I had the chance to catch up with someone special that I worked with not very long ago, in the field of online marketing & distribution. Her dazzling energy, charm and brains are quite a mix...and her adventurous spirit has taken her places on the globe and in business, where most would never dream of. I'm happy to introduce Noha Rizk, in a special Talent Jungle 'People' feature... JJ

Name: Noha Rizk

Current Company and Title: Asset Management Technologies - Managing Director

[JJ] Please tell us more about the company / projects you are currently working on?

[Noha] I'm currently working with banks on technologies that help them secure their loans, reduce delinquencies and cost of retention.

[JJ] What milestones in your academic and professional career have brought you where you are now? What were the highlights?

[Noha] Taking on start-ups was the best thing that happened to me. Took on an ISP start-up when I was in college, taught me a lot about the business world and about our ability to shape the face of a company based on visionary decisions and not what seems right at the time. Working in banking as a fresh graduate taking on an operations re-engineering project was a significant milestone. It gave me the ability to constantly question why things are done the way they are, and to look for ways to make it better, cheaper, more efficient.

Being responsible for launching cornerstone lending products for Citibank Egypt ultimately gave me a rounded approach to management, with the ability to oversee a complex network of departments, fulfillment points, and of course, financially driven analysis, legal background and people management. Starwood Hotels and Resorts added the "global" perspective even further, where in addition to everything else, local details had to be catered for.

[JJ] You've worked in a diverse range of roles - which role and/or elements did you enjoy the most and why?

[Noha] One common thing in all my roles (which I never noticed before) was that my role always entailed "start-up".. or "shake-up". It wasn't just running a business/department.. it was the problematic side of starting it up in a market where the demand doesn't exist yet, or fixing it /shaking it up where it isn't living up to its potential. My role has always been an uphill battle. I suppose it maximizes your sense of accomplishment - but I think its ultimately a love hate relationship. Its frustrating, nerve wrecking, extremely hard work, but addictive with a sadistic sense of enjoyment. So I would say all of them since the underlying reasoning is the same.

[JJ] The Middle East is hot at the heels of emerging economies...how has the business environment changed during your time and where do you see it headed?

[Noha] It has changed A LOT. I used to be a "tech" geek, anything related to new business development closely related to technology was thrown on my lap because I had the propensity to understand it. Launching Citibank Online banking was an extremely difficult task 7 years ago. Talking to the central bank of Egypt to get licensing to do it was unheard of. And when it was done, no one believed me when I told them customers would use it. Today, most customers can't live without it, and remains an edge Citibank Egypt, Dubai, Morocco etc. have over other banks (that also now provide online banking, but still haven't caught up with the ease of use, security etc)

The laws were extremely archaic for doing business in the modern sense 10 years ago. Today they are slowly changing, it's become easier to do certain forms of marketing, easier to roll out new lending products for banking, lawyers themselves are more aware of the real "business risk" factors when contracting. The market is faster, the consumers / customers are more open to new products and ideas, the spending habits of people in the Middle East have been shaken up.. its certainly different. It will definitely continue to grow towards a more open economy, but security, the legal system (though improved, but still has lots to go) and education will require more attention.

[JJ] Hospitality e-commerce...something that you also handled while with Starwood Hotels & Resorts AME...what sort of attention has the online world received in hospitality? Is it enough...where do you see it headed?
[Noha] I do not think it is enough in the Middle East. It surprises me that till today, people are surprised when I know about airline routes, prices etc. without a contact in a travel agency. Even the upper class, well educated, highly traveled still are not just quite there yet. I believe the travel industry in the middle east is still not promoting the online world enough locally, it will not pick up, the demand will not be there unless it is created by the industry. The Middle East is also predominantly about luxury travel, which is also why the online world is not necessarily picking up. Most self-catered travel is in the middle tier category, and it isn't quite well represented in the region yet. More 3/4 star hotels, and discount airlines will allow the more internet dependant and savvy users to integrate travel in their online dealings. The onus is on the industry in my opinion.

[JJ] We hear you're a part-time explorer too...tell us about your most daring trip.

[Noha] Antarctica!

Before going, we had to sign up for an emergency evacuation insurance. we were told its the wildest, most un-inhabitable place on earth. The weather is the harshest and most unstable, and basically anything can happen. So why go ? There are no cities, no streets, no addresses, no people. Nothing. Absolutely nothing.



And its amazing how nothing.. is the best place I've ever been. Nothing is definitely worth Everything.
Getting there is part of the adventure. The closest takeoff point, is from a tiny little town called Ushuaia, right at the tip of Argentina. Ushuaia, is part of Tierra del fuego (land of fire because the sun in the summer is up almost all the time) and is also popularly known as El Fin Del Mundo (the end of the world) - it happens to be the southern most city in the world. It can only be reached by airplane from Argentina.. to go there by land, you must cross into Chile. This gorgeous little town actually borders Chile in everything, the beagle channel, its mountains.. I wonder why its part of Argentina to begin with!

Getting on the boat from Ushuaia is as exciting as ever. You know you're leaving the last bit of land, and will be out at open sea for 2.5 days until you see the edges of the continent of ice. Unlike the north pole, Antarctica is a full fledged continent, rock based and all.

Little did we know that those 2.5 days were going to be rough as hell...

To get to the Antarctic peninsula, we crossed what is know as the DRAKE passage - some of the roughest seas in the world, where the Pacific meets the Antarctic, lots of high waves, angry seas and mixing water currents. Everyone was sea sick - and I proudly claimed the first injury on the boat..the crew of course, all Russian, are extremely experienced sailors, very familiar with icy water navigation - were incredible. As for the expedition team - they gave us tons of information (each one is a scientist in a specific field) - so it was a very educational trip.



Overall - pictures say it all - this place is as close to space as is gets.. cold, quiet, almost completely undisturbed, and absolutely wonderful. We saw the effects of global warming as chunks from a glacier millions of years old came crumbling down.. and I hope we can do something to save it.

[JJ] Where do you see yourself personally and professionally 5 or 10 years down the line?

[Noha] Retired an living on a beach I hope! I want to retire early and enjoy life. Work is overrated! I bet you didn't see that response coming...

[JJ] Any words of wisdom for budding entrepreneurs and industry/business leaders out there?

[Noha] If you're not enjoying it, leave and do something else. Forget the word "career" and what looks good on your "CV". If you're loving it, you will be successful.

tags: interview, talent-jungle, people, noha-rizk, egypt, citibank, starwood, asset-management, technology, marketing, banking, entrepreneurship, anctartica