Could you share what initially drew you to the field of communications, and how did your journey begin in the Oil and Gas industry? What inspired you to transition to a role focused on sustainable development at The Sustainable City, Yiti?

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From an early stage in my career, I was always attracted by the power of communication and how it shapes perceptions, influences decision-making, fosters relationships; and creates lasting impact. 

I began my professional journey in the Oil and Gas industry, as I was one of the founding members of a startup team, I learned a lot and was doing everything at the beginning to support the business to settle and grow. This experience shaped my personality, gained experience in managing relationships as well as managing complex stakeholder expectations and maintaining a strong corporate reputation.

As my career progressed, I became passionate about creating positive long term impacts, this led to my transition to a role focused on sustainable development where I could contribute to building a better future. Over the years, I’ve witnessed firsthand the importance of sustainability in shaping the future, not just for businesses but for communities and the planet as a whole. The opportunity to join The Sustainable City, Yiti, was a natural next step for me. As an Omani, I feel proud to work in such a project that aligns with Oman Vision 20240. Also, it allows me to combine my experience in communications with my commitment to sustainability, working on a project that promotes eco-friendly living and enhances quality of life. Working in a space like this, where sustainability is at the core of the mission, feels both exciting and meaningful.

With nearly 17 years of experience, what key moments or lessons have been most transformative in shaping your approach to effective communication strategies?

There have been several key moments and lessons that have significantly shaped my approach to communication. I will highlight the main two key moments. 

One of the most transformative lessons came early on when I realized the importance of truly understanding the audience. Whether it’s internal stakeholders, external stakeholders, or the general public, tailoring the message to resonate with each group is essential for effective communication. This lesson became particularly clear when working in the oil and gas industry, where I had to manage complex messages for diverse audiences, each with their own interests, concerns, and levels of understanding.

Another key moment was when I realized that transparency and trust are foundational to successful  and effective communication. There was a time when I was involved in crisis communication, and handling those situations taught me the power of honest, clear, and timely messaging. This experience reinforced my belief that long-term relationships are built on openness, even when the messages are challenging or difficult to deliver.

Through these experiences, I’ve come to believe that successful communication is not just about delivering a message but about building meaningful connections and adapting strategies to meet the needs of diverse audiences.

Moving from Oil and Gas to a sustainability-focused role is a notable change. What have been some of the most exciting challenges or opportunities in promoting The Sustainable City – Yiti?

Shifting from the Oil and Gas industry to a sustainability-driven role has been both a challenging and deeply rewarding journey. One of the most exciting aspects has been the opportunity to work on Oman’s first fully sustainable project, which directly contributes to building a greener, more sustainable future.

One of the main challenges in promoting The Sustainable City – Yiti has been conveying its unique value proposition in a market where sustainable urban living is still an emerging concept. There’s a real need to shift public perception and help people understand that sustainability isn’t just about protecting the environment, but also it’s about enhancing everyday life.

The most rewarding part, however, has been the chance to be involved in such an innovative project—helping bring to life a community that integrates modern living with environmental responsibility. It’s inspiring to work in a city that is designed to be self-sufficient, with green spaces, energy-efficient homes, and cutting-edge waste management systems. Seeing The Sustainable City – Yiti lead the way for urban developments in Oman, and set a new standard for sustainability, has been incredibly fulfilling.

This transition has allowed me to align my professional journey with my personal values. I’m thrilled to be able to merge my expertise in communications with my passion for sustainability, and to contribute to a project that is truly shaping the future of urban living.

You’ve coordinated major industry events with global participants. How do you approach planning these high-profile events to ensure cultural sensitivity and impactful messaging?

When planning high-profile events with global participants, cultural sensitivity and effective messaging are my top priorities. Also, creating an inclusive environment at the event. This means not only being mindful of cultural differences but also promoting accessibility, diversity, and inclusivity in all aspects of the event, from the speakers and panelists to the food, seating arrangements, and even the timing of the event. 

As a strong proponent of women’s empowerment, what specific actions or initiatives have you found most effective in supporting women’s leadership in the workplace?

I have found several key actions and initiatives to be particularly effective in helping women step into leadership roles and thrive within an organization. For example: mentorship plays a big role. Providing women with mentors who can offer guidance, advice, and encouragement helps them navigate career challenges and build confidence in their leadership potential. Also, Leadership training programs specifically for women are another valuable tool. These programs help women develop key skills—like negotiation, decision-making, and public speaking—that are essential for leadership roles.

Lastly, it’s important to ensure that women are given opportunities to take on visible leadership roles within the organization. Encouraging women to lead projects, participate in high-level meetings, and serve on boards helps to break down barriers and demonstrate their leadership capabilities.

By focusing on the above initiative, I feel that we can create a more inclusive and supportive workplace that empowers women to take on leadership roles with confidence.

Looking forward, what are your goals for creating impactful communication strategies in your current role, and how do you envision contributing to sustainability and community engagement through these efforts?

In my role as Marketing Manager at The Sustainable City – Yiti, my goal is to develop communication strategies that effectively showcase our commitment to sustainability while also engaging the community. I aim to help people understand the real impact of sustainable living and how it benefits both the environment and their daily lives.

One key focus is to develop clear and engaging content that highlights our sustainability initiatives, such as energy-efficient homes and green spaces. This will help spread the message of how sustainable living can be both practical and rewarding.

I also plan to increase community engagement by creating more opportunities for people to get involved, whether through events, partnerships, or local initiatives. By building stronger connections with the community, I hope to inspire more people to adopt sustainable practices and contribute to creating a more eco-conscious environment. Overall, my aim is to use communication to not only inform but also motivate and connect people to the values of sustainability and the vision of The Sustainable City – Yiti.

Reflecting on your journey, what advice would you give to young women starting their careers in communications, particularly in industries where female representation may be limited?

My advice to young women starting their careers in Marketing and Communications, especially in industries where female representation may be limited, is to stay confident, persistent, and proactive. The key is to believe in your abilities and never be afraid to take up space, even in environments where you may be one of the few women at the table.

One key piece of advice I would give is to never underestimate the value of perseverance. There will be times when you feel like you have to work harder to prove yourself, but don’t let that discourage you. Keep pushing forward, stay focused on your goal, and look for opportunities to grow and contribute.

Another important tip is to build a supportive network. Cultivating relationships with both men and women in your field. Having mentors can be invaluable in guiding you through the ups and downs of your career. Look for mentors who inspire you and are willing to offer advice and share their experiences.