Salma El Sadaany Unpacks Influencer Drama, 50/50 in Relationships and How She Fell Into PR!
Salma El Sadaany, Account Manager at Brazen MENA, shares her diverse career journey and experiences in the PR and beauty industries.
In the newest episode of The Dollar Diaries podcast, listeners are treated to an intimate and inspiring conversation with Salma El Sadaany, a remarkable Account Manager at Brazen MENA. Salma's story is one of resilience, adaptability, and empowerment—a journey that traverses diverse industries and roles, enriched by her fierce dedication to personal growth and professional excellence. This blog post delves into the highlights of Salma’s journey, her perspectives on career, gender dynamics, influencer marketing, and her candid insights on maintaining a healthy relationship with money.
From Real Estate to Beauty and Beyond: Salma’s Career Evolution
Salma’s career path is anything but linear, and that’s precisely what makes her story compelling. It all began in Egypt, in the real estate sector with Amar Misr, where she quickly distinguished herself through her exemplary communication skills and customer service excellence. Her promotion within a year was a testament to her innate ability to connect with people—a skill that would become a cornerstone of her success.
However, it was her move to Dubai and the subsequent shift in her life circumstances that set the stage for her next career chapter. As a newlywed and then a mother of two daughters, Salma found herself embracing new opportunities that aligned with her passion for beauty and makeup. What had started as a hobby—studying professional makeup, skincare, and facial anatomy—transformed into a lifeline after personal tragedy struck with the loss of her daughters’ father in late 2015.
This period of adversity brought about a profound pivot when Salma joined a collaborative passion project between L’Oréal Middle East and Dubai Women’s Health and Children Institute. Here, Salma wasn’t just teaching makeup or skincare; she was uplifting women who had endured family violence and neglect, helping them rediscover their self-worth through beauty and affirmation. The role was transformative—not just for Salma, but for the women whose lives she touched—and underscored the deeper impact that professional work can have beyond financial gain.
Transitioning Into PR and Marketing: Accidental Yet Purposeful
Following her impactful work with L’Oréal, Salma took on a full-time role with Lancôme as a Training Manager and Makeup Artist. This position required a blend of marketing acumen, sales strategy, and public relations—a natural convergence of the skills she had honed over the years. Managing training for over 300 employees, she recognized the multifaceted nature of PR work: a constant juggle between sales, marketing, social media, and on-the-ground event execution.
Despite coming into PR “by accident,” Salma embraced this field wholeheartedly. She shared how her personality—loud, energetic, and authentic—naturally suited the dynamic and people-centric world of public relations and influencer marketing. Her trajectory serves as an encouraging reminder that sometimes, the best career moves come not from meticulous planning, but from seizing unexpected opportunities and committing fully to them.
Gender, Race, and Nationality: Navigating Workplace Realities
Salma did not shy away from discussing the nuanced challenges she has encountered, particularly concerning gender, race, and nationality within the UAE workplace. While wage disparity is a well-known issue globally, Salma highlighted that in the Middle East, discrimination often also heavily considers nationality and ethnic background, especially in client-facing positions.
She described how “nationality mafias” tend to dominate hiring decisions within certain companies, favoring their own national groups regardless of merit. This practice, while often unspoken, is a reality many professionals face. As a woman, Salma also noted the distinct challenges within PR industries that typically skew gender dynamics more than in Western markets. Nevertheless, she firmly believes women naturally excel in PR due to strong emotional intelligence, multitasking ability, and communication skills—traits that men have only recently started to embrace.
The Dynamics of Power: Softness, Strength, and Relationships
One of the most thought-provoking parts of Salma's conversation involves her views on gender roles within personal and professional relationships. She contrasted the emerging “softness” of men with the growing strength—sometimes perceived as toughness—of women, suggesting that societal expectations often compel women to adopt a strength they might not willingly choose.
Salma challenges the popular notion of “50-50” partnerships in relationships, advocating instead for fluid dynamics governed by individual circumstances and mutual respect. Drawing from religious and cultural context, she emphasized the role of men as providers, while affirming the importance of women’s independence and contributions without coercion. Her reflections underscore the importance of boundaries and recognizing the unique ways each partner supports the other.
Influencer Marketing in the UAE: Realities and Recommendations
Transitioning from her personal journey to the broader marketing landscape, Salma provided noteworthy insights into influencer marketing practices in the GCC region. She explained that many brands disproportionately favor “mega-influencers” due to their wide reach but often overlook smaller, more engaged content creators who deliver better ROI and align more authentically with brand values.
