This edition features a handful of business The Most Admired Arab Women Leaders in Business that are at the forefront of leading us into a digital future

1. M O N U
Choudhary
Nurturing Healthier Lives and
Communi es

3. The World’s Most Prominent
Women Leaders ShowThe
Importance Of Honesty,
Courage, Impact And Decisive
Action In Leadership.
,,
,
,

4. ,
,
When More Women are Empowered
to Lead, Everyone Benefits.

5. Women
leaders in business are
redefining the corporate landscape with their
grit, ingenuity, and unrelenting spirit. Despite
encountering hurdles and prejudices, these pioneering women
are breaking down walls and setting examples for upcoming
generations. Their leadership styles frequently underscore teamwork,
compassion, and inclusiveness, generating pleasant and versatile workplaces
that foster achievement.
The ascension of women leaders in business isn't merely about gender parity; it's about
the transformative effect of variety on enterprise advancement and innovation. By
advocating for equality and challenging conventional norms, these women encourage
transformation and set new benchmarks for leadership brilliance. Their accomplishments
exemplify the strength of tenacity and the impact of inclusive leadership on commercial
results.
As we commemorate and applaud the contributions of women leaders in business, it's critical
to appreciate the worth they add to the corporate realm and society overall. Encouraging
women in leadership roles is about fairness and the strategic necessity that leads to robust,
adaptive enterprises primed for enduring victories.
ExecutiveShe in its latest edition, “The Most Admired Arab Women Leaders in
Business,” highlights women who have propelled the business sector forward
through their exemplary leadership. From pioneering entrepreneurs to
visionary executives, these women have shattered glass ceilings,
challenged stereotypes, and blazed trails in their respective fields.
Have a good read ahead!
-Alaya Brown

6. 08
Cover
St
o
ry

7. 20
32
24
40
Keemala
Escape the Mediocre.
Experience Your
Own Paradise
Liza Altena
Naviga ng the
ClimateTech Fron er
Kimberly Simon
Empowering Women
and Advoca ng for
Diversity in Tech
Mona Mohammed Fekri
Char ng the HR
Journey Successfully
Articles Profil
e
s
The Perfec on Paradox
Embracing Imperfec on
for Success 28
16
Fostering the
Advancement of Tomorrow
The Influence of Women in
Execu ve Posi ons

8. Copyright © 2024 Insights Success Media and Technology Pvt. Ltd., All rights reserved. The content and images used in this magazine should not
be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior
permission from Insights Success. Reprint rights remain solely with Insights Success.
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M O N U
Choudhary
Nurturing Healthier Lives and
Communi es

9. GLOBAL
Cap vate the Profound and Inspiring
Insights Shared by Esteemed
Business Thought Leaders

12. Dedicated to Creating a Healthier Society and Guiding
Towards Better Health Choices!
As famously quoted by Rohit Sharma, "Good health
is a crown on the head of a good person that only a
sick person can see." When we're chasing our
dreams, we don't always think about our health. It's easy to
forget how important it is until we get sick. Being healthy is
like having an invisible crown on your head. You might not
notice it when you're well, but when you're not, you realize
how precious it is.
In a world where health is wealth, Monu Choudhary, a
Senior Marketing Consultant at Zia Medical Center,
stands as a bright torchbearer for the cause of well-being.
Her journey is an example of youthful dedication and a
passion for making a lasting impact on people's lives.
Monu is driven by the unrelenting belief that knowledge
and awareness are the pillars upon which a healthier society
can be built. With that belief as her guiding star, she has
orchestrated numerous events aimed at illuminating the
path to better health, both for society at large and corporate
employees.
She recognizes the indisputable value of preventive and
early intervention in the healthcare equation. Thus, Monu's
efforts are focused on planning and implementing health
programs that educate people about important aspects of
their health. These ads cover subjects such as lifestyle
choices, disease management, and overall health, ensuring
that individuals are well-informed enough to make sound
decisions.
Monu's activities are propelled by passion. She is constantly
looking for ways to cooperate with healthcare experts,
community organizations, and corporate partners to
establish initiatives that have a significant impact on health.
But it's not just her education that distinguishes her; it's her
personable manner and gentle disposition that make her a
beacon of trust and advice in the healthcare arena.
In a nutshell, she is an effective and spirited healthcare
professional who turns her skills and passion into tangible
health awareness events and initiatives. Her mission is
clear: to inspire individuals, society, and corporate
employees to take charge of their health and lead happier,
healthier lives.
Below are the interview highlights:
Zia Medical Center: Raising Health Awareness with a
Compassionate Touch
Zia Medical Center, a prominent healthcare facility founded
in 2005, offers an extensive range of medical services to the
local community. Driven by the goal of delivering top-
notch healthcare with a patient-centric focus, the center was
established by a highly skilled and experienced medical
professional who recognized the need for accessible and
reliable healthcare options in the area. With a deep passion
for healing and a strong desire to make a positive impact on
people's lives, the founder embarked on a mission to create
a medical center that would provide exceptional care and
personalized attention to each patient. Under the leadership
of Dr. Ammad, a team of dedicated healthcare professionals
was assembled, all sharing the same vision and values.
Together, they worked tirelessly to bring Zia Medical
Center to fruition. Meticulously designed to cater to a
diverse range of medical needs, the center offers specialized
services in areas such as internal medicine, pediatrics,
gynecology, dermatology, and more. From its modest
beginnings, Zia Medical Center has evolved into a
reputable healthcare institution renowned for its
unwavering commitment to excellence and patient
satisfaction.
By continuously investing in state-of-the-art technology,
advanced medical equipment, and a highly trained staff, Zia
Medical Center ensures that the highest level of care is
provided to every patient. The inception story of Zia
Medical Center serves as a testament to the founder's
dedication and the collective efforts of the entire team.
Their steadfast commitment to delivering superior
healthcare services has garnered the trust and respect of the
community they serve.
Today, Zia Medical Center stands as a beacon of hope and
healing, offering compassionate care to patients while
striving to elevate the standard of healthcare in the region.
Bridging Healthcare and Marketing for Wellness
Monu shared her extensive experience in the healthcare
industry and emphasized how it has equipped her for
marketing roles. According to her, working in the healthcare
industry is an invaluable asset that offers profound insights
into the distinct challenges and requirements of this field.
Healthcare marketing necessitates a profound
comprehension of medical terminology, patient needs, and
industry regulations.
The Most Admired Arab Women Leaders in Business

13. .

