Blog Faroohz

As I embark on a series of posts exploring the intricacies of marketing, drawing upon my 13 years of experience in this dynamic field, I want to share insights into both the triumphs and the tribulations I've encountered.

While I consider myself a corporate professional, my local experiences have often presented unique challenges. Fortunately, I've had the privilege of learning from international leaders, which has helped me navigate some truly remarkable, and sometimes perplexing, situations within the corporate landscape of Jordan.

Today, I want to address a common challenge that exists even within high-performing teams: the often-strained relationship between sales and marketing. Throughout my career as a Marketing Manager, I've generally enjoyed a positive rapport with sales teams. Contributing to lead generation and collaboratively closing deals has been a significant achievement. However, it's crucial to recognize that while sales and marketing may seem to speak a similar language, their fundamental approaches differ.

Sales operates with a direct focus and clear targets, employing strategies distinct from those of marketing. We in marketing are responsible for developing the necessary materials and designing promotional campaigns tailored to specific needs and seasons, all in support of the sales department's efforts to finalize deals.

However, in many organizations, these two functions are often conflated. In past roles, managing both Marketing and E-commerce, I sometimes found myself reporting to the Director of Sales and Marketing (DOSM) and the revenue department. Recognizing the distinct revenue-generating capabilities of a modern Marketing Department, particularly with the rise of online and digital channels, I advocated for a direct reporting line to the head of the organization, be it the General Manager or CEO. This allowed us to leverage our direct channels effectively, albeit without the direct sales targets typically assigned to sales teams.

Sales professionals, particularly those with a predominantly sales background in a DOSM role, may not always fully appreciate the core objectives of marketing. Primarily, our focus lies in building brand image and brand awareness – areas where I've cultivated significant expertise – and in generating quality leads. These are generally the key performance indicators for a Marketing Department, though this can vary depending on the industry. I plan to elaborate on effective strategies for achieving these objectives in a future post. For now, the aim is to highlight the inherent differences between the two functions.

Sales, on the other hand, adopts various approaches to "making a sale," including direct visits, bulk deal negotiations, and meticulous sales reporting, all driven by numbers. Key metrics include the number of visits, potential accounts identified, telephonic meetings conducted, and product/service demonstrations (depending on the industry), all supported by the sales pitches and materials developed by the marketing department.

Ultimately, marketing is not sales, but both disciplines are vital for revenue generation, albeit through different means. Marketing leans towards creative and technical strategies, while sales is often more logical and fact-driven. Importantly, both are measurable and contribute to the overall success of the organization.

You might wonder why I'm dedicating a post to this distinction. The reality is, I've encountered numerous discussions and even disagreements regarding the fundamental differences between sales and marketing. I've found myself stating "I'm in Marketing, not Sales" more times than I can count. While I've been fortunate to have supportive leaders who understood these nuances, I've rarely encountered a DOSM with a primarily sales background who fully grasped the distinct roles. This is perhaps amplified by the fact that I operate in what is considered a developing country with limited resources, often requiring a more hands-on, less traditionally "corporate" approach, which can further blur the lines.

To summarize the key differences:

Marketing:

• Brand Awareness Campaigns
• Lead Generation Campaigns
• Revenue Generation Campaigns (Online/Digital)
• Sales Calls Assistance (Nurturing leads, supporting challenging closures)
• Social Events & Corporate Events Management
• Creating Promotional and Marketing Materials (online/offline)
• Upkeep of channels (online/offline) e.g Website, social media, publications, sponsorships
• Social Corporate Responsibility initiatives
• Environmental initiatives

Sales:

• Direct Sales (physical, online, telephonic)
• Sales reports, segmentation reporting
• Targets, forecasts, and financial responsibilities
• Promoting offers and rates to the Market

 If my viewers wish me to breakdown these lists, I'd happily do so since I also have the training expereince for my department.

Continuing my exploration of local gems, I have to share my growing affection for a city that truly surprised me: Madaba.

What makes Madaba so special? It's a place where art isn't just something you see in a gallery; it's woven into the very fabric of the city. Primarily a Christian landmark, Madaba is home to many long-established Jordanian Christian families who thrive here. Yet, in true Jordanian spirit, the harmonious coexistence of religions isn't just talked about – it's actively created. And in Madaba, that creation manifests beautifully through handcraftsmanship, particularly the intricate art of mosaics.

Mount Nebo has always held a piece of my heart, a place I've visited countless times. But on a recent trip, I was thrilled to delve deeper. Beyond the familiar, I discovered a vibrant crafters' market and indulged in a delightful Organic Jordanian Cuisine Fusion experience.

While Madaba's historic sites – like the iconic Mount Nebo and its ancient churches – are well-documented and don't need my reiteration, the sheer historical weight of the city is palpable.

Accommodation-wise, my trips to Madaba have usually been day trips. However, a recent detour due to unforeseen circumstances led me to book an Airbnb. And let me tell you, there are some fantastic options! CoCo Guest House stands out – named after an utterly adorable golden retriever. The family who runs it are the epitome of politeness and warmth. It was the owner who pointed us towards some incredible art-focused spots, as that was our mission. So, if you're planning an overnight stay in Madaba, rest assured, you'll find great places to stay.

Food is always a highlight, and while breakfast was included with our accommodation, we happily stayed for lunch. Our guest house owner recommended Bait Kharoub (where we ate and loved!) and Koun, a vegan café that's now firmly on my must-visit list. Beyond these, you'll find a wealth of Levantine cuisine options – you definitely won't go hungry!

But the true magic of my last trip was immersing myself in the world of Madaba's artists and crafters. Our two-day mosaic-hunting adventure opened my eyes to a thriving community of friendly individuals passionate about their craft, eager to guide you to exactly what you're looking for. Funny enough, despite past work experiences with artisans and involvement in symposiums, I had never truly appreciated mosaics until this trip. I left Madaba not only with beautiful experience but also with a newfound appreciation and a heart full of inspiring encounters.

