SALIMAH SHIRAJ AMIRALI

**** ******** *****, ******, ** 30019 I C:786-***-**** I acyih5@r.postjobfree.com

Profile:

Highly driven Communications Specialist with an MBA in Marketing and over 15 years of experience in Corporate Communications and Brand Management. Have consistently achieved top-tier brand building results for large global and national companies: Bank Alfalah (one of the largest banks in Pakistan), Abbott Pakistan (part of the Fortune 500 global company, Abbott, USA), The First MicroFinanceBank - FMFB (part of Aga Khan Development Network – AKDN, operating in 30 countries). Also spearheaded AKDN’s national communications department in a voluntary position for six years. Areas of expertise include strategic communications, print and digital content development, media relations, employee communications and training, crisis communications, events and project management.

Objective:

Having recently moved to the USA, I am looking for a challenging role in Communications/Marketing where I can contribute towards achieving the organization’s strategic objectives while advancing my career.

Highlights:

• Strong writer and editor

• Strong organizing and management skills

• Over 15 years of voluntary work

• Self initiator and deadline drive

Accomplishments:

• Enhanced media visibility for Bank Alfalah achieving highest AVEs (Advertising Value Equivalencies) among top five competitors in the Pakistan banking industry in 2015.

• Developed Bank Alfalah’s digital strategy. Launched the Facebook page; conceptualized digital activation campaigns; achieved highest engagement rate among top five Banks during the year.

• Conceptualized an innovative internal communications strategy to improve employee engagement while creating a strong sense of association with the new VMV (Vision, Mission, Values) at Alfalah.

• Produced thematic Annual Reports for publicly traded companies (Bank Alfalah and Abbott).

• Handled crisis communications for Bank Alfalah, Abbott and AKDN on many occasions.

• Interviewed on Dawn News (leading English News Channel) and spoke about enhancing financial inclusion for the less privileged through microfinance in Pakistan.

• Developed FMFB Pakistan’s Brand Guidelines, which were used as a reference point by FMFB’s apex body based in Geneva; Acting Head of Training and Acting Ethics Officer for 6 months during 2009.

• Chief Editor of The Ismaili Pakistan (community based magazine). Also the Editor of company newsletters at Bank Alfalah, Abbott and Aga Khan Education Services (AKES).

Experience:

Head of Corporate Communications - Feb 2015 to April 2016 Bank Alfalah (one of the leading commercial banks in Pakistan, a part of the Abu Dhabi Group)

• Build and protect reputation through internal and external communications: executive visibility & speaking engagements; PR/media relations; collateral development; social media; issues management; employee engagement.

• Serve as a strategic advisor to the senior management and their business teams to develop and

implement internal and external communications programs that achieve critical business objectives.

• Part of the brand re-launch team: developed the messaging strategy and led collateral development for all communication campaigns, also led brand road shows and training of brand catalysts to communicate the new VMV to employees.

• Oversee agency to develop PR strategy. Develop media relationships; was the Bank’s spokesperson. Improved visibility; exceeded targets by securing coverage in top-tier electronic & print media.

• Oversee the Digital agency to develop and implement the Bank's digital strategy.

• Launched the Bank's newsletter "The Way" with the objective to strengthen internal communications. Managed employee communications system to distribute company news.

• Prepared CEO presentations and speeches geared towards external and internal stakeholders.

• Managed the Bank's official website responsible for all revised and new content / design development.

• Developed the Bank's three year CSR strategy. Managed the Bank’s Donations/Charity portfolio.

Senior Manager, Corporate Communications & Public Affairs - July 2012 to June 2014 Abbott Pakistan (part of the Fortune 500 global healthcare corporation, Abbott Laboratories, USA)

• Develop, implement and oversee the execution of all communication activities including strategic PR, reputation management and citizenship programs in alignment with corporate priorities.

• Partner with Government and Regulatory teams and other external industry associations to develop proactive positions and messages on key public policy issues.

• Cultivate relationships with media and external influencers. Was the company spokesperson. Improved visibility and exceeded annual targets by securing coverage in top tier electronic and print media.

• Proactively identify potential issues and develop action plans to address them. Was the Crisis Action Team Coordinator: organized crisis management training and developed local crisis plan. Managed crisis communications: in one instance secured article in support of Abbott in a leading publication.

• Participated on the BAC (Business Advisory Council) to provide communications counsel to leadership.

