Director of Arabic Storytelling

Isam Shallal brings a unique blend of practical knowledge and academic insight to the workplace. His career has been shaped by a rich reservoir of experience from the dynamic translation and language industry to university translation education, where he has maintained a deep passion for languages and a commitment to academic excellence and research. Dr. Shallal believes that the intersection of knowledge, translation, and culture creates a powerful communication arena, where narrative and strategic storytelling can transcend linguistic boundaries to become a catalyst for inspiration and persuasion, forging meaningful connections that deliver tangible results and foster positive change.

Senior Associate, Communications and Storytelling

Skander is a versatile professional with a remarkable writing, research, and interpretation track record. At Rouya, he excels in crafting compelling narratives and conducting rigorous research. Wielding three languages, he effortlessly bridges language barriers with finesse. Before joining the team, Skander’s insatiable wanderlust led him to drive a van through Mexico and Central America for two years, after which he followed a powerful longing to rediscover his motherland, Tunisia. There, he felt an urgency towards enjoying nature and protecting it, and he documented his involvement with local and international NGOs through blogs and social media.

Senior Graphic Designer

With a passion for visual storytelling, Baha’a brings a wealth of experience in graphic design, specialising in creating compelling visual narratives that resonate with clients and audiences. His work has been featured in industry publications, and he’s been recognised for his innovative approach and attention to details. At Rouya, he employs his creative vision to elevate the visual identity of our projects. He’s dedicated to ensuring that each project communicates effectively with its audience. Baha’a believes that free time fuels creativity and provides a healthy balance to his professional life. He is a dedicated advocate for creative communities, actively participating in local art events.

Digital Media Content Producer

Ali is an Iraqi-Egyptian filmmaker. Born and raised in the UAE, he has always had an affinity towards telling authentic Arab-born stories that encompass the sentiment “From the Middle East, by the Middle East, for the Middle East.” His storytelling is rooted in the philosophy that we should be aware that our language, culture, and history are abundant enough to be able to herald our identities into the stories we tell through films. Every aspect of Ali's filmography, content, and screenplays incorporates these philosophies.

Strategic Storyteller and Translator

Einas was born and raised in Syria then moved to the UAE in high school. Although her life changed, one thing remained the same: she always devoured books. When it came time to choose a career, then, the path to literature was clear. Einas loves helping people put their thoughts into words and seeing a story unfold into its best potential. She is proficient in writing, editing, and translation. She also helps keep the Rouya website pristine and up-to-date.

Strategic Writer

Deena likes storytelling that is relatable, meaningful, and inclusive. After an 8-year stint in the creative and cultural industries, Deena is looking to widen her exposure to experiences that put her out of her comfort zone, make her question her existence, and allow her to explore the full breadth of her strategic thinking.

Social Media Lead

Mariam is an individual who lives and breathes Digital Marketing & Social Media. She has over ten years of experience developing campaigns for some of the most significant tourism projects in the UAE. Throughout her experience, Mariam played a pivotal role and led several social media teams, weaving creativity into campaigns, and launching must-visit spots across some of UAE’s most visited destinations. It’s not just hashtags and filters for Mariam; she’s the brains behind the scenes, creating strategies and plans and working with content creators to bring her concepts to life. Mariam values transparency, respect, and a healthy dose of constructive criticism.

General Manager

Myriem has a passion for cultivating an environment where every employee is not just a part of the team but an integral contributor to a shared success story. With more than 10 years experience in operations’ management and human resources, she strives to cultivate a culture of collaboration, innovation, and inclusivity, where every voice is heard, and every idea matters.

Director of Digital Marketing

A highly skilled digital communication and influencer marketing specialist with extensive experience spanning over a decade. With a strong background in various sectors, including beauty, government and non for profit organisations. She excels at managing content creators and driving effective online strategies. Sara's expertise lies in creating compelling digital content and utilising social media platforms to elevate brand presence successfully.