14. Possessing experience in the healthcare industry empowers
marketers to effectively engage with healthcare
professionals, understand their perspectives, and devise
targeted marketing strategies. Moreover, familiarity with
healthcare practices and procedures enables marketers to
grasp the intricacies of various medical specialties, enabling
them to create tailored marketing campaigns that deeply
resonate with specific target audiences. Understanding the
complexity of healthcare services, patient care journeys,
and treatment options, Monu noted, "Enables marketers to
craft compelling content that both educates and captivates
potential patients, fostering a better understanding of their
choices and the value of the services provided.
Furthermore, staying abreast of the ever-growing healthcare
sector, encompassing advancements in medical technology,
pharmaceuticals, and research, empowers marketers to
remain current and adapt their strategies accordingly. They
can proficiently communicate the advantages of novel
treatments or technologies to both healthcare professionals
and patients. Ultimately, experience in the healthcare
industry forms a solid foundation of knowledge, empathy,
and credibility for marketers. It equips them with the ability
to deftly navigate the distinct challenges and regulations
while developing innovative and impactful marketing
campaigns that promote healthcare services and enhance
patient outcomes.
Approach to Healthcare Marketing
Monu emphasized her dedication to raising awareness
about health-related issues, with a particular focus on
Mental Health, as she shared with conviction, "It's alarming
to note that globally, one in seven individuals between the
ages of 10 and 19 experiences a mental disorder,
contributing to 13% of the overall burden of disease in this
age group." Her voice carried a sense of urgency as she
continued, "Depression, anxiety, and behavioral disorders
rank among the primary causes of illness and disability
among adolescents. Tragically, suicide stands as the fourth
leading cause of death among 15- to 29-year-olds."
She stressed the significance of addressing mental health
conditions during adolescence, saying, "Failing to do so
can have long-lasting consequences, affecting both physical
and mental well-being and limiting opportunities for a
fulfilling adult life."
Monu's words served as a wake-up call, shedding light on
the underlying causes of health issues. She spoke
passionately, "It is truly inspiring to witness your
"

15. unrelenting commitment to taking proactive measures to
prevent illness and prioritizing overall well-being." Her
gaze remained unwavering as she continued, "Mental health
plays a pivotal role in human cognition, impacting every
aspect of our bodies, from conditions like diabetes and
obesity to our levels of motivation and ability to experience
joy in the world."
She urged, "By embracing a healthy lifestyle, which
includes incorporating daily exercise, quality family time,
staying physically active, and consuming fresh and
nutritious foods, we can naturally enhance our mental
health and lead happier and healthier lives." Monu's
sincerity shone through as she added, "Your dedication to
creating awareness about these fundamental causes and
motivating others to embrace a healthy life is truly
commendable."
Through education and promoting a preventive approach,
she emphasized, "You are empowering individuals and
positively impacting their well-being."
Shaping Wellness Campaigns
Monu illustrates the importance of adhering to ethical
guidelines and industry best practices to ensure high
standards in marketing strategies and tactics. Transparency,
honesty, and respect should be maintained in all marketing
communications. It is crucial to ensure that marketing
messages are accurate, reliable, and supported by evidence-
based information. Staying updated with the latest trends,
technologies, and regulations in marketing can help
maintain high standards and effectively reach target
audiences. The dedication to understanding the
requirements of society and promoting health awareness in
different domains is commendable. When targeting
individuals in the corporate world, it is important to
highlight the significance of prioritizing one's own health.
Creating a health awareness campaign that focuses on
simple ways to incorporate healthy habits into their busy
schedules can be effective. This may include promoting
regular exercise breaks, mindfulness exercises, healthy
eating options, or encouraging them to take regular breaks
to avoid prolonged sitting. By providing actionable steps
and emphasizing the benefits of prevention, individuals can
be reminded of the impact their health has on their overall
well-being.
In the banking world, there is a misconception regarding
high blood pressure that needs to be addressed. Conducting
an awareness session that educates employees about the
risks associated with high blood pressure is crucial.
Providing accurate and evidence-based information can
help dispel misconceptions and motivate individuals to take
appropriate actions to take control of their health. Simple
breathing exercises can be valuable tools for stress
reduction and blood pressure management. Incorporating
such techniques into the awareness session will equip
individuals with practical skills to cope with day-to-day
stress and improve their overall health. Both of these
examples demonstrate your commitment to promoting
health awareness and empowering individuals to take
proactive steps toward well-being.
By understanding the specific needs of your target audience
and offering practical solutions, you can make a positive
impact on their health outcomes. Regarding evaluating
information in healthcare marketing, it is essential to assess
the credibility and reliability of the sources used.
Decision-making in healthcare marketing should be based
on careful consideration of the potential impact on patient
well-being, ethical considerations, and alignment with
organizational values.
Effective Collaboration
"A successful wellness campaign relies on the synergy of
diverse team members, where medical doctors play an
indispensable role. Their involvement in the campaign is
essential to ensuring that it is comprehensive, effective, and
medically sound. This collaboration is marked by several
key components," said Monu!
Interdisciplinary collaboration is a key aspect of successful
wellness campaigns. The ability to work closely with
medical doctors and healthcare experts ensures that the
campaign is visually appealing and grounded in sound
medical principles. This synergy between marketing and
medical expertise is the backbone of Zia Medical Center’s
campaigns, prioritizing health and safety above all else.
Effective communication plays a vital role in this
collaboration. Bridging the gap between marketing and
medical expertise requires translating complex medical
jargon into easily understandable terms. Relatability to the
target audience is essential, and clarity in communication is
crucial to conveying the campaign's medical accuracy and
relevance.
Adaptability is another crucial attribute in this ever-
evolving field. Healthcare is constantly evolving, with new

