“Empowerment Starts With Clarity of Vision and Strategic Alignment”

Sawsan AlMulla, the Marketing Director at Digital DEWA, says balancing a demanding career with personal life requires intentional effort

Can you share your journey into the technology world? What inspired you to pursue a career in this field?
With nearly two decades in technology, telecommunications, and marketing, my journey has been a strategic evolution from IP Network Engineering to executive leadership, business transformation, and brand strategy. My career has been fueled by a passion for leveraging technology and data-driven marketing to drive meaningful industry change.

Starting in technical and financial strategy, I transitioned into business operations, leading billion-dirham financial portfolios and pioneering digital innovation. Today, as a marketing and technology leader, I focus on aligning business intelligence, customer insights, and technology to create scalable, high-impact market strategies that drive growth, digital adoption, and brand positioning.

What were some of the biggest challenges you faced as a woman, and how did you overcome them?
Operating in a traditionally male-dominated industry, the challenge was not just breaking through leadership barriers but redefining the perception of women in technology leadership. Early in my career, I recognized that success is driven by demonstrable impact—delivering results that are not just operationally effective but strategically transformative. I overcame these challenges by establishing myself as a thought leader in telecom innovation, financial strategy, and digital transformation.

Participating in executive leadership programs, such as the Women Innovative Leadership Program by H.H. Shaikha Manal Al Maktoum, provided me with the tools to refine my leadership style, develop resilience, and build high-performing teams. More importantly, I have used my platform to mentor and empower the next generation of women leaders, ensuring that diversity is not just an initiative but a fundamental business imperative.

How do you describe your leadership style, and how has it evolved over time?
I lead with a visionary, results-driven approach, integrating technology, marketing, and financial strategy to drive growth. My leadership style balances strategic oversight with empowerment, ensuring that teams take ownership of their contributions.

Over time, I have shifted from a directive to a collaborative approach, recognizing that cross-functional synergy—between technology, business, and marketing—is the key to innovation. I emphasize data-driven insights, customer-centric thinking, and business agility, ensuring that marketing not only builds brand equity but also fuels enterprise-wide transformation

What strategies do you use to motivate and empower your team?
Empowerment starts with clarity of vision and strategic alignment. My approach integrates:

• Ownership & Accountability: Teams understand how their work—whether in technology, finance, or marketing—drives business success.
• Data-Driven Innovation: Whether optimizing financial performance or marketing campaigns, I encourage a data-first mindset for decision-making.
• Market & Customer-Centric Thinking: I ensure that marketing is not just about communication but a strategic growth driver, using customer insights to shape technology adoption and brand positioning.
• Recognition & Growth: High-impact contributions—whether in business performance, financial efficiency, or marketing execution—are rewarded with professional development opportunities.

This model fosters a culture where technology, strategy, and marketing work together to create sustainable success.

Have you had any mentors or role models who have significantly influenced your career?
Absolutely. My career has been shaped by collaborating with visionary industry leaders—CXOs and senior executives who have redefined the telecommunications and digital infrastructure landscape. These mentors instilled in me a strategic mindset, financial acumen, and a deep understanding of enterprise transformation.

In parallel, my participation in executive programs, including Harvard’s Leadership Development Program and Hult University’s Innovative Leadership Program, provided a global perspective on leadership, digital disruption, and business sustainability. Today, I pay this forward by mentoring emerging leaders, ensuring that knowledge transfer and leadership development remain core to my professional ethos.

What advice would you give to young women aspiring to enter the business world?
To build a successful, high-impact career, women must:

• Develop deep expertise: Whether in technology, marketing, or finance, stay ahead of industry trends.
• Leverage strategic thinking: Understand the intersection of business, technology, and customer engagement to drive commercial success.
• Be data-driven and assertive: Your contributions should be measurable and impact-driven, especially in leadership roles.
• Embrace challenges as accelerators: Growth happens when navigating high-stakes transformations.
• Master business and marketing integration: Strong leadership requires balancing technical expertise with brand and market positioning.

Women who excel in these areas don’t just enter the business world—they redefine it

Can you highlight some of your proudest achievements in your career?
My career has been defined by strategic leadership in technology, finance, and marketing, driving transformation across organizations. Key achievements include:

• Marketing Transformation at Digital DEWA: As Director of Marketing, I have led a data-driven strategy to enhance brand positioning, customer engagement, and market growth, ensuring marketing aligns seamlessly with business objectives.
• Enterprise-wide Digital & Financial Optimization: Managed a AED 1.5 billion portfolio, leading budget efficiency, forecasting, and investment strategies while ensuring sustained financial and operational excellence.
• Bridging Marketing & Business Strategy: Leveraged customer insights and digital platforms to turn technical capabilities into commercial success, strengthening brand equity and customer acquisition.
• Shaping Business & Technology Strategy: Led cross-functional business transformations, aligning technology, operations, and marketing to achieve strategic growth and long-term sustainability.

Through visionary leadership and market-driven innovation, I continue to position organizations for scalable, tech-driven success.

How do you manage work-life balance, and what tips do you have for other women striving for it?
Balancing a demanding career with personal life requires intentional effort. I prioritize time management by structuring my day effectively to stay productive without burnout, and I set boundaries to know when to unplug for long-term success. Delegating responsibilities to my team ensures smoother operations and allows me the time needed for personal well-being.

I also invest in self-care and continuous growth, whether through professional learning or personal wellness. For other women striving for work-life balance, I recommend focusing on prioritization, efficiency, and self-care—recognizing that success is not just about professional achievements but also about overall well-being and fulfilment.