In the ever-evolving world of fashion and beauty, where expansion knows no borders and ambition fuels the industry, the Middle East and North Africa (MENA) region has emerged as a new frontier for opportunity. With its digitally connected, youthful middle class fueling demand for high-quality goods, the region has become a magnet for global brands eager to stake their claim. At the same time, MENA-based companies are setting their sights on the U.S., looking to bring their distinct aesthetics and innovative concepts to the world’s largest consumer market.

Now, an unexpected union between three industry powerhouses--Workhouse, Move the Needle Consultancy (MTNC), and THE BOARD—is rewriting the rules of global growth. Designed to facilitate the flow of beauty and fashion brands between MENA and the U.S., this partnership aims to create a seamless pathway for expansion, equity investment, and strategic alliances on both sides of the globe.

For Western brands, the allure of the MENA region lies in its remarkable growth story. With 492 million internet users driving a booming e-commerce landscape, the region offers untapped potential for companies ready to embrace its complexities. Beyond the staggering numbers, there’s a more intimate appeal: a vibrant, young demographic hungry for products that blend global quality with local sensibilities.

“The MENA region represents incredible untapped potential,” said Mary Ghobrial, CEO of MTNC. “This partnership ensures our clients have the tools, expertise, and access they need to thrive in one of the world’s most dynamic markets. With THE BOARD and Workhouse, we can not only bring global brands to our region but also build pathways for local brands to expand into global retail and online distribution.” Ghobrial’s leadership has long been associated with breaking barriers. From guiding Amazon’s acquisition of Souq.com to launching marketplace platforms that connected international brands with local consumers, her expertise makes MTNC a key player in this partnership.

While U.S. brands find new horizons in MENA, the reverse narrative is equally compelling. Beauty and fashion brands born in the region are seeking access to the U.S. market, where diversity in design and innovation has created an appetite for fresh perspectives.

“Bringing together the expertise of Workhouse, MTNC, and our vetted collective creates a unique ecosystem where creativity, strategy, and execution meet,” said April Uchitel, CEO of THE BOARD.

“Together, we’re shaping the future for brands bold enough to dream big.”

With a career that includes leadership roles at Diane von Furstenberg and Violet Grey, Uchitel has built a reputation for scaling businesses and positioning them for long-term success. Through THE BOARD’s expansive network of executives across beauty, fashion, and technology, the partnership aims to connect MENA brands with the right collaborators, investors, and platforms to ensure meaningful entry into the U.S. market.

At the center of this partnership is Adam Nelson’s Workhouse, a New York-based public relations agency that has spent over 25 years defining how brands communicate their essence to the world. With clients like Versace, Bergdorf Goodman, and Porsche, Nelson understands that great campaigns are about more than just selling products—they’re about creating cultural moments.

“This partnership is about more than collaboration; it’s about rewriting the playbook for global success,” said Nelson. “With Mary and April, we’re uniting forces to deliver something extraordinary bridging cultures, driving innovation, and elevating brands to new heights.”

From high impact launches to sustained campaigns, Workhouse will take the lead in helping brands from both sides of the partnership establish themselves as cultural forces.

At its core, this collaboration isn’t just about products crossing borders; it’s about ideas, innovation, and partnerships flowing in both directions. For U.S. brands, the MENA region offers access to a consumer base eager for luxury goods, thoughtfully designed fashion, and beauty products that align with their lifestyle. For MENA brands, the U.S. provides a platform to showcase their creativity, tapping into an audience that craves authenticity and fresh perspectives. This partnership also carries the weight of a shared history. Adam Nelson and Mary Ghobrial, the CEO of MTNC, first collaborated on the expansion of Chocolate Bar, a New York-based boutique confectionery brand, into the MENA region. The project showcased their ability to break barriers and navigate complex markets, setting the stage for this more ambitious venture.
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“As international markets become increasingly interconnected, partnerships like this one highlight the importance of collaboration in addressing the needs of diverse consumers. Whether it’s bringing premium U.S. brands to the MENA region or helping MENA brands break into the competitive U.S. market, the alliance between Workhouse, MTNC, and THE BOARD offers a blueprint for cross- border success,” Nelson said.

As this partnership gains momentum, it’s easy to imagine a future where collaborations between MENA and U.S. brands become the norm rather than the exception. For brands bold enough to take the leap, this alliance offers more than just access—it provides a framework for navigating the intricacies of international markets, from investment opportunities to long-term growth strategies.

“This isn’t just about entering a market,” said Ghobrial. “It’s about building sustainable growth and creating meaningful connections.”

In an industry driven by reinvention, this partnership feels less like a strategy and more like a necessity. As borders blur and consumer demands evolve, the collaboration between Workhouse, MTNC, and THE BOARD offers a glimpse into what the next era of global beauty and fashion could look like—where innovation, heritage, and opportunity meet.

