May Yassin with heartfelt reflections and on empowered women inspiring future generations

With a career dedicated to bridging the gap between technology and societal impact, May Yassin’s journey is characterized by a profound dedication to fostering meaningful change as well as accepting ever-shifting priorities and finding strength in her support system.

Serving as Vodafone Egypt’s Head of External Communications and Sustainable Business, May embodies the spirit of the modern woman as she navigates the complexities of womanhood and looks to spotlight those who may need a little extra support to shine brightly.

If you could write a book that was guaranteed to be a best-seller, what would it be called and what would it be about?

May Yassin - Head of External Communications and Sustainable Business at Vodafone Egypt

If I were to write a book, it would be named something like “Modern Women: The Art of Juggling,” inspired by the amazing women I've met – from those shouldering household and familial duties single-handedly to those seamlessly juggling various roles.

Think of it as a celebration of everyday superheroes we all know and love, representing a clear picture of what I want this book to focus on: exploring the challenges and triumphs of women from diverse backgrounds managing various responsibilities, while striving for success in their careers and personal lives.

I believe that by telling their stories and their unique struggles and victories, I’ll be able to showcase to other women that they are not alone, spotlighting their remarkable resilience and unwavering optimism. I want readers to reflect on their struggles and powerful ability to handle several things at once with success.

Being in a role that bridges technology and societal impact, what is your favorite tech, gadget, or app that you find personally empowering or helpful? What is a “hack” that you would want people to know about it?

I believe technology has a great impact on scaling the benefits to millions of people, and Vodafone Cash is definitely my go-to. Personally, I feel incredibly empowered by Vodafone Cash, and not just because I work at Vodafone, but simply because I have witnessed the impact it has had on so many people with different backgrounds, including myself.

From the CEO of a company to a small business owner, and all the way to single mothers with full-time family responsibilities, they all now use the term “transfer to me on Vodafone cash”. The app is a wonderful tool that has enabled millions to transfer money hassle-free, and something I use in my day-to-day payments.

The app is one example, it’s like having a bank in your pocket. It has become a reliable method for everyday transactions for all people, even those who are unable to have a bank account or debit card. This has definitely been an important step in making their lives easier and it’s only one reflection of the impact technology can have on our day-to-day life.

We know about your professional achievements, which is a long list, but what’s a personal accomplishment you’re particularly proud of, whether big or small?

Beyond my professional milestones, what really warms my heart and something I cherish as a deeply personal achievement is the unwavering support of my family, and knowing that I would never have made it to where I am now if I did not have my family behind me.

The encouragement I have received from my father and my husband for my professional growth and success, their belief in my abilities, and unwavering encouragement have been instrumental in helping me achieve my goals, and knowing that they would be proud of me is what keeps me going,

While my daughters' admiration serves as my greatest motivation, witnessing them speak proudly of me, hearing them talk about their mother and what I do for a living, and saying how inspired they are by me, gives me a sense of fulfillment like no other.

Knowing what you know now, what would you wish you had known early on in your career?

Looking back, I wish I’d known that there is no such thing as a perfect work-life balance.  You must accept that there is no true balance, it’s an ever-shifting spectrum of priorities.

realizing this has led me to understand throughout my career that success comes from managing each stage of your life according to its priorities.

When I graduated, I directed my focus on building my career and starting my work life, and when I had kids, I shifted my priorities and focused on raising them well. Once I was assigned to my current position and my kids grew, I looked toward the success of my team and fostering a cohesive success-driven family at work.

Knowing what I know now, the support from my family and the encouragement they gave me to thrive and succeed allowed me to overcome the guilt-tripping feelings we all have as loving mothers, wives, and aspiring leaders.

What is the greatest risk you have undertaken, and what did you learn along the way?

For the majority of my career, I was in the communications and marketing field, and then I took a sweet risk - as I would like to call it - on a professional level and shifted to working in the development field, which was a career path I never worked in before. That gave me the idea to never say never, for as long as you haven't done it, you won’t know how it will go.

Working in development during COVID opened my eyes to a new perspective that has completely changed my career, making me see my previous role from a different angle, and the importance of purpose-driven communication and connecting with people to create a bigger impact all around.

Is being a female leader what you imagined it to be like?

Honestly, being a female leader has been a rollercoaster of challenges and rewards, and not as I imagined it would be.

It’s not all power suits and high heels; it’s about resilience and persistence, constantly learning and being emotionally intelligent and aware of your strengths, and regulating your blind spots. I’ve been lucky to have such a supportive and empowering team at Vodafone which has made my journey even more enjoyable and rewarding.

Vodafone’s culture focuses on empowering women and increasing the number of women in leadership positions to reach 50% by 2025. Additionally, they have also created several development programs specifically designed for women’s development, personally and professionally. I have been privileged to also have mentors and leaders who believed in me and supported my journey and advancement.

Overall, it has been challenging, but it’s also been an incredibly fulfilling experience.

What are the key leadership lessons that you have learned?

It’s all about the team, that’s the key leadership lesson I’ve learned over the years.

It took me some time to understand this, as I used to be very focused on objectives and hitting targets when I was younger, but now I know that true success comes from building a team that is like a family that relies on one another to reach common goals.

Being empathetic and understanding each other’s needs and strengths is key. We all come from a variety of backgrounds and experiences, and we can learn so much from each other to create an environment that leaves people feeling successful and motivated to work harder to push for even greater results and success.

How do you stay positive and motivated during challenging times, both in your personal and professional life?

I am naturally an optimistic person and I try to stay positive in challenging times. Staying upbeat isn’t easy, so I rely on several strategies, including making a conscious effort to surround myself with positivity and avoid negative environments or influences that can bring me down.  

I try to find the silver lining or positive angle in any challenge I may face, viewing them as opportunities for growth and learning. I also focus on adopting a proactive and optimistic mindset as well as setting exciting and achievable goals, working towards them with enthusiasm and determination.

By staying focused on the positives as much as possible, looking at the bigger picture, and drawing strength from my support system, I am ready and able to tackle whatever life throws my way.

I also plant on a weekly basis. It’s something that keeps me grounded and optimistic.

If you could collaborate with any artist or celebrity on a project, who would it be and what kind of project would you envision?

I have this dream project in my mind which would center on tackling women's empowerment in rural areas.

I know there is a lot of effort invested in women’s empowerment in urban areas in Egypt, and they have impacted so many lives in such a powerful way. However, while big cities get most of the attention, rural areas tend to get left behind and I feel like there could be so much more done for women in rural communities to bridge the digital divide.

I discovered that many women in those areas are not connected to the internet or even have cell phones, taking away a sense of independence, safety, and opportunities to develop. This has also created obstacles, leading them to a lack of empowerment, whether socially or economically.

And that’s why I would love to invest in these communities. We have been pushing for women's empowerment in the working field for years, but there has been very little focus on rural areas. This dream project would enable me and the country to make a difference, to make these vulnerable women feel like they do belong and that they are not left behind.