Not all journeys are planned or chosen. Sometimes a journey chooses you unexpectedly. Maham Uzair’s journey from cherishing a dream of a career in finance to becoming the Head of Marketing and Communications at the Emirates Literature Foundation was a complete fluke.

She was originally interviewed for a finance role, but during the interview, the HR manager paused and said, “You know, you really have a personality for marketing.” They requested that she be open to speaking with someone from that team instead. What followed wasn’t a typical interview. It felt more like a conversation, says Maham, “We explored different scenarios, and they asked how I’d approach them. I remember thinking, ‘Wow, this actually feels right. I think I was meant to do this.”

A Saga of Constant Excitement in Every Moment

From then on to date, Maham says the journey is filled with everyday experiences that are distinct from each other. No two days are ever the same—“And I think that’s true for most marketers.” It’s part of what makes the work so exciting. That variety is a big reason people stay enthusiastic about what they do in this field.

As you move into more senior or management roles in marketing, one of the real challenges is balancing creativity with data-driven decision-making, says Maham. Sometimes that means having to say no to fun and imaginative ideas—like someone pitching a dog festival—because, “While it’s creative, it may not resonate with the specific audience we’re targeting.”

What she really appreciates about her current organization is that, although it’s adjacent to the government, it’s not a government body itself. “We’re small, agile, and open to taking smart risks with our marketing strategies. That gives us the space to stay creative, experiment, and bring fresh ideas to life—while still staying focused on outcomes.”

Print is Not Dead – It’s Ever-Evolving

Marketing has evolved rapidly over the past decade. Maham’s personal adaptation to these shifts is a story of changes that have had the most positive impact on her work. She says one conversation that comes up often is about the evolving nature of PR. There’s a lot of talk around “traditional” versus “non-traditional” or “digital” PR, but at its core, it’s still public relations. The difference is in the channels. Today, the PR network isn’t just found in printed magazines or billboards—it’s happening through influencer outreach, social platforms, and digital storytelling.

She believes any brand or individual that isn’t embracing this shift risks falling behind. It’s all about finding the right balance between tried-and-true formats and emerging platforms.

That said, especially in industries like literature, you can’t simply declare that print is dead—it still holds value. “The key question is: How is print evolving, and how do we integrate it into a broader, modern strategy?” That’s where the opportunity lies.

From Tragedy to Transformation: Communication with a Conscience

One of the most defining projects of Maham’s career emerged not from a grand campaign or a viral activation, but from a crisis. Early in her journey, a need for crisis management arose from a fatality on-site. The initial response was textbook – contain the narrative, manage legal exposure. But it didn’t sit right with the team. ‘It wasn’t just about optics. It was about doing the right thing,’ she reflects.

As investigations unfolded, they discovered a fundamental communications failure. Safety materials were written in a language and style inaccessible to many of the laborers on site – people who couldn’t read or understand the instructions intended to keep the m alive. The team’s solution was radical in simplicity and humanity. ‘We scrapped the manuals and created a visual safety guide – a comic book that transcended language barriers.’

Listening Beyond Words: The Real Power of Social Insight

In today’s fluid marketing landscape, Maham doesn’t rely on guesswork. “Social listening has become one of our most powerful tools,” she says. Rather than waiting for costly surveys or retrospective analytics, Maham turns to real-time conversations, tracking audience sentiment through comments, hashtags, and evolving trends.

But she doesn’t stop at digital noise. She actively seeks interdisciplinary collaboration. “Even if you work in a niche, like literature in Dubai, there are always shared spaces. Artists, musicians, educators—we all tap into the same cultural pulse.”

This mindset of connected curiosity keeps her strategies fresh and audience-first. It’s not just about what people click; it’s about why they care.

Crafting Stories That Breathe

In Maham’s world, storytelling isn’t just a buzzword—it’s the bedrock of authentic engagement. As Head of Marketing and Communications at the Emirates Literature Foundation, she leads with the belief that “our audience knows good storytelling, because they live it.” That means every campaign must go beyond surface-level creativity. It must resonate, not perform.

Her team doesn’t craft messages—they craft meaning. “We’re not just creating content—we’re building a legacy,” Maham explains. Whether reimagining a classic theme or innovating a new narrative, every story is rooted in the ethos of the Foundation and designed to echo across diverse platforms with continuity and relevance. “The ‘how’ of storytelling matters just as much as the ‘what’—especially in a literary space.”

Innovation Begins with Purpose

Fostering innovation, for Maham, starts with a mindset, not just tools. While she ensures her team has access to upskilling and support, “real growth happens when people see how it connects to their own journey,” she says.

She nurtures a learning culture where innovation is both a personal and organizational opportunity. When team members feel aligned with a larger mission and their own aspirations, they don’t just adopt change—they drive it. And that’s where transformation begins.

Navigating Hurdles with Agility and Adaptability

Throughout her career, Maham has learned that obstacles come in various forms, but overcoming them begins with a strong mindset. In large organisations, “the challenge is often speed—too many layers, too many approvals,” she reflects. To counter this, she focused on building trust with leadership, proving she could “make agile decisions without constantly escalating.”

In contrast, her time in smaller and not-for-profit spaces offered freedom but came with resource constraints. “With lean budgets, you rely on creativity and a ‘fast-failure’ mindset—test, learn, pivot,” she says. Across both contexts, her superpower has been adaptability—reading the environment and tailoring her approach.

Staying Rooted in the Fundamentals

As the marketing landscape continues to evolve at a breakneck pace, Maham remains grounded in one timeless truth: “Know your audience and tell a compelling story.” For the next generation of marketers, she offers a message of clarity amidst the digital noise: “It’s easy to get swept up in tools and trends—but the core of marketing hasn’t changed.”

With her deep understanding of both strategic insight and human connection, Maham urges aspiring professionals to stay curious and observant. “Every billboard, social post, or brand campaign is a case study waiting to be explored,” she says. “Ask yourself: What worked? What would I do differently?”

The Courage to Let Go and Evolve

For Maham, growth in marketing comes not just from building on success, but also from honest self-reflection. “Sometimes, learning means knowing when to let go of what’s no longer working,” she shares.

This kind of adaptability, paired with emotional intelligence and creative intuition, is what sets great marketers apart.

Embracing AI Without Losing the Human Touch

Looking ahead, Maham sees AI not as a threat but as a powerful partner. “The concern isn’t that AI will replace marketers, but that marketers who don’t adapt will be replaced by those who do,” she explains.

By automating repetitive tasks, AI allows marketers to focus on what matters—empathy, storytelling, and strategic thinking. “Good marketing can’t be automated—it needs a human heartbeat.”

As she continues to shape impactful narratives at the Emirates Literature Foundation and beyond, Maham Uzair wishes to create a legacy rooted in empathy, relevance, and the power of good storytelling, reminding us all that while the channels may change, the human connection remains timeless.