounge Chair and Ottoman by Vitra – a classic piece of mid-century modern furniture admired for its iconic design and unparalleled comfort for over 60 years. Its timeless design and excellent craftsmanship make it a worthwhile investment that can hold its value for years to come.
      In addition, I also suggest the Taccia Table Lamp designed by Achille and Pier Giacomo Castiglioni for Flos and the USM Haller System. It is a timeless piece of Italian design that offers both functionality and aesthetic appeal. The lamp’s distinctive design, with its spun aluminum reflector and blown glass diffuser, creates a warm and inviting ambiance in any room. The USM Haller System is a modular furniture system that allows for endless configurations and customization options, making it a versatile and practical investment for any space.
      Do you have a favourite piece you bought and what is on your Wishlist?
      I have a very long list of items… On top of that wishlist is The Ball Chair designed by Eero Aarnio.
      March’s – The Style Issue – Download Now 
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
      Images: Supplied More

    • 175 Shares

      in lifestyle and culture

      TikTok MENA on how digital and social media innovation is growing in the region

      by

      Lifestyle

      by Camille Macawili
      1 hour ago

      At the forefront of content creation lies TikTok with its innovative social algorithm that allows large traction within seconds.
      To understand more, Emirates Woman speaks to Hany Kamel, Content Partnerships Manager TikTok MENA on digital and social media innovation in the region.
      What do the first 30 minutes of your day look like, your morning routine?
      I usually try to wake up early to give myself time to get ready for the day. I have my breakfast and listen to some music just to set the mood for the rest of the day and before I get to work. After this, I spend a few minutes scrolling through TikTok. It inspires me every day to see new and upcoming creators sharing authentically with their audiences or even trends that have started on the platform. I  always discover new talent through this medium.
      Can you talk us through your career and how you ended up in your position as Content Partnerships Manager with TikTok?
      Previously, I was a journalist in Egypt, where my work had always included investigating interesting and niche topics that I would then develop into stories, and this has been my passion ever since. I joined TikTok four years ago with the aim of exploring new stories and talent through the lens of TikTok, helping nurture and showcase the incredible creative talent we have here in the region.
      How does your role drive the business forward and what have been the clear goals?
      My role is quite diverse. It includes planning a variety of in-app activations and engaging campaigns for the community, music selection, and working on user management for the platform. I dedicate myself to leveling up the content in the MENA region by exploring unique talents in every category on the platform and helping them grow their talents and elevate their content.
      I feel privileged to have the opportunity to work towards these goals and help to drive the business forward and reach exciting milestones. At the end of last year, we worked to enhance the entertainment narrative for the community. Since we have an active community of movie lovers and TV series reviewers, we launched #WhatToWatch which is an entertainment hub on TikTok that not only highlights reviews but also inspires and celebrates some of their favourites. We also managed to create partnerships with movie festivals across the region. This helped us to level up the young filmmakers to use their talents and skills in the movie-making industry.
      How is the MENA region interacting with content on TikTok, how do you keep innovating to ensure the content is fresh and engaging?
       TikTok’s prominence in the Arab world is expanding due to the platform’s one-of-a-kind approach which prioritizes engaging and authentic short-form video content. The content you see on TikTok is easy to create and discover, and users feel comfortable on the platform engaging with one another, becoming part of unique communities both locally and globally, and of course, being entertained.
      In order to ensure the content is fresh and engaging, users need to feel safe expressing themselves. To foster a welcoming and supportive community, TikTok has various app settings that allow individuals to control their TikTok experience, in addition to our Community Guidelines, which work to safeguard our users. We have also introduced various safety controls and campaigns available on the platform, including Screen Time Management and increasing the age to go LIVE to 18 years and above.

      TikTok has become extremely popular, especially in Saudi Arabia – what do you think keeps it relevant and people posting?
      People come to the platform to create and engage with diverse and welcoming communities; giving us a unique position in the market. This has led to authentic connections, grassroots movements, and the birthplace of culture, created by communities on the platform. Every community can find its home on TikTok and I believe this is one of the key reasons the platform has become popular in Saudi Arabia. All kinds of interests, such as gaming, food, fashion, sports or even cultural occasions like Ramadan, which are all very relevant to the Saudi audience, are represented on the platform.

      Have you had any mentors to date and what knowledge did they impart?
      My father has been my mentor since day one, he is a self-made man, he taught me how to be honest, how to respect others and how to always speak my mind no matter what, he was (and still) inspires me to do better and how one should always seek opportunities and develop themself no matter what. When I was a journalist he used to talk to me about everything, now that my work is a bit different and complex to understand he still feels proud anytime he sees my work or hears about it, and this is my biggest motivation everyday.
      How do you maintain clarity in your work life and work practice?
      I maintain clarity by having a clear goal set in place throughout all my projects, and through constant communication with my talented colleagues. We are all committed to working towards a shared goal – namely, inspiring our community to create meaningful and authentic content, and further nurturing creative talents in our region, and this goal fuels everything we do.
      What are the top 3 tips for someone who is downloading TikTok for the first time?

