Noora Abu Eitah, Executive Producer

Noora Abu Eitah, Executive Producer

Noora Abu Eitah is an Executive Producer at Secret Location, a content studio for emerging platforms.

What is your morning routine?

Every morning I pray and exercise for an hour before going to work. Due to my hectic schedule, I tend to change my workout routine daily and sometimes move it after work. Taking care of myself physically and mentally is very important, as it sets the foundation for success in all areas of my life.

Tell us about your career path.

I’ve had a great interest in art and design from a young age. I knew I wanted to work in media production so I studied Radio and Television Arts at Ryerson University. I joined Secret Location in 2008 and I am now an Executive Producer. I handle resourcing, budgeting and project supervision.

What challenges do you or women face in your industry?

There are two ways I can answer this question: the way most people think and the way I truly feel. Since I’m a very direct person, I would say the challenges I face have nothing to do with me being a woman. Sure, studies show an evident wage gap between men and women, but the opportunities are there for anyone who works hard. There is more to life than making money; for me, it’s being able to work for people I admire, with people I admire, producing work others will admire. As a professional, I like to see both women and men succeed and achieve their goals. I always do my best to help them every chance I get.

What advice would you give to young girls who want to be the NEXT you?

Do not compare yourself to other people. Say this to yourself a few times so it sticks. It’s true when they say comparison is the killer of joy because as soon as you compare your accomplishments, your look, your financial situation and your relationships to other people, you become a miserable, resentful person. No one likes to be around someone like that. Appreciate what you have and do the best you can with what you’ve been given. Also, don’t let anyone make you doubt yourself. Sure, getting expert advice is helpful, but everyone can have a different experience. You’re not generic, so generic advice will not always apply to you. You don’t want to have regrets later in life so trust your gut and make a calculated decision based on facts as well as instinct.

How do you separate work life from your personal life?

Well, I worked on establishing that separation for years, but it took me a while to fully enforce it. I kept telling myself to make time for family, friends and working out. I always leave my laptop at work now. For me, the most important thing to remember is if you’re happy, you perform better at your workplace.

What inspires you?

People and travel. I love listening to what people from different age groups and backgrounds think about our current affairs, relationships, history and other subjects I’m not usually interested in, like politics. I like to travel and experience new things, so I plan at least one trip a year to a place I’ve never been. I am so lucky to live in such a beautiful country with breathtaking parks and landmarks, so I take advantage of visiting nearby spots as often as I can.


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