Canadian University Dubai journalism graduate trades aviation for entrepreneurship

Canadian University Dubai (CUD) graduate, Fouzia Lkbiech, has traded a career in aviation for life as an entrepreneur, as she embarks on a journey to establish two new businesses in the UAE. Combining her passion for communication with her natural entrepreneurial spirit, Fouzia founded her own agency, Sponge Digital Marketing, last year. Building on the success of her business development strategies, Fouzia has also recently launched her longstanding passion project, a bridalwear and haute couture house, Fashion Atelier.

Moving to Dubai from Morocco at the age of 21, Fouzia started her professional journey as a flight attendant, taking the opportunity to travel the world and immerse herself in a multi-cultural environment. After three years in the aviation industry, she took the bold decision to embark on a new journey of self-discovery and enrolled in the Bachelor of Arts in Communication, Digital Media and Journalism program at CUD. Juggling her degree studies around caring for her young family, Fouzia ultimately graduated in the Class of 2020 with a 3.9 GPA.

Explaining her subsequent journey Fouzia said, “After graduation, I secured an internship position at a digital marketing agency in Dubai, working as a Copywriter. I learnt about the latest marketing tools and techniques, which helped me to develop my own unique approach to digital marketing and to earn a promotion to the position of Account Manager. I was grateful for the opportunity to learn and grow in such a supportive environment.”

She continued, “I became particularly fascinated by the data-driven nature of the industry; I learnt how to analyze metrics and use insights to improve marketing strategies, while prioritizing customer experience and always putting the needs of the audience first. It was during my internship that I discovered my passion for digital marketing, but my entrepreneurial spirit was still growing, so I decided to take the leap and establish a digital marketing business from my home.”

With an initial client base of seven, Fouzia founded Sponge Digital Marketing, to offer a comprehensive range of solutions including, website creation, social media optimization, content generation, copywriting, advertising across different platforms, search engine optimization, and public relations. Growing quickly, Fouzia went on to hire five employees, and more recently, she and her team expanded their operations by opening an office space in Dubai’s Business Bay. 

Driven by her success and ever-evolving knowledge of marketing, Fouzia took another leap of faith a few months ago, officially launching her couture brand, Fashion Atelier. She revealed, “I’ve learnt what it takes to succeed, no business or industry scares me anymore, and the sky is my limit. I have so many business ideas and growth plans that I want to launch in the future.”

Asked for advice for future aspiring entrepreneurs, Fouzia concluded, “Success is never achieved by staying in your comfort zone. Lean into opportunities, dare to take risks, overcome obstacles, and stay focused on your goals. With an unyielding thirst for learning, the potential is limitless.”


About Canadian University Dubai

Canadian University Dubai (CUD), established in 2006, is a higher academic institution located in City Walk, Dubai, United Arab Emirates (UAE). The university is the #1 ranking University in Dubai according to the QS World University Rankings 2024.  CUD is a diverse and dynamic institution, with over 120 student nationalities. The university provides academic programs at both the undergraduate and graduate levels with a reputation for academic excellence. With 18 accredited degree programs and over 30 concentrations, Canadian University Dubai offers a diverse range of programs across four academic faculties, ensuring a comprehensive learning experience. The curriculum is Canadian-inspired and serves as a gateway for students to pursue higher education, research, entrepreneurship and employment opportunities in Canada.