Writer and Editor

Rana Dakhel is a bilingual creative strategist at Rouya Consultancy, excelling in English and Arabic content creation. She firmly believes in the power of compelling content and building strong audience connections as the keys to career success. Aside from her role at Rouya, Rana volunteers with Syrian Researchers, proofreading medical articles for global dissemination through social media. She's also a dedicated English instructor, teaching senior students at Damascus University, the University of Aleppo, and second-language learners at the Charter English Language Institute. Her academic background includes a Master's Degree in Applied Linguistics in English, a BA in English Language and Literature, and a bachelor's degree in Translation from the University of Aleppo, where she excelled as the top student. Rana is also a published researcher, with two papers in the Aleppo University Research Journal and an upcoming paper on building rapport between teachers and students in Scopus.

Strategic Storytelling

Noora Khammas has a wide array of experiences; her work varied from studying urban codes under the jurisdiction of Dubai Creative Clusters Authority, to leading in Murabaa Architectural Consultancy. Noora is deeply interested in crafts and their role in shaping communities, which gave birth to her startup Riyash. She eventually became the Creative Director of Nomad, an entrepreneurial ecosystem for creatives based in Dubai. Today, Noora focuses on her work as a Whole Person Coach accredited by the International Coaching Federation. She coaches creatives in both Arabic and English. Noora chooses to deepen her understanding of the crafts field through the Kintsugi apprenticeship program with Kyoto’s generational master. When not coaching or crafting, she writes and creates content, mainly in Arabic.

Translator

Mohamed is a highly experienced and published English-to-Arabic translator with over 20 years of experience in the Middle East's public relations and media industry. His passion for providing Arabic content with a natural tone of voice that accurately conveys the inherent message of the English text has garnered him a strong reputation in the industry. Throughout his career, Mohamed has helped maintain consistent and robust visibility for multiple national and multinational clients across various industries. In addition, he has translated more than 50 fiction and non-fiction books, which carry his name in bookstores and has become a sought-after resource for businesses and individuals alike.

Consultant, Learning, and Development

Fahd is a seasoned professional with over 18 years of experience in the financial sector, including corporate-coaching and training. As an L&D consultant, Fahd has been instrumental in driving significant change in team behaviour and mindset. He believes in captivating his audience's hearts and minds to explore new perspectives directly impacting business outcomes. With his passion for people development, Fahd integrates values-coaching into his courses. He has won several accolades throughout his career, and his leadership has contributed to numerous successful business initiatives. Fahd is an accredited coach in positive psychology coaching from the International Coach Federation (ICF).

Consultant, Marketing

Marwa is a highly skilled and experienced consultant, trainer, and coach who has dedicated over 20 years of her career to helping individuals and organisations achieve their goals. She has an exceptional marketing, communication, and business development track record and has worked with profit-driven and community-driven organisations. Marwa is an expert in strategic development, learning and development, and strategic planning and implementation. Additionally, she is a certified horse-guided empowerment practitioner and a certified ICF coach in positive psychology. Marwa holds an MBA specialising in Marketing from the American University in Cairo and is an accredited coach from the International Coach Federation (ICF) in positive psychology coaching.

Writer and Translator

Reema is a skilled media professional with over eight years of experience in translation (Arabic/English), public relations, and journalism. She has covered various areas, including education, arts and culture, humanitarian and refugee affairs, and politics. Prior to working with Rouya, Reema worked with the United Nations for six years in different capacities in the region. Reema believes in using her storytelling skills to make a difference and create awareness. She is passionate about bridging cultural gaps and promoting understanding between different communities.

HR and Administration

With over 15 years of experience in administration and IT, Fazuldeen is Rouya's go-to person for all matters related to human resources, government-related communication, and office administration. As our HR specialist, Fazuldeen ensures that our recruitment, employee relations, and performance management processes are streamlined and effective. In addition to his HR responsibilities, Fazuldeen provides administrative support to ensure the efficient operation of the office, completing operational needs and expediting work results.

Accountant

With over 20 years of experience in finance, Juliet is the financial backbone of Rouya. She is responsible for managing and analysing our records and providing us with valuable financial advice. Juliet has gained extensive experience working with various organisations in the UAE and has been developing comprehensive financial plans for decades. Her expertise and dedication have been instrumental in supporting the growth and development of Rouya.

