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Sally Al Shafey

Sally Al Shafey

Sally Al Shafey has over 16 years’ experience of Learning & Development and coaching. She has an extensive background and a rich blend of practical hands-on experiences in Training, Performance Management, Talent Management, Leadership Development and Coaching in a number of industries with people from diverse cultures and backgrounds. She has been involved in a multitude of projects including performance improvement, Assessment & Development Centres, organizational audits, and variety of HR-related projects including but not limited to developing, mapping and rolling out competency frameworks and performance management systems.

Sally has led the L&D function for more than 16 years with leading multi-national, local and government organizations within the diverse arenas of;

Hospitality where she started her career with InterContinental Hotels Group then Accor Hotels;

Media with MBC Group and Arab Media Group;

Academic sector with UAE University;

Aviation industry with Dubai Airports.

As a L&D consultant, trainer and executive coach, Sally has been undertaking consulting roles for clients, training providers and HR consultancies within the GCC; focusing on developing L&D professionals, delivering and facilitating public and in-house soft skills programs on a variety of areas such as leadership, team building, performance management, customer service and more, besides providing executive coaching senior and middle managers from different sectors and backgrounds.

Client history and assignments include: Ministry of Cabinet Affairs & the Future, Prime Minister’s Office – Dubai | Presidential Flights – Abu Dhabi | Emirates Foundation – Abu Dhabi | General Secretariat of the Executive Council of Abu Dhabi |UAE Ministry of Education | Masdar Institute | General Directorate of Residency & Foreigners Affairs – Dubai | Ashridge Business School – Middle East | PwC Middle East | First Gulf Bank – Abu Dhabi/Dubai | Abu Dhabi Motorsports Management (Formula 1 – Abu Dhabi Grand Prix organizers) | Estée Lauder – Middle East | Brands for Less -Dubai | Dubai Electricity & Water Authority (DEWA) | Sharjah Electricity & Water Authority (SEWA) | ADNOC Distribution – Abu Dhabi | Hydra Group – Abu Dhabi | Royal Group – Abu Dhabi | Ministry of Transport and Communications MOTC – Oman | Ministry of Health – KSA | Alinma Bank – KSA |

Coaching Approach & Benefits

Sally coaches individuals to enables them to realise and maximize on their potentials, plan for their careers, overcome challenges, adjust their pace, manage their relationships and move forward ensuring the alignment of their values and aspirations with their organization’s values and objectives.


Selected Testimonials

“Sally’s positive attitude and energy provided the pleasure and platform of doing great business. A consummate professional with a passion for learning and development I would whole heartedly recommend Sally to any organisation” Director at XpertLearning

“I have never met someone with so much expertise in their field like Sally. Besides her extremely friendly manner and positive attitude, which turns the toughest of tasks very favorable, Sally is a very cooperative and experienced person who would not spare advice to support her team”. Head of Consumer PR at Havas Worldwide formerly MBC

“Sally is great to work with, her amazing abilities and skills in HR in general and Performance Management coupled with her English/Arabic languages are a rare combination that are in need in any successful organisation  . Chief Executive Officer

“I had the pleasure working with during a re-branding and refurbishment period, she was part of training team whose primarily job is to ensure smooth re-branding. Sally was passionate person on she was doing and she assisted a lot in setting up the desired output during this important period of various standards. Sally is an active personality, love what she is doing and I do recommend her for any employer,.” Executive Assistant Hotel Manager

Other Activities & Professional coaching contributions

Middle East Broadcasting Center (MBC Group), Dubai – UAE (May 2012 – August 2015) Head of Learning & Development for the leading news and entertainment broadcaster in the Middle East, with 18 TV channels, 2 Radio Stations, 2 drama and music production units, 3 online platforms and 100 million viewer worldwide (3000 employees+). Sally  managing and leading the Learning & Development function for the group covering the L&D and Performance Management teams in Dubai and all remote offices in (KSA, Egypt, Beirut, Jordan, and Washington DC) 3000 employees+.

Dubai Airports, UAE (May 2011 – May 2012) – Sally was Head of Performance Management for one of the fastest growing major hubs and among the world’s top 5 airports in terms of international passenger and cargo traffic (Heading the entire PM process for DA’s 3500 employees)

Sally is an ICF Associate Certified Coach (International Coach Federation), a Certified Professional Co-active Coach CPCC by The (Coaches Training Institute). She also has a Certificate of Personnel Practice by CIPD (Chartered Institute of Personnel & Development), and is qualified to organise, administer, assess and direct Development and Assessment Centres and team building events. Sally is a Kirkpatrick Four Levels® Evaluation Practitioner / Silver level (Kirkpatrick Partners, USA),  an Accelerated Learning Facilitator and Practitioner  (The Centre for Accelerated learning, USA) and a qualified Master Trainer in Craft and Group Training Certificates.

Sally is a member of the Accelerated Learning Network of Professional Trainers and Educators, an ICF (International Coach Federation) member, Affiliate member of Dubai ICF Chapter and a fellow member in the Egyptian Human Resources Management Association (EHRMA).