Zekra Al Zoubi

President & Founder of Podverse

بواسطة Serkemattoo آخر تحديث أبريل 1, 2026

Zekra Al Zoubi

Businesswoman Zekra Al Zoubi

My Mission: Empowering People and Building Potential
Podverse’s psychology programs are accredited by the Knowledge and Human Development Authority (KHDA) in Dubai.
I firmly believe that the greatest investment is investing in people.

Drawing inspiration from visionary individuals whose initiatives contribute to the advancement of their societies, we are pleased to present this interview with a distinguished figure featured in “Emirati Estesmarat Magazine”. Our guest stands as a remarkable example of ambition and purpose—one who has gone beyond building a successful career in business to embrace a deeper mission rooted in human development. She is not only an accomplished businesswoman with extensive experience in establishing and managing companies, but also a forward-thinking leader guided by a scientific approach and a conscious vision. Her work is firmly centered on investing in people and unlocking their potential, both in the present and for the future.

In the following lines, we encounter a true role model for Arab women—one whose journey reflects continuous growth, resilience, and meaningful transformation in pursuit of a greater purpose: building and empowering humanity.

We invite you to explore this insightful interview with Syrian businesswoman “ Zekra Al Zoubi ”.

We would like to learn more about the prominent businesswoman, Zekra Al-Zoubi. Who are you?

I often reflect on my early years in Syria—specifically in my hometown of Daraa—where I was raised in a well-established family that instilled in me the values of ambition, perseverance, and a deep appreciation for hard work. I began my academic journey at Damascus University, majoring in Arabic Language. However, life gradually guided me toward a different path—one rooted in entrepreneurship and human development.

A defining turning point came when I moved to the United Arab Emirates in 1987. There, my passion for business—one I inherited from my father and nurtured with the support of my husband—began to take shape. In 1997, I established a high-end French café on Khalifa Street in Abu Dhabi, followed by the launch of a Lebanese restaurant in the Tourist Club area.

Over the years, I continued to expand my ventures. In 2018, I entered the real estate sector, investing in Dubai and Sharjah. Then, in 2020, despite the global challenges posed by the COVID-19 pandemic, I founded Zikra General Trading Company in Abu Dhabi.

Alongside my business journey, I developed a profound passion for psychology and understanding human behavior—its drivers, influences, and impact. This passion led me to immerse myself in the works of leading psychology experts and eventually pursue formal academic study. I obtained a professional master’s degree in psychology, in addition to diplomas in family psychology, artificial intelligence, emotional intelligence, and protocol and etiquette. I am also accredited as a mental health consultant and a certified trainer.

My journey has most recently culminated in the founding of Podverse—an innovative and distinctive company dedicated to developing the talents and capabilities of young people, particularly in areas such as digital marketing and social media management. I see Podverse as the embodiment of my broader mission: to invest in people, empower them, and contribute meaningfully to building human potential.

We are currently in negotiations to deliver our industrial- organizational IO psychology programs to dozens of institutions and factories across the UAE.
Podverse is not merely a technology company—it is the innovative force driving a new marketing revolution.

Businesswoman Zekra Al Zoubi

We would like to learn more about your upbringing from early childhood. What values shaped businesswoman Zekra Al Zoubi and supported her ambitions?

At my core, I believe that a person’s upbringing serves as the compass that guides the course of their life. The values instilled in me by my parents were my strongest foundation, enabling me to move forward with confidence and purpose throughout my journey.

From my mother, I inherited a deep love of knowledge and a genuine passion for learning. She valued education profoundly, and that appreciation became an integral part of who I am. From my father, I learned the true meaning of ambition, perseverance, and a passion for business.

I look back with great pride on my father’s journey—may he rest in peace. He began with a small grocery store, yet through vision, determination, and continuous self-development, he steadily rose to become a prominent businessman. Over time, he diversified his investments, entering the restaurant industry and later securing international franchises for food and clothing brands.

His ambition knew no bounds. He expanded into the tourism and travel sector, establishing companies in both Syria and the United Arab Emirates, and further grew his ventures to include land transport and shipping. He remained dedicated and passionate about his work until the very last day of his life, leaving behind a lasting legacy of perseverance, growth, and success.

