In this exclusive interview, we sit down with Zoubaida Zorkot, a visionary market transformation expert whose unique life journey and multicultural roots have shaped a deep, global perspective on progress. With a BA in Business & International Marketing from the University of St. Joseph, Lebanon, and a Master’s in International Marketing & Global Franchising Adaptation from ESCP EAP Paris, Zoubaida brings both academic rigor and hands-on expertise to her mission of shaping modern markets.
From her early years across Lebanon, Africa, and Europe to her dynamic work in the Middle East, she has built a career that bridges continents and industries. Zoubaida currently serves on the board of Novaplast in Africa and 3sixty KSA, is the founder and owner of Stay Young Clinic in Belgium, and previously led the Takreem Foundation as Director. Today, she is the founder and CEO of the Saudi & Partners Network, a bold initiative reshaping Saudi Arabia’s economic and cultural narrative.
In our conversation, Zoubaida shares insights into the Kingdom’s evolving identity, the misconceptions she’s determined to challenge, and the innovative projects that represent a new era of “lobalization.” Join us as she reflects on the past, present, and future of one of the world’s most dynamic markets.
The spark That Lit The Journey
To every guru, a story. To every unique advocate, a talent. To every expert, an array of experiences. Can you take us through your journey—what made you who you are?
Zoubaida Zorkot responded, “Well, I believe that where I am today is the result of several layers. It all starts with me being born different. I was born with a rare blood condition called Factor V deficiency, which prevents my blood from coagulating when injured. I live with the presence of death, and this made me appreciate life, love it, and look it in the eye. I managed to turn this around by choosing my battles. This taught me to see the risks in everything—and, therefore, to see the opportunities. I believe that my condition is at the core of my perception of life on every level.
This has been shaped by a rich mash-up of cultures. I am a Lebanese national, born and brought up in Africa (Abidjan). I pursued my higher education in Lebanon and Paris, then led a career across Europe (France, Belgium), the Middle East, and Africa. This has taught me to work with diverse groups—different backgrounds, cultures, needs, and aspirations.
Throughout my life, I have always been passionate and have always chosen communication to build brands, reshape industries, and reposition countries. If you ask me what I do, I communicate to build bridges and enable transformation. This is a result of my journey, filled with health pitstops, a lot of travel, and a positive, striving spirit.”
“Having said all of the above, there isn’t one spark that made my journey worthwhile. I was born different, brought up in diversity, learned inclusiveness, and saw opportunities—and turned them into success.
Today, my spark is the Kingdom of Saudi Arabia and its evolution. This is where my heart is, and this is where my passion lies. I can see every challenge and how it will become a strength for the Kingdom. Saudi Arabia is a young country with a deeply rooted ancient history and culture, a diverse social structure, a competitive economy, and a very promising future. The Kingdom has been transforming over the decades, and today this evolution has been made possible under the vision of a great leader, His Royal Highness Prince Mohammad Bin Salman. This is where all market gurus should be—and where historic success will be written and made,” she further added.
Saudi Arabia, The Chapter
Can you share with us what made you choose Saudi Arabia and what opportunity did you see to set up your company there?
Zoubaida Zorkot responded, “I have always had a passion for transformation. Saudi Arabia is a land of opportunities and is the place to be for any savvy market transformer. I come from an industrial background (family business in Africa), worked as a director in leading global advertising agencies serving groups in the MENA region and Europe, opening and shaping markets for global brands. Then I moved on to directing the Takreem initiative alongside the renowned Ricardo Karam, where I engineered the Takreem Award initiative, identified Arab transformers and change-makers, and led the exclusive events for this initiative. Transformation is in my blood; I can sense and see opportunities kilometers away.
As for Saudi Arabia, my drive is not about following a trend. It is actually contrary to the trend. The universal thinking now is about how to bring products and businesses into Saudi Arabia. I believe that the transformation vision of His Royal Highness exceeds that. There is a need for actual global partners to the Kingdom’s economy—taking Saudi brands, Saudi brains, Saudi knowledge, Saudi expertise, Saudi culture, Saudi services from Saudi to the world. Thus, the creation of the network I have initiated: ‘Saudi & Partners.’ I believe that by shaping and packaging the Saudi experience, culture, knowledge, and products—and opening markets for them globally—we can create a positive impact on all levels:
- Profitability for Saudi entrepreneurs and businesses
- Image and stereotype-breaking, which in itself will attract investors, tourists, etc.
- GDP growth through increased exports
- Meeting global export criteria will raise the bar of talent and quality locally
- Supporting the transformation into a knowledge economy
Being part of the transformation in Saudi Arabia allows us to put our expertise to use and help shape the Kingdom’s impact on both regional and global levels.”
