Member Spotlight: Yasmine El Shafei

Strategic Communications Consultant, Influence Communications

Yasmine’s passion for communications began with a career shift. Formerly an economist researcher working for the United Nations, Yasmine took the leap into the field of communications. Now a communications consultant with an MBA in Strategic Marketing and Finance, Yasmine works in both Egypt and Canada with multi-national organizations like Pepsi Co. and General Motors on crisis communication, media training, public speaking, and CEO training across different cultures and communication channels.

This career transition continued after moving to Canada two and a half years ago from Egypt. Yasmine joined IABC/Toronto to expand her community and apply to the Strategic Communication Management Professional (SCMP) program. “I was looking for a community to join,” says Yasmine. “Communication is a universal language and it has been interesting to read case studies in Canada and understand how every market behaves and communicates.” For Yasmine, the process of applying and studying for the two-year SCMP certification has brought a new dimension of expertise and hands-on experience to her communication practice. In many ways, reviewing case studies and best practices not only verified her previous knowledge but brought a deeper understanding of shared values and what is new on the horizon in terms of market dynamics, trends, and consumer behaviour. “This is the core of communications work,” says Yasmine. “It is continuously learning from real practitioners and professionals.”

Since joining IABC/Toronto, Yasmine has been volunteering with the OVATION awards. As the Director of Marketing, Yasmine is heading the marketing campaign to create a buzz around this year’s in-person awards ceremony and find interesting ways to highlight the winners of communication excellence. When reflecting on her own career path, Yasmine sees the practice of communication as not simply a job, but a life skill forged by continuous learning and personal growth.  “Communication is very much a human practice,” says Yasmine. “It is not just found at your desk or office, but an everyday practice that is always evolving.”