Public Relations Account Manager at Asda’a BCW
Sabrin is an account manager with the Enterprise & Technology practice at Asda’a BCW. As a third-culture kid who grew up between the US, the UAE, and Jordan, she has developed a global perspective that enables her to offer fresh and unique insights. Her strengths lie in creative thinking and relationship building. Sabrin is always looking for ways to innovate and never settles for the status quo. She is always willing to lend a helping hand, whether it be with client work or keeping her team well-fed with a carefully curated selection of snacks.
Why did you choose this career path?
I often say I didn’t choose PR; PR chose me. It was a happy accident that I ended up in PR after starting my career in digital marketing, and now, three years later, I genuinely can’t see myself working in any other field. Seeing the tangible results of my efforts to bridge the gap between brands and their audiences through media is incredibly rewarding.
How did you land this job?
For my current role, I was specifically requested to work on a certain account by an ex-client I had worked with at my previous agency. Good client servicing gets you places, kids.
How do you compare your work life vs what you imagined it would be?
When I was still in university, I really thought work life would be ridiculously bright overhead lights, grey suits, and cubicles. Working within an agency has exposed me to people from all walks of life and has taught me so much about not only the industry but different cultures and experiences as well.
What do you wish you had been told before you started working?
How expensive it is to order lunch to the office every day. I really should start cooking.
What is the best thing someone could tell you about your work?
The best feeling is when someone tells me they’ve enjoyed working with me and would love to work with me again. I pride myself on not only delivering the end product but also making the process enjoyable for everyone involved through building key relationships.
What is the worst thing someone could tell you about your work?
That it isn’t impactful. Ultimately, my main goal in my career is to achieve a positive impact, whether it be for my agency, my client, or the general public.
What’s the most valuable lesson you have learned at work so far?
Choose your battles. Not everything is worth losing sleep over – deciding when to fight for something or when to let it go is one of the biggest challenges I’ve faced during my career.
Who’s your role model?
Mahmoud Darwish, a Palestinian poet, how he was able to give a voice to the Palestinian people through his creative work.
If not this, what would you be doing?
Something in the field of psychology. Human behavior is something I’ve always been fascinated with, especially what impacts mental health and well-being.
What do you see yourself doing in 10 years?
I’ve often found that things don’t always go according to plan – which is how I ended up in PR. So, who knows? Maybe I’ll have my own agency by then or maybe I’ll be lying on a beach somewhere in the Maldives. I’ll keep you posted.
The 30 Under 30 ranking was first published in Communicate's Q1 2023 print issue.