MAZEN GHOUKEH OUR COMPASS IN THE CONNECTED WORLD
2025-06-10
Development
In a dynamic world where digital marketing is constantly being reshaped, the role of Webmaster/Digital Marketing Specialist plays an increasingly central part. For Mazen, who is responsible for ESBE's global digital presence, every day is a journey in rapid development.
- The biggest challenge is that the digital world is not static," Mazen emphasizes. "What you know today is not necessarily enough tomorrow.
Mazen skillfully navigates between updating the company's multilingual website and optimizing visibility through SEO. He also manages ESBE's extensive presence on social media and directs advertising campaigns on platforms like Google Ads. To stay ahead, he emphasizes the importance of continuous learning and data-driven decisions.
Mazen Ghoukeh
ESBE Webmaster/Digital Marketing Specialist
A digital strategy gives you the right conditions to succeed online. Would you like to know what ESBE's strategy looks like?
- Although some information is sensitive π , I can generally describe the process. We analyse and then adapt it carefully per market, considering language and customer needs, followed by continuous analysis and optimization. The next step is to use AI for faster and more personalized customer support.
A digital strategist with a big heart
When asked what he is most proud of in his role, Mazen highlights the impressive growth of ESBE's digital following since 2018. He emphasizes that this would not have been possible without close, well-functioning collaboration with the entire team at ESBE Marketing Communications.
- From 340 to 59,000 followers, in multiple languages – we now reach our customers digitally, regardless of language or country," he says with pride.
Mazen also has many things he is proud of on a personal level. His greatest pride is his wife Iman and their children Ciroza, Emad, and Cizar.
- I am proud of every moment I share with them and see it as life's greatest and most joyful events.
Important lessons learned along the way
Mazen's advice to his younger self, just taking his first steps into the digital world, is clear:
- What you learn at university is valuable, but what you do afterwards is most important. Set aside time for learning, focus on solutions instead of problems, and see mistakes as steps towards future success.
Mazen also shares his inspiring journey from studies in Syria to his current position. After graduating in Damascus, he continued to gather certificates and experience internationally before coming to Sweden. Here, he supplemented his studies with an MBA (Master of Business Administration) and DBA (Doctor in Business Administration) and continues to stay updated with the latest certifications.
An unexpected turn
Seven years ago, as a newcomer to Sweden with a strong desire to establish himself in the labor market, his academic background in media and marketing felt distant. Mazen remembers thinking, "Job first, passion later!" Therefore, he applied for a CNC training program to learn how to program and control computerized machine tools in the manufacturing industry. There, he met a teacher who saw his dedication and who one day gave him a job advertisement and said, "This is YOU." It was a position in digital marketing. He applied, got the job at ESBE, and the rest, as they say, is history!
- And yes, I actually got the CNC certificate – just in case!" Mazen laughs!
What do you value most about Sweden, Mazen?
- I appreciate the respectful and open culture in Sweden. There is a strong sense of trust, equality, and work-life balance here. I also value the great commitment to sustainability and how people think long-term, both in everyday life and at work.
Culture clash
- I had never drunk a cup of coffee in my entire life before coming to Sweden and must admit that I initially viewed the coffee drinking here with some surprise. The almost intimate relationship people seemed to have with their cup suggested it was about more than just caffeine. It was a kind of daily ceremony. My coffee debut took place at ESBE, and I can say that I was quickly converted. Now it's a daily ritual I can't do without, Mazen laughs.
The coffee story illustrates Mazen's approach to embracing the culture of his new homeland and his understanding of the small details that build relationships. His experience underscores the importance of listening and valuing different perspectives, as each individual contributes unique experiences.
Meeting the Swedish workplace
Taking the step into a Swedish workplace, with a majority of 'Swedes', was a linguistic and cultural adventure. But Mazen's concern about the language quickly disappeared thanks to the warmth and patience of his colleagues. The prejudices about reserved, humorless Swedes proved unfounded. Instead, he was met with smiles, helpfulness, and an inclusive atmosphere. He emphasizes that he has not experienced any racist incidents during his ten years in the country. Mazen's conclusion is that the key to building bridges between cultures and creating a thriving workplace lies in three simple but powerful words: openness, respect, and understanding. It's about actively listening to each other's stories and valuing the unique perspectives that each individual brings. Diversity is not an obstacle but a strength that enriches us all.
- I am glad that my prejudices melted away like snow in the spring sun – and that I have instead gained a new, unexpected family at work. Sure, sometimes I still stumble over a tricky word or expression, but it is rarely met with anything other than a friendly smile and a helping hand. I have learned an incredible amount, not only about the Swedish language but also about Swedish culture and, above all, about the warmth and openness that I have experienced from my fantastic Swedish colleagues.
Swedes and the weather: A small talk staple.
It's typical for Swedes to discuss the weather, often as a form of small talk. So, Mazen, how do you feel about the winter?
- Hmmm...yes, as the Swedish proverb says: 'There is no bad weather, only bad clothes!'. So for me, it's layers upon layers, a cup of coffee, followed by another cup of coffee, and the radiators on full blast! But I'm still freezing π± π π. That being said, let's look forward to warmer times and wish everyone who has made it through this article a really warm and wonderful summer! βοΈ
Many thanks, Mazen! We really value you taking the time to share your insights, and we're incredibly thankful for getting to know your story! π
Now, let's have a “fika” (Swedish coffee break) π.
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