This was my experience as a local tourist, navigating with maps and embracing the joy of discovery. Madaba has definitely earned a spot on my "must-revisit" list, and now I'm on the hunt for like-minded friends to join me. My usual crew, bless their hearts, have different travel styles. For me, exploring the beauty and history of my own country is a priority before venturing further afield.

 

Okay, let's be real. I'm not a seasoned globetrotter. Packing usually happens the night before a trip, and my initial thought is always, "If I forget it, I can just buy it there or ask the hotel." While that holds some truth (shoutout to hotel reception!), it absolutely does not apply to outfits, especially when work is involved. Nope, not for me.

So, after three years of work-related travel (think less beach, more boardroom), I've tuned my packing strategy. it's a tested and tweaked strategy by someone who gets genuinely anxious and a little lost in new places.

Here's what makes it into my suitcase:

• The Obvious (But Important): Toothbrush, toothpaste, and my trusty travel loofah. Honestly, most hotels have the basics covered and many offer a “Dental Kit” and a “Shaving Kit”. As someone who's probably created more hotel guest books they should in their career, trust me when I say, "Dial '0' – they're usually happy to help!"
• Hair Essentials: Let's face it, good hair products are an investment. While hotels usually have hair dryers, a straightener is a unicorn. They might have a sad little comb in a kit, but that's about it. This is one thing I rarely, if ever, forget. To find a nearest saloon is something I do before I reach my destination as a “Just in Case” and it’s almost always the case.
• Makeup: Keep it Real: Don't overcomplicate this! Grab your everyday makeup bag and listen to my cautionary tale, pack sunscreen. I once had a full-on tomato face at a crucial event. Not my finest moment. Also, unless you're a pro, maybe skip the fake lashes and time-consuming stuff when traveling. If you can manage it, I applaud you!
• Outfit Insurance: This is non-negotiable. I always pack two extra outfits – one casual and one formal. For work trips, my rule is two outfit per day (casual and formal). If it's a rare vacation, anything goes! Suits get sent for laundry; the rest can be ironed in the room.
• Underwear (The Unsung Hero): Seriously, pack a lot. I'm not a fan of hotel laundry, and even when I practically lived in hotels and knew the staff (former hotelier!), the thought still feels a bit awkward.
• Sleepy Time Savior: One nightgown. It's just easier than packing a whole pajama set.
• Shoe Strategy: Wear your comfiest sneakers for the journey. For women, pack a nude and a black pair of flats. For men, loafers and a dressy shoe should cover it. If the weather's good, ladies, throw in two pairs of sandals (they pack flat!) and one pair of heels.
• The "Just in Case" Pile: If there's space, a dress or two is always a good idea. Accessories can come along if they fit, otherwise, they live in my handbag (wear them if you're not flying!). Speaking of handbags, I usually take two – a small one and a tote that packs flat.

The beauty of it all? You get a checked bag, a carry-on, and a handbag! Plenty of room to work with. And just so you know, this packing wisdom comes from yours truly, a female.

 

My professional journey began in 2012 with a deliberate step into the workforce before committing to a university major. This decision led me to a role as a Customer Service Representative – Outbound (Tele-Marketing) at a reputable outsourcing firm in Jordan, an experience that, while seemingly foundational, proved to be a fertile ground for developing essential communication and persuasive skills. Being selected to represent DU, an Emirati telecommunications company, provided invaluable training directly from the brand itself. This early exposure yielded notable achievements, including commendations from DU HQ for innovative upselling techniques and exceptional customer service, with call examples even being used for training purposes. Furthermore, I achieved the distinction of completing over a million calls in a solo upselling campaign and proactively improved team performance by rewriting and sharing effective call scripts.

After a year and a few months, my burgeoning talent was recognized, leading to a headhunting opportunity from Bayt.com as a Relationship Manager – Account Manager within their international division in Amman. This pivotal experience ignited a clear direction, shifting my focus from sales towards the dynamic world of marketing. My path continued with SADDA Solutions, a company founded by a respected Jordanian architect, offering "Business Solutions" encompassing early-stage social media marketing, AdWords, branding, and strategic sales support. This role provided the first true platform to showcase my creative and strategic abilities. Highlights included successfully converting leads through telephonic meetings, nurturing client relationships with compelling proposals, and spearheading the establishment of the company's social media "Agency" department.

The burgeoning landscape of social media and digital marketing became an undeniable draw. Seeking a more expansive role where creative ideas could flourish and a deeper understanding of platforms like Facebook and Twitter (then at their relative infancy) could be cultivated, I found myself at Mazaj FM, a popular local radio station known for its engaging brand image. As a Senior Community Manager within their agency section, I managed the station's top-tier accounts, excelling in crafting social media content calendars, contributing to design elements, actively participating in high-profile social events, and gaining exposure to audio and video production. This period marked a significant step in establishing my name within the local marketing scene.

The rapidly evolving digital landscape presented numerous opportunities. Collaborations with various agencies on a freelance basis further honed my social media marketing skills. This led to an exciting foray into the fashion industry as a Content Marketing Manager for a local designer. My responsibilities encompassed creating diverse content (visual and textual) across various marketing channels. This association with Baddr Adduja proved to be a significant networking catalyst, resulting in another headhunting opportunity in a different sector. During this time, I contributed to the designer receiving international accolades and recognition from Her Majesty Queen Rania of Jordan, and I had the privilege of co-hosting the brand's 15th-anniversary celebration, attended by prominent figures and royalty.

My accumulated experience in marketing and social media paved the way for a headhunting opportunity within the burgeoning fintech sector. Joining HyperPay, a regional payment solutions company navigating a competitive market. Which supported my growth in later stages to take on a role that would lead me to become the youngest Cluster Manager in the hospitality Industry. At HyperPay my focus was on marketing this young brand with significant potential. Key achievements included developing and implementing successful B2B marketing strategies, designing and launching a corporate blog that served both clients and their customers by promoting secure online payments, creating engaging blog content that drove website traffic, and remotely managing HyperPay's participation in the prestigious eCommerce & Payment Exhibition in Dubai.

