Campaign’s PR Faces to Watch 2025 – Sally Tawil, Account Manager, Sherpa Communications

Campaign’s PR Faces to Watch 2025 – Sally Tawil, Account Manager, Sherpa Communications

Age: 27

Nominated by Anastasiya Golovatenko, PR Director:
Sally has the key soft skills needed for a PR specialist today. She is dynamic and adapts quickly to changing situations. A strong team player, she works well with colleagues, clients, and media to achieve great results. Her positive attitude helps build strong relationships and keeps things moving forward, even in tough situations. She is also resilient, handling pressure calmly. We are here to support and look forward to seeing what further transition awaits her

Career highlights

In over two years at Sherpa Communications, I have managed diverse accounts across both Arabic and English media, secured front-cover stories, and built a strong professional network, ensuring our clients’ stories receive the right spotlight. However, my biggest achievement has been making a bold career shift from English teaching to PR—starting remotely from Syria with little knowledge of the UAE market. Through dedication and continuous learning, I navigated the industry, built strong media connections, and honed my ability to craft compelling narratives. Today, I am confident it was the right decision, proving my resilience and adaptability.

Guiding principles

I believe great PR results stem from strong teamwork, where diverse perspectives drive creative solutions. Understanding that every client, journalist, and colleague has a unique working style, I prioritize clear communication and flexibility to bridge differences effectively. Working in a female-led company has further reinforced the power of collaboration, resilience, and empathy in leadership.

Side hustle

Beyond my PR career, I am committed to empowering my community in Syria through education and storytelling. Whether through providing English courses, mentoring aspiring professionals, or creating content that educates and empowers, I seek every opportunity to support those looking for guidance. In doing so, I aim to highlight the true essence of the Syrian identity, fostering positive representation and empowerment.

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