Sarah Salman

• Spearheading, developing and executing a comprehensive, integrated and multifaceted PR and Communications strategy, alongside public and private partners, to promote DET and its entities, in line with the Dubai Economic Agenda (D33). • Developing compelling content in both Arabic and English, including press releases, media alerts, features, op-eds, senior executives’ presentations, briefing documents, spokesperson quotes, and more, in line with approved key messages. • Ensuring effective crisis communication management, including providing strategic counsel and real-time crisis statements as necessary. • Cultivating and maintaining strong relationships with editors, journalists, media outlets and industry influencers. • Identifying and capitalising on opportunities for DET's spokespeople to proactively position the organisation as a leading authority through strategic spokesperson engagements including industry-related presentations, keynote speeches, panel discussions, fireside chats, and more. • Vigilantly monitoring media coverage, analysing awareness, sentiment, and retention, and sharing ongoing media insights to measure the impact and effectiveness of PR initiatives, optimise future campaigns and enhance DET’s brand image and global positioning. • Organising and overseeing impactful media events and activations to ensure DET remains front of mind for all media. This includes actively planning, executing and participating in the Arabian Travel Market (ATM) – DET’s annual flagship event – by preparing PR content, securing interviews, panel discussions and keynote speeches opportunities, and providing on-ground support. • Overseeing and providing strategic guidance for festivals and events, and driving promotional and engaging activations for DET and DFRE’s high-profile campaigns including Dubai Shopping Festival, Dubai Summer Surprises, Dubai Fitness Challenge, Dubai Food Festival, and more.

• Managed, developed, and implemented a robust PR and Communications strategy to position Dubai as a global events destination, emphasising its diverse offerings, and to drive promotional and engaging media activations for Dubai Festival and Retail Establishment’s (DFRE) suite of high-profile festivals campaigns and events. • Delivered against key event-specific and wider destination objectives to continually build on the success of Dubai’s events sector and its local and international appeal. • Created compelling, engaging, and thought-provoking PR material, including but not limited to press releases, media alerts, features, op-eds, business stories and briefing documents, and managed DFRE’s senior executives’ profiles through spokesperson positioning via media events and engagements. • Provided internal stakeholders and strategic partners with comprehensive and detailed media reports, including daily and weekly coverage, and detailed analyses for effective future campaigns.

• Developed and delivered PwC’s marketing and corporate communications strategy across the region through executive profiling and driving positive, innovative and impactful PR and media relations campaigns built on thought leadership, market developments and marketing-led initiatives. • Managed the firm’s external communications as the leading professional services firm in the region by rapidly developing press releases and running marketing and social media campaigns. • Managed the firm’s reputation by handling challenging, technical and sensitive issues and analyzing complex data, reports and surveys in a wide range of industries. • Led the firm’s online and digital presence and identified opportunities for integrated communications across multiple platforms (Twitter: @PwC_Middle_East, LinkedIn: PwC Middle East and YouTube: PwC Middle East).

Supported the development of a growth strategy and international expansion plan to transform the World Government Summit (WGS) into an organization offering a global platform dedicated to shaping the future of government worldwide by bringing together key players, government figures, bright minds and innovative solutions.

Promoted brand awareness through marketing copywriting, social network outreach and blog sharing, and increased digital subscribers by integrating online, print, mobile and social media networks.

Honors graduate from the McLaren School of Management at the University of San Francisco with a bachelor's degree of Science in Business Administration, and a concentration in Marketing and Media Studies.