Independent counsel. Sharper judgement.
I bring senior communications judgement to complicated decisions, grounded in careful research and relationships built over 18 years.
My story
I studied Politics and Sociology at the University of York, and I've been fascinated by how decisions really get made ever since. My first jobs put me right inside that process: at the European Commission in Brussels, the House of Lords, and the Liberal Democrat Whips' Office in the House of Commons.
From there I moved to the other side of the table, as a policy adviser at the British Retail Consortium and in public affairs at Weber Shandwick. I then led public affairs at the Royal Academy of Engineering and built the European public affairs function of the International Council of Shopping Centres (ICSC) from scratch.
Later I moved into corporate communications in real estate and retail, at McArthurGlen and ÆRIUM, and then spent several years as Head of Regional Communications, UK & Europe at VFS Global, directing PR/public affairs agencies across the UK, Belgium, Poland, Italy, Greece, Cyprus and Romania, sourcing and managing agencies in the Americas, including the US, Canada and Brazil, and working as part of a multinational team across Dubai, India and other countries.
Why I went independent
I went independent to give organisations and their leaders my expertise directly, from day one. Throughout my career, I've often been the person a CEO turns to when they want to know what's really going on in their organisation, and how to handle it. Now I want to be that person for my clients: alongside you from the first conversation to the final outcome, bringing my contacts, my experience and an entrepreneurial approach to PR that looks for the angle others miss.
What I believe
Understand the press, policy and stakeholder conversation before deciding what to say.
Separate real change from noise, and test assumptions before they're tested for you.
Turn insight into clear messages and timely decisions made by people, not panic.
Beyond work
I've always been drawn to diplomacy and the people who practise it, and I'm planning a podcast in which diplomats talk about their careers. Outside work, I love travelling, reading, working out and playing padel, and I genuinely enjoy networking and meeting new people.
CIPR · PRCA · Women in PR
In their words.
Iffat is a highly effective communicator, with strong knowledge of the property sector and the ability to build good rapports with a wide breadth of stakeholders. Iffat strategically approached each project we worked on together, and made a clear impact in enhancing the profile of Aerium – skills that she will no doubt transfer to any of her endeavours.
I have worked with Iffat for the last year at Aerium, where she organized and led the PR and marketing effort for the firm. During her tenure, she substantially increased Aerium's coverage in the media and implemented an overall marketing strategy for the firm. Iffat possesses a wealth of contacts in the media and helped increase Aerium's profile with trade and national publications.
Though I work with Iffat in different teams at VFS, I can't miss her positive impact on the profile she holds so passionately. Iffat is a true professional who clearly knows her craft, but what makes her stand out is her authenticity as a person. She is a fantastic communicator who has a natural talent for connecting with people. No matter the situation, Iffat remains professional, pleasant, and incredibly helpful. It is rare to find someone who combines such deep knowledge with such a warm and approachable personality. Iffat is a massive asset to any organization, and I highly recommend her to any team looking for a dedicated and skilled colleague.