Unsung Hero – Zeina Kourki, SNC-Lavalin Group

We talked to Zeina Kourki, PR & Digital Communications Manager Middle East & Africa, SNC-Lavalin, who tells us about her role and how she he is helping to contribute to SNC-Lavalin success

Goals and Objectives

As part of my role within the communications team in the Middle East and Africa regions, my key objectives are to raise SNC-Lavalin’s brand awareness and showcase its business capabilities and success stories through traditional and digital media channels.

Positioning SNC-Lavalin as one of the market leaders?

The communications function at SNC-Lavalin plays a key role in developing strategic communication plans aligned to our business objectives, and creating engaging content that communicates our regional footprint, our end-to-end services in engineering, design and project management, Infrastructure, Nuclear and Resources sectors, our industry thought leadership and contribution to shaping future cities, as well as nationalization and training programs to develop local talent across the region.

Attributes

Over the past 10 years, I’ve gained an extensive regional experience working in public relations and media management industry for B2B and B2C brands. This combines exposure to both traditional and digital media channels, which helps me bring a 360-degree perspective to develop and implement effective communication strategies for SNC-Lavalin. Creativity and striving for excellence are also two key attributes that I constantly aim to achieve so I can bring an added value to the business. Most importantly, my native Arabic language skills are instrumental in shaping the brand voice in the Middle East and maintaining high quality content standards.

Importance of teamwork

Nowadays, an integrated communications team that combines expertise in internal and external communications, branding, digital and marketing communications is fundamental to help any organization meets its business objectives and build a solid reputation in target markets. That’s what our team brings to the table, and only by collaborating and working together can we achieve our goals and drive results.