There has never been a more appropriate time for digital marketing, especially in the post-pandemic era as marketing can help a business thrive and in the ever-evolving world, digital marketing has become increasingly important because of how accessible digital channels have become. From social media to pay-per-click, there are various ways to utilize digital marketing in order to convey the message to consumers.

Zohra Sait, a Business Administration graduate from Chapman University, is an experienced Digital Marketing Specialist with a demonstrated history of working in the Advertising and Digital Media Industry. She is the Marketing Director at Safina - a third generation addition to real estate driven family owned business. She is also the Founder of the Thrift Tribe, an enterprise through which Zohra envisions promoting responsible consumerism.

In an in-depth interview with the Women Entrepreneur team, Zohra shares with us her professional journey and the various lessons that she has gathered along the way. Here are some excerpts from the conversation.

Give us an overview of the various roles and responsibilities that your current role as the Marketing Director at Safina Holdings and Founder of the Thrift Tribe entails.

As the Marketing Director at Safina Holdings, I play a key role in the creation and execution of all sampling and events for all brands within our retail-driven real estate space. My responsibilities include the creation, planning, and execution of all marketing events, and management of local marketing and brands’ marketing.

I am also the founder and creative director of the Thrift Tribe. The fashion industry is one of the largest pollutants in the world and we aim to create awareness and promote responsible consumerism by collaborating and fostering a shared passion for preloved goods. At Thrift tribe, I take care of business development, supply chain management, digital marketing, sales and brand management, and social media management.

What are some of the major challenges that you have to face in your current role and how do you overcome them?

Most people in our country are not comfortable wearing pre-owned clothes due to the social stigma associated with thrifted clothes. So, the biggest challenge at Thrift Tribe is a cultural one. “We at the Thrift tribe are working towards imbibing a culture where vintage and second-hand goods are a privilege because they have a story to tell,” We want our customers to be a little more conscious about the purchases they make and realize how sustainable, economical, and fashionable they are choosing to be by shopping with the Thrift Tribe".

"The thrift tribe aims to be a platform that enables an ecosystem of eco-conscious consumerism. It is not just a brand; it is a movement"

In your opinion what are some of the most significant milestones that you have achieved throughout your professional journey?

During my time as a student at Chapman University, I worked as a Marketing Advertising Specialist at an amazon web services agency - Channel Bakers in Los Angeles. This role helped me become an experienced digital marketing specialist with a demonstrated history of working in the advertising and digital media industry and allowed me to become highly skilled in SEM, PPC, Paid Search, Amazon Marketing Services Influencer Relations and Outreach, and Social Media Analytics. I completed my graduation in the peak of Covid, the class of 2020 from Chapman University Orange County. Shortly after graduating I was fortunate enough to be able to join Bidzapp, India’s first auction-led shopping platform, as part of the founding team. “Weaving together a strategy which focused towards customer acquisition, brand management, and social media management were some of my key responsibilities.” As the head of marketing at Bidzapp, my significant achievement during this time was to develop a strategy to launch and grow the digital media by over 3X in about 6 months. I also worked closely with my team to generate alternative methods of revenue generation within the app such as partnerships with appropriate brands for in-app real estate for marketing opportunities.

How do you foresee the Marketing and Communications Industry evolving and which industry trends will be the most impactful, according to you?

While Digitization is the way forward. I see two major ways in which the Marketing and Communications Industry would evolve, first is Experiential E-Commerce, which will be essential to all companies that are selling their products online. The implementation of interactive, experiential, and highly tailored pathways will be a necessity to accommodate user expectations. Second is Conversational Commerce, which will form a new frontier in retail and it means the intersection of messaging apps and shopping.

What would your advice be to young women and girls who also aspire to become business leaders and entrepreneurs in the future?

Always imagine the woman you want to be in the future. Picture what her life looks like, visualize who you want to be, and then show up for her every day.

Zohra Sait, Marketing Director, Safina Holdings

Zohra Sait graduated from Chapman University with a bachelor of science in Business Administration. She is the Marketing director at safina holdings - a real estate driven family business and is also the founder of the Thrift Tribe. Her core skills include Business Development, Marketing Strategy, Campaign Management, Brand Partnerships and Development, Social Media Strategy, Influencer Marketing, Brand Management, Real Estate and Sales, Product Development, and more.