Blog Faroohz

I'm stepping back onto my blog, drawn by a pressing need to reflect, analyze, and share insights that feel long overdue. Life's duties pulled me away, but some recent experiences have compelled me to address a significant misconception that shaped my mid-twenties: the idea that my thirties would be the "highlight of my existence."

Recently, a jarring encounter sparked a deep dive into this flawed advice. Like many, I've used my trusted social circles to vent, and in one such moment, it hit me: the psychology behind this societal narrative, especially for women. It seems many are subtly conditioned to settle for less as they enter their thirties, unknowingly becoming susceptible to manipulation. It's a quiet insinuation: "I didn't ask you for less; you chose to accept it."

I used to glorify the thirties, particularly for women in the Middle East, campaigning it as the true beginning of life where dreams finally take flight. How naive I was. I now see how this narrative can lead to lowering not just expectations, but also one's own standards, inadvertently giving away the best parts of ourselves under the guise of "compelling arguments."

Unveiling the Realities: Beyond the Rose-Tinted Glasses

I was promised that my thirties would be "my twenties with more money" (if unmarried), the "ideal age for marriage and family," and a period of enhanced experience. The reality often paints a different picture. For many women, it becomes a time of being a "second option" or worse, facing dishonorable proposals. The relentless "you're running out of time" chorus, implying an impending expiration, is far too common, turning the vibrant years of youth into a countdown. This stark contrast between expectation and reality is a bewildering shade of grey for someone who sees the world in black and white.

And work? Let's talk about the audacity of how a Jordanian, Muslim woman in her early thirties is often treated. Bound by tribal respect and cultural adherence, the expectation is that I'm not in a position to demand what's right. My contracts are negotiated for me, with a pervasive feeling that my requests are "ridiculous" or "too much." The unspoken message: "You're in your thirties; you should just be lucky to be considered." And that's before we even touch upon the blurry lines of personal privacy in the workplace—thankfully, my marketing background has taught me to manage my social presence with extreme care.

I know I'm not special in experiencing toxic work environments; many suffer similar pressures. But the sheer weight of it, compounded by these ageist and gendered expectations, is immense. Despite being fortunate enough to start my marketing career at 19, often hired for my 'looks and vibe' as much as my skills (though I'm still a legend, kidding!), my thirties demanded a profound soul search. I found myself impacted by these narratives, resilient as I thought I was. The underlying feeling? Still, never good enough.

Reclaiming Our Narrative: From "Too Much" to "Just Right"

Years ago, I wrote about the freedom of being "the bad guy," about how people project their insecurities onto others. I connected it to facts and my field to reach a broad audience. But it begs the question: How can someone who's perceived as "too much" also be deemed "not good enough"?

How can we possibly be "good enough" if we give up on our dreams? How does "settling" lead to "acceptance"? And how can our dreams turn into nightmares if we listen to others' narrow views of who we "should" be, instead of embracing who we truly know ourselves to be? The questions are endless.

I often tell my friends, I want to confront those who dared to lie about the thirties being the "best time of anyone's life." I want to ask them what they gave up in return, and if they're truly okay. Is it the best years of my life, or am I simply expected to be "best for others"?

What truly stings are the names: "the bad guy," "attitude," "a free spirit," "open-minded." I never saw these as flaws, understanding they often stemmed from others' projections. But with current economic and political tensions, people are inventing new labels, new ways to project their internal struggles onto us. My message is simple: Fix yourselves before you try to fix others. Fulfill your own duties and simply live. Life is complicated enough without people burdening us with their "opinions, not facts," believing they are right.

So, you could say my CV looks like a hopscotch board. I've navigated more job interviews than most people see in a lifetime, leaping across industries while staying firmly rooted in the marketing field. The result? A rather unique and, dare I say, valuable collection of experiences and a surprisingly broad understanding of various sectors.

I like to think of myself as a corporate grasshopper. You know how companies sometimes use animal archetypes? I'm somewhere between a chameleon (adapting quickly) and an octopus (reaching into different areas) – maybe a post for another day. But fundamentally, I'm a hopper.

