Ready for business

Channel Middle East finds out from a market personality about their role, their routine and what inspires them to come into work each day.

Tags: BRAMS (www.brams.net)Systems integrator
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Ready for business Yazane says It's sometimes very tough to be seen and heard in a male dominated world.
By  Manda Banda Published  December 7, 2013

Channel Middle East finds out from a market personality about their role, their routine and what inspires them to come into work each day.

Name: Nora Yazane
Company: Brams FZ LLC
Job title: General Manage
Years in the role: 6 months
Years at the company: 6 months
Previous companies: Pictet & Cie (Swiss private banker)

How would you summarise your current role?

As a general manager, I would say that my main role is to help the company grow in the most efficient way and to ensure that our clients and partners are happy to work with us.

What’s the first thing you do when you get in the office each day?

The first thing I do when I step into the office is to check my mail box and go through all the emails I received during the night from our offices in Europe and Africa. Then based on this, I establish a to do list for the day with priority points.

What does a typical day entail for you?

There is no typical day for me which makes my job very exciting. Every morning when I wake up, I try to think about the tasks I need to do for the day but, statistically speaking, I achieve less than 50% of my to do list. It is impossible to predict what comes up each day, what calls or emails from my team or our clients that need to be tackled. I do what I have to do and I don’t have any specific routine.

What skills or qualities does one need to do your current job?

To achieve anything in my current role it is very important to be versatile, self-taught, resourceful and patient. The advantage of being a GM in a start-up is that you have to have knowledge in a lot of areas. For example, I am in charge of finance, accounting, legal, administration, management, negotiation with suppliers and partners, business, electrical and phone connection etc. Bottom line is that to do my job one needs to be a sort of ‘chameleon’ and learn things quickly.

What’s your favourite part of the job?

On any given day I have to work in many areas and as such don’t have a particular favourite. The advantage of being in this position is that you have to have knowledge in a lot of fields. Since I have to wear so many hats and be hyperactive, I just have fun by doing many different things each day. This job definitely suits me.

What’s the hardest part of your job?

I am 29 and a woman. It is sometimes very tough to be seen and heard in a man’s world but I am used to this. In my last job I had to work with 95 men on a trading floor and it was (and still is) obvious that sometimes I have to shout to get heard.

What criteria do you measure your performance on?

I measure my performance using qualitative and quantitative indicators. On top of the revenues that I check on a daily basis, I also compare the present situation of Brams versus the situation when I first joined. I also measure employee mood when I look over my desk and see how hard they work, their commitment is palpable and I am proud of the team I work with.

What’s been your most memorable moment in your current role?

The warm welcome I received from Google in Dubai and the high intensity discussions I always have had with the Brams team here in the region. They were tough, but they yielded some crucial insight that helped us hone our skills and develop systems to increase our efficiency and performance. I was also very delighted to discover the power of Google’s enterprise technology.

Where do you see yourself in five years?

I am currently managing three persons and I hope that in five years, I will have successfully grown Bram’s operations throughout the GCC. By then, I hope we will have offices in all of the Middle East countries’ capitals. I aim to grow Brams and to recruit people that want the kind of entrepreneurial adventure that you find here.

How much time do you spend out of the office each week?

I spend an average of eight hours outside the office to manage administrative tasks related to our activity and to get to meet and know our clients better.

What do you get up to during your lunch hour?

I make sure to get up and go for a walk, eat and catch up on some news to keep abreast with what is going on in the market.

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