Welcome to The People Behind the Programs, a blog series celebrating the voices, stories, and impact of the community professionals powering connection and belonging across the globe.

Today, we meet Anjum Arsheen, a Community & Membership Expert based in Dubai, United Arab Emirates, where she helps founders and organizations in the MENA region design, launch, and scale human-centered membership communities.

Anjum’s path into community building wasn’t something she anticipated, but each step has been instrumental in shaping her mission. Originating from an IT background with a focus on digital learning,  she has grown into a trusted force for bringing people together. Let’s hear her story in her own words.

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How It Started

I didn’t set out to be a community builder; it kind of happened by accident. With my roots in IT and a role in the digital learning space, I was helping entrepreneurs launch their online courses - setting up tech, designing programs, and supporting their students’ journeys. It was during this time that I met the founder of the WE Global Network, who was transitioning her online course cohort into a membership community. That opportunity became the first community I ever built. With nearly no formal people experience but a lot of curiosity, I jumped in.

In the early days, my approach was simple: I’d come in, look around, and ask, “How can I help you?” Those small acts of listening and responding built trust and laid the foundation for a values-driven, engaged community. Over 18 months, we grew from 44 to 180 members, not by magic but through consistent participation habits, structured programs, and a culture that made members feel genuinely supported. That experience shifted my perspective: community building wasn’t just running programs; it was intentional design with purpose.

A Day in the Life

As a fractional Community & Membership Expert, I support multiple clients, which gives me cross-industry insight and a deep understanding of what modern communities need to grow sustainably. The communities I work with are primarily membership-based or focused on business and entrepreneurship, particularly regional networks looking to deepen connections and foster real member transformation.

Two of my favorites where I’m hands-on include the WE Global Network, a global community of women entrepreneurs, and Led By Community Dubai Chapter, a network for community professionals.

My work revolves around strategy, structure, and design. Mornings start with reviewing engagement signals, retention trends, onboarding progress, and member sentiment. I often have strategy calls with founders to align community initiatives with business goals. Much of my day is spent building engagement frameworks, mapping member journeys, and designing onboarding experiences that set the tone from day one. Midday usually involves online events like webinars or member sessions to foster connection.

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The Tools that Power My Work

My go-to tools are Kajabi, WhatsApp, Slack, Zoom, Airtable, and Google Workspace, each serving a distinct purpose in building structured, high-retention communities.

Kajabi is my backbone for membership communities, handling onboarding, content, emails, and event workflows. WhatsApp keeps smaller cohorts connected with real-time interaction, while Slack supports larger professional communities with threaded conversations and peer-to-peer collaboration. Zoom facilitates webinars and live sessions for meaningful engagement. Behind the scenes, Airtable tracks member journeys and engagement metrics, and Google Workspace centralizes planning and collaboration.

Advice for Newcomers

Show up, Listen more, and Co-create. When I first started, I had very little formal experience with people. What worked was simply being present in the community, asking, “How can I help you?” and following through. Listening, supporting, and adapting created trust and laid the foundation for engagement and growth.

Community building isn’t just about tools or numbers; it’s about aligning people, processes, and purpose. Strong systems are essential, but they must be paired with empathy, active listening, and responsiveness. Embrace curiosity and experimentation. Don’t be afraid to try new strategies, measure what works, and iterate quickly. Treat each community as a living ecosystem, and let your passion for connection guide your decisions.

Remember, you are both a strategist and a caretaker. Approach your work with purpose, patience, and intent, and you’ll find that community building is more than a career; it’s about creating meaningful impact.

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Resources I Suggest

For anyone starting in community building, I recommend learning from Tom Ross and Stu McLaren. Tom Ross provides practical insights for creating meaningful engagement and communities. Stu McLaren is invaluable for launching and sustaining paid communities.

Additionally, explore resources like CMX Hub and the LedBy Community blog for real-world examples across industries and regions. The best learning combines insights with hands-on experimentation: test strategies, measure results, and build thriving, human-centered communities.

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💬 Let’s connect on LinkedIn—I’d love to hear from fellow community builders.

💡 The People Behind the Programs is a blog series that shines a light on the community professionals powering impactful programs around the world. Want to share your story or nominate someone doing incredible community work? Submit your spotlight here.

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Are you passionate about building communities?

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