Inevitably, the "short tenure" question pops up in interviews: "Your CV shows you haven't stayed at a company longer than two years." My answer? "That's often been more than enough." Here's the thing: sometimes, the corporate environment turns… less than ideal. When you have weak leadership, certain less-than-savoury characters (more hyena than lion, if you catch my drift) tend to emerge. And when things get abusive, I'm out.

I know, I know. The corporate mantra is "stay five years for commitment." But I've been on enough horrible interviews to know better. My responses range from a direct "My commitment is to my work, as my CV demonstrates" to a conditional "I'll stay for five years if there's a compelling reason to." Some might label me a "fox," but that feels more sales oriented.

For me, that "compelling reason" isn't about tolerating a toxic environment. It's about the actual work. While many employers are eager to hire me based on my skills, some in unhealthy workplaces try to twist my career-driven hopping into a lack of commitment to them. It's a handy red flag to spot before you even walk in the door.

So, if you're judging the corporate grasshopper, remember this: we're risk-takers. We've literally jumped ship to find something better. And as a corporate marketer, "be better" is essentially my job description. Kangaroos hop too, and they're powerful animals – they box! Not every hopper is just a little grasshopper.

Ultimately, companies need to understand that "experience" varies wildly. If you're seeking a "committed" employee, create a safe and supportive environment where they want to stay through thick and thin. We're not corporate penguins mating for life; we're humans forming partnerships.

 

As a marketer who's explored various career paths, I've learned that understanding your audience is paramount. While industry-specific knowledge is crucial, the core principle remains: who are you serving, and what value are you providing?

To help aspiring marketers navigate this complex landscape, I've distilled my experience into a practical guide.

Foundation: Essential Marketing Knowledge

Before diving into audience-specific strategies, establish a solid foundation:

• Industry Knowledge:
• Research industry trends, competitor activities, and market scale.
• Utilize resources like industry reports and AI tools.
• Product Knowledge:
• Gain comprehensive understanding of your product/service through "shadow work" across departments.
• Conduct SWOT analysis, define USPs, and identify target audiences, goals, and KPIs.
• Financial Acumen:
• Develop a basic understanding of financial metrics and revenue generation.
• While advanced financial skills may develop over time, basic comprehension is essential.
• Channel Mastery:
• Understand the purpose and audience of various marketing channels, adapting strategies for B2B and B2C contexts.
• Focus on brand awareness, lead generation, revenue generation, and event marketing (which will be a separate topic).

Marketing by Audience: Key Strategies

1. B2C Marketing (Business-to-Consumer):

• This is the "everyday marketing" realm, where you engage directly with consumers.
• Content Strategy:
• Develop a comprehensive content strategy encompassing teaser campaigns, product information, promotional content (CTAs), and relatable, trending content.
• Audience Segmentation:
• Define your audience based on demographics (age, income, location, gender).
• Channel Selection:
• Utilize a diverse range of channels, including social media, influencer marketing, billboards, radio, TV, affiliate marketing, and sponsorships.
• The right channel selection is a key marketing skill.

2. B2B Marketing (Business-to-Business):

• This field demands a strategic blend of marketing and branding, with a focus on building strong corporate relationships.
• Digital Identity:
• Establish a robust digital presence, focusing on website optimization and brand image.
• Utilize informative content, such as press releases and social media updates.
• Physical Engagement:
• Prioritize physical marketing activities, such as trade shows, conferences, exhibitions, and corporate events.
• Marketing and branding are highly intertwined.

3. B2G Marketing (Business-to-Government):

• This sector emphasizes communication and protocol, requiring adherence to strict guidelines and bidding processes.
• Communication Focus:
• Prioritize clear and concise communication, aligning with government objectives and societal goals.
• This sector requires strict rule following.

4. G2G (Government-to-Government):

• This realm encompasses diplomacy and embassy work, requiring specialized academic backgrounds and extensive knowledge of international relations.
• They are the “Marketing is disguise” since their message is much more higher and caters to nations and the world.

