After graduating and interning at an NGO called Haven for Artists, Noura started her career in the media industry by joining OMG as a media planning executive. She led on hybrid campaigns for various clients in the banking and electronics industries, before joining Publicis Groupe to work on the Dubai Department of Economy and Tourism (DET) account.

At Publicis Groupe, she’s been able to work on challenging campaigns that require quick and creative problem-solving [skills], which has helped fuel her passion for media planning. After work, you can find Noura at a dance class or at home working on her latest knitting project.

Why did you choose this career path?

I majored in media & communications during my undergrad and became increasingly curious not only about advertising as an industry but also about what exactly makes a good ad and what needs to be done in the background to run a successful ad campaign.

How did you land this job?

My friend already worked at Publicis Groupe and recommended it as a great place to work, so I applied through LinkedIn. I think my second interview was key in landing the job as I was able to showcase the knowledge I’d acquired at my previous positions.

How do you compare your work life vs what you imagined it would be?

Although work can tend to take priority over life under specific circumstances, I think I’m getting close to finding a happy [middle] for my work-life balance that is aligned with what I’d envisioned for myself.

What do you wish you had been told before you started working?

That it gets easier once you settle into your role and become accustomed to the workload. Also, that making mistakes is normal and we should focus more on learning from them than avoiding them.

What’s the best thing someone could tell you about your work?

That it shows a deep understanding of the concepts being tackled in my work, especially when it comes to integrating new products into our existing media mix.

What’s the worst thing someone could tell you about your work?

That it isn’t making as much of an impact as we had initially desired

What’s the most valuable lesson you have learned at work so far?

Every problem has a solution, but it might not always be the one you were initially aiming for.

Who’s your role model?

My sister, for sure. She decided to change her career path after struggling to find work in her field. She started out as a sales associate and social media manager at Lush Lebanon and is now a senior account manager at Incubeta MENA in Dubai, just a few years later.

If not this, what would you be doing?

I double-majored in English literature and media & communications, and I minored in creative writing and film at university. So, I would be working towards becoming a professor who studies the way we interact with media and how it affects us.

What do you see yourself doing in 10 years?

Ideally, still doing work I enjoy, that challenges me mentally and provides me with a sense of accomplishment.

The 30 Under 30 ranking was first published in Communicate's Q1 2023 print issue.