The Career Services Office had the pleasure of hosting a session on The Critical Role of Marketing Communications in Business with Ms. Sonya Kayani, Regional Communications Director; Greater Middle East-Tetra Pak. The session was moderated by Ms. Bareera Malik (Student, Business Department) under the supervision of Ms. Irtifa Nasir (Assistant Professor of Marketing, Business Dept) on June 14th, 2021.

Ms. Sonya Kayani is an award-winning multilingual marketing & communications expert with a prolific career spanning 18 years across diverse industries such as B2B, Banking, FMCG and Oil & Gas in Pakistan, Turkey, Iran, GCC Countries and Africa. She joined Tetra Pak as Communications Manager in 2016 and quickly rose through the ranks to Director Regional Communications, Greater Middle East.
In this insightful and thought-provoking session, Ms. Sonya addressed a number of topics pertinent to the role of marketing communications in Business. She shared with us her wealth of experience from the areas of international communications, brand management, global marketing and crisis management. She also talked about how communication differs from country to country & across cultures. Ms. Sonya further elaborated upon crisis management & recommended that it is always better to stay vigilant towards social media buzz and be aware of what, when & how to respond especially in the age of social media where there is two way communication and audiences are active content creators, which in effect, can be a double-edged sword for brands.

Ms. Sonya also shed light on the importance of internal communications and how imperative it is to keep employee sentiment in mind because at the end of the day they are ambassadors for the organization. High employee satisfaction is shown to increase retention rates as well as performance.
Ms. Sonya concluded the session by giving a very valuable piece of advice to our students: being passionate & committed towards your career is what leads you to success and that the field of marketing communications requires you to be very confident, resilient, have a thick skin & the ability to adapt to whatever environment you are placed in.

We are really grateful to Ms. Sonya Kayani for enlightening our students with the insights of the corporate world. We hope this was the first of many engagements we have with her in the days to come.