Sharifa has more than 30 years of experience in multicultural marketing in
Canada and is considered a pioneer of this industry,

At Balmoral, Sharifa leads a team of seasoned marketing professionals to
guide corporate and government clients, in building culturally relevant
communications to connect with multicultural consumers across Canada.

Her motto is “Building Bridges of Understanding”. She is a maestro in putting
a cultural lens to strategy and brands, to drive considerations and solidify
relationships between mainstream and these ever-growing market segments.

Sharifa was awarded a federal recognition from Prime Minister Jean Chrétien
for her entrepreneurial success. She was the recipient of 2013 RBC Top 25
Canadian Immigrant Award. She was amongst the Top 10 Woman of
Influence (Trailblazer) in 2018. She was also a recipient of both the Gold and
Diamond Jubilee Awards in 2002/2012 as the trailblazer of her industry.

She has led her agencies in winning numerous metals at the Cassie, the
Strategy Marketing Awards and the Summit International Awards for OLG,
BMW, Metrolinx, Canada Life, Sobeys, Ottawa Tourism and Clorox.

She has been on the advisory board of Ontario Media Development
Corporation, is an Honorary Advisory of the Chinese Cultural Centre of
Greater Toronto, on the Board of Governors of Mount Sinai Hospital and a
past Vice-Chair of OCAD University.