A brief but impactful period followed in a travel agency, opening the door to the hospitality industry. This short tenure saw the launch of my first viral marketing campaign, alongside pioneering the trend of proactive social media engagement for travel agencies and establishing innovative partnerships with hotels, resorts, and adventure companies for joint online promotions. Furthermore, I spearheaded the creation of engaging in-bound and out-bound online travel magazines curated internally by our team.

This momentum led directly to a role at Holiday Inn Amman – an IHG Hotel. The hotel was entering a new phase, and the marketing department required significant development. My mandate was comprehensive: to build and execute a complete marketing strategy. This involved integrating e-commerce and marketing functions, updating and localizing website content, implementing brand identity standards across the hotel, designing all hotel collateral, contributing to the improvement of online reputation and guest experience, activating social media channels, promoting newly renovated rooms, driving direct bookings through the hotel website, and hosting a variety of social and corporate events.

Following a successful tenure at Holiday Inn Amman, I was promoted to Cluster Crowne Plaza and Holiday Inn Dead Sea as an eCommerce & Marketing Manager for a year. Transitioning from a city hotel to a resort environment proved to be a rewarding experience. Notably, I was the first Marketing Manager based directly at the destination rather than in cluster offices, fostering closer collaboration with operational departments and enabling more dynamic social media updates. The eCommerce & Marketing Department became a significant revenue generator with high ROI. Achievements included reaching full occupancy for multiple consecutive weekends at a large resort, implementing the Brand Refresh for both Crowne Plaza and Holiday Inn Dead Sea, and serving as the MC for the largest Christmas tree lighting ceremony in the Dead Sea area.

Further opportunities arose through referrals, including a role within the pre-opening team of the Hyatt Regency Aqaba Ayla. This provided invaluable insight into the implementation of corporate identity and the intricacies of launching a new hotel. Returning to Amman, I joined Kempinski Amman as an eCommerce & Marketing Manager, a role that served as a testament to my accumulated skills and achievements. Key contributions included promoting the newly built convention centre, supporting the sales team in securing leads, participating in the Jordan Fashion Week as part of the hotel management team, executing successful digital and online campaigns, implementing brand identity standards, and optimizing the hotel website.

Seeking new challenges, I transitioned to the events industry in 2019, joining Al-Oula for Events & Exhibitions as a Marketing & PR Manager under a consultancy agreement. This involved establishing a marketing department from the ground up, overseeing design, production, and IT departments, acting as an assistant Director of Sales & Marketing, managing the sales team, and launching numerous successful conferences, exhibitions, and events, while also activating social media channels across various formats.

In 2020, I was invited back to Al-Oula for Events and Exhibitions in the capacity of Assistant Director of Marketing, with the added responsibility of managing international exhibitions. Key achievements during this period included branding and designing a comprehensive annual calendar of exhibitions, successfully assisting in launching the Facilities Management Exhibition, and independently managing the branding, marketing, and sales for the Christmas Expo in the planning stages.

My journey has now come full circle with a return to the hospitality industry in 2022. I joined Tala Bay, Jordan’s pioneering gated community encompassing three distinct accommodation properties and three standalone restaurants. Tasked with rebuilding the marketing department after five years of limited activity, my focus has been on creating a new brand and corporate identity, developing all necessary branding materials, repositioning the destination within the market, implementing comprehensive online and offline promotional strategies for all entities, introducing engaging social events, developing a strategic marketing plan from its inception, and leading the digital transformation of the brand.

This diverse and progressive career trajectory reflects a passion for marketing, a commitment to innovation, and a proven ability to adapt and excel across a multitude of industries. From foundational customer service roles to leading comprehensive marketing strategies for prominent brands, my journey has been one of continuous learning, growth, and a dedication to achieving impactful results.

My time at Tala Bay, spanning nearly two years, marks the end of my dedicated focus on hospitality within Jordan. I am now embarking on an exploratory journey through various industries here, a piloting phase driven by the hope of finding a company where I can invest my long-term commitment. My core desire remains to discover an industry that offers significant learning opportunities and the chance to create something truly impactful, or perhaps something that is simply of high quality and genuinely entertaining. Only time will tell where that perfect fit lies. 

From childhood, a persistent thread ran through my life: a desire to be different, to forge my own path, to become. Now, in my thirties, that fundamental drive remains, though its expression may have evolved. I'm still deeply open to the world, and I still believe in the power of positive change, both within myself and in my community.

Career-wise, I've achieved a degree of success I'm proud of. Driven by a relentless vision to excel -perhaps, admittedly, fuelled by a touch of "trauma response"- I've dedicated myself to professional growth. Yet, I know there's more to accomplish, more to learn.

This lengthy introduction serves to emphasize a core belief I've held since youth: "It's not who you are that matters, but who you become." This realization, that self-transformation is a lifelong opportunity, has been a guiding principle.

Recently, I've experienced a shift in my social circle, a "friend purge" if you will. I've observed a change in social behaviour, likely influenced by social media, a lack of critical thinking, and, undeniably, the pandemic. It seems many have retreated, choosing stagnation overgrowth.

In my darkest moments, I clung to the belief that others shared my drive. However, I've come to realize that some desire success without effort, a contradiction to the very concept of achievement. True success stems from hard work, respect is earned through self-advocacy, and expertise is built through continuous learning and experience.

As a teenager, I envisioned who I wanted to be. Though I momentarily lost my way in my late twenties, I've recalibrated my goals for my thirties. This unwavering focus on becoming has been my anchor, helping me navigate negativity, pain, and the occasional depressive episode. It's not about who I am today, but who I am becoming. And I'm still here, still learning, still growing.

I'm proud of the person I was. The person I am is a work in progress, firmly rooted in my values. And the person I will become? That's limited only by my own ambition. 

If you got to the last paragraph of this post, instead of reading it, say it to yourself!