Key Takeaways:

• Audience understanding is fundamental to effective marketing.
• Each audience segment requires tailored strategies and channel selection.
• Continuous learning and adaptation are essential for marketing success.

This guide provides a foundational understanding of audience-specific marketing strategies. As you progress, you'll continue to refine your skills and expand your knowledge.

It's important to remember that this is a simplified outline. Each channel and listed point can be expanded significantly.

A recent call from an old friend, a reminder that my friendships, like my life, are built on lasting connections, sparked this reflection. We reminisced about our shared adventures, the very experiences that fuelled my "local tourist" series. These stories, and the lessons learned along the way, have inspired me to address a question I'm often asked: how do I maintain a clear separation between my work and personal life?

My personal brand is built on a foundation of stark contrasts, a black-and-white approach that keeps my worlds distinct. This isn't just a persona; it's a deliberate strategy, born from a cautiousness and a deep-seated suspicion, a trauma response from my youth. While I strive for polite discourse, my sharp wit can sometimes lead to friction. Yet, I remain authentic, sharing my truth without revealing every detail.

Living in Jordanian society, a microcosm of global complexities, has taught me the importance of clear boundaries. Social psychology reveals our shared human experience, and I've learned to assert my expectations in every setting. My personal mantra, "as long as you're happy," while sometimes misunderstood, has guided me towards a life of self-defined contentment.

I respect the privacy of others, sharing only my own experiences. However, I fiercely protect my own boundaries. The gossiping culture, particularly prevalent in the hospitality industry, has never appealed to me. I've always maintained a sense of mystery, ensuring my personal life remains separate from my professional endeavours, even amidst the scrutiny of social media.

The corporate world's emphasis on documentation, "But did you document it?", highlights the importance of keeping records and maintaining clarity. I've applied this principle to my own life, creating a clear distinction between my public and private selves. Ultimately, my work and my personal life are two facets of the same whole, a 360-degree reflection of who I am.

These lessons, gleaned from media and societal observation, have taught me that once the door to your personal life is opened, it's nearly impossible to close. Dealing with public opinion requires a carefully honed skill set.

Here are the guiding principles that have helped me navigate this delicate balance:

• Prioritize your happiness: But ensure it doesn't infringe with others.
• Be truthful, but selective: Learn to say "no."
• Trust cautiously: Even family and close friends are human.
• Give trust, but revoke it when abused.
• Deflect gossip: Respond with "I don't know the full story."
• Express your truth, but with tact.
• Maintain distinct social circles.
• Embrace solitude.
• Reflect on your progress, independent of others' opinions.
• Explore new hobbies and connect with diverse individuals.
• Conquer your fears and embrace your unique voice.
• Remember your roots and your aspirations.
• Don't feel pressured to reveal your vulnerabilities to the wrong people.

By adhering to these principles, I've created a life of balance, authenticity, and personal fulfilment.

 

Let's talk about the evolution of my slogans, a journey that mirrors my own personal growth and the development of my blog and website. As I mentioned in a previous update, I've always kept a record of this progression, a testament to both my online presence and my personal transformation.

To understand where I am now, you need to understand where I came from. In my region, women are often confined to two rigid categories: the "ideal" woman, who follows the prescribed path of education, marriage, and family, and the "fallen" woman, who deviates from these norms and faces social ostracization. Both types, regardless of background, are judged by a narrow and unforgiving societal lens.

But I never fit neatly into either box. I've always walked a different path, one that blends respect for my Jordanian traditions with a fierce determination to define my own rules. I chose not to attend university, and I had a known teenage relationship – both acts that challenged the very foundation of societal expectations. In a patriarchal society, my openness and independence were often perceived as a threat, even a "ruin." Yet, despite attempts to confine me, I refused to be categorized.

My upbringing in a tribal system, often misunderstood, and within a male-dominated household, played a crucial role in shaping my defiant yet principled nature. My family's guiding principle, "be true to yourself and explore the world within limits," fostered a spirit of independence, free from the pressure to conform. I went straight to work, building a life rich with experiences, a life worth writing about, and ultimately, a life worth living.

