Why I chose DEI over a career in Marketing

Life is often unpredictable and it’s amazing when everything falls into the right place, like Rayane discovering Diversity, Equity, and Inclusion a few years back. Glancing at her journey, she explains what made her switch from Marketing to DEI, and how taking this leap has brought her a sense of alignment and purpose in her job.  

What can you tell us about yourself, Rayane?   

I'm 25 years old and I'm from Lebanon. I am fluent in French, Arabic, and English, like almost everyone in my country. I love cooking, baking... Baking is actually very therapeutic for me. I'm always amazed at how much you can learn from a culture through their food and the way they eat. Also, I love the entertainment industry, especially art, cinema and music. Watching movies has always been a passion of mine, ever since I was a kid; That's how I learned to speak English actually. Since I was 3, I would watch movies in English with Arabic subtitles. I would memorize what they said in the show and learn from there.  

When did you come to Paris?  

Two years ago, for my master's in marketing. Growing up, I wanted to be an actress, and then, a therapist. I think I also wanted to be a chef at some point but, somehow, I ended up studying business administration with a focus in marketing. I was never in love with Marketing, but I had fun studying it. I took my first steps into the professional world, and it soon became clear to me that working in agencies wasn't my thing. Then, I saw this DEI opportunity at Criteo. I had never thought that could be an option, to be honest. It’s weird, it kind of felt obvious right from the first interviews I had with the team. And now, after one year of apprenticeship, I just signed my first contract as DEI Coordinator!   

And what do you like the most about working in DEI?  

I finally feel a sense of purpose in my job, you know? Before, I was working for things I didn't really care about but now, I believe in "what I'm selling". It's meaningful work to me and I'm glad to be part of a company whose core values I share. I feel lucky that Criteo cares to invest in DEI programs and bring more of those initiatives to life. Those values of openness and inclusion run deep into our company culture, and I hope it'll stay that way!   

What is the most fulfilling part of your job?  

I get to work with people from all over the world! We have such a diverse tapestry of skills, cultures, backgrounds, and mindsets. I learn so much from just talking with people. As Program Coordinator for Criteo Cares - an internal employee resource - I collaborate with global leaders to deliver an enhanced employee experience for all. Since I started my journey here, it's been a constant learning curve on all levels, and I am so grateful for that!  

What makes you so determined to instill DEI values in the workplace?   

I have always cared about fairness and hated injustice. I don't know how to explain it, but it's like those values are deeply ingrained in me. We must live in a world that treats people fairly, and equitably, no matter their race, gender, religion, or preferences. Growing up, I always believed it was important to educate people and instill tolerance everywhere, starting with the workplace. As an Arab woman, I feel included where I work but I also know that some of my friends aren't as lucky as me.  

What will be the next step of your career? 

I don't have a clear path in mind because I've experienced firsthand how life can take you to unexpected places, and I hope it does! You can't predict what's going to happen or what you'll want 3 years from now. So, for now, my goal is to make the most of my experience here and keep learning. I can positively say that I've found something to fight for with DEI; I will strive to have a bigger impact and give a voice to those who aren't always heard. 

What does DEI mean to you? 

Discrimination is everywhere, so it's not just about hiring different people from other cultures and meeting quotas. It's about building a company culture that is genuinely open and fair where everyone feels like they belong. I couldn't work for companies claiming they have DEI programs just for the look of it. To me, it must be embedded in the culture and ingrained in people's daily behaviors to have a real impact. DEI begins with practicing what you preach. 

What is your opinion on celebration days and months? 

It depends on how it's done. If you only give visibility to the black community during Black History Month, or queer people during Pride Month, that's counterproductive and it doesn't send the right message. Those moments of celebration are important as they remind us of history but if you just stick to them, the impact is limited. Minorities should no longer fly under the radar. They should be appreciated, supported, and sponsored all year round.  

How can we go even further?  

Communities have a double role to play in my opinion; first, to create a safe space and a strong sense of community, and second, to raise awareness about a minority's specific challenges. That is why we should encourage outsiders to show interest and even join a community they don't necessarily identify with, like having straight people join and defend the Pride Community. That is how we educate people, teach them about deep-rooted assumptions, remove unconscious patterns that deepen the gap of inclusivity, and foster genuine allyship. Allyship is essential, especially at a leadership level. If we take our BIPOC community, our two main sponsors are white but that doesn't mean they can't do a great job in making things go in the right direction. In the end, it's about finding ways to live together in harmony.   

Where should companies focus their DEI efforts?  

There is a constant effort to be made to embed those values in company cultures. This is a daily job! In my opinion, we should focus on educating and raising awareness using techniques like workshops and mentorship, for instance. Awareness is always the first step toward real empowerment.