Summary
Overview
Work History
Education
Skills
Personal Information
Travel, Music, Hanging out with Friends, sports, Reading
Languages
Timeline
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Sara Shamel

Sara Shamel

Dubai

Summary

Results-driven bilingual Communicator with 19 years of experience in developing and executing comprehensive internal and external communication strategies aligned with the business objectives. With more than 10 years of experience in regional roles covering the Middle East, Africa, and Turkey. Diversified experienced in different business fields, specifically in highly regulated industries including banking, government, finance, and pharmaceutical. Proven track record of enhancing brand reputation, driving internal and external communications initiatives, crisis communications, events management, with strong network of communications agencies to facilitate on ground activations and effectively managing media relations across the region. A team player, leader, people oriented, creative thinker, problem solver and multitasker with a high ability of learning and agility.

Overview

23
23
years of professional experience

Work History

Communications Lead MENAT

Organon
06.2021 - Current
  • Developed and implemented strategic communication plans to support corporate branding profiling, policy programs, ESG activities, employee branding initiatives, Business and corporate announcements
  • Managed crisis communication strategies and successfully navigated challenging situations to protect the company's reputation
  • Prepare and tailor high-impact corporate, business narratives and messaging and engage with key stakeholders
  • Established strong media relations and secured positive press coverage for the company and its initiatives
  • Collaborated with cross-functional teams to ensure alignment of communication efforts with business objectives
  • Coordinated with key opinion leaders and industry experts to drive thought leadership initiatives
  • Managed the company's social media presence and online reputation management strategies
  • Conducted communication training sessions for executives and employees to enhance communication skills and messaging consistency
  • Monitored industry trends and competitor activities to identify communication opportunities and threats.

Head of External Communications META

Boehringer Ingelheim
01.2015 - 01.2021
  • Responsible of strategic planning, delivery, and implementation of Communication plans, Reflecting activities and business needs, therapeutic areas, medical, stakeholders, and corporate strategies
  • Leading BI executives profiling on both levels Regional and Local (Countries)
  • Developing communications tool kits for countries to support their marketing & medical activities
  • Leading Africa corporate branding projects, creating identity to support the company initiatives within African Companies
  • Create and Lead disease awareness campaigns in multiple markets
  • Create Corporate branding campaigns to be implemented in different countries
  • Responsible for all digital platforms, website, social media platforms, content development and updates, in addition to the community management
  • Handle agencies in different markets to drive communication activities to support the marketing
  • Building communications strategies for Medical and Marketing campaigns and events
  • Create Digital strategy for difference therapeutic areas and corporate news
  • Prepare social media strategy, managing the agency creating media content
  • Managing PR agencies in Countries, with an activation plan through the year to cover the different projects
  • Create, manage, and implement editorial plans in different markets
  • Governmental Relations aligned with Market Access and Regulatory teams
  • Plan and execute media trips for Corporate Event
  • CSR Activities – Special Focus on accessing Africa and Emerging Markets
  • Support our Global Team in their Making More Health – BI CSR arm around Africa
  • Internal Events planning, managing and implementation through the year
  • Leading Global Projects as META Communication Team
  • Assigned for Global Projects in different markets to create digital and communication campaigns.

Associated Account Director

BPG Cohn & Wolfe Regional Multimedia Agency
10.2010 - 12.2014
  • Day to day client servicing
  • Planning and strategy for PR plan
  • Media Relations around the region
  • Profiling plans for management
  • Writing and translating press releases from English to Arabic and vice versa
  • Dealing with governmental bodies as a native Arabic speaker
  • Preparing and handling media events, press conferences and round tables
  • Working with other integrated departments in which is related to the PR activities (Studio, creative, digital, accountant)
  • Building media relations in new sectors according to the clients requirements
  • Responsible for Writing and editing all media materials (press releases, biographies, factsheets, etc) in Arabic
  • Preparing PR Plans for clients
  • Building brand image and awareness
  • CSR activities
  • Building the message house for the brand
  • Creative thinking and ideas
  • Social media
  • Accounts: Global Village and Visa International, Damac, Speedo, Reebok, Ted Baker, TWG, Innoventures Education (DIA, Raffles schools), Al Talahom Initiative (Shiekh Khalifa Initiative for the National Day 2010, Friendi Group, Society of Engineers, Sahara Center, Duke University, Dubai Electricity and Water Authority, Dubai Airport Free Zone, SunGard.

PR and Media Relations Manager

Barclays Banks Egypt
04.2007 - 08.2009
  • Support in building Barclays reputation through managing an integrated communication activity
  • Managing other PR Business Partners in scoping and defining PR requirements
  • Manage delivery against communications plans to time and budget, in the context of the wider Corporate Affairs activity and in line with agreed governance
  • Work with the business to understand business strategies and issues to translate them into communications strategy, plans and materials
  • Manage the day-to-day operational interface with the media and PR agency
  • Contributing to developing, delivering PR campaigns and crisis plans
  • Representing the client PR communication requirements and acting as primary customer to Centers of Excellence for key deliverables, ensuring communication delivery channels are used effectively
  • Monitoring and analyzing Barclays media coverage across the business areas within the area of Responsibility and as directed by the PR Business Partners.

Media and Account Manager

TRACCS (Trans-Arabian Creative Communications Services)
01.2003 - 02.2008
  • Full media services for clients, including daily media scan of the Egyptian press (English and Arabic) for coverage relevant to clients, data analysis, and interaction with journalists
  • Translation of all publications, press releases and interviews from Arabic-English, and vice versa
  • Handling Media Trips to clients starting by selecting the appropriate reporters and publications, preparing press materials for them, accompanying them, preparing the necessary things for the trip (Flight ticket reservations, fulfill the Media requirements and prepare for any media interviews requested during the trip
  • Arranging Press Conferences and round tables (reserving venue, inviting reporters, preparing the event press kit-materials)
  • Preparing Media Plans for all clients in different publications and Advertising
  • Dealing with TRACCS Network Offices in the region to get media coverage for their/our clients and give support to international clients when they do any events in Egypt.

Guest Relations-Executive floors

Grand Hyatt Cairo
08.2001 - 01.2003
  • Handling check-in and check-out procedures
  • Preparing the stay for delegations
  • Responsible for the cashier
  • Preparing VIP events
  • Handling potential problems when they arise
  • Courtesy calls for VIP guests on a daily basis.

Education

Bachelor of Arts - Mass Communication

Skills

  • Creative Communications
  • Content Creation
  • Creative thinking
  • Strategic thinking
  • Business acumen

Personal Information

Female

Married 

Blessed with 3 lovely girls 

Egyptian 


Travel, Music, Hanging out with Friends, sports, Reading

I am a social butterfly, love to enjoy my time with friends and know new friends, on my own time I enjoy traveling, listening to music, playing sports and read social and historical novels. 

Languages

English
Advanced (C1)
Arabic
Advanced (C1)

Timeline

Communications Lead MENAT

Organon
06.2021 - Current

Head of External Communications META

Boehringer Ingelheim
01.2015 - 01.2021

Associated Account Director

BPG Cohn & Wolfe Regional Multimedia Agency
10.2010 - 12.2014

PR and Media Relations Manager

Barclays Banks Egypt
04.2007 - 08.2009

Media and Account Manager

TRACCS (Trans-Arabian Creative Communications Services)
01.2003 - 02.2008

Guest Relations-Executive floors

Grand Hyatt Cairo
08.2001 - 01.2003

Bachelor of Arts - Mass Communication

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