Pivots & Passion — Stories to Change the World

A Candid Conversation with Sobia Kamran

“The hallmark of originality is rejecting the default and exploring whether a better option exists. (…) The starting point is curiosity: pondering why the default exists in the first place. We’re driven to question defaults when we experience vuja de, the opposite of déjà vu. Déjà vu occurs when we encounter something new, but it feels as if we’ve seen it before. Vuja de is the reverse—we face something familiar, but we see it with a fresh perspective that enables us to gain new insights into old problems.” — Adam Grant, “Originals: How Non-Conformists Move the World”

That’s the essence of this new series. We’re chasing that ‘vuja de’ moment — when someone looks at a best practice and goes, “Why do we even do it this way?”

Spotlighting unconventional thinkers who are reframing the way our industry approaches protocols and ideas. Folks who aren’t afraid to poke holes in mainstream theories and reject defaults.

Come along for the ride?

Sobia — tell us about your background. Where are you from and what are you passionate about?

I was a 21-year-old girl from a humble background with my fair share of challenges already, but during my undergrad things got tough financially and just when I thought I had a grip on where I was headed, my world shifted, drastically. I got married and had a beautiful baby girl a year before my graduation. It was a joyful time, but then life hit hard—my husband fell seriously ill with heart failure, just a month before my final exams.

Suddenly, I had to take charge of everything—caring for my baby, my husband, and managing our finances. It was overwhelming, but I had no choice but to push through. I was juggling being a new mom and wife, and on top of that, I became the sole provider for my family.

I was studying pharmacy, but I needed a career that allowed me to be there for my family. Teaching seemed like the only option that fit, so I spent two years teaching in schools. But deep down, I knew that wasn’t the end of the road for me. There was always this fire inside me that wanted more, even though I was focused on getting through each day.

While teaching, I decided to take a big leap and start my MBA. During that time, I had my son, but life threw another curveball when he got sick. For two years, I had to put everything on hold again. But honestly, I wasn’t about to let that stop me. I came back stronger, finished my MBA, and before I even graduated, I got hired as a lecturer at a university. It was a big deal for me, especially because so many people doubted I’d make it beyond teaching at school.

But I wasn’t done dreaming. I wanted more. So, I worked hard and completed a certification in Growth Marketing. I started from the bottom, doing digital marketing jobs for next to nothing just to gain experience, all while still lecturing full-time. Slowly but surely, things started to come together. I got hired by two agencies—one local, one international—as a Digital Marketing Project Manager, managing a team with people from all over the world.

And today, I’m proud to say I’ve been hired as the Assistant Manager of Digital Marketing at a well-known hospital in Pakistan. I also give lectures, conduct workshops, and now inspire others. It’s been a tough journey, but every setback has just made me more determined. I’ve learned that no matter how hard life gets, you can always push through and make your dreams happen.

Every person has a pet peeve. Every industry has something to change. What would you like to change about the space that you work in?

One of my biggest frustrations in the digital marketing and healthcare space is how often we’re focused on vanity metrics—likes, shares, and follower counts—so much so that people lose sight of the real goal: meaningful engagement. Too many companies think these numbers represent success, but they often don’t reflect any actual impact. In healthcare especially, our content should be about creating real value for patients, not just increasing traffic or riding the latest trend.

We need a shift in mindset toward building authentic connections—content that genuinely helps, educates, and engages people in a meaningful way. It’s about more than just chasing numbers; it’s about delivering something that matters. And this also ties into another big issue: the separation between digital marketing strategy and creative design.

As digital marketers, we come up with ideas and strategies, but too often, we don’t have control over how those ideas are executed creatively. The design process is handed off to a completely separate team, and that disconnect can lead to watered-down concepts or visuals that don’t align with the original vision. It’s incredibly frustrating when you have a clear idea of how something should look and feel, but you don’t have the direct collaboration needed to bring it to life.

I strongly believe that digital marketers and designers need to work more closely as one unit. When the people who come up with the ideas aren’t involved in the execution, it creates inefficiencies and weakens the final product. If we had more seamless collaboration, we could ensure that every campaign is cohesive from strategy to design, and ultimately far more impactful.

The industry can do better. We should be bold in our messaging, take risks, and focus on real engagement rather than just surface-level metrics. And we need to bring creative design back into the fold, working hand-in-hand with marketing to produce work that resonates.

How do you experiment & grow in your work?

For me, growth comes from constantly pushing boundaries and trying new things. I might not be here if I hadn’t pushed myself. In digital marketing, things change fast, and you can’t rely on what worked last year or even last month. So, I’m always experimenting with different strategies, tools, and platforms to see what resonates best with the audience. Whether it’s A/B testing a new approach to content, tweaking ad copy, or exploring emerging platforms, I’m not afraid to take risks and fail. I see failure as part of the process because it’s in those moments that I learn what doesn’t work, which is just as valuable as knowing what does.

I also believe in data-driven experimentation. I look closely at metrics—not just the vanity numbers, but deeper analytics that give insight into behavior and engagement. From there, I adjust and optimize. It’s a cycle of constant learning: test, analyze, refine, and repeat. That’s how I stay sharp and ensure I’m not just keeping up with trends but staying ahead of them.

Growth also comes from collaboration. I learn so much by working with a diverse team, especially in my role managing international projects. Different perspectives often lead to fresh ideas, and I try to stay open-minded, knowing there’s always something to learn from others.

Lastly, I invest in myself by continuously upskilling. Whether it’s through certifications, workshops, or simply reading industry blogs, I make sure I’m always learning. That curiosity and hunger for growth are what keep me excited about my work and help me move forward, no matter how fast the industry evolves.

Want more of Sobia’s unconventional insights? Connect with her on LinkedIn.

Know someone who’d be perfect for this series? We’d love to hear about them! Reach out to our editor Carmen on LinkedIn with your recommendations.