From Karachi to Dubai: A Career in Transition

Maalik has always had a resilient entrepreneurial spirit, evident as she chuckles while reminiscing about her early endeavors. The seeds of her business acumen were sown back in the 1980s when she began selling Walkmans and homemade brownies. “I’ve done it all,” she says, reflecting on her eclectic journey to entrepreneurship.

The Professional Foundation

Before taking the entrepreneurial leap, Maalik established a substantial foundation of professional experience that would ultimately shape her business journey. Her tenure at a magazine not only honed her writing skills but also taught her the importance of meeting deadlines, connecting with diverse audiences, and navigating the intricate business side of publishing. “It helped me discover stories and develop my skills as a storyteller,” she recalls.

When Maalik relocated to Dubai from Karachi, she carried her wealth of knowledge in non-profit communications and magazine journalism. Her initial roles included three years with the Red Cross followed by four years at the British Council. “Dubai offered opportunity but also required a pivot,” she explains. Faced with limited non-profit positions in 2006 and 2007, Maalik transitioned into communications roles within higher education, working for institutions like Wollongong University and Canadian University Dubai.

Adapting to a New Environment

“Back then, it was a very different environment,” she reflects. At one point, Maalik juggled three jobs, including a role in the airline industry. “For every job now, there are five million applicants,” she laments, highlighting the hyper-competitive job market. Education felt like a good fit both personally and professionally. Having young children prompted her to seek work close to home. Each position she held contributed layers of experience such as branding and media relations, ultimately helping her build a network of meaningful connections.

The Uneasy Relationship with Entrepreneurship

Maalik acknowledges that the concept of entrepreneurship can be daunting for many, especially for those accustomed to a steady paycheck. “It scares a lot of people,” she muses, noting that data suggests many businesses fail within two years. Yet, Maalik has never shied away from risk. Alongside her partner Lloyd, they often found themselves managing multiple vendors and outsourcing various services. The pain point of juggling expensive agencies and inconsistently reliable freelancers became the driving force behind their business idea.

A Sabattical and Personal Reflections

The path to entrepreneurship was not straightforward. At one juncture, Maalik took a sabbatical and considered moving abroad. “Back then, the UAE was very different,” she shares, recounting the complexities of moving on a personal visa and the restrictions tied to employment. She spent some time in Canada but quickly realized the lifestyle wasn’t for her. “It was too quiet, too spread out,” she admits. The thought of starting over in her forties felt overwhelming, leading her to choose the familiar rhythm of Dubai.

Harnessing Connections for Business

Maalik’s decision to return to Dubai marked a period of clarity. After deep discussions with Lloyd, she made the bold choice to leave her job and embark on launching her own business. One of her first steps was tapping into the networks she had nurtured over the years, reaching out to the Canadian University and the British Council where trust had been established.

The Current Landscape of Work

Today, Maalik’s business shapes the landscape of strategy, content, and brand consulting, particularly in the education sector. “Marketing communications, branding, PR—that’s my space,” she explains. “If a university has 12 programs and five aren’t succeeding, we’re called in to investigate pricing, positioning, or career relevance.”

The team at Maalik’s firm, known as The Loop, is intentionally kept small. “We don’t wish to scale our business rapidly,” she states. They opt for long-term and contract-based relationships with clients. For Maalik, the priority has always been about reclaiming her life, with travel being a crucial element of her business ethos. “The idea was to have life and business running smoothly,” she emphasizes.

Surviving Challenges and Navigating Growth

While 2019 marked a solid beginning for her business, the COVID-19 pandemic introduced unexpected challenges. Nonetheless, Maalik and her team managed to remain resilient. They continued adapting, despite concerns about a “tricky revenue pipeline.”

Maalik is also acutely aware of the choices she makes regarding client engagement. Every project must excite her; she doesn’t want to undertake initiatives simply for the sake of existence. She cites fashion as an example—while it’s a popular industry, it lacks her genuine interest. “Our expertise was content,” she asserts, reaffirming her focus.

Maalik’s journey from Karachi to Dubai highlights not just a career transition but a profound evolution of her entrepreneurial spirit. It serves as a testament to resilience, adaptability, and the pursuit of meaningful work.