ASDA’A Burson-Marsteller, the leading Middle East PR agency, has announced that Erica Alkhfaji has joined the Agency as Director of its Finance Practice. Her remit will include managing specialist PR services including investor relations, communications surrounding transactions & IPOs and regulatory filings, as well as driving new business growth and managing relationships with blue-chip clients in the financial sector.

Sunil John, Founder & CEO of ASDA’A Burson-Marsteller, said: “Erica brings to our Financial Practice a wealth of experience in this crucial sector. Her experience, expertise and industry contacts will be invaluable as we expect a big surge in activity in this sector over the coming years.”

Alkhfaji said: “With global players increasingly looking at the Middle East for growth, local firms looking at market listings, and governments throughout the Gulf seeking to privatise large enterprises, the outlook for the already vibrant finance sector is extremely healthy. I’m excited to be working with the team here in the Middle East in building on ASDA’A BM’s excellent reputation for providing world-class financial PR.”

Alkhfaji was previously Executive Director at EKP Consulting, working with PwC to write investment and trade-related research reports and digital content and with Google to conceptualise and implement innovation projects that created stronger relationships between the company and its stakeholders in the UAE. Earlier, she was Managing Director at FTI Consulting in Dubai, leading corporate communications programs as well as IPO communications, investor relations and media relations for global, regional and local organisations in MENA.

Prior to moving to the UAE, Alkhfaji was a director with Burson-Marsteller, New York where she advised clients including AIG, Bloomberg, Discover Financial Services, H.J. Heinz and Intel Corporation.

Alkhfaji is on the executive board of e7 Daughters of the Emirates, which aims to bring together young Emirati and expat women living in all seven emirates to teach them leadership skills and help them create social impact projects. Alkhfaji holds a Bachelor of Arts in Political Science from the University of California.