Noha Bakri is Media Sales Manager at Hypermedia, a leading OOH advertising company in the UAE. In her role, she works with brands to deliver innovative digital media solutions, and describes herself as deeply fascinated by creative spaces where strategy, culture, and storytelling intersect.
She also has a strong love for languages and history and is inspired by how different cultures communicate and evolve over time – a curiosity that shapes her creative thinking and professional approach. New Digital Age sat down with Noha to talk about the challenges and opportunities facing women in digital marketing as part of our new spotlight feature: Digital Women of Dubai.
What is the biggest opportunity for women in digital marketing right now?
The biggest opportunity for women in digital marketing currently isn’t just keeping up with the latest algorithm or trend — it’s growing through strong professional communities while riding the wave of technological change. Back in the early 20th century, women didn’t gain the right to vote by going solo; they organized, shared resources, and fought together. Progress was collective, not individual.
The same principle applies in digital marketing today. Mentorship, knowledge-sharing, and women-led networks accelerate skill development, boost confidence, and open doors to leadership. When women intentionally support each other in this fast-moving industry, we don’t just keep up — we drive meaningful change, shape the future of marketing, and make it a little more fun along the way.
What could companies do to make digital better for women?
Building strong internal communities is key. Mentorship programs, women-led networks, and safe spaces for sharing knowledge don’t just boost confidence — they lay the foundation for long-term career growth. Flexible work models and outcome-focused performance metrics also help retain talent, proving that ambition and balance can coexist.
Representation matters too. When women are part of leadership, product development, and strategy discussions, digital solutions become more balanced and workplaces healthier. Companies that weave support, equity, and representation into their digital culture don’t ask women to adapt — they create environments where women can truly thrive, lead, and innovate.
What or whose support has mattered to you most?
Behind every strong woman is usually another woman telling her to calm down, drink water, and get on with it — in my case, that woman is my sister. Her support was never dramatic or poetic; it was deeply functional. Whenever I got too emotional or started doubting myself, she had a simple solution: suck it up.
Strangely, it worked. Not because it was harsh, but because it was grounding. She reminded me of what I’m capable of when I forgot, pulled me back into perspective, and stood quietly in my corner. Sometimes, love shows up as tough reassurance — and it makes all the difference.
What is the biggest myth about women in digital?
One of the biggest myths about women in digital is that we are naturally better suited for the ‘creative’ roles — social media, content, or design — while the technical, data-driven, or strategic aspects are considered a male domain. This couldn’t be further from the truth.
Women in digital are leading campaigns, analyzing complex data, building platforms, and innovating products every day. Initiatives like ‘Women in Tech’ and mentorship programs are helping younger women break into the field, providing guidance, resources, and opportunities that make starting a tech career less daunting.
At the same time, we celebrate the trailblazers who have built incredible technology and paved the way for future generations. Women are not just participants in digital — we are shaping it, leading it, and lifting others along the way.
Who should we feature next and why?
I want to give a special mention to Hala Lababidi, who provided incredible support and shared her knowledge generously throughout my journey. She operated under a philosophy I wish I had heard more often in my career: ‘I want to teach you what no one taught me.’ Having mentors like her not only accelerates growth but also reminds us how powerful it is when women lift each other up.
Browse NDA’s Digital Women series for more features that spotlight women in the digital industry and their unique challenges, or find more of our MENA coverage over at NDA MENA.