16. research and guidelines emerging regularly. Staying up-to-
date with the latest medical research and regulations
ensures that their campaigns remain relevant and aligned
with best practices, keeping us at the forefront of healthcare
trends.
Empathy and compassion are equally important in their
wellness campaigns. Understanding the sensitivities and
emotions of individuals seeking wellness is paramount.
Collaboration with medical doctors brings empathy and
compassion to the campaign, reassuring the audience that
their well-being is their top priority. This human touch is
what sets apart an effective wellness campaign from a mere
promotional effort.
When switching gears to marketing data analysis, expertise
in various facets is crucial:
Data collection forms the foundation of informed decision-
making. Accumulating experience in gathering relevant
data, including user behavior, engagement metrics, and
campaign performance data, is essential. This data serves as
the basis for assessing the effectiveness of their campaigns.
Data interpretation is where valuable insights are unlocked.
Proficiency in analyzing data allows for the identification of
trends, patterns, and crucial insights. A meticulous analysis
of engagement rates, conversion rates, and other key
performance indicators is essential. This data-driven
approach is pivotal in evaluating the impact of their
campaigns.
A/B testing is at the core of their optimization strategy.
Successful implementation of A/B tests helps us determine
which campaign approaches resonate most with their target
audience. This empirical approach ensures that their
campaigns continually evolve to be more effective.
ROI analysis is the cornerstone of resource allocation. The
ability to dissect the return on investment for their wellness
campaigns enables data-driven recommendations for budget
allocation and strategy adjustments. This financial acumen
ensures that their resources are used judiciously.
Finally, transparent reporting is the conduit for informed
decisions. Creating clear and concise reports that convey
the impact of their campaigns is crucial. These reports are
designed to be understandable to both marketing
professionals and medical doctors, promoting transparency
and enabling well-informed decisions and adjustments.
In conclusion, a successful approach to wellness campaigns
involves effective collaboration with medical doctors, clear
communication, adaptability, empathy, and a profound
grasp of marketing data analysis. This combination of skills
and attributes ensures that their wellness campaigns are
visually appealing, medically accurate, data-driven, and
ultimately successful in promoting health and well-being.
The dynamic interplay between medical expertise and
marketing acumen forms the foundation of their wellness
campaign's success.
Strategies for Success
Monu has successfully utilized a combination of content
marketing, educational campaigns, social media
promotions, and strategic collaborations with healthcare
professionals to effectively establish and introduce new
products or services within the healthcare sector.
Corporate Wellness Initiatives
In her position in corporate business development within
the healthcare industry, Monu was assigned the task of
promoting a corporate wellness program with a specific
emphasis on raising awareness about diabetes. Her duties
included establishing strategic partnerships with
corporations, designing comprehensive wellness programs,
and overseeing the implementation of campaigns to
increase diabetes awareness. One of her notable
achievements was securing a partnership with a prominent
technology company, where a customized wellness program
for their employees was implemented.
By combining educational workshops, regular health check-
ups, and diabetes awareness campaigns, they were able to
significantly reduce the number of undiagnosed diabetes
cases among the employees. This not only improved the
overall health and well-being of the workforce but also
resulted in cost savings for the corporation by reducing
healthcare expenses. This accomplishment highlights the
positive impact of corporate business development in the
healthcare sector, as it simultaneously enhances employee
health and contributes to the corporation's bottom-line
results.

17. Each me a woman stands
up for herself, without
knowing it possibly,
without claiming it, she
stands up for all women
- Maya Angelou

18. www.execu veshe.com
16
The Perfec on Paradox

19. "Trying to do it all and expecting it all to be
done exactly right is a recipe for
disappointment. Perfection is the enemy." -
Sheryl Sandberg
n a world that often glorifies perfection, the
Iwords of Sheryl Sandberg offer a refreshing
perspective. These words resonate as a
reminder of an essential truth, one that many of
us have experienced in our pursuit of success.
Perfectionism, while often seen as a virtue, can
paradoxically become a hindrance on our path to
achievement. It's essential to differentiate
between striving for excellence and chasing
after an unattainable ideal.
Let's delve into why the pursuit of perfection can
sometimes be counterproductive.
The Perfection Paradox: A Recipe for
Disappointment
The desire for perfection can manifest in various
aspects of our lives, from our careers to personal
relationships. Here's how the perfection paradox
plays out:
• Relentless Stress: Striving for perfection
often means setting impossibly high
standards for ourselves. This constant
pressure can lead to chronic stress and
anxiety.
17
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Embracing
Imperfec on
for
Success

20. • Fear of Failure: The fear of making mistakes or falling
short of perfection can paralyze us, preventing us from
taking risks and seizing opportunities.
• Missed Deadlines: Perfectionism can lead to excessive
time spent on minor details, causing missed deadlines
and unfinished projects.
• Impaired Creativity: The pursuit of perfection can stifle
creativity and innovation, as it prioritizes conformity
over experimentation.
• Strained Relationships: Expecting perfection from
ourselves and others can strain relationships, as it's
impossible for anyone to meet these unrealistic
standards consistently.
The Power of Imperfection:
Embracing imperfection doesn't mean settling for
mediocrity; it means acknowledging our humanity and
recognizing the following benefits:
• Reduced Stress: Letting go of the need for perfection
can alleviate stress and anxiety, allowing us to focus on
what truly matters.
• Increased Productivity: Accepting that perfection is
unattainable frees up time and energy to work
efficiently and meet deadlines.
• Enhanced Creativity: Allowing ourselves to make
mistakes and learn from them fosters creativity and
encourages innovative thinking.
• Stronger Relationships: Embracing imperfection in
ourselves and others can lead to healthier, more
authentic relationships based on acceptance and
empathy.
• Resilience: Imperfect experiences teach us resilience,
the ability to bounce back from setbacks and adapt to
change.
The Road to Success: Balancing Excellence and
Imperfection
Achieving success doesn't mean striving for perfection in
every aspect of our lives. Instead, it's about finding the right
balance between excellence and imperfection:
• Prioritize Goals: Identify your most important goals
and focus your energy on achieving excellence in those
areas.
• Embrace Mistakes: Understand that making mistakes is
a natural part of growth and learning. Instead of fearing
failure, see it as an opportunity to improve.
• Set Realistic Standards: Set high but achievable
standards. Recognize that perfection is an ideal, not a
realistic expectation.
• Practice Self-Compassion: Treat yourself with the same
kindness and understanding that you would offer a
friend. Accept your imperfections and forgive yourself
for your mistakes.
• Cultivate Resilience: Develop the resilience to
persevere in the face of challenges and setbacks.
Remember that success often comes from overcoming
adversity.
Conclusion
In a world where perfection is often equated with success,
it's essential to recognize the limitations of this pursuit. The
perfection paradox teaches us that perfectionism can be the
enemy of progress, happiness, and personal growth. By
embracing imperfection, we open ourselves up to greater
creativity, resilience, and the true path to success. As we
strive for excellence, let's remember that, in the words of
Leonard Bernstein, "To achieve great things, two things are
needed: a plan and not quite enough time." Imperfection,
after all, is where greatness often begins.
-Alaya Brown
www.execu veshe.com
18

