Nassima Khelifa

I attribute my success to my family business in international trade, which gave me my foundation and first exposure to this world. Growing up around international trade and experiencing trade shows firsthand sparked my passion and helped me understand the industry from an early age. That family connection gave me the knowledge and confidence to pursue this professionally, and it shaped my entire career path. When I moved to the U.S., I was able to leverage that background by targeting exactly where I wanted to be - knocking on the right doors at the Canadian consulate and international trade offices - and that combination of family experience and strategic networking opened up the opportunity to work for the Quebec government office in New York, which launched my professional journey here.

The best career advice I've ever received is to keep working hard and being open to new opportunities. This advice has guided me throughout my journey, especially when I moved to the U.S. and had to rebuild my professional life. Being open to opportunities meant going out and knocking on doors - literally approaching the Canadian consulate and trade offices to present myself and my skills. It also means staying flexible and not being rigid about how success should look. For me, that openness led to working with the Quebec government, and later to creating my own independent practice where I can be selective about what I do and follow what I love, whether that's international trade consulting, pro bono mentorship, or nutrition coaching.

My advice to young women entering international trade is to be open to learning and don't give up, because this is a fascinating but still very niche world. You have to really believe in the mission of the companies you work with and follow through, because there aren't a lot of opportunities in this field - it's a very small world where everyone knows each other. Success doesn't come just from applying to jobs; it really comes from being involved and trying to get connected. Go to events and meet people one-on-one. Attend trade events and meet international companies and the international organizations that support them. Get involved with organizations like the World Trade Organization. At first it can be a little bit tedious, but there's a part where you have to believe in the mission to be able to really fully do this work. The networking and relationship-building is essential in this industry.

The biggest challenges in my field right now have been present since COVID - it's the general atmosphere around international business and working with international services. Before the pandemic, people would just go to trade shows, they would travel, and they would really be more open about exploring new markets. Now, with all the new regulations and just general fear, companies are more reluctant to explore new markets. There's a feeling that international business is scary, and that creates hesitation. However, this challenge also presents a real opportunity for me, because since I'm on the ground, I'm able to actually solve some of these doubts and do the preliminary work that these companies need. My role becomes more relevant when companies are uncertain - I can help them navigate the fears and regulations and validate whether they're truly ready for international expansion. So while the reluctance is a challenge for the industry, it makes my services more valuable.

The values most important to me in my work and personal life center around validation, authenticity, and giving back. In my professional work, I focus on validating if businesses are truly ready for international expansion - I don't just take on any client or push companies forward if they're not prepared. I believe in being honest and thorough in that assessment. Equally important to me is the value of generosity and accessibility. I love the energy of entrepreneurs when they're starting out and want the world, and when I see that passion, money is not an issue for me. If startups can't afford my services, I'm always happy to help through pro bono mentorship. In my personal life, I value taking care of myself - my body and mental health - through nutrition and exercise. After the pandemic, I made a conscious choice not to just jump into the next 9-to-5 job, but to really go with what I love and be selective about what I do. That authenticity and alignment with my passions is essential to me.