Joumana Karam, Head of Marketing at Acer Middle East & Africa, on leadership, inclusion, and driving innovation in enterprise technology.
As part of Techitup Middle East’s International Women’s Day 2026 Leadership Series, we spotlight women leaders shaping the future of technology across the region. In this feature, Joumana Karam shares her professional journey, leadership insights, and advice for women in tech.
We are entering a defining AI-driven era. How is AI changing leadership expectations for women in tech?
Joumana Karam: In this AI-driven era, leadership is no longer about managing data; it is about looking at AI with an ethical oversight and emotional intelligence. And this is where women in tech will excel as they combine the knowledge of complex technical capabilities of the tech world with the human-centric approach for the decision outcomes.
As AI automates routine tasks, a leader’s value comes from the ability to ensure that AI-driven decisions remain inclusive and unbiased while maintaining the team culture and mentoring talents.
What is one structural barrier that still needs to change for women to scale into more C-level and board positions in tech?
Joumana Karam: In my thirty years in tech, I have seen that women are often “under sponsored”. There are plenty of people giving women advice behind closed doors, but few are walking into boardrooms and saying “ She is the right person for this C level role”.
The corporate structure needs to shift from passive support to active advocacy. We need systems that identify high-potential women early and ensure they are not just being coached but are being pulled into high-stakes projects and executive circles where the real decisions are made.
Having senior leaders who actively champion women and create opportunities will help unlock women’s full potential, drive innovation and stronger business results.
Was there a defining moment in your career that changed your trajectory?
Joumana Karam: My defining moment was the transition from the technical and operational side of IT and customer service into regional sales and product marketing. This shift required me to move to another country and to a mindset of driving long-term business growth and brand narrative.
It taught me that my technical expertise is the foundation, but the ability to communicate value and connect with diverse markets across the Middle East & Africa is what truly scales impact.
What leadership trait has helped you the most in navigating the tech industry?
Joumana Karam: I would say, Resilience clubbed with adaptability. Having spent three decades in an industry where change is the only constant, the ability to remain grounded while the tech shifts is vital. Staying curious and willing to learn new methods has allowed me to lead regional strategies effectively across different product lines in multiple countries and languages.
Lastly, I have learned that building strong relationships and trust within your teams is just as important as technical knowledge. Creating an environment where people feel empowered to contribute ideas not only strengthens the teams but also drives innovation and long term success.
Lastly, what practical advice would you give young women entering the AI and digital economy today?
Joumana Karam: Technical skills are essential, but soft skills are the big differentiator: negotiation, storytelling and strategic thinking. Empathy & Emotional intelligence are critical as you move towards C-level roles and build your network. Don’t fear failure. Early in your career, experimenting and learning from mistakes is more valuable than playing it safe.
But above all, keep learning, embrace change quickly and speak up.
This interview is part of the Techitup Middle East IWD 2026 Leadership Series, for women leaders who continue to accelerate innovation, champion diversity, and redefine the technology ecosystem across the Middle East and beyond.
