Africa

Covid-19 changed the world forever - but while most of us were stuck indoors in the comfort of our homes and family cooking. Others experienced more extreme scenarios - here is Mahrane Hfayedh with a unique story of how teamwork. 

It was December, 2019 - I was informed by the HQ in Geneva, that the board had nominated me to lead the Onboard Retail Operation of the 2nd World Tour Cruise, after the amazing success of the 1st edition.

I was the first Tunisian, Arab and African Manager to be asked to do this on one of our cruise ships. Things were looking very positive – until the coronavirus pandemic shook the world – our journey stopped in the port of Sydney, Australia, few weeks before the schedule.

Guests onboard and crew members weren't really familiar with the everchanging situation. Things became super complicated as the hours and days passed with the new procedures, health protocols etc. The worst was that not everybody was aware of the real impact or danger of COVID-19, apart from onboard rumours and communication with friends or family outside - so people started seriously to avoid one another and it almost became a crisis.

As we were one of the only ‘active’ vessels in the world, media outlets like BBC got in touch and tried to get interviews and to get a clear picture of the real situation onboard. 1014 passengers, more than 400 crew members onboard a ship that no port wanted to host – due to the risk of passengers bringing in infections – but the reality was we had 0 cases as at the previous 3 stops, the captain had stopped passengers going ashore due to the rapidly deteriorating situation with Covid.

On my team, I had 12 sales execs from 7 nationalities - they all were also overcome with uncertainty – ‘when they can get home?’ ‘How this will end?’ ‘What to do next?’ ‘Where will the cruise go next?’ ‘What is the plan?’. Everything was a blur.

I've been in leadership positions for years now since I was 23; I was trained by some of the biggest companies - from Orange to Qatar Airways and MSC cruises – I had learned how to deal with crowds and crisis management – as well as mastering unexpected situations. Leadership skills and panic drill courses. It was now time to put the theory into practice – I had to speak to these guys, calm them down, motivate them - and most of all giving them time to stick together and to call their families.

Once the team felt good and engaged, we started to get all the assistance, guidance and support from the HQ in Geneva.  remember Mr. Adrian Pittaway - Head of Retail MSC, phoning me and saying: "Mahrane, are you still the Spartan I know? Are you and your warriors still standing? Last year we made this amount, do you think you can open shops, apply safety the protocol, keep people safe and entertain our guests by giving them unforgettable shopping experiences? Of course, my answer was: "give me the targets and prepare the incentives... we are in!"

My team were superheroes to me, they missed their families and their minds may have been elsewhere, but as superheroes, they were here to do the job – look after our guest and ensure we provided some welcome distraction, entertainment and hospitality to everyone onboard.

We worked very long hours, all together, we covered for breaks, illness (non-covid!) and family times. We exceeded the budget and were above the target, then came the 2nd call of Mr. Pittaway to challenge us to break a long-standing sales record. And guess what – we did it 3 with 3 days to go.

In hard times, miracles can appear - in the middle of the storm, if you believe you can survive, just believe and you will survive, you will witness the sunrise just after darkness - that was the core lesson for all us, about, humanity, teamwork, belief, strength and of course hope.

No one ever wants to experience a pandemic again – but these were golden moments of learning and experience for us all – and will live with us forever.

In a boardroom filled with echoes of skepticism and condescension, a male executive brazenly declared, "You are a woman and won't ever come close to a running Integrated Marketing Communication (IMC) Agency!" Those words hung heavy in the air, a challenge that echoed in my mind and fueled a fire within me.As the head of a department, I refused to let societal norms and gender biases dictate my trajectory. The battleground? Nigeria's Integrated Marketing Communication Industry was a stage where the odds seemed stacked against me. Growing up in a culture that whispered, 'a lady is intended to be seen and not heard,' I understood the monumental task ahead if I aimed to break through the male-dominated fortress of the marketing communications industry.However, undeterred by the scarcity of female leaders in a sea of a hundred registered advertising organizations, I clung to my passion as a Market Researcher and Strategic Planner. My love for extracting profound insights from consumers and weaving them into compelling brand narratives became my driving force. Unconventional as it may be, I sat through Focus Group Discussions (FGDs), seeking that elusive value proposition that would forge an unbreakable connection between consumers and brands.Fueling my passion, I spearheaded the creation of a Research Subsidiary, a realm I presided over for over five years. The fruits of this passion were manifold—numerous account victories and a well-deserved promotion to the coveted position of General Manager. A triumphant moment where I stood as the lone female director on the board, starkly contrasting to the former director who had scoffed, "You will not make it to an executive position."The narrative didn't end there. Three other formidable females joined the management team, a testament to the path I had forged. In an industry where change often tiptoed, I had left an indelible mark, shattered stereotypes, and paved the way for other women.As we navigate the challenges and opportunities of the 21st century, the journey towards EDI for women emerges as a driving force of innovation, sustainability, and social cohesion. My story is a testament to the transformative power of passion and perseverance, a beacon of inspiration for those who dare to challenge the status quo. Every obstacle lies an opportunity and a chance to redefine boundaries in every assertion of limitation.