Abou Eid was promoted to her current position in May 2024, having first joined Bloom Holding as the director of marketing and communication in 2019. She led the full rebranding of the group. As of January 2025, the group had 12 projects in the U.A.E. and the U.S. Abou Eid was previously the marketing director for Emaar and the director of retail and hospitality at DIFC.