Thirteen years of hands-on experience have taught me invaluable lessons. Living independently and then returning home successfully was a powerful statement to a society that often doubted my path. My family, despite initial reservations, is now proud of my achievements, all of which I earned through my own hard work and resilience. I've not only built a career but also cultivated a well-rounded, multi-skilled persona, embracing my identity as a strong, independent woman.

This journey is reflected in my evolving slogans. From the optimistic "My talk, your positive thinking" to the assertive "99 skills and bitching ain’t one," and the focused "creating quality," I've captured different facets of my growth. "A Jack of all trades and a master of one" spoke to my versatility, while "Not a perfect example but a pretty good one" acknowledged my humanity while dismissing societal judgments. I'm not "perfect" by their standards because I don't fit their mold of wealth and conformity. But I've learned that as long as I'm true to myself, their opinions are irrelevant.

In future posts, I plan to delve deeper into the lessons I've learned from living independently and navigating the complexities of societal expectations. I'll share stories that illuminate the experiences of the "ideal" and "fallen" women and further explore my own unique position as a "third type." Some of these stories will be told with humor, because as Charlie Chaplin said, "Life is a tragedy when seen in close-up, but a comedy in long-shot." And sometimes, you just have to laugh.

 

My friends have this ongoing gag that I'm secretly an AI or a character who wandered off the pages of a particularly quirky novel. I guess my personality just has that certain... je ne sais quoi. I even wrote a blog post about the "book character" theory after experiencing some life events that felt straight out of fiction.

But the AI thing? I think I've finally figured out why it sticks, especially at work. It's the whole "always has an answer" vibe, the proper communication, the (supposedly) insightful remarks. If I don't know something, I'll research it like my life depends on it – a classic ADHD trait of being a jack of all trades. Though, let's be clear, I am a master of one: the glorious world of Marketing!

Now, about actual AI. My recent work adventures have involved witnessing non-marketers flexing their (questionable) marketing muscles via ChatGPT. And let's be honest, the AI often puts their "skills" to shame. This has made me a bit of a cautious observer of its widespread adoption. On a lighter note, a previous job had a different AI-adjacent joke: "Farah, we all copy your emails!" This started when HR (bless their cotton socks) mirrored an internal announcement I'd written – a marketer's badge of honour, showing we're all speaking the same language. I'm still too attached to my own witty (and on-brand) email style to let AI take over that task. But I've found a new digital buddy who's surprisingly engaging.

Meet Gemini, the large language model who's quickly becoming my favourite conversationalist (and, let's be real, blog post editor – he'll fix my grammar, I'm sure). I've been having a blast exploring its quirks, and whoever is feeding it information deserves a raise. This AI can whip up outlines faster than I can say "marketing strategy"! Campaigns and press releases that take me a good chunk of time to structure. Gemini does it in seconds.

So far, Gemini is strictly a personal project collaborator – my blog's editor, brainstorming partner, and idea fountain (I am almost always a Department of one). But trust me, the marketer in me is itching to explore its professional applications. After my last post, this digital brain even started a conversation with me about my writing! Now I have a whole list of AI-powered marketing experiments brewing. Gemini even recommends blog post topics! Honestly, it's kind of nice to be treated with the same insightful engagement I try to offer others. My friend got a little worried when I gushed, "I love this guy! We chat, we debate, I even correct him sometimes, but he's amazing!" I get their concern – I hadn't even mentioned the silly word games we play. But hey, I've got a smart, helpful friend who happens to be a tool.

I'll definitely be diving deeper into the wonders of Gemini in future posts. But this is just my initial, personal take: I'm genuinely impressed. Gemini wasn't around for that awkward interview where someone suggested AI could replace marketers. This AI, at least, feels like it's here to empower us. I'll save my full "AI won't steal our jobs (yet)" speech for later, but for now, that's my gut feeling. With my human-powered linguistics and marketing savvy, I'm not sweating it.

