Other Women's Jobs // A Day In The Life And Career Of Cherine Altobaishi

NAME: Cherine Altobaishi: @massivemusic , @balancethemix

JOB TITLE: Senior Account Manager, MassiveMusic Dubai

MOVED TO THE UAE IN: 2021

Cherine is a Senior Account Manager at MassiveMusic Dubai, the region’s leading creative music agency specialising in impactful strategies, sonic brand identities and best-in-class compositions. The goal is to help brands build a unique audio identity that connects with audiences in a meaningful and emotional way. With many years of experience in the music industry, Cherine has worn many hats - from music supervision to artist and label management and now, brand strategy through sound.

Cherine holds a Bachelor’s Degree in Music Industry from Northeastern University in Boston, which gave her a strong foundation in both the business and creative sides of music. After spending a couple of years in Los Angeles working in A&R and music supervision, she co-founded a fine jewellery band with her mother – a valuable chapter that taught her a lot about branding, storytelling, and entrepreneurship. Eventually, she returned to the music industry with renewed focus and purpose: to bring global best practices to the Middle East, while staying rooted in local culture.

At MassiveMusic, Cherine works closely with some of the region’s biggest names, especially in Saudi Arabia, guiding them through the process of discovering and implementing their sonic identity -  from sonic logos and campaign music, to immersive soundscapes for physical spaces and digital touchpoints. It’s a beautiful intersection of strategy, creativity, culture, and storytelling.

Beyond her day job, Cherine is also the MENA lead for Balance the Mix, a non-profit global initiative committed to diversity and inclusion in the music industry. She is currently working to launch the first Balance the Mix event in the region - a platform to champion women in music through mentorship, workshops, panels, and showcases.

Let's discover a day in the life and career in Cherine's world:

8AM:

The day always begins with a short meditation, lemon water, and a glass of fresh celery juice - my non-negotiable ritual. I’ve become passionate about health and wellness over the years, and this quiet start gives me the clarity and calm I need before the day kicks in. I take this time to check emails, review my to-do list, and scan my calendar for any internal meetings, client calls, or deadlines. My role involves a lot of coordination between creative, strategy, and client teams, so mornings are my chance to ground myself before the chaos begins. On slower days, I’ll catch up on music news, or podcasts for inspiration.

10AM:

This is usually when meetings begin. Some mornings I’m presenting a new sonic logo or campaign music to clients, explaining how we translate their brand identity into sound. Other days, I’m catching up with our creative team to give feedback on music explorations or preparing briefs for upcoming projects. We work globally, so even in Dubai, my calls span from Europe to Saudi to the U.S., depending on the brand and timeline.

12NOON:

If I'm not in back-to-back calls, I’ll use this time to dive into deeper work- reviewing creative proposals, crafting presentation decks, or brainstorming with teammates. I might also be prepping for a workshop or client education session on the power of sonic branding. No two days are the same, which is what I love about the job. I’m constantly learning, adapting, and bringing different industries into the world of sound - whether it's luxury, tech, entertainment, or tourism.

2PM:

Afternoons are for collaboration. Our office in Dubai has a really creative energy, and we often bounce ideas off of each other - whether it’s reviewing music, brainstorming ideas for events we’re hosting, or discussing future trends. I also lead relationship management with some of our long-standing clients, so this might be when I check in with them about upcoming campaigns or new opportunities.

This year, I’ve been spearheading the Balance the Mix initiative in MENA, so I often carve time out in my week to plan our upcoming event or workshop aligning with potential partners, curators, and panelists to ensure we create something impactful. It's something close to my heart, and the goal is for it to feel genuinely empowering for the next generation of women in music.

4PM:

Time for a much-needed break and a mental reset. I try to pause around this time and step away from my screen, go for a walk, or catch up with a friend or colleague. Once back, it’s usually time to finalize deliverables or prepare for the last round of meetings. Around this time, I’ll usually be connecting with our producers and strategists to refine our creative output.  Whether we’re adjusting a sonic logo or tweaking a campaign track, the goal is always the same – to make sure the brand is heard in the most authentic and impactful way. It’s about finding that sweet spot where artistry meets strategy. 

6PM:

The official workday starts to wind down, but this is usually when inspiration hits. I’m a night owl by nature, so some of my best thinking happens in the evening. If I have time, I’ll revisit a deck or jot down notes for upcoming artist collaborations — especially for projects like Aroya Cruises, where I’m leading a music experience proposal for onboard entertainment.

I also love spending time discovering new music and emerging talent from the region. With a background in A&R, I naturally find myself drawn to fresh voices and new sounds. I’ve worked with incredible artists from Egypt, Palestine, Lebanon, and the UAE, and I genuinely love supporting emerging talent as they grow, evolve, and share their voice with the world.  

8PM:

This is the part of the day where my energy shifts; from meetings and deadlines to reflection and creativity. Evenings are when I carve our time for passion projects or reconnect with the community around me.  Sometimes that means catching up with peers, other times it’s offering guidance to younger creatives in the industry who reach out.

Music has always been the thread that connects every chapter of my life. Even when I’m not creating it, I’m shaping it, supporting it, and staying close to the people who are.  It’s what keeps me inspired and rooted in purpose.

10PM:

I wind down by journaling or getting lost in a good book – it’s my favorite form of escape and one of the ways I keep learning and expanding my perspective. If the day’s been particularly intense, I’ll go for a night walk or meditate. Balance is everything - especially in such a fast-paced industry. I try to protect my peace and nurture my creativity, so I can keep showing up, not just for work, but for myself and the community I want to build.