• Developed a strategic enterprise-wide employee communications program. Developed company’s first formal employee communications system to distribute company news. Launched the quarterly newsletter "Mosaic" for all businesses in Pakistan. Enhanced visibility on the global intranet site.

Vice President / Head of Communications & Brand Management - Nov 2007 to Dec 2011 The First MicroFinanceBank (part of the Aga Khan Development Network operating in 30 countries)

• Developed and implemented the Bank’s internal and external communications strategy.

• Collateral creation: work with local communities and field offices to write compelling stories.

Developed ad campaign, brochure, branch branding/product leaflets, fact sheet, presentations etc.

• Develop and maintain stakeholders’ (Media, Board, local communities, donor agencies) relations.

Head of Marketing & Corporate Communications - Oct 2006 to Oct 2007 Credit Chex, JS Group

• Develop and implement the marketing and communications strategy. Content development for corporate brochure, website, guidelines, identity standards, presentations, giveaways.

• Was the lead facilitator for the development of the company's VMV. Was part of the senior management team and the HR Policies & Procedures Review team.

Senior Manager, Corporate Communications & Public Affairs - Jun 2003 to Sep 2006 Aga Khan Education Service, Pakistan (part of the Aga Khan Development Network based in Geneva)

• Conducted detailed stakeholders’ analysis and developed the communications strategy.

• Developed and supervised implementation of the marketing strategy for the Aga Khan Schools.

• Conceptualized and led AKES’ centennial celebrations: o Led a senior team to raise funds for and organize a large-scale walk on “Education for Pluralism” o Chief Editor, Centennial Souvenir Booklet capturing 100 years of operations in Pakistan.

• Collateral creation: corporate & school brochures, fact sheet, presentations, prospectus, giveaways.

• Developed market intelligence strategy; facilitated the implementation process across field offices.

• Oversee Research agency for conducting study on introducing an IB residential school in Pakistan.

• Conceptualized and launched the quarterly newsletter “Quest”

• Led an Internal Monitoring Mission to assess the success of a Euro 20 million, EC funded program.

• Co-facilitator for development and communications of the Vision, Mission, Values to employees across Pakistan. Was part of the senior management team and HR Policies & Procedures Review team.

Assistant Manager, Corporate Communications & Marketing Services - Mar 2002 to May 2003 The News, Jang Group of Newspapers (one of the largest media groups in Pakistan)

• Developed a print election ad campaign for the President of Pakistan, run in all 9 group publications.

• Organize PR events and conferences: seek sponsors, handle logistics and marketing of the event.

• Identify opportunities for reader loyalty promotions and develop promotional material.

Marketing Manager - Mar 2000 – Mar 2002, Teledata Pakistan

• Develop business and marketing plans. Identify potential customers, prepare sales proposals and give presentations for different products.

• Develop a strong sales team and monitor their performance; manage customer complaints.

Educational Background:

MBA, Marketing, Southeastern University, Greenwich Institute – Karachi, Pakistan 1998 Placed on the Dean's List of Merit in Fall 1997 (GPA 3.8) and Spring 1997 (GPA 3.60)

Bachelor of Commerce, University of Karachi – Pakistan, Placed in First Class. 1995

A-levels – GCE from University of Cambridge, St. Patrick’s High School, Pakistan 1992

O-levels – GCE from University of Cambridge, St. Michael’s Convent School, Pakistan 1990

Training & Community Involvement:

• Communications Coordinator (volunteer) for AKDN from 2009 to 2015. Led a team of five people to oversee communications particularly media engagement for all AKDN agencies in Pakistan.

• Training conducted include: Developing Brand Catalysts, Lead for brand roadshows at Bank Alfalah; Lead trainer - Communications training for AKDN volunteers; Media training for CEO & members of the Business Advisory Council, Abbott; Team Building at Bank Alfalah & JS Group.

• Training attended: Customer Service by Nancy Friedman; Media Training at Abbott; Communications Training by AKDN (France); Public Affairs Training by Abbott (USA and Netherlands); Train the Trainer course by AKAM (UAE); Women in Leadership by the British Council; Development Communications by the Aga Khan Foundation; How to conduct FGDs by AKDN.

• Volunteer for the Aga Khan Social Welfare Board and Aga Khan Education Service (2006-2009); responsible for content and creative development, donor proposals, project & event management.

• Volunteer, Committee for Prevention of Substance Abuse, Aga Khan Social Welfare Board (2000), the Aga Khan Council for Karachi (2001-2003) and the Aga Khan Health Service (1991-1995).

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