22. Escape the Mediocre. Experience
Your Own Paradise.
Imagine a place where you are being healed by the
nature, experiencing a pleasant environment, and are
far away from your everyday work; an atmosphere
where your senses are all working together in harmony, a
luxurious and serene experience that you dreamt of!
Keemala delivers you that experience with an all-pool villa
wonderland set in the rainforest of Kamala, Phuket. An
architectural marvel blended with the natural surrounding
and a flavour of Thai culture. Located in the scenic beauty
comprised of hills within the lush woodlands, Keemala
offers you a luxurious ride in the evergreen paradise.
It is a uniquely designed resort with an eco-conscious ethos.
Its 38 villas are romantic cocoons that evoke a dramatic
sense of escape. All four villa types are different but equally
extraordinary, from tree houses that seemingly dangle from
the greenery to nomadic tent structures with quirky
traveling chests awaiting the next adventure.
A Rejuvenating Experience
At Keemala, the hospitality service comes from genuine
commitment to luxury alongside local, sustainable lifestyle.
Guests are enticed to step beyond the villas to immerse in a
world of nature and the basics of living.
Begin the day with mindful meditation in a cave under the
waterfall, or stroll in the garden with rescued water
buffaloes and goats. Learn to cook signature Thai dishes
with organic ingredients harvested straight from the earth
and onto the table and appreciate the resort’s ‘towards zero
waste’ food cycle program which ensures a truly environ-
ment-friendly and sustainable way of life.
Although guests visiting Keemala generally prefer to
‘detox’ from their digital lifestyle to immerse in nature,
modern technology has become an integral part of everyday
comforts and conveniences. From quality entertainment
hubs within the villas to powerful wi-fi connections, and
now to meet with ‘new normal’ remote working trend, it is
vital that luxury resorts such as Keemala must offer these
modern services to its visitors.
Zealous Brain Behind the Story
Raised in a traditional Phuket family, Samornpun
Somnam, aka Tarn, the Executive Director of Marketing
at Keemala, cherishes family values and believes that
‘gratitude leads to success in life,' especially gratitude for
the foundation that her family has built for her generation.
In joining her family business and creating the Keemala
concept, Tarn envisioned a resort where guests can ‘rebel
against their hectic lifestyle and slow down to enjoy nature
and local culture.' By showcasing Phuket’s tropical
woodland splendor alongside preserving Thailand’s
longstanding traditions and cultures through the Keemala
way of life, she hopes to contribute to making Phuket a
sustainable destination.
Braving the Pandemic
The COVID-19 pandemic put a complete stop to Phuket
tourism for almost two years. Even though the hospitality
industry could rely on its domestic market after interna-
tional travel ground to a halt, soon after the effects of
COVID-19 eventually impacted domestic travel which led
hotels through ups and downs until now.
www.execu veshe.com
20
The Most Admired Arab Women Leaders in Business

23. Ms. Samornpun Somnam
Executive Director of Marketing
Keemala is
a uniquely
designed,
all pool villa
resort with an
eco-conscious
ethos.
21
www.execu veshe.com

24. A great lesson learned by many businesses has been the
value and importance of our domestic market. Many have
had to re-establish their brand positioning to better capture
local interests, redesigning experiences to better fit
preferences of this new sector, and even learn how to adapt
to Thai culture and Thai customer service.
The Success Mantra
Tarn advises the young entrepreneurs aspiring to venture
into the hospitality space saying, “Stay true to your
passions, personal values, and lifestyle so that you may
create meaningful and genuine experiences for travelers.
And as a priority, really think what sustainability means and
how you can ensure commitment to this.”
Towards New Horizons
Talking about her future endeavors, Tarn says, “We will
continue to be committed to sustainability and curating
unique, environment-friendly guest experiences through our
gastronomy, spa offerings, and more. We believe that we
have found a well-balanced position where we can cater to
both local and international travelers, which will enable us
to be resilient and adaptable to whatever may await in what
still remains an unpredictable future.”
World Luxury Hotel Awards 2020 – Global Winner:
Luxury Boutique Resort
World Luxury Spa Awards 2020 – Regional Winner:
Luxury Eco Spa
SLH Awards 2020 – Resort Hotel of the Year
International Hotel Awards 2019-2020 – Winner: 5*
Small Luxury Hotel for Thailand
AHEAD Global 2019 - 2nd Runner Up: ‘Landscaping
& Outdoor Spaces’
The Awards for Hospitality Experience and Design
(AHEAD) is hosted by the prestigious Sleeper, the
leading international magazine for hotel design,
development, and architecture. On selecting
Keemala, AHEAD judges commented that “the
landscaping of Keemala has created truly
memorable experiences for everyone who stays
there. The natural way it integrates into its
environment, with guestrooms nestled into the
jungle surroundings, was considered respectful
and restrained.”
Shining Feathers in the Cap
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22

25. THE CONNECTIONS BETWEEN AND
AMONG WOMEN ARE THE MOST
FEARED, THE MOST PROBLEMATIC, AND
THE MOST POTENTIALLY
TRANSFORMING FORCE ON THE PLANET.
- Adrienne Rich

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The Most Admired Arab Women Leaders in Business
A Journey of Passion, Innovation and Change!