 There's been a noticeable shift in storytelling lately, particularly in the portrayal of heroes and villains. As content creators and consumers, we've likely observed this change in narrative tone.

A recent conversation with a friend, who shared an "inspirational" video, sparked this reflection. The video, with its emotive music and motivational narration, suggested that surviving hardship makes one a hero.

This perspective highlights a fascinating trend: the blurring of lines between hero and villain. In literature and storytelling, these archetypes often represent the duality of human experience. The "hero" embodies self-idealization, while the "villain" reflects the complexities and challenges of reality.

The concept of "needing a hero" often stems from a desire for an idealized outcome, a manifestation of personal expectations. This explains the surge in the "hero within" narrative. Conversely, the "villain" represents the projected negativity and hardship of real life, fuelling the "villain era" trend.

If we examine classic literary heroes, we often find they are not inherently heroic. Their perceived heroism is often a product of carefully constructed narratives, a form of successful branding.

Villains, on the other hand, are often self-made brands, sometimes adopted by larger entities. However, we must remember that organizations, whether "good" or "bad," are composed of individuals with shared goals.

Ultimately, the distinction between hero and villain is largely metaphorical. One represents an idealized concept, while the other embodies the often-harsh realities of the world. This shift in narrative reflects our evolving understanding of these archetypes and their role in our lives.

 

Growing up in a family considered ‘open-minded’ I learned that it meant being receptive to diverse cultures, backgrounds, and experiences. It meant embracing new ideas and perspectives and being open to positive change. It is about expanding your understanding of the world, its people, and its complexities. It is about intellectual curiosity and a willingness to learn.

 

However, I have come to realize that ‘open-minded’ can be easily misinterpreted. In my experience, many have mistakenly equated it with a lack of boundaries, assuming it grants them permission to overstep personal limits or take advantage. This misinterpretation can lead to harmful situations, where genuine openness is confused with vulnerability.

 

Last year, while I was living away from home an untraditional behaviour in my society especially for a female, I encountered a situation that highlighted this issue. My willingness to respect the local culture, without necessarily adopting all its norms, was misconstrued. A colleague assumed my ‘open-mindedness’ meant I would tolerate inappropriate behaviour, leading to an uncomfortable and disrespectful interaction. This experience underscored the difference between being open to new experiences and being open to exploitation.

 

Despite these challenges, I remain a firm believer in the value of open-mindedness. I've learned that it's crucial to balance openness with discernment. Being open to new experiences doesn't mean abandoning your personal values or tolerating disrespect. It means being selective about what you embrace and having the courage to set boundaries.

If you view open-mindedness negatively, I encourage you to reconsider. It's about embracing knowledge, understanding diverse perspectives, and fostering positive change. It's about being open to growth, not to being taken advantage of. Educate yourself, engage with different cultures, and learn to distinguish between genuine openness and harmful assumptions. And remember, it is always your right to set boundaries and say no to any behaviour that makes you uncomfortable. 

Aqaba has always been my personal escape. Unlike many who crave constant travel, I find my peace in the familiar comfort of this vibrant seaside city. Every visit, even with its quirky, unexpected moments, reinforces my deep affection for it. I even spent two fulfilling years working there, twice!

As a self-proclaimed introvert with a love for the ocean, Aqaba is my ideal haven. It's Jordan's only true "living sea," a stark contrast to the Dead Sea, which, while fascinating, is a story for another time.

After countless visits, here are my favourite Aqaba experiences:

Embracing the South Beach Vibe

The South Coastal Beach of Aqaba holds a special place in my heart. Public gatherings for grilling, relaxing, and enjoying the serene atmosphere were a revelation to me. Whether it was during a vacation or when I lived there, evenings spent with friends, good food, drinks, and music under the stars were my favourite.

It's important to note that the South Beach is a bit removed from the city centre and is still developing. As a protected marine reserve, respecting environmental guidelines is crucial.

A Foodie's Aqaba Adventure

I'm a passionate food lover, and breakfast is my absolute favourite meal. While I appreciate quality, I also value a relaxed atmosphere. Here are my top culinary picks:

• Khasouqa: Located in the Yacht Club, this spot offers stunning views (our own little Monaco!). It's a bit pricier but worth it for the ambiance and delicious Arabic breakfast. Our go-to order includes chicken liver, scrambled eggs, labneh balls, hummus bayrouti, and fresh vegetables.
• Khalha and Hamada (Pizza.st): Though known nationwide, I've only experienced Khalha for dinner-breakfasts with colleagues.
• Other Favorites: BaBa Zataar (for frequent visits), Romero (for special occasions), Sheesh (for fast food, especially the Armenian and Classic burgers), Kakeh Cidar (in Tala Bay, the Sojouk Kakeh and Lebanese Tabouleh are a must), DeSoto & C4 (Tala Bay), and Suzana (for the Halloumi Salad).
• Mansaf and Seafood: For a "rice" craving (Mansaf), Qareb W Shareb is my top choice. For seafood, The Captain is a tourist favourite, but I'm still exploring local spots in the Fish Market.

Hangout Havens

• Dimities (Revolt Circle): As a coffee addict, I was thrilled when my favourite Amman coffee house opened a branch in Aqaba. It's the best brewed coffee in town.
• Zain (Pizza.st): A great post-work hangout with a delicious Haloumi Salad.
• Rakeen (Ayla) and C4 Shots (Tala Bay): Ideal for game nights with friends.

Nightlife Highlights

• Trio (Ayla) and Tipsy Cow (Ayla): Trio's Argentinian Burger is a must. If it's full, Tipsy Cow is a great alternative.
• Buffalo Wings and Rings: A regular spot for group outings.
• Rovers and Formosa (Aqaba Gate): My personal favourites for solo visits. At Rovers, I always order the grilled fish platter, and at Formosa, the steamed beef dumplings and vegetable noodles.

A Note on Accommodation and Activities

I'm in the hospitality industry, so I'm partial to Tala Bay. When staying in the city, I prefer Kempinski or AirBnB. Aqaba's coastal activities are generally similar, so I focused on my favourite personal experiences.

