Marketing & Communications Leader
Watson Internet of Things
IBM Middle East, Africa & Turkey
Asma Shabab is the Marketing & Communications Leader for Watson Internet of Things at IBM Middle East, Africa and Turkey where she explores how artificial intelligence is making ‘things’ smarter. She is passionate about how Internet of Things and Artificial Intelligence is progressing citizen convenience and as a marketing leader, tries to investigate its impact on communications. Asma was previously the Territory Marketing Leader for the Enterprise and MidMarket portfolio at IBM Middle East. Before joining IBM, Asma was engaged in B2C and B2B communications as Director, Account Management and Business Development, at Corporate & Marketing Communications, CMC (an affiliate of Ketchum) one of the largest PR firms in Pakistan where she focused on public policy and corporate communications. During her tenure, CMC expanded into digital communications services and successfully executed campaigns for blue chip companies including P&G, Nestle and Microsoft. Asma is a Fulbright Scholar and received her Master’s in Strategic Public Relations from the University of Southern California, USA. She has another Master’s in Business Administration from the Institute of Business Administration (IBA). Asma sits on the board of the CMO Council Middle East and the College of Media and Mass Communications at the American University in the Emirates. She is also a Co-Founder of Afterwork Dubai, a community initiative that provides a platform to UAE expats to network. She is also a public speaker on topics including Marketing & Communication trends, Internet of Things and gender equality.