Early Life and Passion for Communication
Born and raised in Sudan, Sulaima Ahmed ElGaddal exhibited a natural talent for communication from a young age. Her fascination with storytelling and media led her to pursue a career in public relations and corporate communications. Fluent in both English and Arabic, Sulaima’s bilingual proficiency became a cornerstone of her professional journey.
A Decade of Dedication in Public Relations
Over the past ten years, Sulaima has built an impressive career in public relations, serving in various in-house external relations roles. Her persuasive communication skills and strategic mindset have been instrumental in enhancing the profiles of national enterprises. As a senior corporate communications specialist, she has effectively managed media relations, ensuring that her organizations’ messages resonate with both local and international audiences.
Leadership in Media Management
Sulaima’s expertise extends to media management, where she has demonstrated proficiency in liaising with trade, national, and international publications. Her ability to navigate complex media landscapes has positioned her as a trusted advisor in the industry. Her leadership has not only elevated the brands she represents but also set new standards for corporate communications in the region.
Community Engagement and Cultural Advocacy
Beyond her corporate achievements, Sulaima is deeply committed to community engagement and cultural advocacy. She played a pivotal role in organizing TEDxKhartoum, serving on the Marketing, PR, and Sponsorship team. This platform brought together diverse voices to share ideas and foster innovation in Sudan. Her involvement underscored her dedication to creating spaces for intellectual and cultural exchange.
Navigating Personal and Professional Challenges
In 2024, Sulaima faced unforeseen challenges due to the political unrest in Sudan. The turmoil necessitated a sudden relocation to the United Arab Emirates, a move that tested her resilience and adaptability. Leaving behind her established career and personal life, she embarked on a journey to rebuild from scratch in a foreign land.
Entrepreneurial Ventures Amidst Adversity
Determined to turn adversity into opportunity, Sulaima ventured into entrepreneurship in the UAE. She established a small shop in Ajman, offering products that resonate with both the Sudanese diaspora and the local community. This endeavor not only provided her with a livelihood but also created a communal space for Sudanese migrants to connect and support each other. Her shop became a symbol of resilience, reflecting her unwavering commitment to her roots and her new community.
Building a Supportive Community
Sulaima’s leadership extended beyond her business. She became a unifying figure for Sudanese migrants in the UAE, fostering a sense of community among those who, like her, had to start anew. Collaborating with individuals from diverse backgrounds—journalists, designers, educators—she cultivated a network of support and solidarity. Together, they navigated the complexities of their new environment, drawing strength from their shared experiences.
Personal Reflections and Family Sacrifices
The journey was not without personal sacrifices. Sulaima often grappled with the emotional toll of displacement, expressing concerns about her family’s well-being and the approval of her loved ones. Her daughter, Leen Khalifa, acknowledged the profound sacrifices her mother made, highlighting the depth of Sulaima’s commitment to providing a better future for her family. These reflections shed light on the personal struggles that accompany professional challenges, emphasizing the human aspect of resilience.
Current Endeavors and Future Aspirations
As of February 2025, Sulaima continues to expand her entrepreneurial ventures in the UAE. Her shop has grown, attracting a diverse clientele and serving as a cultural hub for the Sudanese community. Looking ahead, she aspires to transform her small business into a larger enterprise, potentially a mall that showcases Sudanese culture and products. Her vision is to create a lasting impact, bridging cultural gaps and providing economic opportunities for fellow migrants.
Inspiration Through Resilience
Sulaima Ahmed ElGaddal’s journey is a testament to resilience, adaptability, and the power of community. Her ability to navigate personal and professional upheavals with grace and determination serves as an inspiration to many. Through her story, she exemplifies how challenges can be transformed into opportunities, and how dedication to one’s values and community can pave the way for success, even in the face of adversity. Do connect on Linkedin.
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