      Engage with content that you enjoy and would like to see to have a better viewing experience on your For You page.
      Explore our various communities, ranging from #BookTok to #MomTok to #TechTok, to find like-minded people or discover new interests.
      Don’t be afraid to start creating. TikTok’s assortment of creator tools ranging from Duets, Stitch, Effects, and Sounds make it easy and fun to join the conversation.

      What piece of advice would you give to someone entering the Social Media career space?
      The number one piece of advice would be to create content that is authentic, spontaneous and genuine because people want to see and engage with real-life experiences that are relevant to them.
      This is “The Innovation Issue”, what does innovation mean to you?
      Innovation is a driving force of economic growth. It means creating new ideas, products and services that have the potential to solve problems and improve our lives. To be innovative to me is to be creative and think outside of the box by coming up with ideas that can benefit the community and create new opportunities for them; for example how some of our TikTok creators turned their passions into careers as content creators, proving how it such a powerful tool that we need to embrace and encourage.
      February’s – The Innovation Issue – Download Now 
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
      Images: Supplied; Getty Images More

    • 88 Shares

      in lifestyle and culture

      GCC residents can now enter Oman visa-free

      by

      Lifestyle

      by Sarah Joseph
      2 hours ago

      For those thinking of hassle-free escape, Oman’s visa rules have now been updated for all GCC residents.
      Per an official announcement by Oman’s airport authority, all GCC residents have the right to enter the Sultanate for commercial professions without a visa.
      GCC residents in Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates can pay for visas on arrival for a more seamless travel experience.

      The circular issued by the Directorate General of Passports and Residence regarding the visa of residents stated.

      All residents of the GCC countries have the right to enter the Sultanate of Oman for all commercial professions.
      It is not required for people to come from the country of residence. For example, a resident of any GCC country is not required to arrive directly from that GCC country to avail of this facility.
      It is permitted at any time and from any destination they arrive from.
      For the application of what is stated in items 1 and 2 above, it is required that the residence visa be valid in the GCC for a period of no less than three months.
      The procedures mentioned above referred to are applied, taking into account the importance of following the policy of granting visas to restricted nationalities.

      Known for its bustling hotspots, the country attracts tourists all year round to visit some of its most fascinating sites including Musandam, Wahiba sands, Jebel Akhdar and more.
      Implemented to boost tourism in Oman, the new visa scheme will now allow enhanced corporation between states in the region marking a new era of travel.
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
      Images: Instagram @visitoman  More

    • 150 Shares

      in lifestyle and culture

      This German luxury brand is making its mark in the Middle East

      by

      Lifestyle

      by Team Emirates Woman
      1 minute ago

      German luxury kitchen appliances brand Gaggenau is making its mark in the Middle East but, at the hands of brand expert Patricia Anglade, it has transformed into a high-end creative lifestyle brand.
      How do you take a leading luxury brand for professional-grade home appliances, and transform it into a high-end creative lifestyle brand? One individual is a master in this field.
      Patricia Anglade, an expert in branding and brand manager of German luxury kitchen appliances brand Gaggenau, found the right strategy and execution to transform the label.
      As you can imagine it takes time to establish a brand in a new market and to understand the nuanced nature of the new lands a brand is venturing into. However, that’s not the case of Gaggenau. The growth and reach of the brand has been exponential, and this is largely in part due to Anglade and her exceptional brand team. They have understood the market (and the assignment) and they have delivered.

      First established in 1683, Gaggenau is a brand with an extensive history and a remarkable legacy. Taking this rich heritage, the team have repositioned this as a high-end creative lifestyle brand for the region. Recognized for its elegant design and robust craftsmanship, the team tapped into these aspects of the brand’s essence and are brandishing Gaggenau’s artistic flair.
      This was exemplified at Gaggenau’s recent Blank Canvas Dining experience in Dubai. Anglade and her team orchestrated what was a masterpiece in itself, in which they collaborated with renowned figures, chef Hadrien Villeudieu and artist Kaveh Ahangar, to reinforce this new brand position.
      Villeudieu and Ahangar put on a delectable display that saw art tantalise taste buds, as well as ignite awe in the guests’ eyes. Aptly titled ‘An Exploration of Inspiration’, the enchanting evening was masterfully choreographed. With each course came a complementary piece of art from the big picture, so that with each new bite, a bite-sized piece of art was revealed.

      This unique event served as a statement of the brand’s outstanding culinary capabilities as a high-end appliance, and its new artistic and creative direction.
      This type of unexpected, innovative approach to brand building is a key component to the success of any brand. What Anglade has done, and is doing, is future-proofing the heritage brand with style – her journey is inspiring and is also definitely one to watch.
      For more information visit gaggenau.com/ae.
      July/August’s – ‘The Summer Escape Issue’ – Download Now
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
      Images: Supplied More