I hope you find these recommendations useful for your next Aqaba adventure! I'll be sure to share any new favourites as I discover them.

Initially, I intended to discuss the toxicity prevalent in corporate environments. However, recent experiences have revealed a broader issue: the misconception surrounding "corporate" itself and the subsequent impact on work culture.

Many perceive "corporate" as an inherently negative force, a system to be resisted. Conversely, I appreciate its structure and attempt to regulate the work environment. Interestingly, those who vehemently oppose "corporate" often create their own versions when establishing startups, demonstrating the necessity of rules and regulations for sustainable growth.

This leads me to believe that individuals, not abstract entities, shape work culture. My recent experiences in Amman, Jordan's business hub, highlight this point.

While increased competition should ideally foster innovation, it has unfortunately bred a toxic atmosphere of personal agendas and undermining behaviour, particularly post-COVID.

As a woman in a leadership position, I've witnessed this firsthand. My journey began with minimal scrutiny when my salary was low and my role in social media was relatively new. However, as my career progressed and I gained recognition, I faced increasing challenges.

My resilience, fuelled by a desire for professional growth, allowed me to navigate these obstacles. Yet, I observed a disturbing trend: personal biases and prejudices overshadowing professional merit.

Examples abound: a former manager's dismissive comment about marketing, judgments based on appearance rather than ability, and conflicting perceptions of my "attitude." Despite consistently delivering high-quality work, I've encountered resistance and disrespect, particularly from men who struggle with female authority.

Instances of near-physical altercations with male designers who refused to take direction, and being caught in the crossfire of male ego-driven conflicts, illustrate the severity of the issue.

Even the hiring process has become fraught with negativity. Two recent interview experiences stand out: one with an "operational" manager driven by fear of losing his position, and another with an ego-driven SEO who attempted to assert dominance through intimidation.

These "screaming interviews" reflect a broader trend: insecurity and arrogance masquerading as confidence.

While I acknowledge my imperfections, I strive for continuous improvement. However, I can't ignore the pervasive sense that my gender hinders my professional advancement. I believe that if I were a man, I would be compensated fairly and treated with greater respect.

The concept of "corporate" should embody cooperation, not exploitation. Many individuals prioritize personal gain over collective success, perpetuating a toxic work environment.

Ultimately, understanding, applying, and evolving the system is crucial for creating a healthier work culture. Fighting the system only to recreate its flaws serves no purpose.

I’ve always wanted to write about my experiences in trying new places and attending numerous events, but never had I ever had the time to do so, since I PR the events I attend or take part of hosting/planning…etc, I simply didn’t want to write about it twice.

Also, it feels pretentious in some way (like those linkedIn posts everyone embellish)

 

And when it comes to places, I go to, or go with people to, I avoid writing about those since I don’t want to become a “wannabe influencer” and we just have more than enough of those. But I am the one my friend’s call to recommend a place, and in a true marketing fashion I inquire on what are they seeking in a place and usually recommend a pretty good one - if I may say so myself.

So, I thought it would be fun to write about one of my own little adventures with the Sales Team and what can be the best part being connected to the most dreadful teams in all corporate, Breakfast Saturdays!

I’ve worked in several Hotels & Resorts across Jordan, and it seems the sales team have the same traditions. and usually if not, certainly they know all the local breakfast places I would never think to go to (I am all about delivery apps, and croissants and McMuffins) Ice lattes are my kryptonite so judge for your own.

 

So here are the ever so delicious local breakfast places I’ve been to with my Sales Team:

·         I think! Dina (it’s a girl’s name and very famous place) located in Sultan Street in Amman and it serves local breakfast and if there’s a trend these spots have in common is the local fresh out of the oven Bread! Every place every Sales Team took us to served Bread straight from the oven, it’s usually Hummus and Falafel menu, Eggs and Galayeh (tomatoes in a skillet) is a must, and my personal favourite is Foul (fava beans). Note. These places have a variety of the same dish, like Humus with full Chickpeas mixed into it is Musabaha, Foul with tahini sauce is Qudsyeh and I am not the biggest Hummus fan out there, I usually like the varieties these dishes come in, but you won’t find craving Hummus out of nowhere.

 

This place was the first “local” look and feel I’ve ever been to, and it was the ever so favourite place for Holiday Inn Amman’s Team.

I never go there on my own and don’t think I will ever do, for that street is busy and usually there’s no place to walk, let alone park. And it’s usually decorated with nothing, a simple eat and go place and don’t forget the red tea it’s a tradition.

·         Al Ousra which mean family in Arabic, more a put together place in some location in Amman but has almost the same menu, it’s a family style setting and is also known for fresh bread the only difference is the general hygiene and looks like it had a paint job “white” not so long ago.

I think I’ve been to two different branches with the sales team, one smaller one the “eat and leave or go” approach and one like a family style and both and those were around last year, non the less a fresh experience and place visited many times.

·         Kadsheh, near Rabyeh close to where I used to work and through it has Hummus and Falafel it had Chicken Liver Wraps which I adore and I’ve yet to find another place that makes them as good as they do, their spice mixes with Chicken Liver is to die for and the place is a tiny little shop in the middle of a residential areas that later we found out it’s the hotspot of construction workers (these people know what to eat) this one is also from recent years,

Don’t go there on my own since I have my own favourite spots for Chicken Liver sandwiches that I use to take my design team to after breakfast with the team became a thing to me.

·         The Endless Snacks, wraps and sandwiches places we go pick up our order from and bring them to the office. Al Quds near 7^th circle in Amman was one of my colleague’s favourite places and he loved Sausage Sandwiches from there, it’s another hole in the wall and a big menu but they made pretty good sandwiches can’t deny that.

Took my brother there once, he hated it!