Salma firmly believes that the future of successful campaigns lies in leveraging the “domino effect”—a strategic, sustained approach that involves multiple influencers over time rather than a one-off “hit and run” blitz. She also addressed the issue of inflated fees among influencers who sometimes overestimate their worth due to their perceived brand power.
Transparency and reasonable pricing are key, Salma advises. She stresses the importance of clear agreements and realistic expectations on both sides, encouraging influencers to evaluate their rates carefully and to reject underpaying brands without guilt. Brands, meanwhile, must focus on trust, engagement, and authentic connections rather than just large follower counts.
Authenticity and Trust: The Shift in Consumer Perception
The podcast episode further explores a significant shift in consumer behavior around influencer marketing. Today’s audiences are increasingly discerning; they can easily detect paid content and are less tolerant of repetitive, insincere endorsements. This evolution challenges brands and content creators alike to elevate authenticity, build sustained relationships, and genuinely engage with their followers.
Salma pointed out the rise of “mommy influencers” as a powerful segment, whose followers often exhibit high trust levels and purchasing power due to their role as family decision-makers. This refutes the outdated notion that lifestyle and fashion influencers are the sole route to successful brand partnerships.
The lesson for marketers is clear: depth of engagement, relevance, and credible storytelling matter far more than sheer numbers.
The Power of Community and Healthy Relationships
Beyond professional advice, Salma touched on the importance of nurturing healthy personal relationships. She warned against toxic friendships and the pitfalls of social media “bestie” culture, advocating for genuine connections that withstand time and distance without the pressure of constant validation.
These reflections remind us that community—whether in personal life or the workplace—is fundamental to well-being and success. Asking for help, setting boundaries, and prioritizing emotional health are essential steps in both.
A Fresh Perspective on Money: Learning to Invest in Happiness
Money management and the psychology of wealth-taking were central themes in Salma’s conversation. She candidly shared her evolving relationship with money—from one marked by guilt and scarcity to one of empowerment and conscious spending.
Salma encourages listeners, particularly women, to prioritize their happiness and well-being alongside family responsibilities. She advocates for smart spending and financial discipline, offering practical tips such as identifying spending drains, opting for cost-effective housing and transport options, and making considered purchases—whether through pre-loved items or installment plans.
Her personal mantra is clear: “Earning is meant for spending,” but spending should be mindful and aligned with one’s values.
Practical Shopping Tips and Finding Joy in Small Investments
One of the more relatable segments for many listeners involved Salma’s savvy shopping philosophy. She sings the praises of smart shopping platforms like Shein, dispelling myths about poor quality and encouraging research before purchase. Her insight on timing purchases with discount codes and sales, prioritizing quality over quantity, and considering long-term value resonates deeply in today’s consumer culture.
Salma’s approach transforms shopping from guilt-inducing to joyful, teaching us the value of treating ourselves without compromising financial stability.
The Lighthearted Side: Music, Technology, and Everyday Joys
The episode also features charming exchanges about technology and music preferences. Salma and her host debate Android vs. Apple, highlighting features like voice-to-text and digital assistants like Alexa and Siri, underscoring how technology simplifies modern life.
Their musical tastes range from nostalgic throwbacks like Backstreet Boys to contemporary artists like The Weeknd and Travis Scott—demonstrating an open-minded, eclectic approach to culture and entertainment.
This lighter portion of the conversation provides a balanced glimpse into Salma’s personality, blending warmth, humor, and relatability.
Salma El Sadaany’s appearance on The Dollar Diaries podcast is nothing short of a masterclass in authenticity, resilience, and thoughtful living. Her story reminds us that careers can evolve in unexpected ways, that challenges often breed opportunity, and that success is measured not just by titles or income, but by the meaningful impact we have and the life balance we cultivate.
For anyone navigating the complexities of modern work environments, grappling with influencer culture, or seeking a healthier financial mindset, this episode offers guidance grounded in real experience and heartfelt wisdom.
As Salma eloquently puts it, life is about figuring out how to bring a little happiness to ourselves and others, whether through career choices, relationships, or even the little thrill of a well-earned purchase. By embracing this philosophy, we can all find more fulfillment and purpose in the daily hustle.
For fans of The Dollar Diaries and those eager to follow Salma’s journey, stay tuned for upcoming episodes and be sure to follow her impactful work at Brazen MENA, where she continues to pave the way in PR and marketing across the region.