Use the tools at your disposal to make a difference: Marwa Kaabour

Whether it's guiding a new generation of employees or battling constant global industry challenges, some women leaders are the true epitome of how to make progress in the dynamic PR industry in the most difficult of circumstances.

So, to celebrate the spirit of the women leaders who are breaking barriers in the PR and Corp Comm industry, exchange4media launched the 4th edition of e4m Women Achievers' Awards 2023. The awards honored the remarkable contributions of numerous incredible women leaders, achievers, and trendsetters who have brought new trends, overcome challenges, and paved the way for a more inclusive and diverse future in the PR and Comm Industry globally. 

This time, we honor Marwa Kaabour, Group Head of Marketing and Corporate Communication, AL Masaood, is a CMO-level executive with 25+ years of experience in establishing and leading strategic marketing communications for global and regional brands in the Middle East. She was felicitated with the ‘Global Communication Leader’ award at the 4th edition of the e4m Women Achievers’ Awards.

Excerpts:

Congratulations on your win at the e4m PR & Corp Comm Women Achievers’ Awards 2023. How do you feel?

I’m grateful and humbled to receive this recognition. I think it’s extremely important for us to celebrate the talent and resilience of women in our industry, and being acknowledged as one of these women is an honor. It’s a testament to all of our hard work, resilience, and the balancing act that we play every single day as women in the workforce committed to driving change.

What inspires you on your journey and endeavors?

The field of communications is fascinating to me. We may not realize it on a daily, but we hold the power to influence and shape narratives, perceptions, and behaviors. Our words and actions can drive change. That’s what drives my passion for my work. I’m also motivated by the incredible women I meet in this industry who have overcome all odds and continue to push the boundaries of what’s possible. Their determination, strength, and creativity are truly inspiring.

In what ways have you witnessed the PR and corporate communications industry change and evolve over the years? What global practices would you see implemented in India?

The industry has seen a significant shift towards digitalization and more conscientious and purpose-driven communication. People are looking for authenticity, human stories, and multi-channel storytelling. As in the rest of the world, I think in India too, the use of AI and data analytics to craft tailored, personalized communication strategies for a variety of audiences would be of immense benefit. And of course, a greater focus on sustainability and ethical practices is key for everyone in the industry to ensure responsible communication.

Tell us about your most valuable learning from the industry. Where do you foresee the PR and comms industry in the coming days?

I recently spoke to a group of soon-to-be MBA graduates, and this is what I told them – I’ve only been able to grow in my career because of a constant change mindset. The world, our field, and most importantly, our audiences and their preferences are constantly changing. In this ever-evolving landscape, staying ahead means being willing to adapt, learn, and upskill. Looking ahead, I see the PR and comms industry becoming more integrated with technology, with digital and interactive storytelling taking center stage. As the lines get blurry, staying transparent, ethical, and authentic will become even more critical in this digital era.

What would be your message to the future generation of professionals?

Be bold, embrace your uniqueness, and always be willing to learn. Don’t let change bring you down – embrace it, and success will follow. Never underestimate the power you wield to manifest change – use the tools at your disposal to make a difference. Money and success are great to aspire to but aim to leave a legacy of empathy and compassion.