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Director of Marketing, Communications and Public Relations at the Emirates Financial Institute since 2018.
Certified trainer in the field of personal branding and communication. She holds a master’s degree in mass communication arts from the University of Sharjah, and professional certificates in the field of marketing, leadership and career guidance from several universities and institutes such as Oxford, Columbia and the BBC. She led the project to establish and design the media direction, brand, and identity of the new EIF in 2023, which was a comprehensive and transformational effort, as her role included guiding the process from conception to implementation and understanding the organization’s values and mission.
She has been practicing journalism and television presenting since 2003 and is a content creator specializing in building personal identity and communication. It has a number of publications, including Beyond the Media We Know It, Behind the Microphone, you in seasons.
Masarat development is founded in 2020 by Safia Al Shehi, a professional media practitioner, Voice over, Writer, and certified Coach in goals & performance and a mentor in media. licensed by DED Trader.
One to one and group Coaching and mentoring sessions for managers and employees in the areas of public speaking, personal branding and communication.
Senior managers are interviewed by the media, representing their organizations online and offline and handling a huge responsibility when it comes to protecting their organization’s reputations and meeting their challenging audience. In Masarat we understand the number of challenges you must face through your careers as a spokesperson or media representative.
You are expected to announce good news, justify bad news, and sometimes manage crises – while journalists are asking hard questions. Your words, jesters, and social media profiles move people and impact lives.
That’s why we deliver customized training to help you as leaders and decision-makers stay on message, and confidently take control of interviews to get your key messages out.
We make sure that you are confident and prepared, in person and in your messaging, so that you deliver great TV, radio, Social media, and online interviews.
The skills we’re offering you are the same ones Safia Al Shehi uses day in and day out in her professional life.
Safia Al Shehi is a distinguished expert in Public Speaking, Professional Development, and Personal Branding with over 20 years of experience in shaping influential voices and strategic communication. As the Director of Marketing, Communications, and Public Relations at the Emirates Institute of Finance (EIF) since 2018, Safia has been at the forefront of driving impactful communication strategies that resonate with diverse audiences.
Her impressive credentials include a master’s degree in Mass Communication Arts from the University of Sharjah and advanced certifications from prestigious institutions such as Oxford, Columbia, and the BBC. Additionally, Safia holds certifications from Minnesota University, Dubai Knowledge Authority, Cambridge University, PwC, and HubSpot, highlighting her commitment to continuous professional development.
Safia’s extensive career includes her notable role as the voice of Expo 2020 Dubai, showcasing her expertise in voice-over work and media presence. In 2020, she founded Masarat Development, a premier coaching and mentoring company dedicated to Public Speaking, Professional Development, and Personal Branding.
Through Masarat Development, Safia offers tailored coaching sessions that empower both senior executives and emerging professionals to enhance their communication skills and personal brand.
Her contributions to the field are also reflected in her published works, including Beyond the Media We Know It, Behind the Microphone, and You in Seasons. These publications offer valuable insights into effective communication and personal branding.
Safia’s career has been recognized with numerous awards, including the UAE’s Best Broadcaster Award in 2016, the Al Owais Award for Best Media Personality in 2017, and the Haytham Award for Best Arab Media Personality in 2017. Her accolades underscore her exceptional impact and leadership in media and communication.
Safia Al Shehi combines her extensive experience and expertise to provide comprehensive coaching and mentorship, guiding individuals and organizations to achieve excellence in their communication and branding efforts.