27. 25
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29. 27
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Fostering the Advancement of Tomorrow

31. hroughout various sectors and
Tindustries, there has been a
longstanding issue of women being
underrepresented in positions of leadership.
Despite comprising half of the global
population of women encounter
49.7%,
significant obstacles in breaking through the
barrier that prevents their advancement. This
imbalance not only restricts individual
opportunities but also obstructs progress on a
broader scale.
This dearth of women in leadership roles is
an enduring problem that necessitates
change. The gender disparity in leadership is
a deeply ingrained concern with far-reaching
implications. When women are marginalized
in leadership positions, their distinct
perspectives, talents, and ideas are often
disregarded. This not only deprives
organizations of diverse viewpoints but also
perpetuates a cycle of gender inequity.
Furthermore, consistent research reveals that
companies with greater female
representation in leadership tend to exhibit
superior financial performance.
Womenin
29
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TheInfluence of
Executive Positions

32. women encounter significant obstacles in breaking
through the barrier that prevents their advancement. This
imbalance not only restricts individual opportunities but
also obstructs progress on a broader scale.
The insufficiency of women in leadership roles is not
attributable to the absence of qualified candidates. Women
have consistently demonstrated their competence,
innovation, and efficacy as leaders. Yet, they persistently
encounter barriers including bias, unequal opportunities,
and a deficiency in mentorship and support.
What are the possible solutions to the long-standing
religious problem that women have been facing for
centuries?
Solutions:
• Promote Equal Opportunities: To tackle this matter,
organizations must actively foster equitable
opportunities for women in every facet of their
professional endeavors. This encompasses the
processes of recruitment, progression, and honing
leadership skills. It is essential to enact policies and
adopt practices that eradicate gender bias and
discrimination.
• Mentorship and Sponsorship: Promoting mentorship
and sponsorship initiatives can yield substantial
outcomes. By providing women with opportunities to
connect with mentors and sponsors who champion their
professional advancement, their likelihood of
ascending the corporate ladder is significantly
enhanced.
• Diversity and Inclusion Initiatives: Organizations ought
to allocate resources towards diversity and inclusion
initiatives that cultivate an inclusive and egalitarian
corporate climate. Such initiatives not only allure
highly skilled female personnel but also establish a
conducive milieu for the flourishing of all individuals.
• Leadership Training: Delivering specialized leadership
development initiatives designed specifically to cater to
the distinct requirements of women has the potential to
bestow upon them the aptitude and self-assurance
necessary to assume positions of leadership. These
initiatives ought to prioritize the enhancement of
communication abilities, negotiation tactics, and
strategic cognition.
• Transparency and Accountability: Establish explicit
diversity objectives and hold executives responsible for
their attainment. Provide regular updates on
advancements to ensure openness and monitor the
efficacy of diversity endeavors.
• Support from Top Leadership: The adherence to gender
inclusivity must originate from the highest echelons of
leadership. When esteemed executives champion the
endeavor of promoting women to authoritative
positions, it resonates profoundly across the entire
organization.
• Celebrate Successes: Acknowledge and commemorate
the accomplishments of women in positions of
authority. Emphasize their valuable contributions and
present them as examples for aspiring leaders.
Conclusively, the issue of inadequate female representation
in authoritative roles necessitates a collective endeavor and
steadfast dedication to transformation. By confronting
prejudices, ensuring equitable opportunities, and fostering
diversity and inclusivity, we have the power to enable
women to actualize their complete capacities and guide us
toward a more luminous and equitable future. Women in
leadership are not merely a remedy to an issue; rather, they
embody the impetus behind advancement and ingenuity in
our perpetually evolving world.
-Alaya Brown
www.execu veshe.com
30

