| Amber Pasha Member of WLG Technology Forum |
1. Your role in the firm.
I joined Al Tamimi & Company in 2017 as the CRM Manager. After a successful roll out of the firm's CRM system, I progressed into a Marketing Projects Manager role, where I am responsible for running strategic projects within the firm. My colleagues would probably describe what I do as “getting the job done”, with my infinite Excel planners, recurring campaign meetings and reminders in the diaries, I thrive on seeing all our Marketing and Business Development campaigns and projects come to life.
Fortunately, my role allows me to gain an aerial view of all marketing initiatives from the inception stage right through to the moment they are “live”. By sitting in the driving seat, I am able to build on existing working relationships, as well as establishing new ones with external stakeholders. In short, I actively connect the dots for greater collaboration and a successful output for the firm.
2. Share with us something new and interesting about your firm.
The headliner has to be the firm’s latest expansion plans in the African continent. This is an exciting step forward for the firm following an increased client appetite in the region. We opened a brand new office in Port Said, Egypt to accompany our long standing service offering in Cairo. The new office boasts unrivalled, on-the-ground access to the key shipping and custom operations in Egypt. Under the guidance of our specialist maritime lawyers, we will provide critical support to companies navigating complex cross-border transactions in the maritime, shipping and customs sectors.
Alongside the geographical developments of the firm, we continue to put an emphasis on adopting technological advancements to increase efficiency. Whether that’s internally with our latest introduction of ‘PitchPerfect’ – a software that will automate the process of creating formal proposal documentation and improve productivity. Or externally, with EdTech solutions, to better serve our clients in the Education sector. Within Marketing, however, I would say our most recent investment in ‘Passle’, a content marketing tool, is definitely worth a mention.
As we enter an era where “Content is King”, our efforts are fully geared towards creating timely and interesting content that will promote greater knowledge sharing with our clients and future clients. Passle is designed to better facilitate how our lawyers can share their comments and expertise on the latest legal developments across all sectors, and create new ways to strike a dialogue within their networks. In a nutshell, it’s just the tip of the iceberg, as the firm plays an active role as thought leaders in the market, and all I can say at this stage is… watch this space!
3. You are new to WLG (Welcome!) what is something you look forward to or hope to get involved in through the network?
I am delighted to be a part of such an esteemed legal network like World Law Group, and to sit alongside all of its world-class member firms. With such a warm welcome, I am most excited about joining network events, albeit virtual, and getting to know the other members better. I know Al Tamimi & Company have already built some fantastic working relationships with the other member firms, and so I really look forward to seeing what other collaboration opportunities are out there.
4. What is something you like to do in your free time?
I definitely choose to channel my energy in and outside the workplace into something that’s creative. Maya Angelou said it best “You can’t use up creativity. The more you use, the more you have.” and so, I try to fill my free time with new ways to learn a new skill or enhance existing ones. In our household arts and crafts are a staple, from origami to digital art masterpieces (kids these days!), we leave no stone unturned. So, whilst I don’t spend my spare time playing an instrument or mastering a sport, I am your weekend baker, part-time party planner, intermittent interior designer and hand-crafted gift giver, all rolled into one.