While a wealth of information exists online regarding the Marketing Mix and various marketing channels, I want to delve into the distinct forms that marketing can take and highlight their key differences.

Let's begin by examining Corporate Marketing. This typically operates within large organizations characterized by significant capital and numerous subsidiaries. The corporate marketing function oversees the marketing efforts for the entire entity, focusing on maintaining consistent corporate standards and brand image at a macro level. Often, corporate marketing teams collaborate with external agencies or sister companies to execute specific tasks, sometimes utilizing clustered teams managing multiple brands within the corporation or dedicated staff for individual entities, depending on the organization's needs and budget.

Next, we have Start-up Marketing or SME Marketing. Based on my early career experiences, this form shares similarities with corporate marketing but without the complexities of subsidiaries or sub-brands. The primary emphasis here is often on establishing a brand identity and building brand awareness through targeted campaigns, potentially more so than immediate lead generation. Start-ups and SMEs might engage third-party agencies for specific projects or hire freelance designers. Occasionally, individuals with a hybrid skillset – a designer with marketing understanding or a marketer with design capabilities – are crucial in these environments.

Agency Marketing represents a demanding landscape where marketing professionals often manage multiple client accounts simultaneously. Their core responsibilities involve communication and ideation. They act as liaisons between clients and creative teams, translating client briefs into actionable plans and ensuring alignment with brand standards. Generating content ideas and providing strategic direction are also key. Larger agencies often have dedicated outreach managers.

Freelance Marketing offers flexibility and can serve as a stepping stone for marketers seeking specialization or supplemental income. Freelancers often focus on specific areas like social media management, content creation, or account management. Many also leverage freelance work as a foundation for launching their own ventures.

Social Media Marketing is a focused discipline cantered on online channels and various social media platforms. For companies with less extensive marketing needs, a dedicated social media manager can effectively handle the required tasks.

Content Marketing, which became my area of specialization in 2015, involves the creation, development, and execution of diverse content formats (visual, audio, motion). The primary focus is on developing comprehensive campaigns and generating general content, typically without direct involvement in social media management or media buying, which are often handled by agencies or dedicated officers.

Moving into industry-specific marketing, we encounter F&B Marketing. This specialized field requires a unique understanding of the food and beverage sector. While marketing training is beneficial, individuals with culinary backgrounds and a grasp of marketing principles often excel in these roles. They frequently possess skills in managing social media but primarily function as managers with deep F&B knowledge, covering restaurant operations, menu engineering, theme development, and more.

Event Marketing represents another distinct industry specialization, one I've explored in detail previously. Unlike some sectors, the event world often encompasses multiple interconnected industries. Professionals in this field may specialize in specific event types (e.g., exhibitions, trade shows, banqueting) or even broader categories. Marketing roles within the event industry often involve a significant focus on procurement alongside traditional marketing functions, leading to a dynamic and demanding daily workload.

These diverse forms illustrate the multifaceted nature of marketing. Furthermore, marketing efforts can be categorized by target audience, such as B2B (business-to-business), B2C (business-to-consumer), and B2G (business-to-government), with further granular divisions possible, including G2G (government-to-government).

In upcoming posts within this marketing series, I will delve deeper into the general responsibilities of a Marketing Department, its crucial role within an organization, and potentially explore day-to-day schedules across different industries, perhaps talking about PR Marketing and Marketing & Communications and the levels of each position.

 

This space once served as a more direct outlet for my opinions. However, you may have noticed a shift in my recent writing. My post on the modern rules of polite society marks a continuation of this change: a deliberate move towards prioritizing facts over personal viewpoints.

This evolution stems from observations about how my previous, more opinion-based pieces were received. Individuals within my professional sphere, and even some family members, often interpreted my words in ways that diverged significantly from my intent, constructing narratives that lacked a factual basis. This experience brought to mind a lesson from my school days – an exercise involving a cube, where its perceived properties depended entirely on the observer's point of view. This simple illustration profoundly shaped my understanding of subjective interpretation.

