We sat with Rania Masri El Khatib, Founder of the RMK Collective, a transformation and experience design advisory. Rania launched her career in retail with the global fashion brand Azadea before joining Chalhoub Group and spearheading the iconic Level Shoe District in Dubai Mall ten years ago. Rania’s keen insight on what makes consumers “tick” allowed her to design customer-centric experiences and leverage social media as a tool for research and audience feedback. Through personal anecdotes in her own workplace, Rania shares with us the importance of finding a healthy balance between career progression and personal growth while sending a call to arms to female employees to not ignore their personal needs. She also reveals how social media helped spread her message, and which former Apple Senior Vice President’s book encouraged Rania to adapt her view on work and the so-called “hustle culture.”