34. Liza Altena
Co-Founder & CCO
repath GmbH
www.execu veshe.com
32
The Most Admired Arab Women Leaders in Business

35. Altena
Naviga ng the ClimateTech Fron er
ight from space explorations to scientific
Rdiscoveries, we as humans have always explored
things that were once only imagined. Here, things
become much easier if we have a leader who understands
what’s needed to bring about a meaningful change. Thus,
someone like Liza Altena goes beyond her limits to get
things for her team at repath. Liza has created a culture
from the ground up, like keeping things simple than what’s
already in place. Either way, it all boils down to having a
people-centric leader like Liza always at your side.
Liza is not your typical entrepreneur. At the age of 33, this
German business leader is deeply passionate about areas
that extend far beyond traditional corporate landscapes. Her
journey into entrepreneurship has been marked by a
profound commitment to authenticity, growth, and a tireless
pursuit of meaningful impact, particularly in addressing the
urgent challenges posed by climate change. Here's more to
her story:
From International Business to Diverse Experiences
Liza’s academic journey led her to the field of International
Business and Management, where she pursued her studies
in Holland. However, her appetite for diverse experiences
compelled her to explore beyond the confines of traditional
academia. She ventured to live, study, and work in various
countries, including China, Indonesia, and Norway. These
experiences exposed her to different cultures and ways of
thinking, enriching her perspective on life and business.
A Unique Set of Core Values
Liza’s life is guided by three core values: honesty,
authenticity, and growth. These values serve as her
compass, directing her behavior and decision-making.
Honesty, in Liza’s view, is the foundation for effective
communication. She believes in cutting through ambiguity
and being direct in all interactions. When you engage with
Liza, you can expect candid and straightforward responses.
Authenticity is another key pillar of Liza’s value system. In
a world often masked by business personas, she advocates
for the power of authenticity. She is open about topics that
are often shrouded in silence, such as mental health,
therapy, and the impact of the female cycle on business
performance. Through her openness, she aims to
destigmatize these issues and inspire others to embrace their
true selves, both personally and professionally.
Growth is the third value that fuels Liza’s journey. She
revels in challenges and views pushing boundaries as an
essential component of personal and professional
development. Her enthusiasm for growth is further fueled
by her experiences in therapy and coaching, where she
continuously learns about herself and life. For Liza, growth
is not just a professional pursuit but a personal one as well.
Championing Authenticity and Female Leadership
Liza’s unique position as a female leader in a male-
dominated industry provided her with opportunities to
challenge established norms and advocate for authenticity.
She recognized the importance of being true to oneself in a
corporate world often characterized by masks and pretense.
By embracing authenticity, Liza not only gained visibility
and respect but also became a catalyst for change. She
inspired others to discard outdated “business masks” and
encouraged them to bring their true selves to the forefront.
Unveiling the Visionary Drive of a Passionate Entrepreneur!
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36. Enabling Society to Adapt to Accelerating Climate
Change
Two years into their journey, repath is diligently working
toward its purpose: “We enable society to adapt to
accelerating climate change. Now.” The organization’s
automated software solution transforms complex climate
data into actionable insights. It helps organizations
understand, analyze, and effectively manage future climate
risks associated with their operations, assets, and locations.
repath’s platform aggregates intricate climate data into
easily understandable results, providing organizations with
a clear picture of their overall portfolio risks and detailed
asset and location risks. This knowledge serves as the
foundation for building resilience and adapting to a
changing climate.
Building Resilience in a Changing World
In today’s world, the urgency of addressing climate change
has never been more apparent. With climate action failure
and extreme weather events identified as two of the greatest
risks facing our planet by the World Economic Forum,
organizations across the globe are recognizing the need for
comprehensive climate data and resilient solutions. Amidst
the complexity of climate data and mounting reporting
regulations, repath has emerged as a pioneering solution
that translates intricate climate data into actionable insights,
enabling organizations to understand, analyze, and
effectively manage and adapt to future climate risks
associated with their operations, assets, and locations.
The Challenge of Accessing Climate Data
Organizations today face a significant challenge in
accessing accurate and understandable climate data. The
fragmented nature of climate data across various sources
creates hurdles for businesses striving to build climate
resilience. Moreover, the increasing reporting regulations
add another layer of complexity to the landscape. In this
context, repath stands out as a solution that embodies
scientifically profound and reliable approaches, offering
organizations the tools they need to navigate these
challenges and promote sustainable growth.
Turning Climate Data into Actionable Insights
repath’s mission is crystal clear: to empower organizations
with the knowledge they need to tackle future climate risks
effectively. This involves translating intricate climate data
into easily understandable aggregated results, providing
organizations with a comprehensive view of their overall
portfolio risks and detailed asset and location risks. This
knowledge becomes the bedrock upon which organizations
can build resilience and adapt to a changing climate.
A Multi-faceted Solution for Diverse Needs
repath’s innovative platform serves various critical use
cases. For organizations planning to expand or establish
new locations, repath’s solution offers a powerful tool for
assessing potential sites future climate risks to include that
parameter in the decision-making process . By assessing the
risks associated with specific locations, businesses can
make informed decisions about where to establish their
operations, maximizing their potential while minimizing
risks.
Another vital use case of repath’s solution is risk
management. By helping organizations understand their
exposure to various climate-related risks, repath enables
them to take proactive measures to mitigate potential
threats. This proactive approach allows businesses to stay
ahead of the challenges posed by climate change and take
necessary actions to avoid or minimize their impact. It also
helps identify sales and product opportunities, providing
valuable insights into the sustainability and resilience of
production sites over time.
A Scientific Approach for Reliable Insights
At the heart of repath’s success lies its commitment to a
scientific approach. Utilizing cutting-edge ensemble
methods and a wide range of climate projections, repath
quantifies uncertainties and provides organizations with the
most accurate and robust insights into potential climate-
related challenges. This commitment to scientific rigor
ensures that repath’s clients have access to reliable
information that empowers them to make informed
decisions.
Purpose-Driven Approach to Recruiting
At repath, the approach to recruiting and retaining talent is
deeply rooted in the company’s purpose and core values.
The organization recognizes that attracting and retaining the
right individuals is crucial in fulfilling its mission: “We
enable society to adapt to accelerating climate change.
Now.” This purpose resonates with individuals seeking
meaningful work that contributes to a sustainable future.
www.execu veshe.com
34

37. Core Values and Culture
The core values at repath - Impact, Happiness, Teamwork,
Growth, and Creativity - serve as the foundation of the
organizational culture. They guide decisions and behavior,
fostering an environment where individuals align with the
company’s values and mission. The culture embraces
principles of NEW Work, with a focus on Purpose, Self-
Management, and Ownership within a psychologically safe
setting.
Balancing Remote Work and In-Person Interaction
While the organization appreciates the benefits of a remote
work setup, it also recognizes the value of in-person
interactions. To strike this balance, l organizes quarterly “all
hearts & brains” events in the picturesque countryside
surrounding Hamburg. These events offer opportunities for
cultural enrichment, transparent feedback, and visionary
alignment. Beyond work, the team engages in team-
building activities that strengthen the bond between the
organizational culture and the overarching purpose.
Diversity as a Strategic Imperative
Diversity is not just a buzzword at repath; it’s a strategic
imperative. The team has witnessed firsthand how a diverse
range of expertise enriches collective intelligence and fuels
innovation. Team members highlight the significance of
diversity for their professional and personal growth.
Perks and Benefits
The organization recognizes the importance of providing
meaningful perks and benefits to its team members.
Currently, every team member enjoys access to a €1000
development budget, a yearly Bahncard for convenient
travel, and a well-equipped home office setup. Looking
ahead, repath plans to introduce a week-long ‘workation,’
where the entire team, including family members, can work
from an inspiring location. There are also plans to offer
coaching and therapeutic services to support the team’s
well-being.
Additionally, repath grants Virtual Stock Options (VSOP)
to each team member, providing them with a stake in the
company’s long-term success. This not only enhances
motivation but also fosters a sense of collective ownership,
Liza’s life is
guided by three
core values:
honesty,
authen city,
and growth.
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www.execu veshe.com

