Publsh Group has appointed Fatema Ali as Director of Social Media. In this role, she supports the company’s expansion into a fully integrated media engine and works across PR / socials for all the agency's PR clients.
Prior to joining Publsh, she played a key role in enhancing the digital presence of one of Dubai’s real estate groups, haus & haus, and bridging the gap between communications and modern storytelling for clients, including Address Hotels, Abu Dhabi Terminals, Kempinski, and the Department of Culture and Tourism. Fatema also led social strategy and creative direction for key portfolios, including BMW Motorrad Middle East and IHG Hotels & Resorts.
"Having worked across different high-level industries and multi-brand portfolios, I’ve seen that what cuts through isn’t over-produced content, it’s clarity, context, and a real understanding of the audience,” said Fatema. “There’s a misconception that authority needs to sound corporate. In reality, the brands that become most memorable are the ones that can balance both clarity and confidence. Not performative or trying to sound like a brand - just real, human communication.”
Kushal Desai, Managing Director and Co-founder of Publsh Group, added, "Fatema is a rare talent who understands that social media is no longer just a megaphone for PR, but the very heartbeat of a brand’s identity. Her appointment is central to our expansion goals and we look forward to reimagining how stories are told and experienced across the Middle East."