From Marketing Intern to Regional Leader: How Elham Zare Expanded Her Impact Across MEA
True internal mobility is a dynamic process—an invitation to explore your potential, build diverse skill sets, and expand your commercial scope as you grow. Our "Joy of the Journey" ethos celebrates the freedom to design a career path that moves with your ambitions.
Nobody embodies this principle better than Elham, Associate Brand Manager – MEA in Dubai.
Over her five-year tenure, Elham has charted a remarkable trajectory from structural support to business strategy, illustrating how BIC World actively invests in early-career talent and builds professional pathways across expansive regional markets.
The Strategic Timeline: A Cross-Border Trajectory
- 2021: Joined BIC World as a Marketing Intern covering the Middle East and South Asia markets.
- 2022: Promoted vertically to Marketing Executive with an intensive focus on the Middle East business.
- 2023: Scaled up to Regional Brand Manager, taking ownership of a massive Middle East and Africa (MEA) portfolio.
The Reality Shift: From Execution Support to Driving Business Growth
On day one at BIC World, Elham’s focus was grounded in the vital fundamentals of product marketing: learning corporate structures, absorbing market nuances, and supporting team executions. Today, her day-to-day work directly steers regional brand management across highly diverse consumer demographics.
"When I joined BIC World as an intern, my focus was on learning and supporting the team. Today, I am managing projects with regional exposure, balancing multiple priorities, and working closely with teams across MEA. The shift to owning and influencing outcomes has been the most significant change in my journey so far."
This continuous vertical progression was driven by a deep desire to expand her horizons. "I was motivated by the opportunity to broaden my impact beyond the local level and contribute to brand strategy at a regional level," Elham explains. "As a Marketing Intern supporting the Middle East business, I gained valuable exposure to local market dynamics and execution. Moving into a Brand Manager role for MEA allowed me to take on greater ownership, work across diverse markets, and contribute more directly to shaping brand growth strategies. The transition aligned with my goal of continuously learning, taking on new challenges, and developing a broader commercial perspective."
An Organizational Safety Net Built on Team Empowerment
Navigating a rapid transition from a local intern to a regional manager requires more than individual ambition—it takes an organizational framework that actively advocates for internal talent. For Elham, the key catalyst for her development was the support of transparent, highly trusting leadership and functional alignment.
"My manager and team at the time were one of the biggest advocates for my growth," Elham notes. "They encouraged me to apply for the role and helped me see how my skills could create a greater impact at a regional level. Their support and belief in my potential gave me the confidence to take on a new challenge and continue developing professionally."
This cultural framework extends across functions. Elham points out that "The HR team was equally supportive throughout the transition, providing encouragement, guidance and making the process seamless. Their encouragement made the move feel both exciting and achievable."
Making a Meaningful Regional Contribution
At the core of the "Joy of the Journey" is the deep fulfillment that comes from knowing your everyday effort shapes business outcomes. In her regional marketing capacity, Elham works at the intersection of business intelligence and creative placement to make a measurable impact.
"In my current role, I have the opportunity to contribute on a broader scale by helping shape brand strategies and initiatives across the MEA region. What makes the role meaningful is the ability to combine consumer insights, creativity, and business objectives to drive growth across diverse markets. Knowing that my work can contribute to the success of multiple markets makes my contribution especially rewarding."
Elham's Advice: Master Your Own Development Plan
When reflecting on her vertical and regional pivots, Elham emphasizes that a long-term, rewarding career requires a healthy mix of personal initiative and shared values. For prospective talent looking to enter BIC World, or internal team members planning their next career steps, she offers explicit advice:
"Believe in your skillset and hard work. Place importance on your own development plan. I am most proud of the company culture at BIC World; I can attest to that and would encourage anyone who embodies the company's values to take on a career at BIC World."
Are you ready to map your own journey?