​New York, NY / Sharjah, UAE / Los Angeles, CA — In a landmark alliance bridging continents and industries, Workhouse, Move the Needle (MTNC), and THE BOARD have joined forces to forge a groundbreaking partnership. This collaboration unites the expertise of three powerhouses in public relations, consultancy, and strategic innovation, paving the way for transformative global initiatives across the United States and the Middle East (MENA) region.
 
MENA is rapidly emerging as a global growth powerhouse, with 492 million internet users driving an unprecedented wave of digital expansion. A fast-growing, youthful middle class is fueling demand for premium products delivered with speed and convenience. Yet, despite this momentum, consumers face a lack of quality options, while global brands struggle to overcome the complexities of scaling in such a dynamic market. By connecting MENA consumers with the global brands they crave, it paves the way for transformative growth, empowering companies to capitalize on the region’s immense potential while addressing the needs of an underserved and eager audience.
 
This alliance also carries the weight of a shared history. Adam Nelson, the Founder and CEO of Workhouse, and Mary Ghobrial, CEO of MTNC, first collaborated during the international expansion of Chocolate Bar, a project that broke barriers and elevated the brand into global consciousness. With THE BOARD’s CEO, April Uchitel, joining this equation, the collaboration takes on a dynamic new dimension, offering unparalleled access to top-tier expertise, industry insights, and market opportunities.
 
The union is designed to transcend traditional boundaries, focusing on innovation, cultural synergy, and growth. By integrating their unique strengths, Workhouse, MTNC, and THE BOARD offer clients a seamless, collaborative experience that delivers results. Together, the trio is set to redefine what’s possible in global strategic partnerships, offering solutions that are as innovative as they are effective.
 
Built on a shared vision of empowering brands to thrive in interconnected global markets, Workhouse will lead the charge in crafting dynamic public relations campaigns and executing impactful communications strategies tailored to the needs of clients in the U.S. and MENA regions. MTNC will act as the exclusive partner in the MENA region, leveraging its vast network and cultural expertise to identify and secure high-value opportunities, bridging the gap between global brands and regional consumers. THE BOARD will provide its signature blend of strategic consultancy and access to top-tier experts, offering unparalleled support in client pitches, proposal development, and delivering solutions with unmatched depth and breadth of knowledge.
 
Aligning their strengths, paves the way for meaningful progress, driving sustained growth in a region primed for opportunity.
 
MTNC, headquartered in the UAE, is a consultancy powerhouse specializing in strategic partnerships, business development and ecommerce across the MENA region. With deep roots in the market and a proven ability to connect international brands with lucrative opportunities, Mary Ghobrial’s leadership has positioned MTNC as a trusted bridge between East and West. Formerly serving as Chief Commercial & Strategy Officer for Amazon/Souq and a Senior Advisor for McKinsey & Company and other leading global brands, Ghobrial’s expertise extends from leading multi-million-dollar ventures, fundraising to integrating innovative technology solutions into global marketplaces, making MTNC the ideal partner for navigating the complexities of the MENA market. Mary contributed to the Amazon acquisition of Souq.com, led and launched all marketplaces in MENA bringing in top brands, and worked closely with all top retailers in the region.
 
THE BOARD led by April Uchitel, is a Collective of 235 top fractional Executives with an unmatched pedigree of industry expertise. Known for her transformative leadership at DVF, tech start up Shop Spring, and Violet Grey, Uchitel’s ability to scale businesses and build innovative strategies is legendary. THE BOARD curates “Dream Teams” of elite professionals across beauty, fashion, technology, and media, empowering brands with bespoke solutions and unparalleled insights. By partnering with Workhouse and MTNC, THE BOARD solidifies its role as a strategic force in this venture, ensuring clients receive access to the best minds in the business.
 
Workhouse brings more than 25 years of experience as one of the country’s most innovative Public Relations agencies, celebrated for delivering campaigns for both iconic and emerging brands like Bergdorf Goodman, Porsche, Assouline, and Versace. The agency’s ability to shape cultural narratives and execute bold ideas has made it a leading force in storytelling and strategic communication. In 2024, Nelson’s leadership has been recognized through numerous accolades including PR Net’s ‘Most Influential’ Award, the MarCom ‘Career Achievement’ Award, Netty ‘Lifetime Achievement Award,’ and Best in Biz ‘Marketing Executive of the Year,’ cementing his reputation as an industry trailblazer.
 
“This partnership is about more than collaboration; it’s about rewriting the playbook for global success,” said Adam Nelson of Workhouse. “With Mary and April, we’re uniting forces to deliver something extraordinary—bridging cultures, driving innovation, and elevating brands to new heights.”
 
“The MENA region represents incredible untapped potential,” added Mary Ghobrial of MTNC. “This partnership ensures our clients have the tools, expertise, and access they need to thrive in one of the world’s most dynamic markets.” We partner with customers across several industries from luxury, fashion, beauty. We build tech solutions, and inject a start up within large corporations to fuel growth.” With The Board and Workhouse we can now not only bring global brands to our region, but build for local brands global retail and online global distribution. 
 
