Bilal never imagined that a chance internship at Leo Burnett’s strategy department in Indonesia would lead him here, to a senior strategist role at VMLY&R Commerce Dubai. Even though he says the strategy isn’t the sexiest of fields, the opportunity to work on different industries, brands, and cultures is what really got him hooked.

Truth be told, nothing gets Bilal going like a brand strategy brief, but these days, he’s been trying to broaden his expertise mostly in the realm of digital and commerce. Personally, he says, he loves the fact that what the agency does is always evolving, and the fact that you can never truly master it is what’s kept him engaged with strategy so far.

Why did you choose this career path?

I like the fact that strategy is sort of a “rabbit hole.” Sure, it can be complex, chaotic, and tedious at times, but it’s always been rewarding and exciting so far. Also, I get to do what I love, lurking on the web whilst geeking out about the culture.

How did you land this job?

I was honestly falling out of love with the industry in Jakarta. My ex-boss recommended I give Dubai a shot and I thought “why not.” I didn’t know much about the region, but I guess that sense of adventure kind of renewed my passion and that got me through.

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

Growing up, I always thought I’d end up doing a stereotypical white-collar job, like in the movies. Whilst I guess work life is just as intense as I thought it’d be, having a bit of room for creativity whilst doing it in jeans and t-shirts was an unexpected plus.

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

I learned pretty early on that being right will probably only get you halfway, even when it comes to the job. Before, I hadn’t really realized [that] how you “sell,” how you “frame” it, and how you manage expectations is just as important to get your work across the finish line.

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

Whilst it’s always rewarding to hear anyone thank you for solving a problem or opening up new avenues, what really gets me going is when someone responds with “I never thought about that before,” especially since having an original take in this day and age is quite tough.

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

That it was useless or irrelevant. I’m not really into pageantry when it comes to advertising.

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

“Don’t take things too personally.” For better or for worse, I tend to get a bit too invested in my projects. It took a while to learn when to stress and push vs when to let go. Sometimes, I need to remind myself that it’s “not your circus, not your monkey.”

Who’s your role model?

I’ve been lucky with the mentors I’ve had, they’re probably the closest things to role models I have career-wise. Funnily enough, they’ve all been tobacco guys, who’ve been on brand with the lessons they taught me, whether it’s in taking decisions or inspiring me to push my craft forward.

If not this, what would you be doing?

In an ideal world, I’d have probably followed my passion and given the music industry or curation a shot. But realistically speaking, I would have probably settled for any stable office job and maybe worked on something fun on the side.

What do you see yourself doing in 10 years?

Ten years ago, I would never have thought I’d be in Dubai, so I honestly don’t worry myself much about trying to plan too far ahead anymore. I’m more concerned about doing my best now, and if things work out, hopefully, I can do less of the dirty work by then.

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