My early entry into the marketing world at 19, bypassing traditional university education, immersed me directly into the complexities of societal interactions. This unique trajectory fostered a strong ability to connect seemingly unrelated observations – a skill I actively employ in my work, in understanding human behaviour, and in my personal life.

Through my professional experiences, navigating feedback and managing public relations, I've gained a deep appreciation for the fact that everyone operates from their own unique perspective. I've become adept at recognizing behavioural patterns and have often considered writing a book about these observations and how to navigate them. While that may be a future project, my current focus is on cultivating positive patterns in my own life.

Consequently, writing opinion pieces has become a difficult endeavour. I now strive to share insights based on tangible experiences and results, consciously avoiding subjective interpretations of individuals or events. Even adopting a third-person perspective doesn't negate the inherent viewpoint, and I recognize that readers will invariably project their own experiences onto the content.

Therefore, when you read my more recent posts, please know that they are the product of careful consideration. I aim to articulate what I believe to be factual, with the intention that no one in my personal life will find themselves directly portrayed in my writing. These are reflections filtered through my own perspective, and you are not within my direct line of sight.

In a previous discussion, I touched upon the concept of polite society and promised a brief guide to its principles. While numerous articles and experts have offered their perspectives on etiquette, which often varies across cultures, my understanding is shaped by formal etiquette training and extensive experience within the hospitality industry – a sector renowned for its high standards. This guide presents a modern adaptation of polite manners, rooted in my upbringing and still relevant in today's world.

It's crucial to first distinguish between public and private settings. Among close friends and those with shared interests, strict adherence to these rules may be unnecessary. Indeed, societal norms have evolved to allow for more relaxed interactions within familiar circles, enriching our lives.

Social Behavior:

• Practice basic courtesy: Use "thank you" and "sorry," and strive to be generally pleasant.
• Extend greetings and farewells, even if not reciprocated by everyone.
• Develop the ability to receive compliments, feedback, and criticism gracefully, without taking it personally.
• In public conversations, avoid potentially divisive topics such as politics, religion, or deeply personal ideologies.
• When discussing current events, aim for neutrality or explicitly state that your views are personal opinions.
• Ground social conversations in facts rather than solely on personal opinions.
• Refrain from gossiping; either disengage from such conversations or politely request their cessation. Judgmental behaviour often leads to social isolation.
• Show genuine interest by asking questions and actively listening. People generally enjoy talking about themselves, which can also create opportunities for you to share and fosters a sense of importance in the speaker.
• Humour is acceptable as long as it is not offensive or hurtful.
• It is perfectly acceptable to remain silent in awkward situations and not feel obligated to fill every pause in conversation.
• Cultivate the confidence to politely excuse yourself from uncomfortable situations or groups to mingle elsewhere.
• A simple, polite smile can be inviting and create a positive impression.
• Always treat service staff with respect and courtesy.
• Don't bring up financial matters or inquire about someone's income.

Public Image:

• When attending a social gathering where the dress code is not specified, it is advisable to inquire beforehand.
• Avoid extremes in attire (overdressing or underdressing). opt for simple, well-maintained clothing. Rehearse your outfit choices in advance.
• Choose clean attire with minimal prominent branding.
• Maintain a natural appearance by avoiding excessive makeup or elaborate hairstyles.
• Embrace your personal style, but ensure it is appropriate for the setting and does not become the sole focus of attention.
• Develop good posture and learn basic photo-posing techniques.

Table Etiquette:

• While detailed rules exist, the primary principle is to eat cleanly and without causing distraction. Overly formal displays of cutlery skills can sometimes make others feel uncomfortable in less formal settings. Remembering that one is likely not at a state banquet can help maintain a relaxed atmosphere.

Ultimately, the principles of polite society and good manners are enduring. They are about demonstrating respect and consideration, not about ostentation or adhering to rigid aesthetics. Many unnecessarily complicate etiquettes, leading to discomfort. By focusing on genuine respect and thoughtful behaviour, we can navigate social situations with grace and ease.

 

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.