Growing up between a mother who championed knowledge and a father who embodied ambition was, in itself, the greatest lesson of my life—and it continues to guide me to this day.

As a businesswoman, how did you manage to balance your unique identity as a woman with your role in business?

This is a profound question, and my response comes from the heart of my convictions and experience. I firmly believe that emotion has a place in the business world—and when managed intelligently, it is a strength, not a weakness.

The idea that being a “businesswoman” is separate from being a “woman” is fundamentally flawed. I am not two separate individuals; I am one whole. The businesswoman in me is the same as the mother, the wife, and the caretaker of my family. These roles have never been obstacles; on the contrary, they have been my greatest source of strength. They have taught me empathy, patience, and the ability to manage multiple responsibilities with both heart and mind.

I see no contradiction between the two identities. Emotion is not the enemy of profit and loss; it is the driving force that fosters team loyalty, enhances productivity, and ensures long-term success. I have succeeded not simply because I am a woman, but because I am a woman who understands that the greatest investment in any business is the investment in people.

Beyond business, I am a mother, a wife, and a woman deeply committed to her family.
I sought to localize IO psychology in the UAE—a nation that deserves this field and has given us so much.

Business woman Zekra Al-Zoubi President & Founder of Podverse

Could you tell us about your flagship company, Podverse, which is set to lead and transform the technological landscape of marketing, bringing a revolution originating from the UAE?

Podverse was founded on two complementary pillars: first, the understanding that marketing is the lifeblood of any business; and second, the recognition that the future belongs to artificial intelligence.

From the outset, I did not simply look for marketers—I sought out creative and innovative minds capable of leveraging artificial intelligence to develop unconventional marketing strategies that ensure our clients stand out and achieve their goals with unprecedented efficiency.

Equally important was my commitment to investing in people. Technology alone is not enough. This belief led me to make training the second pillar of Podverse—not just any training, but programs that touch the very core of humanity and society. We focus on critical areas such as industrial-organizational (IO) psychology to foster healthy and productive work environments, as well as social and educational psychology, recognizing their central role in personal and organizational growth.

Podverse is far more than a technology company—it is an integrated system and an innovative mind driving a marketing revolution.

What are the key technologies that Podverse will leverage to achieve leadership among Arab and international companies in this field?

At Podverse, our approach to leadership goes beyond simply relying on digital technologies. We leverage an integrated system of methodological and human-centered technologies, which forms the core of our competitive advantage.

At the heart of this system is the development of human potential in the workplace—our most distinctive and transformative approach. While many companies focus on machinery or software, we focus on nurturing human capabilities, using the principles of IO Psychology to create healthy, motivating, and highly productive work environments.

This approach allows us to reduce stress, foster loyalty, and unlock creativity and productivity among employees—outcomes that directly enhance the quality and impact of the services we deliver.

Beyond business, I am a mother, a wife, and a woman deeply committed to her family.
I sought to localize IO psychology in the UAE—a nation that deserves this field and has given us so much.

What is the true guarantee of innovation at Podverse regarding the integration of artificial intelligence technologies in digital marketing to achieve a breakthrough in the current landscape?

I completely agree with you—today, the idea of integrating artificial intelligence into marketing has become a catchy slogan for many companies. Unfortunately, this has created confusion among customers, who hear numerous promises but rarely see tangible results. Clients are often left wondering: who truly “does” marketing, and who simply “sells” the idea of it?

This is exactly where Podverse stands apart. From the very beginning, we recognized this gap in the market. Many companies promise increased profits, yet after months, clients see little or no change. We set out to change that.

At Podverse, we don’t sell slogans—we deliver real results. We have proven, time and again, that we don’t rely on “marketing talk,” but on effective, measurable marketing action.

Businesswoman Zekra Al Zoubi and founder of Bodverse Company

How do we achieve this? We use artificial intelligence not as a promotional gimmick, but as part of a proprietary methodology unique to Podverse. This methodology is designed with one clear goal: enabling clients to see tangible results with their own eyes, and within a short period of time.

