In a world where career trajectories often lean toward large corporations, Naheed Maalik chose a different path—a journey defined by creativity, resilience, and an entrepreneurial spirit. Today, as a Partner Consultant at The Loop, an integrated marketing, communications, and PR agency she co-founded in Dubai, Naheed has built a brand known for its unique, tailored approach to client solutions. The story of how The Loop came to be is as remarkable as her career.
Finding Her Passion Early: An Instinct for Storytelling
For Naheed Maalik, the seeds of her career were sown early. A natural talent for languages, writing, and visual expression set her apart from her peers in school. These strengths weren’t just hobbies but a foundation she would build upon over the years. “When you’re naturally good at something, and you enjoy doing it, it becomes so much more than work or just a way to make a living,” she says.
Starting Out: Magazine Journalism as a Launchpad
This passion led her into magazine journalism, where she honed her writing skills, learnt about content creation, and understood the importance of audience engagement in running a media platform.
Working on a monthly publication taught her the value of deadlines, an understanding of audience segmentation, and the commercial aspects of publishing. “I chose my first job based on my core skill: writing, and ended up developing an essential skill set that became a stepping stone for my future career in communications,” she explains.
These years immersed in publication production taught her not only how to find and create stories but also how to balance quality with efficiency—an ability that would serve her well in later roles.
From Non-Profit to Higher Education: A Broader Perspective on Communications
Following her start in journalism, Naheed Maalik took her talents to the non-profit sector, where she held communications roles at international organisations like the Red Cross and the British Council. Here, she used her writing and media skills to build brand awareness and raise funds, a role that broadened her understanding of communications as a force for good. “Those years shaped my perspective,” she reflects, “showing me that communications can inspire change and connect communities.”
Her career took another turn when she moved to Dubai, taking on marketing communications roles in higher education. Working at the University of Wollongong in Dubai and later at Canadian University Dubai, Naheed spearheaded brand-building and revenue-generating efforts in a highly competitive sector. These experiences gave her invaluable insights into audience engagement, media relations, and business strategy and helped her establish a network in the UAE’s media landscape.
Closing the Gap in the Industry: Founding The Loop
Naheed Maalik’s journey toward entrepreneurship began with a shared frustration she and her future business partner, Rachel Lloyd, experienced in their roles in higher education. They often found themselves outsourcing content, PR, media buying, and design projects to third parties. The choices, however, were limited—large, high-cost agencies or solo marketers who couldn’t always meet their specific needs.
“We needed a single provider who could understand our brand, tone of voice, and style while delivering on time and within budget,” she recalls. This gap in the market led them to launch The Loop in 2018. The agency was designed to provide a one-stop solution, offering a full spectrum of services, including marketing, communications, branding, PR, and design.
“The Loop’s story began when Rachel and I worked together in the education sector,” Naheed Maalik shares. “Our USP is providing tailor-made services and flexible solutions for clients, particularly small businesses, educational institutions, and non-profits.” With a combined two decades of experience in the UAE, The Loop brings a deep understanding of both the market and the clients, positioning itself as a customised, flexible, and economical alternative in the industry.
Building The Loop: A Unique Value Proposition
The Loop quickly gained traction with its promise to “close the loop”. From ideation to content development, visuals, design, production, and distribution, Naheed Maalik’s team offers end-to-end solutions that effectively tell a client’s brand story. This comprehensive approach has resonated with clients who seek consistency and cohesion in their communications strategy.
“Having been on the client side ourselves, we know the importance of understanding a brand’s voice and delivering quality while respecting budgets,” says Naheed. “We saw the challenges and designed The Loop to address them.”
The Importance of Mentorship and Early Influences
Naheed credits much of her success to her first boss and mentor, Zuhra Karim, the founder of SHE magazine in Pakistan. Zuhra Karim gave her a chance when she was 22 years old, with no professional experience and a young son to care for. Despite Naheed’s lack of experience, Zuhra saw potential in her, offering her an assistant editor position and teaching her the essentials of editing, proofreading, and publishing.
“She was a hard taskmaster, and her critiques were tough,” Naheed recalls. But those critiques, along with her support, made a lasting impact. “She allowed me to bring my toddler to work and work from home if needed—long before flexible work arrangements were common,” Naheed shares. “She taught me that women could succeed on their own terms with hard work, determination, and resilience.”
Navigating Setbacks: Lessons from the Pandemic
In 2020, just two years after The Loop’s launch, the COVID-19 pandemic struck, disrupting businesses worldwide. For The Loop, this meant a significant impact on revenue as retained clients converted to short-term projects. But instead of seeing this as a setback, Naheed and Rachel viewed it as an opportunity for growth. “We put ourselves out there, developed our digital profiles, and took on projects in new industries, outside our comfort zone,” she says. This adaptability paid off, as many of those clients continued working with The Loop long after the pandemic eased.
Defining Success Beyond Titles and Paychecks
Naheed Maalik’s definition of success has evolved over the years. While career milestones like promotions and salary increases once seemed important, she now views success through a different lens. “To me, success is about finding enjoyment, fulfilment, and purpose in what I do,” she explains. Being able to choose the work and clients that align with her values has become a cornerstone of her approach. “Success isn’t in growing my business to the point where it takes over my life; it’s in delivering quality work that defines who we are as an agency.”
Advice for the Next Generation
Reflecting on her career journey, Naheed offers simple yet profound advice for young professionals: “Keep going! It’ll get easier.” She emphasises the importance of resilience, lifelong learning, and building a solid network. For her, every challenge is a learning experience and an opportunity to grow. “A strong network can open doors you didn’t even know existed,” she says, highlighting the value of mentorship and relationships in career success.
Naheed Maalik’s career is a story of perseverance, passion, and a commitment to quality. From a young journalist to the co-founder of a successful PR agency, she has built her legacy on a foundation of values, vision, and resilience. Through The Loop, Naheed is helping brands tell their stories and paying it forward by inspiring the next generation to follow their passion and embrace the journey.
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