{"id":100730,"date":"2025-02-14T00:00:00","date_gmt":"2025-02-14T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/uae\/my-morning-routine-hiba-al-masoud-co-founder-of-sauce-capital-and-founder-of-scope\/"},"modified":"2025-02-14T00:00:00","modified_gmt":"2025-02-14T00:00:00","slug":"my-morning-routine-hiba-al-masoud-co-founder-of-sauce-capital-and-founder-of-scope","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/uae\/2025\/02\/14\/my-morning-routine-hiba-al-masoud-co-founder-of-sauce-capital-and-founder-of-scope\/","title":{"rendered":"My Morning Routine: Hiba Al Masoud, co-founder of Sauce Capital and founder of Scope"},"content":{"rendered":"

Hiba Al Masoud, co-founder of Sauce Capital and founder of Scope:<\/strong> Each week, My Morning Routine looks at how a successful member of the community starts their day \u2014 and then throws in a couple of random business questions just for fun. Speaking to us this week is Hiba Al Masoud (LinkedIn<\/a>), co-founder of Sauce Capital and founder of Scope<\/a>. Edited excerpts from our conversation:<\/strong><\/p>\n

My name is Hiba Al Masoud; I\u2019m the founder of Scope, a PR and media agency focused on tech firms, and the co-founder of Sauce Capital. <\/strong> I started my career at Etihad Airways in commercial sales, but when covid-19 hit and aviation was at a standstill, I decided it was time for a new adventure, and I co-founded a food tech startup \u2014 Sauce Capital. <\/p>\n

We wanted to disrupt the outdated food delivery model<\/strong> and connect the food ecosystem, which was previously fragmented. We started with the launch of a few brands and several kitchens in Abu Dhabi and today they are spread over three cities with over 40 virtual food brands. <\/p>\n

The secret to the success of Sauce Capital was, I think, timing. <\/strong>The sector was getting attention due to the growth of the food delivery market and a shift in overall consumer behavior from minority ordering to ordering sometimes up to three times a day. That was compounded by the pandemic, which digitized the food sector even further.<\/p>\n

Three years into my venture, I also established Scope<\/strong>, a boutique PR\/Communications Advisory that focuses on building brand narratives and strategy. I have always been passionate about communications and having had a Master\u2019s and some work experience in PR, I felt it was a calling that I had to attend to. <\/p>\n

At the same time, Sauce Capital was gaining a lot of traction and growing. <\/strong>I was included in Forbes 30 under 30, and also completed a Women in Innovation Fellowship with the Atlantic Council & Georgetown University. <\/p>\n

We have a very cool day-to-day routine at Scope. <\/strong>Some days, we\u2019re stuck in lots of meetings with clients, but a lot of the time I\u2019m going out to meet a client, or I\u2019m driving to an event, so it's very dynamic and on-the-go. It\u2019s fast-paced, which I love. <\/p>\n

My morning routine starts with an early wake-up, and 30 minutes of meditation. <\/strong>I don\u2019t look at my phone for the first 30 minutes. That helps me start my day right with a clearer mind . If I have some time, I'll go play some upbeat music on my mixers for 20 mins \u2014 I DJ as a hobby \u2014 and that really helps me start my day right. <\/p>\n

I have a team meeting almost everyday <\/strong>to align and regroup, because things are always moving fast in PR and a lot can change overnight. <\/p>\n

My goal right now for Scope is to grow the team. <\/strong>We're currently in the process of fundraising. My goal is to have a 360\u00b0 agency, covering everything from events to social media and PR. This is where I found the gap in the market here, because a lot of companies in the sector just focus on one vertical, but not a lot of people do what we do as a boutique agency. <\/p>\n

Personally, I\u2019d like to go back to traveling.<\/strong> I\u2019ve been to 64 countries, and I want to finish them all before I\u2019m 40. I want to expand the team [at Scope] and take some steps back.<\/p>\n

The best piece of advice that I ever got was to build trust and give as much as I take<\/strong>. My dad always used to tell me, before you ask someone for something, think of what you can offer them. <\/p>\n","protected":false},"excerpt":{"rendered":"

My morning routine starts with an early wake-up and 30 minutes of meditation<\/p>\n","protected":false},"author":1,"featured_media":100731,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1646],"tags":[7,909,1088,1353,1341],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-100730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-my-morning-routine","tag-enterpriseam-uae","tag-entrepreneurship","tag-my-morning-routine","tag-startup","tag-tech","wpautop","entry"],"acf":{"mongo_id":"0adb46e4-5147-457e-b834-b23280af9399","order":"12","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2025\/2\/1443.jpg","photo_position":"above","homepage_title":"","full_issue_title":"My Morning Routine: Hiba Al Masoud, co-founder of Sauce Capital and founder of Scope","related_issue":[100708],"teaser":"My morning routine starts with an early wake-up and 30 minutes of meditation","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2025\/2\/.92767a3e-d7a5-4bd6-8d9a-de12975b3408.mp3"},"yoast_head":"\nMy Morning Routine: Hiba Al Masoud, co-founder of Sauce Capital and founder of Scope - 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