Campaign’s PR Faces to Watch 2021 — Sara El Kashef, Associate Account Manager, GolinMENA
Age: 25
Nominated by Anit Kurian, Group Director, GolinMENA
Sara joined us for an opportunity to step up into an account management role, and it has been a privilege to see the emergence of a next-gen PR star! A reliable team player and an empathetic team leader, her project and process management ensure a positive experience. Her clients appreciate her meticulousness and absolute commitment to quality delivery. A true collaborator, her vast professional network is a testament to the good impression she leaves with her work. At GolinMENA, she has lifelong fans in her team and colleagues, who will be cheering her on in her very promising future.
Bio
Public Relations has been an interesting challenge and journey for me since I come from a Marketing & Advertising background in Egypt. I’ve worked across multiple sectors but found the technology industry to be most interesting. Throughout my career, my responsibilities have grown, and in my current role, I have the opportunity to lead on planning and execution for a number of impactful and high-visibility tech brands. I am always intrigued by the level of competition and how fast-paced the sector is, and the opportunities to communicate this are endless.
Guiding principles
I am a strong believer in the value of teamwork and empowerment. I believe that a strong focus on quality outcomes leads to improved exposure and opportunities. Most importantly, like the calm duck on a lake paddling furiously beneath the surface, hustle with purpose.
How has Covid changed your job?
Communicating never stops! The initial challenge was aligning with the team, coordinating remotely, and so on. Being agile is important to be able to thrive, but during the pandemic, the speed had to be exceptionally accelerated. That’s what I love about PR – I am still as productive and empowered as pre-Covid.
Side hustle
When I’m not reading (or pitching or writing) the news, I love to spend my time outdoors, whether hiking to the mountain tops or diving in the deep sea. I enjoy spending time in nature, and simply being in the fresh air.
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