From left, Frances Bonifacio, Head of Strategy & Director of HR at Serviceplan Arabia; and Sara Eid, Regional Creative Director at Serviceplan Arabia.Here’s a candid discussion between Serviceplan Arabia’s Regional Creative Director Sara Eid, and the Head of Strategy and Director of HR Frances Bonifacio about women in leadership, the value of genuine support and the realities of forging paths in the creative industry.
Bonifacio introduces Eid
Frances Bonifacio: I’d heard plenty about Sara before she joined us. “You’ll love her energy, her authenticity and her grounded creativity,” they said. “She just gets it.” Still, none of their hype prepared me for the whirlwind of feisty brilliance that shook my hand that warm Friday afternoon. The woman I met holds so much reverence for her craft. Something about her non-nonsense nonchalance struck me as a rarity – a female creative leader who knows her full worth. But what I love is that beneath that creative firestorm and quiet humility is a woman utterly alive.The one who hugs the dancefloor and dances to no one but herself alone, graceful, always purposeful. Here is her wit on display:
How has your identity as a Saudi shaped your approach to leadership in an industry once defined by ‘Mad Men’?
Being Saudi, and being a woman, came with a double layer of responsibility. I’ve always felt like I was representing more than just myself; I was representing Saudi talent and, more specifically, Saudi women. That awareness made me deeply committed to doing justice to that representation. It also made me incredibly invested in the next generation of Saudi women, who inspire me every day. I’ve learned that while many barriers have been lifted, others remain – some structural, some societal and some internal. Yet I’m privileged to witness incredible work, sharp thinking and powerful women lighting up our team every day.
How do you balance authenticity and assertiveness as a woman in a creative leadership role?
This one took time. Early in my leadership journey, I leaned heavily into assertiveness – probably, as a response to the environments I was in. Over time, I began leading with more empathy. But finding the balance between both hasn’t always been easy. What grounds me now is honesty – with myself first, and with others second. Honesty about what works and what doesn’t; about where we are and where we need to go. Honesty as a team, and honesty with each individual.
What advice would you give to women who want to stand tall and support each other in workplaces that are still changing?
My most honest and perhaps brutal advice: give it time. Give the place a chance to change – and choose the right team to help bring your vision to life. Make sure you have a support system, whether from leadership or other departments.But if the culture isn’t aligned, if your values feel compromised, set a clear cutoff point, then seek out an environment that nurtures your leadership style and shares your vision.
Eid’s take on Bonifacio
Sara Eid: When I heard about Frances, I was intrigued because she was not only Head of Strategy, but also Head of HR – two fields I’ve always been curious about. It’s not often you see one woman holding both roles, and leading with strength in both. Frances is exceptional, sharp, articulate and undeniably brilliant at what she does. But what I admire most is the woman behind the title: gracious, gutsy, fair and full of heart. She offers support without being asked. She leads with integrity, empathy and unwavering standards. And she does all of this while being wholly, unapologetically herself. Let’s unpack the story behind the powerhouse:
You work across two very people-centric disciplines – how do you maintain objectivity while staying empathetic?
As a strategist, I want to bring out the best in those who look up to me, mentoring as keenly as I was once mentored. I remind myself that I was once in their shoes and how I lead now shapes their own standards. In HR, I focus on creating a safe space where people feel heard and valued, making fair decisions between company goals and individual wellbeings. When people see head and heart balanced, I find them more willing to trust the tough calls.
Has there been a pivotal moment when you questioned your path as a leader?
Yes. It came with learning to let go. It is never easy to let go of something you have grown so passionate about that the thought of not being able to advocate for others from a place of authority is disarming. You start to second guess yourself, doubting if you ever made any real impact. But life teaches you a powerful lesson, that you don’t need a title or position to care for others – only a willing heart.
What would you say to younger women just entering the field, who may not yet see themselves as leaders?
Stay open. Stay teachable. Come at things with as much curiosity and guts as you can muster. Soak up learning. Never not be learning. Never not be questioning: question more, question why. Don’t be afraid to poke at things until you get answers. Leaders are made when all that restless learning sparks visions – of newer, better and bolder ideas. And when you find yourself at the top, teach others to keep their hearts open, their curiosity sharp.
By Sara Eid, Regional Creative Director and Frances Bonifacio, Head of Strategy & Director of HR at Serviceplan Arabia
