Sharon Missah is a media, communications and marketing expert based in Dubai with 16 years of experience leading efforts for international and regional firms across the UK, Middle East, and Africa.
She’s also the founder and host of the podcast and communications platform – Let’s Talk DXB, which offers diverse and educational content for the Dubai community and beyond.
Sharon has won awards for her impact and has been featured in major publications and media such as Campaign Magazine, Womenpreneur Middle East, and Dubai Eye.
Sharon shares her perspectives on life in Dubai, the rapidly evolving marketing landscape, and her journey as a creative content creator.
1. So good to connect again, Sharon. Talk us through your career as a marketer
My journey began in school. I did business studies, and one of the modules covered marketing. It immediately sparked my interest. I was fascinated by creating awareness, building brand recognition, and understanding the techniques for connecting with people.
This curiosity led me to pursue a marketing degree, and today, I’m proud to have built a career that spans multiple markets.
As a marketer, you never stop learning. The industry constantly evolves, and you’re always challenged to stay ahead of trends and adapt to new technologies and consumer behaviours.
The aspect of marketing that still truly stands out is the ‘human’ element. It’s not just about promoting a product or service— but creating genuine connections with people.
Marketing is about understanding people—what they want, what they need, and how they feel. When done right, marketing isn’t just about selling—it’s about building lasting relationships that create value.
2. You were initially based in the UK, then moved to Dubai, where you’ve been for 11 years now. What prompted that move to the Middle East?
After building my career in the UK, I wanted a new environment. Dubai has always been an exciting hub for businesses. It was an opportunity to stretch my creative experience and be part of a region redefining itself globally.
The move to Dubai was also for personal growth—to step outside of my comfort zone and be exposed to different company practices, cultures, and ways of thinking. Dubai is a unique mix of modernity and tradition.
My journey has been one of constant learning and evolution. I’ve learned that taking calculated risks can lead to incredible opportunities.
3. What excites you most about the future of marketing and media in Dubai and globally?
The future of marketing and media, particularly in Dubai, is incredibly exciting. This city is a hub of tech-driven innovation, with advancements in AI, data analytics, and immersive marketing shaping how businesses engage with audiences.
For example, Dubai’s Smart City initiatives are transforming the urban experience. With over 100 government projects aimed at making the city one of the most modern in the world by 2028, we’re seeing AI integrated into everyday life—from automated police stations to efficient, sustainable transport systems. These developments not only improve daily life but also create new opportunities for marketers to engage with audiences in innovative ways.
From my experience as a digital content creator, Dubai’s vibrant social media scene is another standout feature. With its multicultural population, the city serves as a testing ground for strategies aimed at diverse demographics. Whether it’s generational marketing that targets digital-first Millennials and Gen Z, or purpose-driven campaigns that speak to values, Dubai continues to lead the way in pushing boundaries and exploring new marketing norms.
Globally, we’re also seeing a greater focus on relatability and purpose. Younger audiences demand authenticity, and brands that align with their values stand out. This shift is reshaping marketing, requiring us to think more deeply about how to connect meaningfully across cultures and generations.
The future of marketing is dynamic, and Dubai is at the heart of it all—a place where innovation and tradition coexist to create endless possibilities.
4. Tell us about your podcast, Let’s Talk DXB. What inspired you to launch it, and what have been your biggest takeaways from the conversations you’ve had?
My journey into content creation began early in my career — learning about other people’s experiences, backgrounds, and journeys. This passion eventually led me to create my own platform, Let’s Talk DXB.
DXB is the airport code for Dubai International Airport and the abbreviation letters the city is generally referred to as.
What started as a podcast has since evolved into live events and a thriving, engaged community. The evolution of Let’s Talk DXB has allowed me to connect with people on a deeper level.
Starting Let’s Talk DXB came at a difficult time in my personal life. I took a step back and focused on what truly mattered: what I enjoy, what I’m good at, and how I want to spend my spare time. That challenging season taught me a powerful lesson—that sometimes the toughest moments, whether in your career or personal life, can be the catalysts for growth and the opportunity to explore new passions, paths, and unexpected and meaningful new chapters.
As the Let’s Talk DXB community grows, I look forward to collaborating with other professionals and companies to provide more valuable insights to help others.
5. How do you approach creating content for a diverse and global audience?
I always go to the core; we’re all human, and relatability and authenticity are key. It’s also important to be aware of and appreciative of cultural nuances.
One of the most powerful ways to create content for a diverse audience is to involve people from different backgrounds to make sure the content reflects a range of perspectives and voices.
There’s so much value in learning from others’ perspectives and equally allowing the less represented to be heard. Through Let’s Talk DXB, my work has been recognised by the Women Who Thrive Awards (an award for women making an impact) for my contribution to diversity and inclusion in the Middle East.
6. Finally, any tips for anyone thinking of working and living in Dubai?
Absolutely! Dubai is a city in constant motion—always growing, changing, and developing.
You may find that Dubai, when you first arrived, looks very different a few years down the line.
This rapid pace of change can be both exciting and overwhelming, but it’s what makes Dubai unique. Be prepared to adapt and embrace the city’s evolution.
You’ll also find a rich mix of cultures, languages, and traditions. Be open to learning and embracing these. This will enrich your experience and help you connect with people from all corners of the globe who call Dubai home.
Finally, network! This plays a huge role in Dubai’s professional and social landscape. The city has a highly connected business community, and building relationships can open up countless opportunities. Try to meet people through industry events, social gatherings, or professional groups. Investing time in building your network will pay off in the long run.
Thanks for sharing your insights Sharon. Here’s to an exciting future for marketing, comms and media, and to continually creating, innovating, and growing! You can connect with Sharon here.