Campaign’s PR Faces to Watch 2025 – Athwifa Saleem, Senior PR Account Executive, Arduina MENA

Campaign’s PR Faces to Watch 2025 – Athwifa Saleem, Senior PR Account Executive, Arduina MENA

Age: 30

Nominated by Ali Fathalla, Business Director:
As a Senior PR Account Executive at Arduina, Athwifa is not just passionate and hardworking—she’s relentless in getting results for her clients, all while leading with kindness and empathy. When I had to take an unexpected three-month medical leave last year, I worried things would fall apart without my presence. Instead, Athwifa stepped up and managed one of our clients almost single-handedly, ensuring everything stayed on track. When I returned, not only was everything intact, but the client was singing her praises. She’s a rare gem—dedicated, talented, and an all-round amazing person. She will achieve great things.

Career highlights

As a communications professional, I have worked with leading brands like Al-Futtaim Electric Mobility and CNN to formulate PR plans and handled media relations. My specialty in PR strategy, content development, and media relations, has enabled me to achieve high impact media coverage and create brand enhancing media networks. My focus is impact—be it with crisis communications or with putting brands at the heart of industry discussions. My goal is to make sure that PR performs in a way that trust is built, engagement is fostered, and the brand enjoys a positive image.

Guiding principles

Early into my career, I realized the power of empathy and thoughtfulness in shaping not just great campaigns, but meaningful conversations and powerful teams. I seek to lead with a people-first approach, one that puts connection above promotion. While PR is shifting through AI and data, I strive to always balance innovation with authenticity, harnessing technology to improve storytelling without losing its human core.

Side hustle

Aside from PR, I’m a freelance features writer and have contributed to publications like Harper’s BAZAAR Arabia and Near+Far Magazine. My work covers travel/culture and food, reflecting my passion for storytelling. Before settling in Dubai, I launched Bake-N-Dulge, a home-based confectionery business born purely out of my passion for baking.

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