Business Development Lead

Mohamad Albaik is a Business Development Manager who integrates various work streams, including learning and development (L&D), Digital marketing and research. He champions adherence to meticulously planned timelines, and is committed to driving the success of every campaign he undertakes. With a commitment to developing internal and public initiatives, Mohamad is dedicated to expanding his knowledge and applying the skills acquired through his education and previous work to support the growth and development of businesses.

Communication Strategy Lead

Dareen approaches working at Rouya with artistry, fueled by an innate passion for telling stories and perfecting the craft of being a PR practitioner. She brings her linguistic skills in Arabic and her left-of-centre thinking to the team, working as a unit to constantly think out of the box when developing strategies and connecting clients with diverse stakeholders. The best part is that every day, she wakes up with a desire to work.

Cofounder & Managing Partner

Yusur approaches Rouya as an extended wing of her home. Passion, empathy, and meticulous perfectionism informs both her working style and approach to management. Her rich life experience has developed her resilience and ability to develop creative solutions internally and for every single client, while encouraging a culture of learning and development for each Rouya team member she is proud to call family.

Associate

Azar came to Rouya after years at large corporate structures that strike a sharp comparison to Rouya. He brings his expertise in relationship development and management and Arabic language skills to a range of arts and cultural institutions. Azar looks forward to bringing more education and healthcare sectors into the Rouya portfolio, as he looks forward to seeing it grow.

Engagement Manager

Having worked with leading media outlets such as Newsweek and ARY Network, Arfa brings a journalistic edge to communications through strategic and meaningful storytelling. She is experienced in delivering strategic communications for a diverse portfolio of clients ranging from sustainability, arts, and culture, to government strategy and technology. Her work includes risk management, crisis communication, and strategic-collaborations acquisition. Her passion for personal development coaching coupled with over a decade of public-speaking prove valuable in providing media training support to clients. Arfa's work is fueled by her deep-rooted love for humanity and an innate desire for life-long learning.

Cofounder & Managing Partner

Maryam has passionately used storytelling as a driver of positive change. She believes language—when used with wisdom, empathy, and precision—can effectively impact all levels of government agencies, cultural organisations, and art institutions to better serve communities. This seamlessly integrates and bolsters her research work in immigrant identity, language, and politics, in numerous articles and essays that have been published in the UAE and the region. She rounds out her field of expertise as a curator, as a member of the Curatorial Committees for the Dubai Collection, under which she has developed and curated several exhibitions.

Cofounder & Managing Partner

Wissam traversed the ministerial and administrative development landscape in Baghdad before assuming various roles in the UAE. His exceptional writing and editing skills were celebrated at every institution he worked at, and his strong beliefs in the power of the written word set the foundations for what would become Rouya. Wissam maintains an enduring commitment to Rouya and everyone who works there, instilling love for the Arabic language in everyone he meets.

Managing Partner

Abdulrahman brings his curiosity about community and commitment to increasing self-awareness to every aspect of his role at Rouya. His devotion to health and wellness has created a sense of priority for both the personal health of each Rouya member and the overall organisational health. A skill that he is expansive with is gamestorming, a co-creation tool that is implemented at Rouya to collect and organise large quantities of data to solve complex problems. This is one example of how Abdelrahmen leverages his diverse exposure to leadership and organisational development tactics to enrich the Rouya anatomy, leading to a decentralised approach—management by crowd; wisdom of the crowd.

Associate

Rana's richly industrious professional experience prepared her for the wealth of learning at Rouya, Ever-curious, she revels in the nuanced approach that Rouya takes on traditional PR tactics—the innovative approach that attracted her to join after fifteen years working in education, hospitality, and IT. Rana applies this varied and transferable skillset to the development of media strategies, relationship development, and content creation.

Head of Media Relations

Weaving these two streams of communication together on a daily basis is symbolic of the cross-collaborative approach that is a fixture in the Rouya culture. As a teacher in her past life, and now as a department head, she takes on lead advisory and localised consulting roles—and then some—while paving a bespoke path for each client and their relationships with the media.

Engagement Manager

Tamara works closely with cofounder Maryam to create compelling content that serves a range of valued Rouya clients across the government, private, and public sectors in the region—including art and cultural institutions that nurture her passion for literature, culture, and the arts. Her Arabic language skills, honed as an educator, bring greater terminology and literacy that serve to build trust within client relationships and in Rouya as a whole.