38. aligning individual contributions with the company’s
success.
Compliance and Workplace Regulations
Compliance is taken seriously at repath. The organization
works closely with legal experts to ensure that its practices
align with labor laws and regulations. Internally, clear
regulations have been established that are designed for ease
of compliance, reflecting the company’s commitment to
maintaining a respectful and compliant workplace. These
regulations are shaped by the principles of ownership and
self-management.
In conclusion, repath doesn’t merely offer jobs; it provides
careers with purpose and significance. The organization
cultivates an environment that values individuality,
celebrates diversity, and prioritizes mutual growth. This
unique combination makes repath an appealing workplace
and a destination for top talent who share the commitment
to addressing climate change and creating a sustainable
future.
Leadership, ClimateTech, and Startup Wisdom
Area 1: Leadership Advice
“Based on my experiences, one of the cornerstones of
effective leadership is attentive listening combined with
deep empathy. In the ever-evolving environment we
navigate today, leadership isn’t about directing; it’s about
inspiring and fostering an environment that champions
innovation and nurtures adaptability. The role of a leader is
not merely managerial; it’s transformational. It’s vital to
embody the very values you hope to see in your team.
Instead of simply managing, strive to guide. Instead of
giving orders, coach. Ensure that there’s a two-way street
for feedback. Mistakes will and must be made, and it’s
essential to own them and learn. Always remember, it’s not
just about achieving targets or milestones; it’s about the
people you work with, upholding your core values, and
displaying tenacity during challenging times.”
Area 2: Industry Insights
The ClimateTech Industry is emerging as an essential arena,
and while many recognize its significance, not all grasp its
urgency. But it’s imperative. My suggestion is to immerse
yourself deeply into understanding the nuanced needs and
challenges of the specific sector you’re diving into.
Cultivate relationships and be a beacon of knowledge for
your clients. It’s crucial to recognize that not every
organization is on the same page when it comes to
understanding the gravity and immediacy of climate-related
issues. There may be times of frustration, but it’s important
to keep the bigger picture in mind. We’re in the calm before
the storm, and when the wave of realization hits, you must
be prepared to offer solutions.”
Area 3: Startup Founder Wisdom
The journey of a founder is akin to a roller-coaster—filled
with exhilarating highs and challenging lows. “Anticipate
fluctuations rather than a linear path to success.
Encountering obstacles is not just likely but inevitable.
Embrace failures, but more importantly, absorb the lessons
they bring. Success is not a sprint but a marathon,
demanding consistent dedication and a never-give-up
attitude. Be mentally prepared to grapple with feelings of
uncertainty, moments of doubt, and even existential fears.
However, amidst these challenges lies the beauty of
creation, innovation, and transformation. And in the end,
when you look back, you’ll realize it was all worth the
ride.”
Achieving Excellence and Partnering with Industry
Giants
repath has experienced significant milestones and
achievements throughout its journey. One notable
accomplishment was winning the E.ON Start-Up
International Grid Challenge. In the highly competitive
climate risks category, repath emerged victorious,
outperforming competitors from across the globe. This
achievement not only brought recognition but also led to
the acquisition of prominent customers, including E.ON
and its subsidiary, such as Schleswig-Holstein Netz.
However, the success story doesn’t end there. repath also
secured victory in the Planet Tech Extreme Weather Event
Challenge held in Israel. This win added another renowned
name to its list of clients in the energy sector: enel. These
accomplishments demonstrate repath’s excellence in
addressing climate-related challenges and its ability to
garner recognition and partnerships with major players in
the industry.
www.execu veshe.com
36

39. Every woman's success should be
an inspira on to another. We're
strongest when we cheer each
other on.
- Serena Williams
“
“

40. There's something so special
about a woman who dominates in
a man's world. It takes a certain
grace, strength, intelligence,
fearlessness, and the nerve to
never take no for an answer.
,,
,
,
– Rihanna

42. M O N A
Mohammed
F E K R IChar ng the HR Journey Successfully
Navigating Challenges, Inspiring Growth!
eaders stitch their lives perfectly together and work
Lhard for everything they want. These business
leaders are in a position that they’ve dreamed about
far ago. Managing people is equally hard with the
management team to design a series of bespoke KPIs. Thus,
it is important to have an exceptional HR on the blend of
the quantitative and the qualitative. Mona Mohammed
Fekri is one HR leader who understands what colleagues
need to stay before they consider leaving the organization.
Mona’s story is one of continuous learning and growth. Her
commitment to fostering a positive work culture,
implementing transformative HR initiatives, and staying at
the forefront of industry trends sets her apart as a true
trailblazer. As we delve into her insights and experiences,
we gain valuable insights into the versatile world of human
resources and the qualities that define its exceptional
leaders.
Career Journey
Mona’s career journey has always been driven by a passion
for meaningful human interaction and a deep curiosity
about the factors that drive individuals to succeed. As she
pursued further studies and explored diverse opportunities
around the world, she consistently sought out experiences
that allowed me to both learn from others and contribute her
own insights.
Mona firmly believes in the significance of people-centric
roles, and this belief led her to embrace the role of Chief
Human Capital Officer at Ducab. In this position, she has
the privilege to forge meaningful and enduring relationships
with colleagues, continuously acquire new knowledge, and
tackle complex challenges that hold profound importance to
the individuals to collaborate with.
To excel in this role, one must possess a natural empathy
for people and a genuine fascination with understanding
their motivations while unlocking their full potential. It’s a
captivating challenge because each person has a unique
blend of experiences and aspirations. Moreover, in a world
that is constantly evolving, effective workforce
management requires adaptability and modernization.
Mona firmly holds the belief that the field of human
resources is best suited for individuals who are adaptable,
driven by ambition, and recognize that within any
organization, no resource is more vital than its people.
Fostering Talent and Compliance
At Ducab, the team has a multifaceted approach to
attracting and retaining top talent while ensuring
compliance with labor laws and regulations. The
organization understands the pivotal role that a vibrant
company culture plays in this process. To create a mutually
beneficial relationship between the company and its
workforce, it emphasizes equality and balance.
At Ducab, we have taken
proactive steps to evaluate the
effectiveness of the HR efforts by
establishing a set of customized
Key Performance Indicators.
,,
,
,
www.execu veshe.com
40

