About Beyond Cubicles
📢 #BeyondCubicles is a weekly LinkedIn series created by Carolina D’Souza, born out of her own experience transitioning from a corporate career to independent consulting. Since its launch in June 2024, the series has evolved into a platform that showcases the inspiring journeys of several founders who have redefined the traditional 9-to-5.
Through authentic narratives, #BeyondCubicles highlights themes of courage, resilience, and purpose. The stories feature individuals from diverse industries—ranging from tech and education to wellness and adventure—who share their experiences of stepping away from conventional roles to pursue passion-driven careers.Â
✨ Note: All features in this series are unpaid and shared as a way to honor and amplify real stories of transformation.
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The Dubai Dream
For Krystel Hodroge, the journey from Beirut to Dubai marked more than a geographic shift—it became the foundation for a career defined by purpose and innovation.
Her path took her from Lebanon, where she grew up, to the UK for studies, and then to Dubai in 2006, drawn by its fast-growing, dynamic business environment.
“Dubai has this unique energy. It welcomes diversity and encourages ambition, which aligned perfectly with my vision,” she says.
Over two decades in marketing, she worked with multinational companies, refining their positioning for maximum impact. Yet, she felt drawn toward smaller businesses—those rich in potential but often constrained by limited resources.
“I saw smaller businesses struggle to afford branding services that could drive real results. That’s when I knew I wanted to create something different,” she says.
Earlier this year, Krystel founded WeBrand Consultancy, offering a CMO-as-a-Service model to empower SMEs and startups. “This model gives businesses access to senior-level marketing without a big-agency price tag,” she says.
The leap wasn’t without challenges. “The unpredictability of entrepreneurship was a stark contrast to the structure I was used to,” she reflects.
Building her consultancy from scratch required resilience, adaptability, and a strong support network. “One key lesson I learned was the importance of flexibility. I initially thought everything needed to be perfectly planned, but I quickly realized starting, learning, and refining along the way is essential,” she says.
To stand out, she built her personal brand with a focus on authenticity, showcasing her expertise with global brands and her passion for helping SMEs grow.
“To pivot successfully, I needed to connect my experience with my audience’s needs and demonstrate how my approach could drive tangible results,” she says.
Entrepreneurship expanded her perspective. “I’m not just creating strategies for others; I’ve developed a holistic understanding of building and running a business from the ground up. This experience has sharpened my decision-making and creativity,” she says.
Her entrepreneurial spirit and her passion for healthy living led to Sugarfree Wonders, a venture offering sugar-free, flour-free desserts. “Eating healthy is one of my mottos, and this allows me to share that passion,” she says.
From brand strategies to healthy desserts, her story is one of reinvention. “It’s not just about building a career—it’s about creating something meaningful,” she says.