April Uchitel of THE BOARD emphasized the transformative potential of the alliance: “Bringing together the expertise of Workhouse, MTNC, and our vetted collective, creates a unique ecosystem where creativity, strategy, and execution meet. Together, we’re shaping the future for brands bold enough to dream big.”
 
For further information, interested media contact
Kat Carlson at Workhouse via [email protected] USA
Sara Shabana at MTNC via [email protected] MENA

In her feature debut, Ramona at Midlife which launches across leading digital streaming platforms on February 11th, playwright-turned-filmmaker Brooke Berman crafts a bittersweet yet hilarious exploration of reinvention and self-acceptance. With a stellar ensemble cast, including Alysia Reiner (Ms. Marvel), Joel De La Fuente (The Man in the High Castle), and April Matthis (New Amsterdam), the dark comedy follows Ramona, a former literary “It Girl” turned single mom, whose less-than-glamorous present becomes fodder for a hot filmmaker’s latest project. Through the chaos, Ramona learns to embrace her messy, imperfect life and redefine what it means to be in her prime. Berman discusses her inspirations, creative process, and why stories about women over 40 are more vital than ever. But first, see the film’s exclusive trailer here https://www.ramonaatmidlife.com/

What inspired you to tell this story at this moment in your career? 
BERMAN: ”Ramona at Midlife is the story of a working mother making room for herself, a coming-of-age in middle age. It is the story of the sacrifices women artists make, the men who take us for granted, and the politics of a female artist laying claim to her own narrative. Ramona embraces the imperfection of her life, the glory and the mess, acknowledging that maybe this is winning. In the movie, a former writer discovers that her life story has wound up as the subject of a famous director’s new movie. And it really wakes her up to the regrets and promises of her old self and old life.”

The film is described as a love letter to Patti Smith. How does her influence manifest in the story or the character of Ramona? BERMAN: “Patti Smith has spoken eloquently about the years she spent raising her two kids in Michigan. She says that those years ‘saved her as an artist.’ I found her words inspiring when I was sitting on playgrounds with my son or taking him to the local library for story hour. I wanted to know how I could be both an artist and a mother at the same time; Patti Smith seemed to know the answers! My family is from Detroit and after my son was born, we’d take an annual pilgrimage to visit my grandmother, Ida. Dear Patti Smith, I’d think to myself while son and grandmother were napping, How did you keep your identity as an artist intact?”

How did your background as a playwright shape your approach to directing?
BERMAN: “I direct like a writer. I approach story through character and how each story beat feels internally for each character. Many of the directors I’ve met (and trained at NYU, where I teach) think in picture first, story second. I’m the reverse. Truthfully, my real love is working with actors. I started out as an actor, writing for myself and my friends. As a playwright, the most galvanizing force is the promise of hearing pages read aloud. I like to joke that half the reason I write anything is so that I can get into a room with other people. Directing emerged from that.”

The cast features an ensemble of talented New York stage and screen actors. How did you go about assembling this group?
BERMAN: “I wrote the role of Ramona for my dear friend Yvonne Woods. Yvonne and I met in grad school—she’s like a muse to me. In many ways, we were the girls that Ramona and her friends were, staying out late, making art, going dancing, falling in love and getting hurt and making more art. I wrote the character of Mansbach, the director who appropriates Ramona’s life story, for another dear friend from Juilliard, Rob Beitzel. I wrote a day role for my high school soulmate Jamie Harrold. I wrote Imani hoping the extraordinary April Matthis would do it, and she did.”

Music plays a big role in the film. Can you talk about curating the soundtrack?
BERMAN: “Every boy I ever loved in the 90s and early 00s loved Liz Mitchell’s band Ida. I was destined to fall in love with her music too. When writing the first draft of Ramona, I had a vision of Liz Mitchell and heard her music in my head. I made a playlist full of Ida, You Are My Flower and Patti Smith and played it on repeat through the rest of the writing process. Then, during post, my music supervisor Rob Kaplowitz and I realized we were lacking a very specific tone—the punk rock howl that punctuates Ramona’s internal conflict. Producer Gil introduced us to GRLWood! We need that howl or scream to get to the other side of midlife reinvention!”

What message do you hope audiences take away from Ramona at Midlife?
BERMAN: “If we feel sidelined, we must center our own story. And if we feel invisible, we must commit to seeing ourselves. By seeing ourselves, I mean seeing clearly and accurately, seeing and fully embracing who we are now. For midlife women, we become our best selves at the very moment the culture has decided we’re irrelevant.”
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With Ramona at Midlife, Brooke Berman delivers a poignant, unapologetically honest look at the complexities of middle age, motherhood, and artistic reinvention. By challenging cultural narratives about women over 40, she offers a story that is as empowering as it is entertaining. Bold, raw, and darkly funny, the film reminds us that reinvention is not only possible—it’s essential.