Born in Cairo, raised in Sharm El Sheikh and moved to the UAE 10 years ago. Farida has been exposed to a variety of different cultures and nationalities. She has always been super interested in ads and the power they have to affect a person’s thoughts, which led her to pursue a BFA in advertising and a specialization in marketing communications. Farida has experience in F&B, real estate, hospitality and fashion working for hub digital, Hilton Worldwide and JWT Dubai. She’s a senior account executive at TOH.