Other random spots I’ve been to are this Iraqi owned shop near Kilo Circle in Amman called “El Mousily” where it served Iraqi style open faced meat pastries or Sfeha as we call it, it’s good but will remain as one of my “Sales Team Traditions” than a place I would not go to out of nowhere. Those places are relatively cheap and of decent quality.

For Hummus I am personally a lover of Abu Jbara and Hamada and I love my Hummus in a wrap, and since we are the Hummus culture you can always find those options in any restaurant with a breakfast menu.

 

Before the hospitality industry we did have team outings and they were quite the event within the company but were not on regular basis, we also did order in and made a team breakfast (Hummus or Manaqish or pastries) and it’s part of team building in a corporate format. But never have I witnessed it as a regular thing only with Hospitality Sales Team and it’s usually on Saturdays (we work 6 days a week) and it’s that day where the Sales Team don’t have Sales Calls (we Marketeers always have work, even after work, before work) so being included was nice but always envied their half days and no actual workdays.

 

I have developed my own team lunch time (almost every day) I always order in through apps and when I ran my own team and need to mention I was blessed with good teams I always included them in, now I never took them out during work hours since we used to have an endless task list that needed another team to finish and my teams were always men and we all know “men don’t eat unless they are fed” and won’t lie I loved those boys they were the best I’ve worked with.

 

Part of my philosophy in leading a team is set and eat together at lunch time, and I understand why corporate pus it as team building since it is important to talk to your team about non-work-related manners, don’t recommend doing it like the Sales Team do, Marketing and the creative department are usually office bound. But It’s good to remember it’s not always about work; we are departments but there’s a human side of us that needs to be remembered.

 

And my team knows, I’m either bringing them coffee or taking them to coffee whenever Miss.Marketing is off to a meeting.

I would have to note that Agency Lifestyle is way different than a corporate one, I have had wonderful teams in agencies and that needs to be mentioned since we did have our own adventures but it far different than being part of entire corporation.

A Decade of Discovery

It's fascinating how much can shift within a person over a decade. I've noticed that much of the "advice" shared about navigating your twenties often comes from those who feel they've "made it." As someone still on my journey, I wanted to share my reflections on my twenties – the good and the not-so-good – without claiming to have all the answers.

One of my early decisions was to take a break before university. I've seen too many people pursue degrees they never use, and I believe young adults need time to explore their interests without societal pressure. I initially wanted to study architecture, but my father's preference for an "English major" influenced my path. This early experience shaped my understanding of external opinions and my own evolving sense of self.

Eventually, I found my passion in psychology, social psychology, and fine arts. My twenties became a period of defining myself, independent of others' perceptions. I developed a strong sense of self, encapsulated by my personal mantra: "People have opinions about me; only I know my own facts," and "I will not bend to a society that won't bend for me, I won't give in, and I won't give up." While this determination fuelled my drive, it also led to some of my lowest points.

My romantic life was a complex journey. While I longed for a lasting partnership, I also recognized that committing too early might have hindered my personal growth. My twenties were marked by a significant relationship that, though ultimately unfulfilling, taught me invaluable lessons about self-worth and what I truly seek in a partner.

Ultimately, my twenties were about building character. I learned to embrace both my strengths and flaws, recognizing that they contribute to my unique identity. I discovered the importance of fairness, patience, and high standards. While I explored self-help resources, I found that personal experience was the most effective teacher.

If I were to offer any insights, rather than advice, they would be:

• Don't be afraid to pursue your goals, even if the path is uncertain.
• Embrace life's experiences, both good and bad.
• Recognize that setbacks are opportunities for growth.
• Your thirties may focus on financial stability, so use your twenties to build a strong foundation.
• Find inspiration in others' success but avoid harmful comparisons.
• Be selective about what you share with others.
• Focus on earning respect, even if you can't earn everyone's approval.
• Ask thoughtful questions in relationships to understand your partner's intentions.
• Express your love openly.
• Learn from heartbreak and appreciate those who remain in your life.
• Be aware of others' motivations.
• Cultivate a strong sense of self.
• Consider therapy as a tool for self-discovery.
• Save, when possible, but don't let financial concerns define your twenties.
• Invest in continuous learning.
• Practice kindness and assertiveness.
• Build your network and communication skills.
• Don't take life too seriously; embrace its imperfections.
• Accept that challenges are a natural part of life.

As I navigate my thirties, I recognize the importance of reflecting on the past. Taking time for introspection is crucial for personal growth and understanding.

 

This blog is obviously not what I do for a living, I am not a content creator nor is it in my wishes to be one, but my job is social media and content creation in areas, I am available on almost every social platform available and know to this world, but I am a Marketeer first and foremost.

My marketing career started at the age of 19 that was in 2012; I have took the risk to skip uni for few years and go find myself and keep busy (2012 was an eventful year in my life where I lost everything I ever knew) maybe I will write about that one day but I can’t guarantee for the heavy weight that time of life was.

Marketing was not something I was dreaming to become, I wanted to be a writer (but I have this for a creative outlet) and I wanted to be an architect before graduating high-school but life had other plans and I knew who I wanted to be (which I am exactly who I wished I’d be) but not what I wanted to do, so fate intervened, will be honest I had signs pointing to this life only now looking back at my life I knew they were signs to prepare me.

I started off as a tele-marketing agent at a well-established outsourcing company, as a 19-year-old, people reared their evil heads when dealing with me but starting off with people not knowing me nor my background I showed up and showed off. Yes, I put my uni on hold but not my education and dare I say in 2012 everything was brand new, accumulating information was easier than now, where everything now is an opportunity to make money. No shame in that since what I do to brands is just that now.

A year or so after I moved from one good company to another, positioning myself as someone looking for better opportunities (not knowing back then I was “positioning” myself as such) and with my background of being raised as a social, polite and true to myself girl, my character became a centre of attention in a rather stiff society. Young and out together creative soul is a magnet of its own (later I learnt about persona’s) and as a well-educated proper English speaker became my “language”.

With that, I was fortunate enough to be part of the first social media movement in Jordan, not interested in the limelight but addicted to the feeling of a job well-done, that high of achieving something beyond society’s expectation and being part of a brand success is humbling as it ever is.

