"Being diverse and balanced is a mentality we should all be living by": Dina Salem, TBWA\RAAD

TBWA\RAAD

Publicidade/serviço completo/integração

Dubai, Emirados Árabes Unidos

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Dina Salem

Executive Social Media Director — TBWA\RAAD

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We had the opportunity to chat with the talented Dina Salem of TBWA\RAAD on breaking systemic barriers and building a balanced work environment.

Can you tell us a bit about your role and your journey to arriving there?

I am currently an Executive Social Media Director at TBWA\RAAD, leading the agency’s Social Media & Content team. I work with a fantastic team, who is the epitome of youth, energy, innovation, and social media savviness.

My journey started with a small Facebook page that I created back in 2011 to use as a food blog. This page acted as my guidance on how to use Facebook as a public page rather than a personal account. And with that little knowledge and a lot of passion for social media, I landed my first job as a Social Media Executive handling one of the most prestigious beauty brands in the world, Givenchy Beauty.

Following that, my career continued to shape itself towards unlocking the potential of Social Media as a tool and the different roles it can play within the integrated communication marketing mix. I moved from being a community manager to a content creator, and then to a social media specialist with a background in paid media and performance.

While my eagerness to grow and learn was a main driver throughout my journey, the people I met along the way were conducive to the position I hold today. I have always been blessed with the endless support of my family, managers, colleagues, clients, and – today, the Senior Management here at TBWA\RAAD. For that I am grateful.

What barriers do women still face in our industry and how can we challenge them?

When placed in the wrong environment (which I have sometimes found myself in), we all face typically known external barriers, such as gender bias. While these external factors hinder the ability to succeed, I personally believe that the biggest barriers we will ever face are the internal ones. The ones that come from within, namely self-doubt, self-limiting beliefs, and the lack of self-confidence, specifically when it comes to a person’s decision-making ability. In my opinion, the best way to challenge these internal barriers is to continuously remind ourselves of our capabilities and find ways to keep building one’s confidence. It’s important to acknowledge that it’s ok to fail and that we’re not forced to prove our competence to anyone. Much rather, taking our rightful seat at the table to drive bigger impact for everyone.

How do you use your position to build equitable teams that are diverse and balanced?

By making sure that there are equal opportunities for each team member based on their current level and areas of strength, regardless of their gender. I also make sure that this thinking is adopted by the entire team with no exceptions. Being diverse and balanced is a mentality we should all be living by, rather than an action we try to reinforce.

Who are your female advertising icons/role models and why?

To name a few: Sofia Sacre, my very first manager. She played a vital role in building my confidence and pushing me out of my comfort zone. She taught me that there will always be a solution for a problem if we look in the right place. Jennifer Fischer, who I had the pleasure of working with recently. Jennifer taught me how to be a leading woman in the industry and how to shape an opinion that stems from experience, knowledge, and practice. And finally, Maian Alken, who taught me the importance of seeing and thinking about things from a creative angle and how this leads to innovative solutions.