Her Excellency Reem Yousif Al Shemari is Director of Strategic Communications Affairs at the Executive Affairs Authority (EAA) - a specialized government agency that provides policy advice to the Chairman of Abu Dhabi’s Executive Council, His Highness Sheikh Mohammed bin Zayed Al Nahyan, The Crown Prince of Abu Dhabi.
In this role, Reem is responsible for providing strategic communications advice and program implementation to the Government of Abu Dhabi across all areas of its operations. These include the development of government policy, international public diplomacy programs and special projects related to the reputation of the Emirate.
Reem’s key career achievements include contributing to the creation of the Government of Abu Dhabi’s first-ever policy agenda for the Emirate, managing the bi-annual Abu Dhabi Awards campaign and developing a brand for the Emirate of Abu Dhabi.
In addition to her role at the EAA, in 2007, Reem was appointed General Manager of the newly-established Office of The Brand of Abu Dhabi (OBAD). The entity was created by Executive Council resolution to develop and manage the roll out and implementation of the Abu Dhabi brand, locally and internationally, as well as act as the guardian and patron of the reputation of the Emirate of Abu Dhabi.
Some of the high profile projects launched by OBAD under her guidance were creating brands for various entities and initiatives such as the 40th UAE National Day Celebrations, Yas Marina Circuit, the FIFA Club World Cup 2009, UAE President’s Cup for Arabian Horses series, and Abu Dhabi Art.
Other initiatives developed by OBAD include the Abu Dhabi Events Portal, and the annual Abu Dhabi Through Your Eyes Photography competition. In 2012, with the brand of Abu Dhabi firmly established, OBAD became part of the General Secretariat of Abu Dhabi. Reem is a Board Member of several entities, including the Abu Dhabi Media Zone (twofour54), the Abu Dhabi National Exhibition Centre (ADNEC), the Emirates Red Crescent, the Emirates Foundation for Youth Development and Flash Entertainment. She is also a member of the Advisory Board of the Abu Dhabi Music and Arts Foundation, Zayed University National Advisory Board for the College of Business Sciences and Qasr Al Hosn Executive Committee.
Reem began her career at Zayed University as a researcher in the Socio-Economic Centre, and Media and Student Activities Coordinator. She then joined Mubadala, an investment vehicle wholly owned by the Government of Abu Dhabi, as the first Emarati female employee and worked in its Communications Department.
Reem holds an Executive Masters Degree in Business Administration and a Bachelor of Business Marketing from Zayed University, Abu Dhabi, graduated with honors.
H.E. Reem Yuosif Al Shemari