Today we’d like to introduce you to Leyla Doss.
Leyla, please share your story with us. How did you get to where you are today?
I was born in Cairo, Egypt to an Italian mother and an Egyptian father.
Throughout my adult life, I lived in Toronto, London, the Bay Area and now Miami. I was always passionate about influencing change, and so from 2008 to 2014, I worked as an investigative journalist in Egypt, covering everything from worker’s movements to police brutality to environmental movements and so on. I did my BA in Political Science and Media Studies at the University of Toronto, and my MA in Middle Eastern Studies at the School of Oriental Studies in London, and worked every summer during my BA studies at newspapers in Egypt.
I published with global outlets such as the Financial Times and The Guardian but then, realized that the international journalism system was broken. It was inherently dysfunctional as local bilingual and fluent journalists such as myself eventually hit a glass ceiling and had no further space for growth. Too often, our stories weren’t being told and the world as we knew it was not told from the perspective of those who live these experiences every day.
That’s when I decided to join local independent media outlets, but sadly my challenges didn’t end there as many of them were censored and shut down. I then co-founded Mada Masr, a progressive media news outlet, along with a team of dedicated investigative journalists, which eventually came to be described as the media outlet keeping press freedom alive in Egypt. We faced surmounting pressure covering politics in a time when Egypt is ranked as third in the world for numbers of imprisoned journalists.
Eventually, however, I realized I desired to channel my energy into direct change and made a career switch to digital communications.
Since then, I have been a digital communications and events management consultant for non-profits, social enterprises, startup accelerators, and companies. I truly believe in the power of media as a force for good if used correctly. I’m currently also in the process of launching my own business called Homegrown Narratives, which aims to train, empower and connect immigrant-origin and first generation founders of mission-driven companies and storytellers to empower them to tell their own stories and reclaim their narratives.
We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
It definitely hasn’t been a smooth road. It’s extremely challenging to discover your true passion when society forces you to mold yourself into traditional categories and boxes. I eventually realized that the traditional model of journalism is not for me. It might be for other people, and that’s completely okay, but I now know that I prefer to use those same skills for direct influence. Journalism made me inherently feel powerless, while communications and events management made me feel like I can have a direct impact.
While I would never go back and change any of my experiences, being a journalist in Egypt was also not short of its challenges. Likewise, working in Miami was not short of its challenges as opportunities for digital communications in the field of social change are also very limited. It’s partly for that reason that I decided to do my own business.
But no experience has gone to waste and I realized with time that every single work experience I had was a stepping stone to where I am today. So, for anyone who is ever feeling depleted or low in morale, the trick is to do a lot of trial and error, find out what works for you, and if what you want to do doesn’t exist, create a new definition.
Please tell us more about your work, what you are currently focused on and most proud of.
I’m a digital communications and events management consultant and am also in the process of becoming a founder of Homegrown Narratives LLC, a social enterprise that aims to train, empower and connect business owners, storytellers and innovators from the Global South (or the so-called “developing world”) to tell their own stories through marketing, storytelling, public speaking and so on. The purpose is that one story at a time, we change the narrative around these regions, show how incredibly diverse they are, but more importantly, reclaim our narrative and tell our own stories. Stay tuned to find out when we launch!
In the meantime, I also consult non-profits, social enterprises, and mission-driven companies to create everything from creating a communications strategy, creating content on social media, email marketing, creating and launching events, and so on.
I’m most proud of my work with For Our Future FL, a progressive political organization, where I was managing digital media for campaigns leading up to the 2018 midterm elections. We were endorsing Andrew Gillum in his race for governor, in a time where Florida’s politics is transforming. And while he did not win, I definitely see that there is a new space for progressive politics in the state. It was inspiring to also tell the stories of all the countless volunteers, canvassers and staff members who worked day and night to raise awareness on political issues.
Tell us about your childhood, what were you like growing up?
Growing up I wanted to be an animal conservationist, and would often feed stray cats and give them food. I still love animals but I eventually realized I wanted to impact social change using the power of media. I was always considered a little different growing up, as I found myself torn between being Italian and being Egyptian, and it’s only with time that I realized how grateful I am for having insight into these various worlds. I went to international K-12 schools my entire life and then lived in some of the most diverse cities in the world, including Toronto and London. Nothing has ever educated more than learning from people from all walks of life. It a time where xenophobia and racism on the rise, I’ve never been more grateful to be exposed and to learn from people from all over the word. It is for that reason that I’m passionate about empowering leaders from immigrant communities of color to tell their own stories.
Contact Info:
- Website: Homegrown Narratives website: www.homegrownnarratives.com (Coming Soon! Not launched yet)
Personal Portfolio: www.leyladoss.com - Email: ldoss@homegrownnarratives.com
- Linkedin: linkedin.com/in/leyladoss
- Instagram: @homegrownarr
Image Credit:
Neto Almanza
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