Member Interview with Grace Ghunaim

We are delighted to bring you a Member Interview with Grace Gunhaim, Senior Director Head of Strategy, Impact and Activation

What’s your golden rule?

My golden rule is: Common sense is not so common.

While we often assume certain knowledge, judgment, or reasoning to be universal and/or common sense, the reality is that people's perspectives, experiences, and reasoning differ widely.

What's intuitive or obvious to one person might be unfamiliar or overlooked by another.

This rule reminds me to never underestimate the need for clarity, explicit communication, and thoughtful guidance, especially in leadership and strategy roles.

It emphasizes the value of empathy, patience, and clear communication, ensuring that you're always aligned with others rather than assuming understanding.

In essence, my golden rule calls for:
1. Empathy – recognizing different perspectives.
2. Patience – understanding that assumptions may mislead.
3. Clarity – communicating explicitly and precisely to bridge gaps.
4. Awareness – consistently checking assumptions about what's "common" or "obvious."

Who has been your biggest influence?

I come from a lineage of extraordinary women on both my mother’s and father’s sides, whose strength and wisdom have profoundly shaped my identity and guided my journey.

Some of these women I knew personally, their influence directly touching my life, while others inspired me through the powerful stories passed down through generations.

My maternal grandmother, after whom I was named, was an accomplished woman who spoke five languages, pursued an impressive education, and established a career at a time when few women had such opportunities. Her example taught me ambition, independence, and the value of education and self-expression.

On my father's side, my great-grandmother, a legendary figure whose strength and presence commanded respect and reverence, even in an era when women had little formal influence. Though I never met her, the vivid stories of her courage, resilience, and undeniable authority left a deep imprint on me, showing me that leadership and wisdom are inherent powers, transcending any societal limitations.

Within my family, these matriarchal figures, some highly educated and others possessing wisdom far beyond conventional learning, collectively gifted me a legacy of resilience, empowerment, and profound joy.

Their stories have instilled in me an unwavering belief in my capacity to shape my destiny, inspiring me every day to honor their legacy through bold choices, compassionate leadership, and an unyielding commitment to a purposeful life.

What is your most hated business expression?

My most detested business expression is "strategic planning," primarily due to how frequently it is misunderstood and misapplied.

My frustration lies in the tendency to merge two fundamentally distinct concepts, strategy and planning, into a single vague term.

Strategy involves defining clear, insightful choices about how to achieve a competitive advantage and navigate uncertainty.

Planning, on the other hand, is about systematically scheduling actions, allocating resources, and managing timelines.

By conflating the two, businesses often end up with diluted strategies that lack genuine differentiation and overly rigid plans incapable of adapting to evolving market realities.

This misuse not only undermines strategic clarity but also stifles innovative thinking, leaving organizations less agile, less focused, and ultimately less effective.
 

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

One of the smartest business idea I've ever developed is a comprehensive engagement system named "Omni-Engagement."

This innovative concept offers organizations a fully integrated framework designed as a plug-and-play solution, streamlining the entire engagement process across multiple platforms and stakeholder groups. Omni-Engagement is structured to effortlessly align strategic objectives with actionable insights, fostering seamless interaction and communication within and beyond organizational boundaries.

By providing organizations with an adaptable, scalable, and user-friendly framework, Omni-Engagement empowers them to enhance stakeholder relationships, optimize resource allocation, and significantly elevate their overall impact and effectiveness in today's dynamic business environment.

Which leader do you admire most and why?

The leader I admire most is not an individual, but rather an attitude, the embodiment of servant leadership.

This leader is characterized by profound humility and a relentless commitment to continuous learning and compassionate teaching. They consistently lead by example, demonstrating integrity and authenticity through actions rather than mere words. A true servant leader finds deep fulfillment not from personal accolades, but from nurturing and empowering others, investing in their growth, and celebrating their successes.

They take genuine joy in witnessing their team members thrive, surpassing expectations and becoming exceptional both professionally and personally.

Such a leader creates a culture rooted in empathy, respect, and mutual growth, inspiring loyalty, innovation, and extraordinary achievement throughout the organization.

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

One of my current priorities is shifting our collective mindset regarding artificial intelligence from one of apprehension to one of empowerment.

Rather than viewing AI through a lens of fear, fearing it as a potential job replacer, we need to embrace it as a powerful extension of human capabilities.

By reframing the conversation towards "human-machine collaboration," we highlight how AI can amplify our creativity, enhance strategic decision-making, and improve efficiency.

AI is not meant to replace our unique human insights and intuition but to complement and elevate them.

Adopting this mindset of partnership unlocks new opportunities, drives innovation, and positions us to thrive in an increasingly AI-driven future, turning perceived threats into transformative advantages.

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

Being part of The Marketing Society matters deeply to me because it puts me in direct connection with people who genuinely expand my perspective and stretch my thinking.

This community challenges me to stay curious, relevant, and inspired while learning from diverse experiences and open debate.

For me, joining this society is about intentionally positioning myself among peers whose insight and influence push me beyond my comfort zone.

Why does marketing matter to you?

Marketing matters deeply to me because, at its core, it's an extraordinary catalyst for meaningful change, capable of shifting mindsets, influencing behaviors, and shaping cultures. When harnessed thoughtfully and ethically, marketing is more than a tool; it's a powerful force for good.

I firmly believe that effective marketing can inspire communities, transform perspectives, and mobilize people toward positive action. It holds the potential to bring important messages to life, amplify underrepresented voices, and create genuine impact that transcends commercial success.

For me, marketing is a responsibility as much as it is an opportunity, a chance to drive purposeful conversations, foster authentic connections, and leave the world better than we found it.

Tell us something that’s not on your CV

I'm a mother of 3 humans, 3 dogs and 3 cats and I am in love with miniature goats