I had nothing to lose and a world to gain at the first 5 years of my career, and with the society looking down on me I got my fuel to do as I dream and desire. Never said no to a task, never said no to a project… kept learning and creating until I became a familiar in the field of Marketing.

I specialised in content creation, my writing skill and my language skills came in handy and my background as an artistic child came into a specialisation of Content Marketing in 2014 I was the first of my kind, but unfortunately Marketing is something everyone think they can do because everyone has an opinion a “theme” -if you wish- that I still see till this day among my fellow marketeers. To stay true to my own character I picked up more skills like design, and photography, got into production and video making (I took part of any and almost every project that came my way) and I even learned eCommerce when eCommerce was a newborn around 2015 and I don’t know if you know “Marketing” is an ever evolving field I can officially say I am still actively learning.

So my breakthrough moment was around 2016; I was creating viral content when viral content was hard work and I was given my opportunity to become a manager at an early start (2014); that’s when life happened, I joined the hospitality industry in 2016 (a world I still enjoy and have worked in for 5-6 years now) but my start was not easy nor my journey was fair but I’ve learnt more than expected and was able to do something we preach about in Marketing “Continuity. and not everyone can be a Marketeer) If I were to ever talk in details of the toxic world of hospitality and all I’ve faced will shock whoever is reading it, but! I have learnt more than I could imagine, I had inspirational people pushing me forward, providing opportunities and the best part, endless training and ever so exciting field of work. I made friendships that will last my whole life and to the hospitality industry I am grateful.

Cause it’s a bragging right, I was the youngest cluster manager in the history of the hospitality industry in Jordan it made my name, it scared many old folks that new blood was coming, I was also given eCommerce and Marketing as a position (reporting to Sales & Revenue) which was a first. And dare I say to many’s dismay and "interferences" I kept pushing forward even when those “many” stood in my way. I have moved to the events and exhibitions where I showed up and showed off again, regardless the “mental abuse” and the outlandish "events" that company put me through. It made me stronger, different and better at what I do and everyone knew that.

Years later now, after covid and a nearby war and a global inflation; I am still a Marketeer known for my quality of work, a one man-show when needed and leading with the best example I can lead with for my team.

I am a branding know it all and can do it all, a perfectionist with a goal far bigger than myself with a knowledge of social phycology now and more to be done and achieved.

 

So that’s what I do for a living, I am living my own truth one day at a time.

I'm a creature of habit, and when I find something, I love, I tend to stick with it. My passion for historical ruins is a lifelong affair, stemming from childhood trips around Jordan with family and teenage explorations with friends. Ajloun, with its captivating blend of history and natural beauty, is a place I return to again and again.

If you're planning a visit to Jordan and crave a taste of both ancient history and stunning landscapes, Ajloun should be high on your list. Ajloun Castle holds a unique charm that sets it apart from other fortresses in the country.

Here's how I recommend experiencing Ajloun:

• Embark on an Early Adventure: Start your day around 9:00 AM to avoid the tourist crowds. Fuel up with a delicious roadside breakfast and curate the perfect road trip playlist.
• Savor Local Flavors: Arabic pastries filled with cheese or spinach are ideal for a breakfast on the go. Hummus lovers can also find satisfying wrap options. Don't forget to plan your stops for snacks and drinks along the way.
• Explore Ajloun Castle: This historic landmark is must-see. Its compact size makes it easy to explore, and it offers fantastic photo opportunities.
• Visit the Lady of the Mountain Church: Also known as Mar Charbel Church, this serene site is just a short drive from the castle.
• Indulge in a Local Lunch: While recent trips led to simple lunches near the castle, I highly recommend venturing to Jerash for a truly memorable meal. Abu Ahmad, a family favourite, serves the best Mediterranean grill in the heart of Jerash City.
• Immerse Yourself in Nature: Ajloun Forest Reserve offers a range of eco-lodges, allowing for overnight stays. The well-maintained forest boasts outdoor activities like zip-lining. While a newly opened teleferique offers stunning views, my fear of heights keeps me firmly on the ground.
• Embrace the Camping Experience: If you choose to stay overnight, consider a camping-style experience to fully appreciate the natural surroundings.

On my next visit, I plan to explore the local artisan shops and discover authentic products beyond the typical tourist offerings.

If you're seeking an authentic Jordanian experience, a trip to Northern Jordan is a must. Ajloun is one of my favourite destinations in this beautiful country, and I hope you'll have the chance to experience its magic for yourself. I'll be sure to share more of my Jordanian adventures in future posts.

Years ago, I wrote a sarcastic blog post titled, "Just because you don't like water glass circles on your surface.... It doesn't make you OCD." It was a reaction to the casual self-diagnosis I witnessed, a trend I perceived as a form of "Me-Too" syndrome. Rereading that post, I recognize the anger that fuelled it – the frustration with people flippantly declaring, "OMG, I'm so OCD" or "I have ADHD," often followed by a dismissive "hehe."

It's crucial to understand that mental health disorders are not trendy accessories. They are complex conditions that significantly impact individuals' lives. While memes and self-deprecating humour can offer a sense of community, they should not trivialize the lived experiences of those with these disorders.

My own journey with ADHD and OCD has shaped my professional life, contributing to my drive and attention to detail. However, these conditions come at a cost.

I was diagnosed with ADHD as a child, allowing me to develop coping mechanisms early on. My OCD, however, developed later in life to manage my hyperactivity. To function effectively, I relied on lists, routines, and mental checks. This constant mental effort, though often invisible to others, is exhausting.

People perceive me as calm, organized, and a perfectionist. While these traits are accurate, they mask the internal struggle of managing my ADHD and OCD. My mind is constantly active, processing information, and engaging in internal dialogue. This internal chaos has, ironically, honed my multitasking abilities and fostered a dry, sarcastic sense of humour.

