Three Decades in Tech: Joumana’s Journey on IWD 2024

Joumana Karam, the Head of Marketing for MEA and the Regional Manager for New Business Development at Acer, delves into the technology landscape for women in the Middle East. In an exclusive interview with Rabab Zehra, Executive Editor at TECHx, she sheds light on Acer’s commitment to gender diversity, her professional journey, personal interests, and more. Explore the details in this special interview marking International Women’s Day 2024. Delve in to uncover the full story.

From your perspective, how has the landscape for women in tech changed in the Middle East, particularly in the UAE, in recent years?

Joumana: We have seen a growing presence of women in tech in the past few years in the Middle East and especially in the UAE. Not only because of the private sector where most of the international companies have their MEA HQ in UAE, but also a lot of new startups created by women and headed by women.

The UAE government has made tremendous improvements and developments in diversity and gender equal opportunities in recent years. The UAE is a pioneer in creating and providing opportunities for women to excel within the work force. Noura Al Kaabi who has a BA in Management Information Systems is currently the Minister of State at Ministry of Foreign Affairs, HE Sarah Bint Yousef Al Amiri, Minister of State for Advanced Technology who has a Masters in Computer Science and is the chair of the UAE Space Agency and served some time as Minister of State for Advanced Technology – are just few amongst many of the qualified and educated women in the UAE who are now in high work positions.

Can you describe Acer’s commitment to gender diversity in the workplace, and how does your leadership position contribute to this?

Joumana: Acer has been recognized on the renowned Forbes’ list of the World’s Top Women-friendly Companies for the second consecutive year (2022/2023). This acknowledges the internal efforts and workplace practices Acer has been implementing and regularly evaluating to ensure both men and women have the same opportunities as well as actively increasing the proportion of women in executive positions. As a female leader in Acer Middle East since so many years, I am proud to have hired, mentored, assisted, and encouraged many women in tech to enhance their skills and show the world that they can make a difference in their professional and personal lives.

Reflecting on your career, what accomplishment are you most proud of, and what valuable lessons did you gain from it?

Joumana: The technology industry is very dynamic, fast paced and everchanging. I am proud and fortunate to be in the industry for almost 3 decades. One decade in Lebanon and two decades in the UAE! I am also proud of my extreme decisions that pushed me to relocate to another country and venture in new fields of marketing & sales. I am proud of being able to talk about the amazing Acer innovations in many languages especially in Arabic in the Middle East! I am proud of having the opportunity to be a role model to so many of the new women in the tech generation! A lot of lessons learned along the way, and I have summarized them in the short answer to this which I would like to present as a message to everyone reading and especially the women in tech!

In your experience, how do women bring unique perspectives and innovative ideas to organizations?

Joumana: Women have different perspectives than men, this brings more diversity of thought and solutions. I think women have better customer service skills and handle multi-tasking better.

Women are empathetic by nature! We listen first and have a flexible mindset. Some recent studies showed that women are more productive and make effective and creative leaders. (Forbes 2023)

What do you view as the most significant opportunities and challenges for women in tech, and what solutions can we implement to address them?

Joumana: I can divide these into 3 different areas:

• Family environment: It is critical that parents encourage their daughters to study and pursue careers in technology, where interest is applicable. Also, it is essential that husbands support their wives to continue their careers by helping with tasks at home and with their children.
• Schools: Teachers can play a vital role in supporting girls who show interest in technology. Schools management can provide mentorship opportunities and discussions with other women in Tech.
• Work environment: Improved HR policies to promote flexible hours working arrangements, equal opportunities for advancement and customized training for diversity. Encouraging CEOs and Managing Directors to create opportunities for increased women hiring and women promotions where the absence is clear.

Beyond your career in technology, what are your personal interests and pursuits?

Joumana: I am an accomplished singer. I studied opera and I am proud to be part of a professional Choir here in Dubai: The Dubai Chamber Choir.

I am an avid reader andI have a library at home with more than 1000 books in different topics and languages – I’ve read all of them.

I adore children so I am a volunteer in my church community where I animate the children’s weekly gatherings.

Maintaining a healthy work-life balance is essential. Can you share your strategies for managing your time effectively in the demanding tech field while prioritizing your well-being?

Joumana: Today’s buzz word is work-life balance! For me, I follow a simple strategy, during work time I focus on the tasks at hand one at a time. Priority is always for the tasks that other people are waiting for my input to finish their jobs. “Do not keep another person waiting for an answer!”  

When I go home, I focus on family, fun time and hobbies. Keeping a hobby with a weekly task is a blessing. “Do not think about work when at home!”

Have you had mentors or role models who have significantly impacted your journey? If so, how have they shaped you?

Joumana: Yes, during my almost 3-decade career, I have met many people who significantly impacted my journey. Some were colleagues whose stories guided me, some were friends who listened to my complaints and helped me to brainstorm solutions. Some were direct managers who empowered me to invent new processes for better results and some, believe it or not, were “bad managers” who pushed me to think “out of the box” and take leaps that I was at first hesitant and afraid to do. Some were team members and juniors who reminded me why I loved technology in the first place and to keep my passion alive.

What message would you like to convey to young women aspiring to careers in technology?

Joumana: Do not be afraid! As a woman you will face the same type of challenges as you would in any other industry. If you love technology and want to be involved in implementing a better future, stay curious, listen, learn from every situation, be flexible and above all fight the low self-esteem feeling that most females experience at some point of their careers. Speak up & Trust your own voice!