Dubai-it: How one resident turned a leap of faith at 18 into 23 years of dreams, resilience and success

Dubai: Ever since she was 18 years old, Lebanese-Canadian national Fatima El Baba has known what she wants – and has done her best to fight for it. Take moving to Dubai, for instance. Born and raised in Riyadh, Saudi Arabia, Fatima knew she wanted to study in the UAE. She applied to the American University of Sharjah, and was accepted, much to the chagrin of her family, who didn’t want her to move away. She said: “My family were against it in the beginning but I convinced them that the UAE has a very good education system, and it wasn’t far from Saudi Arabia, where they resided. Also, some of my friends ended up joining me in the same university!” A new beginning In 2003, Fatima arrived in the UAE with “nothing but suitcases and a heart full of dreams and hope”. She was 18. Fatima said: “Knowing what you want at 18 wasn’t very common for friends or relatives around me. Somehow, I knew what I wanted and pursued that, no matter what came my way.” As she completed her Mass Communications degree, and went on to work in various media sales and business development roles, she found her place in Dubai. “It started feeling like home when I had a support system around me that made me feel like I was not alone. God blessed me with friends that became family, which was a very important factor in my life.” That support system became her foundation when she lost her job as sales manager during the COVID-19 pandemic, in July 2020. After hunting for months, she landed a part-time position in April 2021. But it was still not enough – the bills piled up, and she was facing too many uncertainties. Fatima said: “It was a tough time for me, trying to figure out what’s next, questioning if I would find another job or not. At some point, I said to myself, if I don’t find another job, I might consider moving back to my home country, Lebanon. But somehow my faith kept me going. My instinct was telling me to trust my gut and not give up on what I built for myself – a life of safety, support and success.” Her patience paid off. Through her social connections, Fatima applied for a job in digital marketing, which was slightly different from what she was used to, with her media sales background. Still, there was no harm in trying. After several rounds of interviews and building anticipation, Fatima received an official job offer in March 2022. Finally, she could breathe easy: “I felt relief, as it was a long time staying at home. It was great to get back in the scene.” Choosing to Dubai-it Today, Fatima is a retail media and e-commerce specialist in Dubai, working to provide in-app advertisement services and digital marketing solutions to companies around the Middle East. She is in an industry she understands, a role she enjoys, and feels like she is on steady ground, and able to grow and thrive. Looking back, the key in those challenging times, according to Fatima, was embracing the Dubai-it mindset – the city’s philosophy of achieving excellence and turning dreams into visible results. Fatima said: “I was born resilient. Maybe it has to do with coping mechanisms, but this resilience gave me the mindset to always believe that no low point in your life will last forever. You will always bounce back, no matter what.” She has seen resilience, hard work, and ambition pay off countless times in Dubai, and it has motivated her to stay strong. Fatima shared an example that’s close to her heart: “One story that really inspires me is about my personal trainer. She left her job as cabin crew, then turned her passion for health and wellbeing – after an injury – into helping and inspiring people into training and getting fit. She makes you want to be consistent in training and I always look forward to our sessions, because she makes them fun and enjoyable. It is not your typical training session. She is a warrior and I blessed to have her in my life.” She added: “I have witnessed so many similar success stories around me, from friends and acquaintances who started at the bottom and pulled themselves back up.” A safe place to soar Last week, Fatima celebrated her ‘country-versary’ – the anniversary of her arrival in Dubai 23 years ago. She said: “I knew I chose this country to be by home for a reason. Maybe that reason wasn’t clear back then, but today, it is.” For her, the answer is “the safety, the care of the nation, the support and the chance to pursue your dreams that this country gives you. Also, the fact that there is no judgment. I saw a country that is like no other, I met people that felt like home, and I created a career path that gave me a life I always wanted. The UAE made me who I am today.” Today, Fatima is laser focused on the future. Like many other Dubai residents, she has big plans. She said: “I see myself with my own business – it’s something that has been on my mind for a while and it’s a dream I want to pursue. On a personal level, I see myself finding a partner and building a life together in Dubai… in the city of dreams.”