While I've dedicated time to understanding my conditions, I've observed a shift in online discourse. What was once informative mental health content has become diluted by memes and attention-seeking behaviour.

This isn't about diminishing the importance of the Me-Too movement's focus on violence against women. Rather, it's about addressing the tendency to adopt labels without fully understanding their implications. In the past, people sought to avoid labels. Now, there's a rush to self-identify with them.

Recently, I encountered a theory suggesting that ADHD is a trauma response, a form of adaptation. This idea resonates with me, and I'm eager to explore it further. Perhaps by understanding the root cause, I can harness the strengths these conditions have given me while finding a way to alleviate their burdens. Perhaps I can give my mind, and my body, some much needed peace.

I make plans and lists of places I want to visit in my own city; I love exploring new places and usually end up doing the same exact place doing the same exact thing with almost the same exact people.

 

First things first: Take it to the Streets

Don’t get it twisted, Amman may have the worst streets to drive on but has the best views to stare at; Amman is a mix of everything; Urban, modern, old, historical and downright shady! If it’s your first time in Amman go for a car ride, blast your favourite songs and don’t forget to get some snacks and drinks; I would recommend a redbull and chips but if you want the local experience stop by the nearest street coffee kiosk/shop and order a Turkish *good luck* I have experienced street corn few times in my life and they were in recent years *strickt mother*, brilliant salty snacks (not the cleanest thing but I am sucker for boiled salted corn on the cob).

Evening or Morning Times are the recommended times, rush hour is real in the city *avoid at all costs*

 

This should be first! Where to Stay!

I have worked in few hotels in Amman through out my Marketing Experience, though I love them, but I won’t necessarily recommend them for a “First time in Amman” my friend whenever she comes to Amman, she books nice AirBnB’s in Waibdeh. The Area I personally adore for its vibrant streets, it’s considered Old Amman and it’s now a modern urban style of an area, art and a chill vibe in its shops and hang-out area *crazy and narrow streets non the less*

 

Where to Hangout and Dine

If I were to list my personal favourite places (not in order) they would be:

·       Books@Cafe not in recent years (only for breakfast or Bruch lately) but it has a chill vibe with books, patterns and art. We’ve always loved their food menu (breakfast menu is king and my order is always eggs benedict)

·       Dali I can’t go there and not order something to eat, I usually order the same things, Fettuccini Alfredo no chicken and cheese pasties sometimes a salad and a vegetarian pizza… but it’s a cool spot, simple, chill and super casual *they offer food, drinks, shisha and they are pet friendly*

·       La Calle the only place of its “set-up” let’s say, a three-story restaurant and pub that has a terrace overlooking Old Amman *you sit directly on the edge of the terrace facing the view… also they have delicious food (yes, I love to eat)

·       TipsyCow because it was my regular hangout after work that is owned by my friend, and he is a brilliant chef *moved to Abdoun not in Jabal Amman Anymore* but since I’m listing I must mention it.

·       For breakfast I recommend El Khal in Waibdeh and Hashim in Downtown Amman they offer Hummus and local style breakfast, Crumps I only recommend for breakfast, their lunch menu is awful, but their bakery is beyond (I always order the same thing, eggs benedict on salmon and fired halloumi as a side) there are many but those are my go-to places that I know are perfect every single time and can’t forget Bake-House, that vegetable omelette is to die for and the French toast, yum!

·       For Lunch or Dinner when it comes to Levantine cuisines, I will recommend Levant, Burj Al Hamam at Intercontinental but I am not a huge fan of meat; I prefer pasta, pizza, salads and anything Asian *Sushiii* and I’ve yet to be able to recommend a good sushi place!!

·         Would also recommend visiting Swaifyeh Village, they sure have endless options of everything *recommends *ROI* full heartedly*.

·         ShrimpJoint… Best seafood buckets in my opinion *small crabs but it’s ok*

 

I won’t recommend coffee houses since Amman is Jam Packed with these modern shops at every corner and won’t recommend sweets for I don’t eat sweets, but have yourself a Knafeh from Habeba when in Downtown Amman and watermelon juice in Summer.

 

What to do in Amman, which I think is the whole point, no!

Amman has almost everything, caution is due but those are the activities I do almost on regular basis.

·       Site seeing and museums, I am just like a regular tourist I google it sometime, but my personal favourites areThe Royal Tank Museum and Amman Citdel “they do events in the summer so it can be fun as well, been to the Kite Festival and some random music festival”. Jordan National Fine Art Gallery and the park next to it is a fun activity, they even have a coffee spot that we love, it’s called Jungle Fever also recommend.

·       Waibdeh Has Darrat which are Local Art Galleries and my fav is Darat al Fnoun since it’s the most popular one, Darat Al Yasmin is also good they also have a nice Italian resultant that opens in the evening.

·       Downtown is Old Amman has the Roman Theatre and the Duke’s House and many more, google it there are so many good articals on them.

·       Sports and adventure (I know some might not be in Amman but the start of the trip is from Amman) I love hiking, *not rock climbing* and I do recommend going on a small trail to at least explore the valleys within Jordan. Google more if you’re adventurous but be careful I dislocated my shoulder twice (didn’t stop me from hiking though) and Karak Valley is my fav! Moujib is a nightmare for me *both areas are located outside of Amman FYI* we have a Sport City and badminton/tennis courses but if you like Karting I recommend that *also outside Amman near Madaba* I won’t recommend ziplining and those kinds of activities because I would rather die than try them or amusement park… a nightmare! but they exist if you want them.

·       Summertime is for pools, maybe this is when I would recommend Pools (Marriot’s pool is great, Sheraton is as good) and honestly this where I switch to Aqaba cause without membership these hotels prices can be reidiciolously high!

I swear I can keep listing, but if someone reading this wanting to get ideas on what to do, gaming arcades not the best out there but fun non the less. Bowling alleys are old in the city, but we have an ice rink I discovered last year, terrifying but fun.

I think I have proved I am a Fan of Amman; more local tourist series coming soon... Hopefully!