Working Women Wednesday: What is it Really Like to be a Marketing Manager in Dubai? Joanna Eid lets loose the realities of working in a family business in Dubai

Marketing is a career path many women flock to. It’s a profession that requires enormous creativity along analytical skills. Many female leaders we have met in this field have always impressed us with the ability to combine creative flair with a strong focus to. Joanna Eid is no exception to this. She has the demanding role in her family business. This does not, however, make it easier than the corporate world. We explore her journey as Joanna blended her love of beauty with her business acumen to make EIDEAL the success it is today. EIDEAL is the website in Dubai that every woman needs to avoid bad hair days!

What did you want to be when you were younger?

Growing up in a fashion and beauty oriented family, I always saw myself as being part of the industry. I did not necessarily anticipate that we would have EIDEAL, our own brand of professional hair tools by the time I graduated from university, but I had always been sure that this was the industry that I wanted to work in. Should I have not become the Marketing Manager at EIDEAL, I would most likely be a stylist hopping from one shoot to another.

What is the worst job you have ever had?

Thankfully, I have never had such an experience. Unfortunately, an unhappy job can have a lot of negative effects that can impact your entire life so I am very grateful that I ended up in the right place doing what I love.

sometimes people tend to think that working in such an environment is much easier than the corporate one.

What was your journey like to get to the position you are in now?

EIDEAL is our family business and sometimes people tend to think that working in such an environment is much easier than the corporate one. This is what I used to think before officially joining the company. However, and as I now look back to where I started, I believe that it was and still is a challenging experience. In such a small sized company, which is thankfully growing at an unexpected pace, you sometimes find yourself handling much more than what would be considered the usual job description of your official role. Adding the family aspect to that means that you have the pressure to always do what is best for the business and prove yourself every day not only to the people around you but also for your own satisfaction.

Describe your typical work day?

I am an early bird, so my day starts very early at 6 am when I work out and kick-start my day on a healthy and positive note. You will find me at my desk at 9 am already catching up on my emails and planning my day ahead. After finishing off what’s pending, I then resort to working on whatever events, collaborations and product launches we have. Looking for potential opportunities on how to grow the brand’s awareness take up most of my day. This involves doing research, sharing ideas with the rest of the team to eventually devise an idea that fits both our budget and brand image which can sometimes be very challenging.

What are the best and hardest thing about your job now?

The best and hardest thing at my job is taking impromptu decisions. I like the thrill of last minute plans, events and collaborations. Being unplanned, things can be hard to perfectly manage and that’s what I like the most. I get a real thrill when we pull everything off and do the best we can, and this fuels my desire to do it all over again.

What advice would you give to women who wanted to work in your industry?

Nobody understands beauty more than women. Most of us are involved in beauty on a day to day basis even if we are not working in it. This is the main reason behind women’s success in the beauty industry specifically. We are doing what we love and we are passionate about it. My advice would be to think about her job as a lifestyle and not as an obligation because that’s what working in the beauty industry should feel like to someone who loves it.

Is there another dream role you would still like?

I would like to see EIDEAL become an international brand. Knowing that I contributed to the company’s success and shifting it to an international one would be my ultimate goal. Gladly, we are on the right track and the brand is now known by the international hairstylists’ community. Jen Atkin, Jennifer Yepez and Cassondra Kaeding are now fans of the brand and are using it on their clients who include the Kardashians, Jenners and Hadids to name but a few.


What would be your backup career and why?

I would see myself as a healthy recipe developer. I am at a stage in life where my health is my top priority. I now appreciate my body and believe that taking good care of it is the only path to your wellbeing. I would like to contribute to other people’s health journeys and be able to influence them into healthy living. This lifestyle not only affects your body and appearance but most importantly your inner peace and serenity. I would love to help people get in touch with and listen to their bodies in order to lead a healthy and happy lifestyle.

For all the hair tools you need in your life check out EIDEAL

-Love The Working Bees


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