Member Interview with Sara Mohsen

We are delighted to bring you a Member Interview with Sara Mohsen, Founder & Marketing Strategist, Nudge Co.

What’s your golden rule?

Stay curious. The moment you think you know everything is usually the moment you stop doing your best work.

Who has been your biggest influence?

My former manager Avin who gave me room to think, make decisions and occasionally get things wrong. That trust changed the way I saw myself as a leader, and it is something I now try to give to the people I work with.

What is your most hated business expression?

“Because that’s how we’ve always done it.” It closes the door on curiosity, and curiosity is usually where better work begins.

What’s the smartest business idea you’ve ever had?

Starting The Nudge Co. I had spent years seeing the same problem: talented teams doing a huge amount of marketing without enough clarity around what mattered. Building a business around solving that felt both obvious and slightly terrifying, which is often a good sign.

Which leader do you admire most and why?

I don’t have one. I admire different qualities in different leaders: the confidence to make a decision, the humility to change it and the ability to make people feel trusted rather than managed. The leaders I respect most are usually the ones who leave people more capable than they found them.

What is on your mind the most right now as a marketing leader?

How brands stay relevant when people are overwhelmed, cautious and increasingly quick to filter things out. Attention is easy to measure but hard to earn. I think trust, consistency and genuinely understanding the context people are living in will matter much more.

Why is being part of The Marketing Society important for your career?

Marketing can become an echo chamber if you only speak to people in your own sector. Being part of The Marketing Society gives me access to different perspectives, industries and experiences. I want to be challenged by how other leaders think, while bringing my own perspective from hospitality, lifestyle and the Dubai market.

Why does marketing matter to you?

Marketing matters to me because it sits at the meeting point of people, creativity and business. At its best, it helps a brand understand what it stands for, gives teams a shared sense of direction and creates something people genuinely want to be part of. That is the part of marketing I’ve always loved.

Tell us something that’s not on your CV

I’m endlessly curious. If I want to understand something, I rarely stop at reading about it. I need to test it, pull it apart and find a practical use for it. That is how I’ve approached everything from AI and automation to building my own business.