Be your own biggest cheerleader. Don’t wait for validation from others – Ambar Ahmad

woman@work

You! Tell us a bit about your professional journey?

Ambar Ahmad: I started my journey in PR almost 13 years ago, completely by chance. I had applied for an internship in event management but was reassigned to the PR department instead. That unexpected twist ended up shaping my entire career. Over the years, I’ve transitioned from lifestyle PR to corporate communications, and about five years ago, I found myself drawn more and more to tech. I’ve been with Daraz Pakistan for over two and a half years now.

You! What are your current areas of focus?

AA: Right now, my focus is on discovering more meaningful and engaging ways to connect with new-age, digital-native audiences. The communications landscape is changing rapidly, and I’m constantly exploring how to stay relevant and authentic - how to speak to people in ways that resonate with the lives they’re actually living today.

You! What skills do you think are important for women to excel in the field of public relations and communications?

AA: I think multi-tasking and emotional intelligence - qualities that often come naturally to women - are key to succeeding in PR. But one of the most important and most difficult skills I’ve had to learn is the ability to say no. Especially in South Asian cultures, where women are often expected to accommodate, setting boundaries can be hard. Yet, in a field as misunderstood and often overextended as communications, learning to protect your time and energy is essential for long-term growth and sustainability.

You! What do you like most about your work?

AA: What I love most is the ability to take complex, often abstract ideas and translate them into stories that people can connect with. Over the years, I’ve come to deeply appreciate the human side of business - how companies impact lives in small and big ways. Communication bridges gaps and brings people closer to understanding one another.

You! What has it been like to be a woman in a male-dominated society?

AA: It’s definitely come with its own set of challenges. In fact, many of our challenges begin at home - with expectations placed on us from a very young age. These often carry over into the workplace in subtle but persistent ways. Early in my career, starting off young and in a largely male-dominated space, I often felt like I had to work twice as hard just to be taken seriously. With time and experience, that changed - but the nature of the challenges evolved too. It’s a constant balancing act and one that requires resilience, support, and a lot of unlearning. However, what inspires me most is seeing women across Pakistan, from all walks of life, breaking barriers despite the odds.

You! What did you like to read when you were a little girl?

AA: From a very young age, my father nurtured a deep love for literature in me. He would gently encourage me to read abridged versions of the classics - Dickens, Fitzgerald, and Shakespeare. At the same time, like many girls growing up in the ’90s, I was completely captivated by the Sweet Valley books, the Full House series, and Princess Diaries - those stories felt like windows into a world of friendship, fun, and growing up. As I got older, I began to revisit the classics with new eyes, and their richness and depth truly began to resonate with me. To this day, I keep them on my reading list as a reminder to slow down and appreciate life’s subtleties - its language, emotion, and timeless human truths.

You! What is the biggest relationship lesson you have learnt so far?

AA: You need to keep working and investing your time and energy in your relationships to thrive, be it with your family, friends, or partner.

You! What are the positive points of being economically independent?

AA: The greatest gift of earning your own money is the deep sense of gratitude it brings. I still remember receiving my first pay cheque - just 2,000 rupees - for a long, exhausting day on set during my first internship in the sweltering heat of Lahore. That moment shifted something in me. From then on, I began to value not just money but the effort behind every rupee earned. It taught me to appreciate the little things I once took for granted and gave me a certain kind of confidence that only comes from knowing you can rely on yourself.

You! Could you name a woman who’s inspired you the most?

AA: One woman who has deeply inspired me is Asma Jahangir.

You! What are the main issues that are being faced by Pakistani women today?

AA: The digital divide is one that quietly holds countless women back. In a world driven by technology, many still lack access to basic digital tools - cutting them off from education, income, and even a voice. There is so much talent and potential that goes unseen simply because the right support isn’t there. Closing this gap is critical as it would provide a huge part of our population with dignity, opportunity, and hope.

You! What does a typical day look like for you?

AA: I’m an early riser, so my day usually begins around 7 AM. The first thing I do is catch up on emails and messages; it helps calm my mind and sets the tone for the day. My work often goes beyond the office, so mid-day meetings or events outside are fairly common. On weekdays, I keep my evenings quiet. Once I’m home, I prefer to unwind by doing a few chores, planning for the next day, and getting to bed early. I genuinely can’t function without a full eight hours of sleep - it’s non-negotiable!

You! Your philosophy of life:

AA: Live with purpose, stay kind through the chaos, and never allow hardships to make you bitter.

You! How do you unwind?

AA: My ideal evening is simple and comforting - watching a good movie or series while enjoying a meal my husband has cooked (he loves experimenting with different cuisines). Add in some great music or quiet time with my two cats, and it’s the perfect way to reset. Those little moments at home, filled with warmth and ease, feel like the biggest indulgence to me.

You! How do you keep balance between family life and work?

AA: The idea of a rigid 9-to-5 workday feels outdated, especially in fast-paced, always-on fields like Communications. For me, balance is more about being intentional. I try to plan ahead, set boundaries when I can, and prioritise moments that matter, like family dinners or gatherings where my phone stays on silent. Most importantly, I remind myself not to bring work stress into the spaces that are meant to recharge me and keep me grounded.

You! In your opinion, what is the biggest crisis the world is facing today?

AA: Growing intolerance. The ability to have meaningful conversations, to agree to disagree, and to live and let live seems to be slipping away. It’s heart-breaking that in an age where information is accessible, critical thinking and empathy are becoming increasingly rare. That disconnect, to me, is at the root of many of the challenges we face.

You! What is the most important advice you can give to women?

AA: Be your own biggest cheerleader. Don’t wait for validation from others but rather believe in your own worth and journey. The world will always find reasons to question or diminish you, but never lose sight of how far you’ve come.