New Generation
Most parents prepare for the crib, the stroller, even the school. Few are prepared for the invisible weight that comes with raising a child: the guilt, the fear, the constant question, am I enough?
For Roba El-Gindy, that realization came during her own pregnancy, confined to bed rest. The pause became a turning point. A successful marketer leading global brands at Procter & Gamble, Roba had built a decade-long career driving growth and award-winning campaigns. But she saw a gap no campaign had ever touched: parents, the very backbone of society, were raising children without real support.
What began as reflection turned into a mission. Roba pivoted her career and trained as an ICF-certified Parenting Coach, later becoming the region’s first Gallup-Certified Global Strengths Coach with a focus on Strengths-Based Parenting. Since then, she has coached thousands of parents across 12 countries, guiding them from frustration to clarity, from pressure to presence.
In 2024, she launched Tribe, a platform reimagining parenting as a living ecosystem where science meets everyday life. At Tribe, parents do not find judgment or rigid scripts. They find relief, connection, and tools they can actually use. Tribe exists so parents feel guided and empowered exactly where they are, not where the world tells them they should be.
Tribe’s innovations include Nour, the Arab world’s first AI Parenting Assistant, delivering expert-backed, culturally relevant guidance on-demand. It also launched the region’s first program for siblings of children with disabilities, a cause close to Roba’s heart as a special sibling herself.
Her voice reached millions through her appearance on Konooz with Mustafa Hosny, resonating with parents who felt seen, often for the first time. Today, with a community of over 160,000 parents, Roba is building more than a company. She is building a movement that replaces guilt with clarity, perfection with presence, and fear with hope.
“Parenting does not change in grand theories,” she says. “It changes in the tiny pivot, the breath before yelling, the shoulder that finally unclenches. That is where transformation begins.”
Through Tribe, Roba El-Gindy is not just supporting parents. She is reshaping how a generation will grow up: lighter, more connected, and deeply resilient. A generation raised not with fear and pressure, but with confidence, empathy, and the inner strength to thrive. For parents, it is the universal hope to raise children who are not only successful, but also kind, grounded, and ready to create a better world.
Do follow her on Instagram.
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