Biggest Stereotypes
We further asked Zoubaida Zorkot, “What is the biggest stereotype about the Saudi market that you would like to change?”
“It is not about changing, but rather reflecting the real image and reality of Saudi Arabia to the world,” Zoubaida Zorkot shared. “One of the biggest misinterpretations about the Kingdom is that it is not a safe place to invest, and that rules might change with changes in government. This is a myth. For example, in the real estate sector alone, the Kingdom has issued more than 700 laws to protect investors—especially foreign investors.
Another stereotype is that Saudi has very scarce local talent. This is also untrue. Saudi Arabia has great talent and excellent opportunities to develop it. It’s a talent-fertile market, with 71% of the population under the age of 35.”
A third misconception, Zoubaida added, comes from foreign investors and companies themselves. “They think they can simply come in, reap the profits, and leave. This doesn’t happen in any part of the world. When you invest in such a fertile and profitable market, the least you can do is ensure the creation of shared value—whether by reinvesting in the country, developing infrastructure related to your industry, or developing local talent and creating jobs or SME opportunities.
So, if there’s any stereotype to break, it would be to start with changing the approach of foreign investors and companies toward the Kingdom of Saudi Arabia.”
Saudi & Partners
Our next question was, Can you describe one project that you believe will be a model project that reflects the opportunities you mentioned?
Zoubaida Zorkot said, “Saudi & Partners is a network we are putting together based in Saudi Arabia and supported by partners around the world. Most of the projects currently underway are confidential and address very important industries such as real estate and giga projects, art and culture, healthcare, and FMCG.
Today, I am excited to introduce our new initiative in the making: ‘Fustok.’ As you know, pistachio spread is a growing trend worldwide. We are working to make it a lasting success that benefits the Kingdom. Through a thorough market study, we located a local team capable of growing pistachios in the Al Taif region. We produced the first pistachio spread outside the Kingdom with the highest level of pistachio content, without any colorants or additives, inspired by the taste preferences of locals.”
She further added, “Today, Fustok is a finished product that will be produced by Saudis in the Kingdom, using Saudi pistachios. It will be distributed in the local market at reasonable prices and then exported globally—‘from Saudi to the world.’ Our next step is to reinvest in Saudi pistachio agriculture by creating a dedicated area of pistachio farms to grow the industry further, whether for spread production, other derivatives, or exports. For us, this is how you create closed-loop models—from seed to export—generating jobs, SME opportunities, and export growth.”
The Way Forward
To understand more about Zoubaida’s thoughts, we further asked, “How do you intend to achieve your endeavor, communicate those realities to the world, and build those bridges?”
Zoubaida Zorkot replied, “Well, I believe that we are starting by creating high-impact, high-reach models as a network—seeing is believing. Some of these will create a huge buzz in the media and help put the right image on the Kingdom’s evolution. What I see as different today, and what we will support with all our work, is that while the world adopts the concept of Glocalization (which means taking what is global and localizing it), we in the Kingdom of Saudi Arabia have initiated a new term: ‘Lobalization.’
We are creating our own products, services, indices, and initiatives that are home-grown, need-centric, sensitive to local aspirations and stakeholders, and then making sure they are globally compliant. Only by doing this will we be able to incubate, grow, roll out, spin off, and transform across all industries. This is the new approach the Kingdom is drawing—and believe it or not, the world will follow. Our role in Saudi & Partners is to create models in line with Lobalization and make sure they are heard across the world.”
The Legacy
Lastly, we asked, “Where do you see this transformation going by 2030?”
Zoubaida Zorkot said, “Well, I believe that today we have moved past just talking about 2030. Today, it is about how to preserve, conserve, and sustain the achievements of 2030—and to reach for a higher vision, perhaps 2060. I am a strong believer that with His Royal Highness’s guidance, the support of his great team (I would like to mention Dr. Manar Al Moneef), and ministers of transformation such as HE Majed Al Gasabi, along with all the amazingly selected ministers, the Kingdom will be able to create a new economic model that combines sustainability and competitiveness, making Riyadh a global economic capital.
Saudi Arabia is and will increasingly be the catalyst for transformation in the region. If the region were a human body, Mecca would be the soul, His Royal Highness Mohammed bin Salman the heart, and Saudi Arabia the arteries and vessels.
I hope that our network will be one of the pioneers enabling this vision to be achieved.”
Connect with Zoubaida Zorkot on LinkedIn
Also Read:
Alternatives to Fossil fuels are Currently 91% More Affordable for New Renewable Projects
The UAE was Named the Safest Nation in the World in 2025
About Author