43. Mona Mohammed Fekri
Chief Human Capital Officer
Ducab
41
www.execu veshe.com

44. The colleagues are provided with a clear understanding of
both what the organization expects from them and what
they can expect from us. This includes support, rewards,
training opportunities, honesty, and transparency. Striking
this equilibrium ensures that the talent retention and
attraction strategies organically succeed, making Ducab an
appealing workplace where individuals not only want to
join but also thrive.
The team is committed to ongoing innovation in this area.
An example of it is recent initiatives is the launch of the
Youth Council, aimed at fostering a vibrant and inclusive
community while actively involving young employees in
the decision-making processes within the company.
To ensure compliance with labor laws and regulations, it
maintains close collaboration with legal experts. It values
its informed counsel, translating it into practical changes
and enhancements in the working practices when necessary.
This proactive approach is integral to upholding the
integrity of our exceptional human resources function.
Navigating Employee Relations Challenges
While Mona is committed to maintaining confidentiality
when it comes to specific employee relations issues, she
provides insight into the types of challenges that the HR
team frequently addresses. The challenges typically
encompass a wide spectrum, ranging from personal to
professional matters, often intertwining both aspects.
As an organization, the primary goal is to ensure that the
company offers robust support to the colleagues at work,
irrespective of the nature of the issue they may be facing.
One critical area of focus for her team is promoting health
and well-being, recognizing the universal significance of
this aspect in the realm of HR. Additionally, colleagues
often seek guidance from the Human Resources department
to strike the right balance between their professional
responsibilities and personal lives. This has prompted the
company to advocate vigorously for flexible and remote
working options at Ducab, aligning with the evolving needs
of the workforce.
Navigating HR Excellence
Effectively measuring the impact of HR programs and
initiatives requires a balanced approach, combining
quantitative and qualitative metrics. While data is essential,
interpreting its meaning holds even greater significance. At
Ducab, we have taken proactive steps to evaluate the
effectiveness of the HR efforts by establishing a set of
customized Key Performance Indicators (KPIs). These KPIs
cover various aspects, including team performance and
turnover, and are regularly reviewed and benchmarked in
collaboration with the management team.
In addition to traditional metrics, Ducab highly values
employee feedback, particularly through Engagement
surveys. However, one particularly intriguing mechanism
we’ve implemented is the concept of ‘communication
champions.’ This approach focuses on understanding the
evolving needs of colleagues well in advance of any
potential issues, ensuring that we proactively address
concerns and prevent situations where employees may
contemplate leaving.
In summary, while metrics are essential, they should never
overshadow the fundamental principle that employees are
individuals with unique needs. People always come first,
and the HR strategies reflect this core belief.
Regarding organizational change, it indeed plays a pivotal
role in shaping a company’s trajectory, and Ducab is no
exception to this dynamic. Managing organizational change
effectively is a testament to a company’s authenticity and
commitment to its values. In Mona’s experience, four
guiding principles have been critical:
Helping People Understand the Need for Change: Rather
than imposing change, HR must work collaboratively with
management to elucidate the necessity for change. This
involves making a compelling case for change and
cultivating a collective desire to drive it.
Clarifying the Post-change Vision: Employees need a
clear picture of what the organization will look like after the
change and how it will impact them individually.
Demonstrating that the company will emerge stronger is
essential to garnering support.
Managing Change Fairly and Transparently: HR should
take ownership of the change process, providing affected
employees with a well-defined path. Managing expectations
and demonstrating a commitment to accommodating
employees in the new structure, whether through upskilling,
relocation, or retraining, is crucial.
Emphasizing Empathy and Understanding: Above all,
change management requires empathy and understanding.
Acknowledging the challenges employees may face and
offering support and guidance are essential components of
this process.
www.execu veshe.com
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The Most Admired Arab Women Leaders in Business

45. Building a Thriving and Inclusive Work Culture
Cultivating a positive and inclusive work culture at Ducab
is at the heart of organizational values and performance.
The company has implemented several initiatives and
practices to achieve this:
Engagement Calendar: Ducab maintains an annual
engagement calendar designed to facilitate interaction and
support among employees at all levels. This structured
approach ensures that employees have opportunities to
engage with each other, fostering teamwork and
collaboration.
Respect for Diversity: Ducab places great emphasis on
respecting different cultures within the organization. To
celebrate this diversity, the team established volunteering
teams that organize cultural events and celebrations. This
not only promotes inclusion but also creates a sense of
belonging among employees.
Adaptation during the Pandemic: The COVID-19
pandemic reshaped the way leaders interact with employees
and how colleagues connect with one another. The company
swiftly adapted to this new reality, remaining flexible and
open to innovative ideas from across the organization. This
adaptability has reinforced the commitment to maintaining
an accessible and involved leadership team.
Joint Responsibility for Culture: The team firmly believes
that company culture cannot be delegated or
compartmentalized. It is a collective effort that involves
both colleagues and management. Everyone shares the
responsibility for creating and maintaining a positive and
inclusive culture.
Regarding employee training and development programs,
the team recognizes that they play a pivotal role in shaping
the organizational culture and represent a long-term
investment in the employees’ careers and aspirations. The
approach combines standardization and personalization:
Standardized Training: The company offers core training
programs that everyone within the organization is expected
to undertake. These standardized programs provide a shared
understanding of essential skills and knowledge, ensuring
that the employees are equipped with a common skill set.
Personalized Approach: In addition to standardized
training, it adopts a personalized approach. This involves
tailoring specific courses or programs to individual
employees, allowing them to enhance their skills in areas
aligned with their career goals and interests. Empowering
employees to take control of their career development is a
key aspect of the approach.
Staying Current with Trends and Best Practices
When it comes to remaining at the top of your game, Mona
believes it is vital to be open to new ideas, insights, and
ways of working. Online resources, including discussions,
webinars, panels, and roundtables, help ensure that, as HR
professionals, we are well-connected and sharing best
practices, and formal training programs and certifications
add a further layer of support.
Insights and Advice for Aspiring HR Leaders
Mona loves the opportunity to make people’s working lives
better, even in a small way. It is deeply rewarding. She gets
to cooperate with a variety of people from across the
business – and every interaction is a learning opportunity.
In terms of the advice she can offer, there are three areas
that stand out for her.
Firstly, HR is evolving very quickly. Technology is
reshaping the future of the industry, and the great CHCOs
of tomorrow will need to digitize the processes and
understand how it can support them to be better and
smarter.
Secondly, you will never be able to take the person out of
personnel, so to flourish in a human resources role, you
need to be open, fair, understanding, and willing to listen.
Establish a core set of values for yourself early in your
career and apply them to the scenarios you face.
Finally, always be willing to learn. Mona firmly believes
there is always room to learn and to grow. Value any
learning experience. It will help ensure you are better
placed to provide the solutions of tomorrow.
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47. Strong women leaders
don't climb ladders; they build
staircases for others to rise
alongside them.
“ “