IO psychology, which you are striving to establish in the UAE as a field of study in universities and applied in industrial institutions at various levels, what does this field entail?

This is the question I’ve been waiting for, as it touches on my passion and central mission.

Simply put, industrial-organizational (IO) psychology is the science of creating a harmonious and effective relationship between people and their work environment. It bridges human capabilities with the demands of the job, aiming to achieve both peak performance and employee well-being. In essence, it is the science of “humanizing” work.

Businesswoman Zekra Al Zoubi

Business woman Zekra Al Zoubi holds a professional master’s degree in psychology.

To understand it in depth, we examine both the psychological and physical aspects of the workplace. On the psychological side, we explore the “mind” and “heart” of the organization. We study human behavior at work to understand what motivates employees, what causes stress or burnout, and how to foster innovation, collaboration, and a sense of belonging.

On the physical side, we focus on ergonomics—the science of designing tools, equipment, and workstations to fit human physical abilities and limitations. The goal is to reduce physical strain, prevent occupational injuries, and create environments that support both safety and productivity, addressing issues like musculoskeletal disorders (MSDs) caused by poor posture or repetitive movements.

Industrial-organizational psychology is therefore not just a scientific discipline—it is a strategic approach to building healthier, more motivated, and more productive workplaces.

My message to parents: You are the architects of the future, laying the basic foundation in shaping your children’s character.
The security and the high quality of life in the UAE are the result of its wis leadership—may it continue to prosper and thrive.

How do you balance your business commitments with your family life? Where does your focus lie more—business or family?

Praise be to God, I can say with complete peace and gratitude that I have fulfilled my duties toward my family to the fullest. God blessed me with a son, to whom I devoted the time, care, and love he deserved, raising him in the best way possible. Today, by God’s grace, he has graduated as an industrial engineer, is married, and has blessed us with three grandchildren, making me a proud grandmother. I ask God to protect them, bless them, and make them a source of joy for their parents and for us.

This beautiful stage of life has naturally reshaped how I allocate my time. With fewer immediate daily responsibilities requiring my constant presence, I now have more space and freedom to dedicate energy to my professional ambitions.

Yet, I remain committed to my family, relatives, and friends—they are my roots, providing strength, balance, and perspective. For me, business and family are not conflicting priorities; rather, they complement each other, enriching my life and guiding my journey.

IO psychology is built on aligning the emotional and intellectual core of institutions.
At Podverse, we embrace artificial intelligence not merely as a promotional tool, but as a scientific methodology that sets us apart.

What are businesswoman Zekra Al-Zoubi’s favorite hobbies, and how do you spend your free time?

For me, free time is never truly “free”; rather, it is another form of investment. I cannot separate my human side from my passion for learning and knowledge—they are two sides of the same coin.

My hobbies revolve around two main areas: First, nourishing the mind and soul:

Reading is my constant companion. I make it a priority to keep up with the latest developments in science, knowledge, and culture. Walking in the open air is part of my daily routine, helping me restore balance and mental clarity. Travel is my deepest passion, as I believe it offers lessons that no book can provide. Each country I visit teaches me something new, and every culture I experience broadens my horizons and enriches my human journey.

Businesswoman Zekra Al Zoubi

Businesswoman Zekra Al Zoubi holds diplomas in psychology, artificial intelligence, emotional intelligence, and protocol.

Second Literary production:

I have authored two books: “I Was Born to Shine” and “Ambition: The Beginning of Life.” I am now beginning work on a third book, focused on the essential topic of how to build strong friendships with our children.

The first lesson in my life came from a mother who valued knowledge and a father who embodied ambition.

Business woman Zekra Al-Zoubi

Businesswoman Zekra Al Zoubi authored the book “I Was Created to Shine” as well as the book “Ambition: The Beginning of Life,” and is currently working on a third book on the topic: How to Be Friends to Our Children

What are businesswoman Zekra Al Zoubi’s favorite hobbies, and how do you spend your free time?

My hobbies revolve around two main areas: First, nourishing the mind and soul:

Second Literary production:

The first lesson in my life came from a mother who valued knowledge and a father who embodied ambition.